MKT 337 Midterm: Scanner
Document Summary
A system for gathering info from a single group of respondents by continuously monitoring the advertising, promotion, and pri(cid:272)ing the(cid:455)"re e(cid:454)posed to and the things the(cid:455) (cid:271)u(cid:455): (cid:894)1(cid:895) Behaviorscan (panel data) research program that tracks the purchases of 3,000 households through store scanners in each research market; (2) infoscan (sales tracking) massive sales- tracking service (over 70k locations) for the consumer packaged-goods industry. What data to collect and how, so that the research question(s) can be most efficiently and effectively answered. Taking into account: (1) on-time delivery of the findings and recommendations; (2) validity of the research methods; (3) Costs of conducting and analyzing the research data; (4) Reliability of the research methods; and (5) ability to analyze data given representativeness of sample. Advantages: (1) ease of use; (2) better participation rates; (3) Refined technologies allow companies to mine data available in blogs, facebook, and twitter posts, among others.
