Background and Methodology

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Background and Methodology

05/05/2003
The Convenience Store News Category Captains Study was conducted by Cannondale Associates to identify those manufacturers and retailers who are rated by their trading partners as the best business operators in eight key categories (manufacturers) and five key departments (retailers) of the store. The purpose is to provide insight into what makes the Category Captain companies the best, to serve as benchmarks for convenience store retailers and consumer products manufacturers to target and improve their performance. To provide robust trend information over time, the Category Captains survey measures are calculated on a rolling two-year basis — the average of two years' results — except where single-year numbers are noted.

Methodology
Questionnaires were mailed to retailers in the convenience store channel and manufacturers in food, beverages and non-foods.

More than 100 manufacturers and convenience store respondents participated in the survey.

Results were tabulated based on respondents' top-two-box scores. Each respondent could choose its top two companies in each category.

Follow-up qualitative interviews were conducted by Cannondale Associates to provide further insight into the data.

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