Chicago Booth Kilts Center for Marketing

Nielsen Datasets Transforming Academic Research in Marketing

The James M. Kilts Center for Marketing at Chicago Booth and the Nielsen Company have partnered to make two consumer marketing datasets available to US-based academic researchers.

Availability of these rich data provide academic researchers from a range of disciplines new opportunities to explore the dynamics of purchasing behavior across the United States.

Researchers can address important questions on topics relevant to marketing, economics, finance, policy, and health, among others.

The size, scope, breadth, and longitudinal timeframe of these data make them unique. They cover a wide range of product categories, retail channels, stores, and geographic markets in the United States. They are validated and maintained by a combination of highly skilled researchers, data analysts, and advanced validation and screening processes.

Datasets

Two marketing datasets available are:

Consumer Panel Data

The Consumer Panel Data include longitudinal data beginning in 2004 with annual updates. These data track a panel of 40,000 - 60,000 US households and their purchases of fast-moving consumer goods from a wide range of retail outlets across all US markets.

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Retail Scanner Data

Retail Scanner Data consist of weekly pricing, volume, and store environment information generated by point-of-sale systems from more than 90 participating retail chains across all US markets. Data begin in 2006 and include annual updates.

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Researchers can integrate the two datasets to enable additional types of research. By integrating the two datasets, researchers can determine not only the items purchased by panelists, but also the availability, prices, and promotions associated with other products that were on the shelf at the same time. Although it varies by year, 45 - 70 percent of the stores in the consumer panel data can be matched to scanner data.

Last Updated 12/13/11