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Advertising Research
- There is less selection bias in scanner panel owing to the minimal effort required by the
panelist. They simply use identity cards. - There is less price sensitivity bias in that the panelist is not required to be overly conscious
of price levels and changes imposed by the traditional diary recording process. - The data are more accurate in that the panelist memory is not relied upon for the recording
of purchases. - There is a complete record of purchases
- In-store variables such as pricing, promotions, and displays are part of the data set.
- Since the diary and sales data come from the same source, there is no need to adjust the
diary sales data.
OTHERS SOURCES OF SYNDICATED ADVERTISING DATA
PUBLICATIONS: various publications give detailed information on newspapers, magazines, television,
radio, the cinema, outdoor advertising and other media.
THE NEWSPAPER SOCIETY: some national organizations looking after the interests of morning, evening
and weekly paper publications.
THE AUDIT BUREAU OF CIRCULATIONS (ABC): this is a professional body founded by advertisers,
advertising agencies, and advertising media owners to secure, by standard and uniform methods of audit
accurate net sales, distribution, audience figures and other elements of advertising media.
PUBLISHING HOUSES: large publishing houses produce research data regularly. They frequently use
the services of professional research organizations to ensure objectivity and acceptance by clients.
PROFESSIONAL INSTITUTES: statistical information on advertising is collected by relevant professional
organizations and published regularly. Research consultants are part of this group.
Research is used in various aspects of advertising as follows:
• Media audiences
• Testing the effectiveness of advertising messages