The sales and market shares for the same brand in the same period are often different when

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The sales and market shares for the same brand in the same period are often different when they are measured by a scanner audit rather than a consumer panel. How would you account for the differences? What would you do about them?

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Marketing Research

ISBN: 978-1118156636

11th edition

Authors: David A. Aaker, V. Kumar, Robert Leone, George S. Day

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Question Posted: Mar 29, 2016 04:41 AM

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The sales and market shares for the same brand in the same period are often different when

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Consumer Panels may underestimate brand sales and market sh...View the full answer

Marketing Research

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