Abstract
Scanner data, data collected at the store or distribution point through electronic means, are now available for food products and offer new opportunities for empirical research. Large retail chains use scanner data to track price and inventory movement and control product movement along their supply chain. In addition, the two major market tracking firms-A.C. Nielsen and Information Resources, Inc. (IRI)-assemble, collect, and provide two types for market analysis: supermarket/store-level data collected from a nationally representative survey of stores, and household panel data collected at the household level (see Cotterill for a review). The three papers make use of both types of data and illustrate new opportunities and challenges faced in using the scanner data. Chung and Kaiser use household panel data to evaluate the issue of aggregation for cross-section analysis in evaluating consumers' response to advertising programs, and whether the heterogeneity of households (captured by the use of scanner data) leads to differences in estimated response to advertising estimated when more aggregated household data are used. Capps and Love explore fundamental aggregation issues related to appropriate demand system model specification by using national (retail market) scanner data. Cotterill and Samson take advantage of the product and brand detail available in market-level data combined
Published Version
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