Methods of Primary Data collection: Other Methods 5) Marketing/ Consumer Research Methods:
✓The following methods of data collection is used in marketing research to collect data about the preferences and behaviour of Consumers:
a) Warranty cards
b) Distributor audit
c) Pantry audit
d) Consumer panel etc.
a) Warranty Cards:
✓ It is a method of data collection in business/marketing.
✓ In this method, postal size cards are used of dealers of consumer to collect information regarding their products.
✓ Information needed is printed in the form of questions.
✓ These pre-stamped cards placed inside the package with a request to send back to the dealer after filling it.
b) Distributor Audit (Store Audit):
✓ It is a method used by dealers or distributurs of goods to collect data from retail stores.
✓ Salesmen аrе sent to these retail stores at regular intervals.
✓ Data is generally obtained by observation at sales points.
✓ It is done to estimate market size, market share, Seasonal purchasing pattern etc.
c) Pantry Audit:
✓ In this method, data is recorded by observing or examining consumers pantry (shopping basket).
✓ Investigator collects an inventory of type of goods, brands, quantities and prices of commodities purchased by the consumer.
✓ Content of the pantry accurately reflects the Consumers preferences.
d) Consumer Panels:
✓ It is the extension of pantry audit approach on a regular basis.
✓ A set of consumers are selected and observed regularly.
✓ Selected sample consumers are interviewed and their pantries are observed repeatedly over a period of time.
✓ It may be:
~Transitory: before and after an event such as an advertisement campaign or offer period. ~Continuing: data collected for an indefinite period.
   • 31. Research methodology- Data Collec...  
   • 32. Methods of Primary Data Collectio...  
   • 33. Methods of Primary Data Collectio...  
   • 34. Methods of Primary Data Collectio...  
   • 35. Methods of Primary Data collectio...  
   • 36. Methods of Primary Data collectio...  
   • 37. Methods of Primary Data collectio...