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Transaction data: commercial transaction surveys and test market data

[working paper]

Engel, Bernhard

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Further Details
Corporate Editor Rat für Sozial- und Wirtschaftsdaten (RatSWD)
Abstract "Commercial transaction surveys and test market data are important sources for the analysis of consumer behaviour in various markets. The advantage of these surveys is that they do not only rely on "weak" data of consumers but also on "measured" data (eg. sales information, marketing information etc.) The key questions for the analysis of commercial transaction surveys and test market data are the prospective evaluation of market success for launched or relaunched products and services, the influence of marketing and media on product purchases under “real market conditions” and comparison between the test market and the total market. These data are not yet used by the scientific community. There are three major challenges to get access to the data. The owners of the data (market research institutes/”clients”) have to allow data access. The data must be anonymized in various ways (individuals/households, brands/products) without losing relevant information. Furthermore it is necessary to develop quality guidelines for commercial transaction surveys and test market data. In order to setup the process the RATSWD should initiate a project of official statistics, scientific community and commercial market research."(author's abstract)
Keywords transaction; survey; evaluation; data access; product; service; marketing; consumer; data; consumption behavior; market; market research; economy; consumer research; test; entrance requirements; method; quality
Classification Methods and Techniques of Data Collection and Data Analysis, Statistical Methods, Computer Methods; Marketing
Document language English
Publication Year 2009
City Berlin
Page/Pages 9 p.
Series RatSWD Working Paper Series, 63
Status Published Version
Licence Deposit Licence - No Redistribution, No Modifications
data provider This metadata entry was indexed by the Special Subject Collection Social Sciences, USB Cologne