Use of Consumer Panels for Brand-Share Prediction
Open Access
- 1 May 1968
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 5 (2) , 131-145
- https://doi.org/10.1177/002224376800500201
Abstract
This article describes a method of predicting the market share for newly launched brands and the future equilibrium share of established brands after major promotional activity. The method is dependent on the continuous purchasing data obtainable from consumer panels and is developed from numerous case histories from the Attwood Consumer Panel in Great Britain to illustrate the use of the technique and its refinements.Keywords
This publication has 3 references indexed in Scilit:
- Methods of Estimation Involving DiscountingJournal of the Royal Statistical Society Series B: Statistical Methodology, 1967
- Estimating a Mixed-Exponential Response LawJournal of the American Statistical Association, 1961
- Early Prediction of Market Success for New Grocery ProductsJournal of Marketing, 1960