Keywords: Retail, Brand Tracking, CATI, DIY, Focus Groups, Product Consideration Orchard Supply/Sears Hardware Annual Tracking Studies Background and Business Context This annual program of research included both up to 2,000 phone surveys and up to 12 focus groups in four or five target markets each year. Orchard Hardware Stores (OHS) was the 70- store chain, which was purchased by Sears and the study was extended to Sears stores

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