Problem

■ What is the actual price for our products in retail outlets?

■ What is the actual selling price for competitive products in retail outlets? Data requirement

■ Prices charged for our product in different retail outlets.

■ Prices charged for competitive products in different retail outlets. Data sources

■ Observation research: a simple, but limited, DIY exercise in local retail outlets (see Notes for Guide 4, Section 16.10).

■ Syndicated research services: retail audit data for markets covered by this service (see Section 4.3).

Team LiB

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