Discuss the growing importance of scanner-based research

Assignment Help Marketing Management

Reference no: EM131804004

Problem: Discuss the growing importance of scanner-based research. A scanner-based research system enables marketers to monitor a market panel's exposure and reaction to such variables as advertising, coupons, store displays, packaging, and price. By analyzing these variables in relation to the panel's subsequent buying behavior, marketers gain useful insight into sales and marketing strategies.

Questions: 1. Why has scanner-based research been seen as "the ultimate answer" for marketing researchers? Do you see any disadvantages of this methodology?

2. Detractors claim that scanner-based research is like "driving a car down the road looking only in the rearview mirror." What does this mean? Do you agree?

Reference no: EM131804004

Questions Cloud

Calculate the profit or loss on this special order : Calculate the profit or loss on this special order should they decide to accept this new proposal. Indicate whether the special order should be accepted

Lay out the warehouse using the cube-per-order index method : Suppose that a warehouse contains eight storage bays (four in each side). Lay out the warehouse using the cube-per-order index method.

Importance of absorption and emission : Importance Of absorption and emission

Construct a decision tree for situation : The probability of high demand is estimated as P = 0.40, and of low demand as P = 0.60 Construct a decision tree for this situation.

Discuss the growing importance of scanner-based research : Discuss the growing importance of scanner-based research. A scanner-based research system enables marketers to monitor a market panel's exposure.

Differences between enterprise and internal service funds : Explain of the differences between enterprise and internal service funds

What would the cost of these steps be in time and money : What would the cost of these steps be in time and money? What might an action plan include that could serve as a template for future action plans?

What elements in the company culture-external environment : What elements in the company's culture, the external environment, or other factors influenced the ethical crisis?

Revenues from both companies are independent : Furthermore, suppose that the revenues from both companies are independent. What is the probability that neither company has a revenue below expectation?

User Account

All Pages