December 2010 - NADbank Research Newsletter

Inside This Issue

What to get for the “Difficult-To-Shop-For
Data Coding Error: Pet Food Question
NADbank 2011 Fieldwork Schedule
Using the NADbank Website

What to get for the “Difficult-To-Shop-For”: When Holiday Shopping for Busy Moms and Single Men

In November 2010, an Environics Research Poll about Holiday Shopping provided an in-depth look into Canadian’s shopping behaviour during the holidays. Specifically, the study looked at what respondents found to be stressful about holiday shopping. Three key insights emerged with similar regularity: 35 percent cited concerns about whether they could afford the gifts they wanted to buy; 34 percent worried whether the recipients would like their gifts; and 31 percent said the biggest stress was buying for people who are difficult to shop for.

Busy Moms* and Single Men** are two important sub-groups within the “hard-to-shop for” segment. Being able to identify these difficult-to-shop-for groups is important for retailers and daily newspapers because these sub-groups represent potentially valuable target groups that are often overlooked.

Data Coding Error: Pet Food Question

A data coding issue was discovered in the NADbank 2009 Product data for Vancouver market. This resulted in all responses for the Amount Spent on Pet Food/Supplies return as “Refused/Don’t Know/Not Stated”. The issue has now been corrected

NADbank 2011 Fieldwork Schedule

The 2011 NADbank study goes into field on January 25, 2011.

There are 8 streams. These streams are designated A through H with each stream consisting of 12.5% of the year's sample. The sample for the Spring wave will be issued in four equal streams (A, B, C and D), with each stream allocated to five equal day of week sub-samples (Tuesday to Saturday) and each day of week sub-sample further divided into ten equal replicates. The streams will be issued in each of weeks 1, 3, 5 and 7.

The sample for the Fall wave will also be issued in four equal streams (E to H). Streams E and F both will be issued in field week 20 and both streams G and H will be issued in week 21.

Using the NADbank Website

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