Scanning scanning opportunities

Date of publication: September 1, 1988


This paper discusses some implications of the on-going adoption of scanning for marketing management and marketing research. Attention is given to the use of scanning data for decision support in marketing. This issue is examined empirically using scanning data on a number of brands of a fast moving consumer good sold in The Netherlands. Concise parsimonious market share models are calibrated using 'traditional bi-monthly Nielsen data'. These models are compared with models which are calibrated using scanning data. The model outcomes of these two operations are compared and evaluated. It is found that by using scanning data the quality of the model outcomes may be improved considerably.

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