CPCM Syndicated Panel data Test Questions with Correct Answers

CPCM Syndicated Panel data Test Questions with Correct Answers •A category manager performed an analysis that showed Joe's Market the percentage of shoppers they were capturing in the widget category, and the percentage they were losing to other stores. What kind of analysis was this? - Answer-Leakage analysis •Understanding the difference between buyer conversion and leakage, which two of the following statements are correct? - Answer-Leakage measures the expenditures of product buyers to purchase the product at other competitive retailers, Buyer conversion measures the percent of product buyers who have bought the product somewhere and bought it in your stores. •Scanner data provides information to understand the market, while panel data provides data to understand __________. Which of the following words would correctly complete this sentence? - Answer-The shopper •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 •The following is an accurate formula for calculating buyer conversion: Buyer conversion= category buyers purchasing the category in the channel/ category buyers shopping the category in the channel - Answer-TRUE