Census could be referring to U.S. census regions or divisions. But if census is used in reference to a specific retailer, it means Nielsen/IRI receives data for ALL that retailer’s stores. So there is no need to project from a sample – they have everything and can simply report it out without adjustment. An example might be a market referenced as “Wegmans_Census_TA”. This means the market definition is Wegman’s trading area (TA) and all the Wegman’s stores are reporting to Nielsen/IRI.
Leave a Reply