High-technology growth and impact on marketing research

Date of publication: September 1, 1989


This paper describes marketing research information technology systems, their impact on the more traditional methodologies and techniques, and presents new research into user applications, both current and anticipated. A brief history of technology used in research is followed by a systematic cataloguing of research technologies in use today or just emerging. These include single use, and the latest single-source systems. The intended use of these technologies and systems is described, with emphasis on the way the systems and technologies are linked internally to achieve their information integration. Each of the systems and their technologies are compared to each other in terms of their specific utility, as well as their individual strengths and weaknesses. The impact on existing methodologies and techniques is examined from both a provider and user point of view. A side-by-side comparison shows the potential for substitution in regard to utility features and cost factors. Current research applications using scanner technology is examined. Scanner data can be divided into scanner panel data and store level data. Scanner panel data is used to analyze marketing mix variables and to determine market statistics such as market share, trends, prices, promotion frequency. One of the key advantages of electronic scanner panel data is the availability of causal information for aE the brands in the market. This allow researchers to analyze issues such as relative price and promotional activity. Paper diary data do not have this type of causal data and thus it is difficult to analyze competitive effects. The paper shows examples of how scanner data derived from single-source systems can be used to address basic consumer and retail issues.

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