Evaluating Advertising Using Split-Cable, Scanner Data: Some Methodological Issues

Jensen, Helen H.; Schroeter, John R.

Chapter 4 in Commodity Advertising and Promotion, Ames, (1992)

Recent changes in data collection methods have facilitated controlled market tests of household responses to food commodity promotion. The use of scanner checkout systems in stores now provides an opportunity for detailed tracking of food purchases by individual test participants. In principle, this capability can be combined with experimental control of the circulation of test advertisements to produce household purchase data sets useful for assessing the effects of advertising. Because these data bases have become available only recently and because use of them has been limited, it is worthwhile to review their nature and potential for the evaluation of commodity promotions.