Running in circles: store performance analysis entails more than drawing a 5-mile ring around a store and calling it a trade area
Article Abstract:
Store performance analyses must be carefully and accurately performed if retailers are to fully benefit from competitive analyses. An analysis must begin with an accurate, detailed identification of a store's primary trade area, which might most accurately be conducted through in-store surveys. Once this area has been defined, market penetration and comparative performance can be clearly seen.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
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Format follows function
Article Abstract:
Companies should recognize the differences among various methods of collecting consumer data before launching a market research effort. Options include mail surveys, interviews at shopping malls, telephone interviews, omnibus studies, observation and focus groups. The advantages and limitations of each method should affect which one a company chooses. The methods are outlined.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
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