Scanning-based services and the Nielsen contribution

Norman Staples

This article outlines the characteristics and current position of scanner-based services. Nielsen scanning-based services are of two kinds: 1) based on the weekly total sales made by a group of scanning stores; 2) based on individual purchases made by a panel of customers using scanning stores.

Scanning-Based Services and the Nielsen Contribution

Norman Staples A C Nielsen

The known strengths of scanner based services are, firstly, the fast collection of data; secondly, their provision of short interval measurement; thirdly, that they offer a precise measurement with accurate identification and classification of products, and, fourthly the ability to supply the client with discrete reporting periods. But there are also weaknesses or limitations – especially initially – with scanning-based services.

The first is their incomplete or dubious representation of the universe. In the UK today, there are 440 grocery outlets with scanning installations. A good many of...

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