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182Advertising Research• Scanner Data: they are an improved data source used for both retailers and manufacturers.
The retail outlets are equipped with computerized checkout scanners, thus scanner data are
recorded by passing merchandise over a laser scanner, which optically reads the bar-coded
description printed on the merchandise. This code is then linked to the current price held
in the computer memory, and the amount due is calculated and printed out on an itemized
sales slip, giving descriptions and prices of all items’ purchases. Scanner information can be
used to make better decisions in a variety of merchandise areas such as product assortment,
promotion and pricing.
• Scanning Diary Panels: this involves recruiting shoppers in the market area to participate in
the panel. Panel members are compensated for their participation. Each household member
is given an identity card which looks like a credit card. The panel member goes to the store,
shops normally, but presents the identity cards at the beginning of the checkout process. The
checker keys in the identity card number and each item of that customers’ order is isolated
and data are entered into the computer. The data are stored by day of week and time of day.
This method has various advantages over traditional diary panel. Such benefits include: