Publication Date


Document Type


First Advisor

Arnold, Don W. (Don Woodrow), 1914-||Nelson, J. H. (Professor of business)

Degree Name

M.S. (Master of Science)

Legacy Department

College of Business


Marketing; Retail trade--Illinois--Kewanee


The purpose of this study is to demonstrate how an information system of market Information may be developed for a retail market. This problem is divided into two sub-problems: 1. The method of organizing a continuous consumer panel representing the consumers in a trading area is developed. 2. The problem of evaluating the delineation of an area assumed to be the trading area is analyzed in detail. This study supports the use of a continuous consumer panel as a source of marketing information. It is also determined that the use of secondary data provides valuable marketing information data useful in retail area studies. In developing market information flows for a small community, the delineation and analysis of the geographic limits of the market is considered a basic part of the system. It establishes the universe from which information is collected although the process of delineating the market area is not included in the system of monthly, quarterly or yearly information flows. Primary data in the form of mail questionnaires were gathered from the Kewanee market by the use of a systematic probability sample. These questionnaires were mailed to the outlying rural farms in the area surrounding the Kewanee Retail Trade Area for the purpose of evaluating the delineation of the Kewanee retail market. The area used was the line designated by the Kewanee Chamber of Commerce as the boundary for the Kewanee Retail Trade Area. One of the main purposes of this survey then, was to prove or disprove the hypothesis that the present map of the Kewanee Trading Area represents the true area from which Kewanee retailers draw their principal trade. In tabulating the returned questionnaires, the responses were classified as to whether or not they were in the Kewanee Trade Area. These responses were then plotted on a Kewanee Trade Area map in township sections from where the replies were received. As the Kewanee Trading area was found to be smaller than the original trading area established by the Kewanee Chamber of Commerce, the hypothesis is said to be disproved. A second conclusion of this study is that the collection, analysis and reporting of selected local and general secondary data together with primary information secured from the local market may be organized into a system of information flows which is of value to decision makers and community planners. Finally, the consumer panel techniques of securing market information from consumers may be organized to contribute an important part in a local market information system.


Includes bibliographical references.||Includes maps.


x, 128 pages




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