Scanner data is often used to measure the impact of the marketing communications in which of these programs?
A) test markets
B) recall tests
C) purchase simulation tests
D) mall intercept copytests

Question

Quizplus · Accepted Answer

Scanner data is often used to measure the impact of marketing communications in test markets, which are small geographical areas used to test the acceptance of a new product or changes to an existing product before a wider launch. Scanner data is collected by scanning barcodes on products at the point of sale, providing a wealth of information on consumer behavior such as purchase frequency, volume, and brand choices. By comparing scanner data from test markets before and after a marketing communication campaign, marketers can evaluate the impact of the campaign on sales and adjust their strategies accordingly. Recall tests, purchase simulation tests, and mall intercept copytests are other types of marketing research methods that do not necessarily rely on scanner data for measurement.

Scanner Data Is Often Used to Measure the Impact of the Marketing