Lecture 3. Sources of Information (II)

Lecture 3.
Sources of information (II).

Quantitative sources
Fundamentos y Técnicas. 10 ª Ed.

I. Grande y E. Abascal
Learning objetives
• A survey of quantitive techniques.

• What information they provide.
• How useful they are.
• When to use them.

1. Quantitative sources
Sources
Databases Panels Surveys
Books, reports … Consumers No personal
Electronical Retailers Personal
Scanner Audiences At home
GIS Phone
Internet or CD
Fundamentos y Técnicas. 10 ª Ed. In shop or mall
2. Databases
• What are they ?.

• Why are they
created ?.
• DB management.
• Some implementation
difficulties.

Scanner data bases
They are useful to know

• Buying habits.
• Where do customers come from ?
• Consumer loyalty.
• Consumer preferences.
• Purchase basket composition.
• Inventories and stocks.
• Maketing strategies effects.

Chicken Milk

Some reasons to create DB …
• Economical:
Economical: less costs in many senses (efforts, time, money, availability).
availability).
• Methodologycal (they help for the research design).
design).
• Markets are complex (many products, wide areas)
• Companies are complex (complex organigrams, many sources of information, information channels are complex…)
• DB are useful for marketing management.
management. (experimental design, consumer behavior, product diffusion and adoption.

GIS
• The collect information

coming from geographical
locations.
• They allow to measure the
size of current and future
markets.
• They allow to measure the
markets appeal from a
geographical perspective.

Main information to be included in GIS
• Household age composition
• Type of household according

family life cycle stages.
• Financial status.
• Place where they live.

DB management
• DB must designed to allow data

adding, accessing, extracting,
clasifying, exporting and analysis by
means of any specific software
(Excel, SPSS…)
• The team is composed by,
• Information manager.
• Archivist.
• Computer programmer.
• DB operator.

Some troubles…
• DB could be
considered as a
control system.
• Co-workers can be
jeallous.
• Some people can
mistrust DB usage.
• Lack of sharing
information culture.
• Ethic arguments.

3. Panels
• What are panels.

• When they emerged.
• Types of panels.
• What sort of information the provide.
• What is their usefulness.
• Panel bias.

Types pf panels
Houselhold panels
Individuals panels
1. Based on type •Car
of sample •Babies
Product •Cosmetics
•Cloth and shoes
•Pharmaceutilcal
Mail Information is sent by mail
2. Data collection Personal visit A person picks up the information at home
system Dustbin check Panelist keep barcodes, badges, packages
Bar code Barcode reader collects information
Destroyers Who are the consumers
3. Special panels Product test Participants are regularly surveyed
Electronical Panelists own a special card

DYMPANEL

Usefulness Information provided by panels
• Buying habits What, who, when, how much, where, what price
• To know sales volumen in
Spain, counties, Autonomous Regions…
markets
• To identify market segments By brand, variety, packages, sizes, flavour, …
Age, social status, household size, children at

• To profile consumers home, labour activity, spending power,
municipality …
By product, by market, product diffusion, brand
• Market size and trends
success, transfers among brands, …
• Marketing strategies effects Prices, packages, advertising
Shop loyalty
• Link consumer behaviour and Number of visited outlets
outlet Shopping frequency
Shopping budget
Product
Type Products Sample size Population
category
“Dried food”, preserves, milk

and milshake, softdriks,
cheese, milk products, frozen
Food, beberages
food, pastry, pre-cooked food, 5.000 households 12.000.000
and cleaning
Household fresh food, soap, water in 582 locations households
products
conditioner, dish soap, home
cleaners, cleaning tools, toilet
paper, disposable napy …
8.000 men and 30.661.800 persons

Cosmetics
women over 15
30.795.000 persons
Impulse panel 3.000 people
from 10 to 75
8.000 me and 30.661.800 people

Panel textil Undies and cloth
wome from 15
Baby panel Baby products 600 mothers 639.485 babies
Petrol and engine 15.000.0000 car

Car panel 3.000 car drivers
oil drivers
Regions
Región I Región V
Región II Región II Región IV Región VI
Catalana Balear y Barcelona Norte-Centro
Levante Sur Centro y Madrid Noroeste
Metropolitana Metropolitana
Baleares Albacete Almería Ávila Alava Asturias
Barcelona Alicante Cádiz Cáceres Burgos La Coruña
Gerona Castellón Córdoba Ciudad Real Cantabria León
Huesca Valencia Sevilla Cuenca Guipúzcoa Lugo
Lérida Murcia Granada Guadalajara La Rioja Orense

Madrid
Jaén metropolita Navarra Pontevedra
Tarragona no
Madrid no
Zaragoza Huelva metropolita Palencia
no
Málaga Salamanca Vizcaya
Badajoz Segovia
Soria
Teruel
Toledo
Zamora

Panelist information…
• Municipality size; less than 5.000, 5001 a 30.000, de

30.001 a 200.000 and metropolitan areas.
• Demographics; housewife age (less de 35; 35 to 49 and

over 50); social class (upper, medium, low); household
size (1 - 2 persons, 3, 4, 5 and over 5); children at the
household (no children, children from 0 to 5 años, from
6 to 15).

Sample characteristics …
• Global error in estimations does not exceed 1,40 %.

• Panel renews every 4 years. The turnover is 25 % every
year.
• Information is collected in roughly 600 locations.
• Panelists are randomly recruited or selected.
• Sample response rate is weekly controlled in locations.
• Sample structure is monthly controlled (criteria as age,
children, status...)

Panel operation
Weight
Product
Package Brand Quantity or € Outlet
Category
volume
Canned
fried Brick A 2 bricks 500 cc 2 Supermarket
tomato
Tomato
Can B 12 cans 800 g 4 Hypermarket
sauce
Preserved Traditional
Flask C 6 flasks 900g 3
tomato food shop

Standard report
• Global and specifyc market size and

brands share.
• Average consumption in households.
• Prices payed by consumers.
• Consumptions in distribution channels.
• Consumer profile.
• Sales in different retailers and stores
Special report
• Superconsumers, more relevant consumers
identification relying upon their purchases.
• Brand launching. Brands trend in a period of
time.
• Consum transfers. Market growth evolution,
risky markets, brand share transfers…
• Consumers loyalty. Profiling consumers; loyal,
lost, new customers, sales volumen in
segments.
Other offered services …
• Distribution chains. In depth sales reports of

different retailers or brands.
• Category Manager. Potential market analysis, loyalty,
lost brand share …
• Data server. Friendly user software for sales data
analysis.
• Dympanel distribution. Profiles frequent retailer
consumers of; Carrefour, Día, Caprabo, Alcampo,
Eroski, Mercadona, Hipercor y Sabeco.
• Quick Analysis. Diagnostic and solutions for brands in
trouble.
• Swot analysis, strenghs and weaknesses of brands.

Panel bias
• Household size.
• Who is the respondent.
• Housewife age.
• Housing property.
• Sensivity to price.
• Income.
• Cultural level.
• Product nature.
• Planned or unplanned shopping.

Consumer panels assesment
• Too expensive to be supported by companies

individually. Dympanel employes 425 data
inspectors all over Spain.
• Quick degradation; panels are renewed in
two years – three years.
• Panels only provide quantitave data. No
information about motivations is provided.
• Data could be biased in same areas or
countries.

MOSAIC PANEL
for marketing segmentation
Fuente: www.iberian.com
Fuente: www.iberian.com Fundamentos y Técnicas. 10 ª Ed.
Fuente: www.iberian.com Fundamentos y Técnicas. 10 ª Ed.


Retailers panels
• What they are.

• When they were
created.
• What sort of needs
they solve.
• Sales
• Stock valuation

Nielsen panels
Universe Information searched Outlet Market

Food Food All sort of outlets Spain
Hotel business Retailers dealing with 5 of the following
Bar, Pubs, Disco Hotels,
drinks (wine, gin, spirits, beer, mineral Spain
Restaurants
water, brandy, softdrinks, vermouth)
Combined Pharmacy and perfum shops Pharmacy and perfum
Spain
shops
Cash & Carry Wholesale shops Cash & Carry Spain
Chemist Chemist Chemist Spain
Electrical appliances Appliances retailers Retailers Spain
Photography Photo retailers Retailers Spain
Toys Toy retailers Toyshops Spain

Information providers
• Hypermarkets; store with shopping area over 2.500 m2.
• Supermarket; store with shopping area from 100 m2 to

2.499 m2.
• Traditional shop, no free service. Near home.
• Special food stores.

• Marginal Type I; bakery and dairy.
• Marginal Type II; butchers.

Store selection
• Nielsen has a census of 14.000 store
• Name, address, type, and so on.

• Sales potential.
• Equipament; shopping surface, cash, employees, scanners, and so on.
• Deparments; butcher,grocery, cloths, fish-shop, miscellaneous, and so
on.
• Store selection is based on stratified random sampling.
• Participant stores are rewarded with gifts, market information,

training in finance, accounting, taxes, inventories management and
so on.

Market delimitation criteria
Markets are delimited taking into

consideration;
• Population.
• Size.
• Numbre of households and their composition.
• Household income.
• Household consum.
• Spending power index; SPI of commom products
(SPI1), medium (SPI2) y specialized products
(SPI3).

Regiones Nielsen
Area 1 Area 4 Area 6

Area 2 Area 3 Area 5
Cataluña, Aragón, Baleares y Centro y Madrid Norte
Centro Este Sur Noroeste
Barcelona Metropolitana Metropolitana Centro
Baleares Albacete Almería Ávila Asturias Alava
Barcelona metropolitana Alicante Badajoz Cáceres La Coruña Burgos
Barcelona no metropolitana Castellón Cádiz Ciudad real León Cantabria
Gerona Murcia Córdoba Cuenca Lugo Guipúzcoa
Huesca Valencia Granada Guadalajara Orense La Rioja
Lérida Huelva Madrid Metropolitana Pontevedra Navarra
Tarragona Jaén Madrid no Palencia

metropolitana
Zaragoza Málaga Salamanca Vizcaya
Sevilla Segovia
Soria
Teruel
Toledo
Zamora
Basic equation
S i + Purchases = Sales + S f

Information provided
• Sales; in units and money.

• Retailers purchases.
• Stocks: initial and final.
• Stocks: average value, turnover, out of stock.
• Prices payed by customers; sales promotion.
• Market share by product, brand, market or area,
type of retailer.

Conusmer panel.
HOMESCAN - NIELSEN COMPANY.
Founded in 1.999 intending to,
Complete information provided by retailers

by means of surveying households about
products and brands.

Panel operation
• Universe: spanish households, including Balearic

Islands. Canary Islands are excluded.
• Sample size: 8.000 households representative the
universe.
• Data are collected by optic pen and sent by telephone.
• Report frequency: quarterly and annual. Other periods
are available on request.

Report contents
• Market trends and brands share.

• Consumer behavior. Total purchases, percentege of
buying households, household average purchase,
purchase frequency, and so on.
• Consumer demographic profile.
• Household positioning; what are relevant and why,
brands purchased.
• Repeat buying of brands and product categories. How
frecquent are brands purchased in a period of time;
one, two, …
• Datos por cadena.
• Potential market and segments size.

Information is detailed on the basis of …
• Nielsen areas.
• Municipality size.
• Social class.
• Housewife age.
• Labour status of the housewife.
• Household size.
• Children in the hosehold.
• Store type.
Special reports
• Homescan offers the posibility of undertake

special reports,
Sourcerer offering, Trial&Repeat, New, Lost

and retained,, Gain&Loss, Panel views, Chice
segmente, Shopper missions,, Heavy-medium-
light, Trade planner, Shopper óptimizer, Trade
category, Analyser.

5. Audience panels
• Concept
• How they operate
• Why they are useful

El panel Taylor Nelson Sofres
• TNS Media Audience; monitors TV

audience, advertising and programms.
• TNS Media Intelligence monitors news
about companies, products, brands, in
different media.
• TNSSPORT reports research about
sport sponsoring in media.

TNS Audience panel
• The audience panel is a sample of households
representing a universe. Operates by using audimeters.
• Only individuals over 4 years old living in Spain are

panel menbers.
• The main panel is divided into nine smaller panels

corresponding Andalucía, Cataluña, País Vasco, Galicia,
Madrid, Comunidad Valenciana, Castilla La Mancha,
Canarias and other Autonmous Regions.

Panel building
• Prospects are selected from INE data.
• Sample is stratified according spanish sociodemographics.
• Only main households living in Spain and Balearic Islands

are taken into consideration for panel building. Second
homes are rejected.
• Sample size is no-proportional. In some areas sample is

oversized to achive representativeness to infer results.

How audimeters operate…
An audimeter is a clever machine that

can …
• Detect whether the TV set is ON or OFF.
• Detects the tunned TV channel.
• Detects teletext and other external sources
and TDT, satellite channels, camcorder,
video, DVD player, and so on.
• Detects the video playing or recording.
• Send the information to TNS in real time.
Departament of Minutado, Control de
Programas e Inserciones Publicitarias
• Monitors 5.500 TV spots y 3.200

programs daily.
• The main department is located in
Madrid y others in Barcelona, Valencia,
Sevilla, Bilbao, La Coruña, Santa Cruz de
Tenerife y Toledo.
• Monitors over 50 TV channels.

TV audience information
Fuente: www.sofresam.com

Audience evolution minute by minute

Programs and audience report
Fuente: www.sofresam.com Fundamentos y Técnicas. 10 ª Ed.

Advertising report
TNS press reports
News appeared in press…
• TNS surveyes 140 newspapers and 250 magazines to

find out news...
• Nominal; news citing a company, institution, person o event.
• Tematic; news from the industry.
• Industry; the more relevant news of the industry published
in main newspaper are reported.
• Reports are supplied in different formats as PDF,
JPEG, photocopy, WEB site.

TNS radio and TV reports
News appeared in TV and radio.
• RN1, RN5, SER, COPE, ONDA CERO,

INTERECONOMIA, TELEMADRID, CATALUÑA
RADIO, ONDA RAMBLA y RADIO EUSKADI
• TV1, TV2, TELE 5, A3, CANAL +, TELEMADRID,
CANAL SUR, CANAL 2, TV3, K3-33, ETB1. ETB2,
PUNT2, BTV y CITY TV
• Reports are delivered in different formats; AVI,
WAV, MP3.

Who controls the controller ?
• The Comité de Usuarios and the Consejo de

Control are both two controllers representing
those involved in advertising; TV channels,
companies and brokers.
• The Asociación para Investigación de Medios
de Comunicación (AIMC), is a company that
strictly monitors continuosly the TNS reports.
• The Coincidental Interno and Coincidental
Externo, reports are annual reseraches to
compare the degree of accuracy between data
provided by TNS and others from AIMC.
Estudio General de Medios
• Founded in 1988.
• Composed by Estamento 1 (announcers) y 2
(media; TV, radios).
• Reports,
• Estudio General de Medios; 43.000 interviews in
three waves; april, Juene and December. Provides
useful information about media habbits.
• Control de audiometría; a permament assesment of
the TNS audiometric system.
• Auditorías técnicas; other requested studies by
associates.

Estudio General de Medios
• Collects information from a sample to infer

media habbits.
• EGM is a multimedia research; TV, radio,

newspapers, magazines, cinema, internet.
• It is yearly conducted. The final report

gathers information providen by three
randomly selected same size and meaning
samples.

Universe and sample
• Population from which sample is selected are residents
over 14 years old living in Spain.
• Sampling is random and stratified.
• Data are collected by interviewing 43.895 persons by

means of a questionnaire. 27.094 are surveyed by
telephone CATI system.
•
• Field reseach is conducted by marketing research
institutes as IPSOS ECO CONSULTING AC Nielsen,
TNS Market Research y Demoscopia. TYhe 10 % of the
questionnaires are checked by AIMC and EGM.
• ODEC analyzes data and reports results.

Questionnaire
• Media habbits.
• Demographics.
• Household equipment.
• House consumption patterns.
• Lifestyles.

Lifestyle

Some EGM reports

6. Some criteria to valuate information
• Is information enough ?
• Is information relevant ?
• Is information reliable ?
• Who is the data collector.
• What is the intention.
• Method of data collection.
• How old are data.
• How accurate is data definition.
• How consistent is information with other
existing data.
7. Survey
• What is a survey.
• Types of survey
• Some criteria to choose
from.
• Survey assesment.

Advantages of using surveys
• Standarization
• Ease to administer.
• Ease of data treatment.
• Posibility of getting additional
information.
• Posibility of partial reseraches

Types of survey
• Mail.
• At home.
• In shop / mall.
• By telephone and C.A.T.I.

ESOMAR guidelines for telephone interview
• Explain it is research and selling is not intended.
• Guaranty anonymity.
• Inform the respondents they are surveyed by a
trustul research institute.
• Advice them how to verify it.
• Explain the respondents they have been randomly
selected.
• Convince the respondents no one else can access
they information they supply.
• Disturb as less as possible.

Omnibus
It is a multiitem and shared survey

useful to,
• Survey markets; basic consumption, brands,
habbits, and so on.
• Know consumer demographics.
• Know activities and other habbits
• Know opinions, values.

Factors affecting the type of survey
• Characteristics of the reserach.

• Characteristics of the surveying method.
• Characteristics of the sample.
• Sampling dificulties.
• Characteristics surveyors.

Characteristics of the research
• How complex is the information to collect.

• Degree wished control.
• Budget.
• Ease to collect information.
• Intentionallity of additional studies.
• Trend analysis.
• Research rush.
• Effects ot the time.
• Managerial insights.
• Geographic area, habitat size.
Surveying method
• Knowlege of the environment.

• Display or show additional materials.
• Posibility or reformulate questions.
• Infer results.
• Required time to collect the information.

Sample characteristics
• Anonymity.
• Demographics.
• Size of the universe.
• Population density.
• Control of respondents coherence.
• Collaboration proneness.
• Thrid person influence.
• Sensitive information.
• Expected collaboration level.
• Veracity of the answers.

Sampling
• Sample accesibility.
• Ease of sampling design.
• Posibility to infer results.

Surveyors habilities
• Flexibility to query.
• Skills.
• Bias.

Internet survey ingredients
• Panel of participants. A large number of

potential participants previously selected is
expected to provide information by mail or web
site.
• Web site questionnaire. A questionnaire is
uploaded and panelists are invited to answer. A
gift for participation is offered.
• E-mail questionnaire is sent to prospects. It is
important the potential participants do not
reject the mail questionnaire considering it as
spam.

Assesing Internet survey
• Pros:
• Lack bias by the surveyor and less bubget.
• More speed in data treatment.
• Cons:
• Dificulties to access potential participants.
• Dificulties to control the selection of the
potential participants.


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Lecture 3.

Sources of information (II).

Fundamentos y Técnicas. 10 ª Ed.

• A survey of quantitive techniques.

Fundamentos y Técnicas. 10 ª Ed.

Databases Panels Surveys

Books, reports … Consumers No personal

Electronical Retailers Personal

Scanner Audiences At home

• What are they ?.

Fundamentos y Técnicas. 10 ª Ed.

They are useful to know

Fundamentos y Técnicas. 10 ª Ed.

Fundamentos y Técnicas. 10 ª Ed.

Fundamentos y Técnicas. 10 ª Ed.

• The collect information

Fundamentos y Técnicas. 10 ª Ed.

• Household age composition

• Type of household according

• Place where they live.

Fundamentos y Técnicas. 10 ª Ed.

• DB must designed to allow data

Fundamentos y Técnicas. 10 ª Ed.

Fundamentos y Técnicas. 10 ª Ed.

• What are panels.

Fundamentos y Técnicas. 10 ª Ed.

Mail Information is sent by mail

2. Data collection Personal visit A person picks up the information at home

system Dustbin check Panelist keep barcodes, badges, packages

Bar code Barcode reader collects information

Destroyers Who are the consumers

3. Special panels Product test Participants are regularly surveyed

Electronical Panelists own a special card

Fundamentos y Técnicas. 10 ª Ed.

Fundamentos y Técnicas. 10 ª Ed.

• To identify market segments By brand, variety, packages, sizes, flavour, …

Age, social status, household size, children at

• Marketing strategies effects Prices, packages, advertising

“Dried food”, preserves, milk

8.000 men and 30.661.800 persons

8.000 me and 30.661.800 people

Baby panel Baby products 600 mothers 639.485 babies

Petrol and engine 15.000.0000 car

Baleares Albacete Almería Ávila Alava Asturias

Barcelona Alicante Cádiz Cáceres Burgos La Coruña

Gerona Castellón Córdoba Ciudad Real Cantabria León

Huesca Valencia Sevilla Cuenca Guipúzcoa Lugo

Lérida Murcia Granada Guadalajara La Rioja Orense

Fundamentos y Técnicas. 10 ª Ed.

• Municipality size; less than 5.000, 5001 a 30.000, de

• Demographics; housewife age (less de 35; 35 to 49 and

Fundamentos y Técnicas. 10 ª Ed.

• Global error in estimations does not exceed 1,40 %.

Fundamentos y Técnicas. 10 ª Ed.

Fundamentos y Técnicas. 10 ª Ed.

• Global and specifyc market size and

• Distribution chains. In depth sales reports of

Fundamentos y Técnicas. 10 ª Ed.

Fundamentos y Técnicas. 10 ª Ed.

• Too expensive to be supported by companies

Fundamentos y Técnicas. 10 ª Ed.

Fundamentos y Técnicas. 10 ª Ed.

Fundamentos y Técnicas. 10 ª Ed.

• What they are.