If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via ________.
A)scanner data
B)in-store intercepts where consumers were observed purchasing a product in a particular category
C)telephone interviews with individuals who made a recent purchase in a particular category
D)an audit
E)panel data from individuals in the interested category

Question

Quizplus · Accepted Answer

An audit would involve physically visiting stores and counting and recording the number of facings (shelves) dedicated to the company's brand versus competing brands. This method would provide the most accurate and reliable information about in-store shelf exposure. Scanner data would only provide information about sales, not shelf placement, while in-store intercepts and telephone interviews would rely on self-reported information from consumers and may not be representative of the entire market. Panel data may provide some insights, but would not specifically address the in-store shelf exposure of the brand versus competitors.

If a Company Is Interested in Determining the In-Store Shelf