Alternatives to the Traditional Retail Store Audit: A Field Study
通过实地研究比较了周末清仓审计和商店购买审计两种替代方法与传统零售店审计在啤酒品类市场占有率数据上的差异，发现商店购买审计与传统方法结果可比，而周末清仓审计在某些城市存在显著偏差。
A field study was conducted to empirically compare market share data yielded by weekend selldown and store purchases audit methods with those provided by the traditional store audit method, for the beer product category. In one of the two test cities, market shares based on the weekend selldown audit method were statistically different for many major brands from those based on the traditional store audit method. Market share figures computed from the store purchases and traditional store audit methods, however, were statistically comparable in both test cities. The study points to the importance of focusing attention on the conditions under which the traditional store audit method and its economical alternatives may or may not yield comparable market data.