CPCM Syndicated Panel data Exam
Questions and Answers
•What measures should you compare in order to determine if adding new items to a
category brought in new buyers? - Answer-Penetration, buying rate, frequency, and
purchase size before and after intro
•What two measures should you compare to understand why your sales are up? -
Answer-Current penetration and buying rate vs. year ago
•Which of the following is an example of buyer conversion? - Answer-A widget category
shopper usually buys widgets at Joe market. While doing his grocery shopping at
Kroger he notices a floor display and decides to buy widget at Kroger instead of making
a separate trip
•Why is it important to retain Heavy Buyers as shoppers? - Answer-They represent a
small percentage of buyers, but usually make up a majority of the sales volume.
•The "share of requirements" measures the extent to which a product satisfies a
consumer's requirements in a category. What is another term for this? - Answer-Product
loyalty
•How is panel data created? - Answer-Information is gathered from a panel of shoppers
who record their purchases over a period of time
•Using the following information, what is Joe's Market's buyer conversion rate for
pineapples? - Answer-1,000 of his shoppers buy pineapples somewhere 340 of those
shoppers bought pineapples at Joe's Market 660 of those shoppers bought pineapples
elsewhere. 34% buyer conversion
•This chart uses panel data to compare purchases of Brand A by Light, Medium, and
Heavy buyers over two years. Looking at the data, what can you say about the buyers
of Brand A? - Answer-Medium buyers are making fewer shopping trips this year than
last year, but buying more per trip
•What is the difference between buyer conversion and leakage? - Answer-Buyer
conversion measures the percent of product buyers who actually purchase the product
at the retailer, while leakage measures the percent of product dollars lost to other
retailers
•Select the most accurate definition of category leakage. - Answer-The loss of volume in
a category from a current shopper to another retailer
Questions and Answers
•What measures should you compare in order to determine if adding new items to a
category brought in new buyers? - Answer-Penetration, buying rate, frequency, and
purchase size before and after intro
•What two measures should you compare to understand why your sales are up? -
Answer-Current penetration and buying rate vs. year ago
•Which of the following is an example of buyer conversion? - Answer-A widget category
shopper usually buys widgets at Joe market. While doing his grocery shopping at
Kroger he notices a floor display and decides to buy widget at Kroger instead of making
a separate trip
•Why is it important to retain Heavy Buyers as shoppers? - Answer-They represent a
small percentage of buyers, but usually make up a majority of the sales volume.
•The "share of requirements" measures the extent to which a product satisfies a
consumer's requirements in a category. What is another term for this? - Answer-Product
loyalty
•How is panel data created? - Answer-Information is gathered from a panel of shoppers
who record their purchases over a period of time
•Using the following information, what is Joe's Market's buyer conversion rate for
pineapples? - Answer-1,000 of his shoppers buy pineapples somewhere 340 of those
shoppers bought pineapples at Joe's Market 660 of those shoppers bought pineapples
elsewhere. 34% buyer conversion
•This chart uses panel data to compare purchases of Brand A by Light, Medium, and
Heavy buyers over two years. Looking at the data, what can you say about the buyers
of Brand A? - Answer-Medium buyers are making fewer shopping trips this year than
last year, but buying more per trip
•What is the difference between buyer conversion and leakage? - Answer-Buyer
conversion measures the percent of product buyers who actually purchase the product
at the retailer, while leakage measures the percent of product dollars lost to other
retailers
•Select the most accurate definition of category leakage. - Answer-The loss of volume in
a category from a current shopper to another retailer
