and select a market from the list for which you have access to Scarborough data.A Shopped vs. Purchased report helps you to compare the number of people who visited stores to those who actually made purchases. A Closing Ratio is included, representing the likeliness of consumers making purchases when they patronize a business. The report displays a set of stores based on a selected category, such as Department Stores, Clothing Stores, or Consumer Electronics stores. Using this report you can compare your client directly to their competitors.
You can view or print PDF versions of each report view. You can also export the report to a comma-delimited .csv file which will look like the table view without formatting.
• Shopped vs. Purchased graph - A graphical representation comparing the total number of people who shopped (visited) the business to the number of people who made a purchase. This is the default view for the report.
• Shopped vs. Purchased table - A vertical orientation that allows you to customize the display of estimates.
• Pop/Intab view provides details about the source used for population and in-tab.
To create a Shopped vs. Purchased report:
1 Create the report:
• Select the Research tab, and then select the Radio sub-tab.
• Click and select a market from the list for which you have access to Scarborough data.
The Shopped vs. Purchased report requires qualitative data from Scarborough. This report is not available with Scarborough Mid-Tier, Retail Direct, and Qual Diary data.
• On the Qualitative Reports section, at the top of the Radio sub-tab, select the Shopped vs. Purchased check box.
• Click Generate Report.
2 Select a Scarborough qualitative survey.
3 Select one or more demos.
• Select the gender and age range.
• Click check boxes to change the ethnicity settings.
The default is All. Click the All check box to clear it and select other ethnicity combinations. If you limit the ethnicity and there aren't enough respondents Tapscan alerts you with a message.
• Optionally, type a name and click Save to keep your selections as a favorite.
• Click OK.
4 Select Shopped vs. Purchased categories.
• Click the Categories*: What Categories do you want to use? link.
• Select a single category.
• Click OK.
5 Optionally, select the target audience.
• Click the QualCategory: Who do you want to look at? link.
You can run the Shopped vs. Purchased report without qualitative and base the report on the demo and geography alone. Use the Run Report Without a WHO or Clear WHO button to remove any selections.
• Create one or more category-question-answer selections to add to the query in the WHO lists:
• Select items from the Category, Question and Answer boxes:
- You can highlight categories, questions, or specific answers.
When you highlight a single category, all questions associated with that category are automatically displayed in the Questions list. When you highlight a single question, all answers associated with that question are automatically displayed in the Answers list.
- Click the Add Selections button to add your selections to the selected box.
You can add answers to either list. You can also click the AND/OR toggle link between answers to switch.
• Optionally, type a name and click Save to create a favorite.
The name can contain letters, numbers, or special characters.
• Click OK to save your choices.
6 Change the parameters as desired. See Related topics... for more information.
7 Click Apply Changes to generate the report. The report contains all stores that are available in the selected survey and category.
Related topics...