fatslob-:O said:
I don't believe that to be necessary since I realize the limitations of NPD data ... I even once argued that we shouldn't take it's data to be gospel since they also have to extrapolate for their estimates too when their possibly blind to as much as what's going in the other half of the retail marketplace since mainstream retailers such as Walmart, Costco, Amazon and others don't share data with the NPD group ... However, since it's the only remotely reliable research group for the North American market that frequently releases data so it's the only tool we have until quarterly reports ... (but even with quarterly reports, numbers are not guaranteed to be reported either) |
NPD has covered Wal-Mart since 2011 and before that they covered 65% of the market. That number is closer to 90% now. Amazon is also very easy to track, due to their own best sellers list, I am sure NPD has fairly accurate readings based on that. Regardless they only represent like 5% of sales.
