home audit
Definition:
A means of establishing consumption patterns in a product field by the recruitment of a SAMPLE of homes, representative of the TARGET MARKET, in order regularly and systematically to measure product purchase and usage. Recruited households may be asked to keep a DIARY of purchases and/or be asked to retain the PACKAGING of all products bought for counting by the visiting home auditor. Because of the considerable expense involved in setting up and running such audit operations, they are usually syndicated by market research operators independent of manufacturers. Principally useful in the field of FAST-MOVING CONSUMER GOODS bought frequently by the average household.
Cross-References:
[packaging]
[fast moving consumer goods (FMCG)]
[target market]
[diary]
[samples]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau],.