The panel study was conducted to obtain periodical assessment of Social Marketing Company’s performance in terms of retail sales of its products and provide data to ascertain trends in the SMC’s market sizes and brand shares for oral pills and condoms. The study collected data about an expanded sample consisting of the old panel of 384 outlets and a new panel of another 384 outlets. The use of expanded sample was considered necessary for the panel study to provide estimates by the SMC’s sales divisions. The report on this study contained the major findings concerning changes in the SMC’s retail marketing since the 1991 study was undertaken. The findings were drawn from the comparisons of data from the old panel between the 1991 and 1992 studies.
The study was sponsored by the SMC.