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

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  • Jensen, Helen H.
  • Schroeter, John R.

Abstract

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.

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  • Jensen, Helen H. & Schroeter, John R., 1992. "Evaluating Advertising Using Split-Cable, Scanner Data: Some Methodological Issues," Staff General Research Papers Archive 462, Iowa State University, Department of Economics.
    • Handle: RePEc:isu:genres:462
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    Cited by:

    1. John M. Crespi, 2003. "The Generic Advertising Controversy: How Did We Get Here and Where Are We Going?," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 25(2), pages 294-315.
    2. Ronald B. Larson, 1992. "Marketing agricultural products with coupons," Agribusiness, John Wiley & Sons, Ltd., vol. 8(5), pages 485-492.

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