Question: Scanner data are used in quantitative research obtained from scanner readings of Universal Product Code ( UPC ) labels at checkout counters. The data from

Scanner data are used in quantitative research obtained from scanner readings of Universal Product Code

(

UPC

)

labels at checkout counters. The data from these purchases are likely to be acquired by leading marketing research firms such as which use this information to help leading consumer packaged

-

goods firms

(

.

.,

Kellogg's, Pepsi, Kraft

)

assess what is happening in the marketplace.

MediaMark Research and NOP World

NOP World and Yankelovich

Roper Center for Public Research and Research and Markets

Yankelovich and Research and Markets

IRI and Nielsen

Scanner data are used in quantitative research obtained from scanner readings

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