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What Scanner-Panel Data Tell Us about Advertising: A Detective Story with a Dark Twist
Scott Koslow and Gerard J. Tellis, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 87-100
Scanner-panel data have long been important for understanding advertising’s effects. Although the nature of advertising often has been investigated with scanner-panel data, the nature and value of scanner-panel data itself have rarely been considered.
Scanner-panel data have long been important for understanding advertising’s effects. Although the nature of advertising often has been investigated with scanner-panel data, the nature and value of scanner-panel data itself have rarely been considered. Although scanner-panel data are revered - even worshiped - by many, they have measurement issues like any other complex data set. While early estimates of advertising effectiveness from scanner-panel data may have appeared too low, some estimates are not vastly different from other data bases as can be ascertained from recent meta-analyses. Learning about the situations when, where, and how advertising does have large effects, however, is critical, and the future development of scanner-panel data does have a way to go to help answer these key questions. To make scanner-panel data more powerful, we recommend that choice data sets be augmented to correct for their inherent weaknesses.
Technology that is putting research within an arm’s reach of desire
Craig Twyford, ESOMAR, Conference on Panel Research, Budapest, April 2005
Historically manufacturers have demanded that research suppliers should provide broader and deeper insight into the habits of the hypermarket shopper because this is the area over which they have traditionally been able to exercise the most control.
Historically manufacturers have demanded that research suppliers should provide broader and deeper insight into the habits of the hypermarket shopper because this is the area over which they have traditionally been able to exercise the most control. There is often a central point of contact for these negotiations, promotions can be agreed, implemented and measured and the supply chain is comparatively straightforward. Increasingly, however, this emphasis has begun to change and the same manufacturers are now asking for more information on the other channels, such as convenience stores or petrol stations, as this is where they say they can actually still make some money. This paper explores why manufacturers are demanding more information on out of home consumption behaviour and how specialized out of home scanning units are being used to provide new insights into this notoriously under researched area. Based on first hand experience in panel management in Asia and a pilot of 500 households in the UK this paper also looks at some unique problems that need to be considered when managing an out of home scanning panel as well as uncovering some of the light that this new research is starting to shine on this increasingly important sector.
Use of multiple technology platforms in consumer panels - a case study
Dinko Svetopetric, ESOMAR, Conference on Panel Research, Budapest, April 2005
Today, the traditional pen and paper method of data collection in consumer panels faces many problems.
Today, the traditional pen and paper method of data collection in consumer panels faces many problems. The paper describes how to use technology to cope with these problems. New technology can be used in improving the quality of data, speeding up the process of data collection, adding more flexibility into the process allowing researchers to change and fine-tune the instrument. However, the most important opportunity of the use of new technologies is in attracting segments of population which have traditionally been reluctant to participate in consumer panels. This paper examines the possibilities to use different technological approaches in consumer panel data collection process, namely scanners, electronic diaries, Internet and GSM GPRS approach. Multi-country consumer panels also mean taking into consideration local technological infrastructure which limits the possibilities to use new technologies. Pro's and con's of a mobile phone and scanner platform are examined in a case study of the GfK Consumer Panel in Central and Eastern Europe which has developed this concept. Despite substantial hardware, software and organizational challenges, the use of new technologies can improve substantially speed, reliability and quality of consumer panels.
Creating a win-win relationship by maximizing both manufacturer sales and retailer profits
Takeshi Kondo, ESOMAR, Asia Pacific Conference, Tokyo, March 2005
In today’s business environment in Japan, manufacturers and retailers struggling against excessive price competition find themselves mired in profoundly strained relationships.
In today’s business environment in Japan, manufacturers and retailers struggling against excessive price competition find themselves mired in profoundly strained relationships. This paper will bring into relief the peculiarity and uniqueness of the purchase behavior of Japan’s consumers, then propose a prescription for the sophisticated utilization of retail panel data to transform into win-win relationships between manufacturers and retailers that take into account both manufacturer sales and retailer profits. The paper will introduce a simulator for the purpose of reaching price policy decisions on the basis of daily POS data.
Digital Convergence - A new approach using retail audit data
Claude Foch, ESOMAR, Conference on Digital Futures, Paris, March 2005
The paper describes an example of a business application created from an existing retail audit panel by combining the data and on a transversal axis, expanding the scope used in traditional retail audit analysis.
The paper describes an example of a business application created from an existing retail audit panel by combining the data and on a transversal axis, expanding the scope used in traditional retail audit analysis. This multimedia market vision has provided several key directions to follow within the development of the new system architecture established for data collection, process and analysis.
Take the pulse on impulse
Dwight Watson, ESOMAR, Marketing Conference, Warsaw, October 2004
While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of accuracy, and b) the degree to which purchase details can be linked to specific time and location data.
While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of accuracy, and b) the degree to which purchase details can be linked to specific time and location data. This paper outlines a new methodology with the potential to provide data that overcomes these problems. The author provides examples of how this method can provide improved insights into the behaviour of consumers in these categories, and argues that in the future this methodology can form the basis of improving our overall ability to assess consumer behaviour in a wide variety of contexts. It is argued further that the kinds of data delivered by this form of research will lead naturally to marketers developing a more segmented approach and developing strategies that more clearly distinguish impulse buying from other purchase contexts.
Closed-loop marketing solution for CPG online advertising
Mariela Mociulsky, Ricardo Kirschbaum, Jorge Karol, Fernando Moiguer, Esteban Coll and Guillermo Oliveto, ESOMAR, Annual Congress, Lisbon, Sept 2004
Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments – where and how can I reach my key segments online? The paper will discuss a groundbreaking research approach providing a closed loop marketing solution for online advertising enabling marketers Identify and target key segments: Linking offline purchase behavior with online internet usage offers an unparalleled opportunity for efficient targeted communication with key customer segments.
Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments – where and how can I reach my key segments online? The paper will discuss a groundbreaking research approach providing a closed loop marketing solution for online advertising enabling marketers Identify and target key segments: Linking offline purchase behavior with online internet usage offers an unparalleled opportunity for efficient targeted communication with key customer segments. Measure attitudinal and behavioral impact of advertising: Discern the impact of online advertising on brand equity as well as quantify its volumetric impact on sales. This information is extremely compelling to marketers who are increasingly challenged to prove ROI on their marketing spend in a weak economic environment.
Predicting Trial, Repeat and Sales Response from Alternative Media Plans
Fred S Zufryden, Journal of Advertising Research, Vol. 40, No. 6, November/December 2000
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1982, Zufreyden used AdTel's dual cable CATV system and a diary panel to measure and predict purchasing behaviour for two media schedules (a normal campaign, and one with 40% heavier advertising weight). He maintains that the methodology controls for contaminants - so advertising effect can be isolated.
The Relationship between Brand Usage and Advertising Tracking Measurements: International Findings
Butch Rice and Richard Bennett, Journal of Advertising Research, Vol. 37, No. 2, March/April 1997
Consumer liking of an ad does not cause noting, neither does noting cause liking. Usage causes both.
Consumer liking of an ad does not cause noting, neither does noting cause liking. Usage causes both. Moreover many advertising models work in a linear way by pushing consumers up a hierarchical ladder. The authors argue that advertising does not work in this way but in a 'circular' manner and has variable effect, depending on the prior relationship that exists between consumer and brand. The studies took place in Canada and South Africa.
Added value information. The integral use of household and retail panel data
Peter Kempe and Antoine Luijten, ESOMAR, Panel Research, February 1997
'Research is the seeking for fundamental principles. It is the search for laws governing ...
'Research is the seeking for fundamental principles. It is the search for laws governing ... behaviour. The successful results of research have enduring value in explaining and predicting what happens. Research is not the mere measurement of performance.' This statement of J.W. Forrester is subscribed by GfK Panelservices Benelux and its Dutch business unit GfK FoodScan that was created after merging two formerly separated companies. Reasons for the merger were to benefit from potential synergies and to create a unique proposition to the changing Dutch market for continuous market and marketing research. The needs of fast moving consumer goods (FMCG) manufacturers and retailers require that suppliers of information for marketing decision support take an integrative perspective to what to offer to their market. After discussing the different ways that can be used in looking at a more integrated analysis of marketing data, two new information services will be defined and illustrated. These two new services are both based on analysis of aggregated information in independent sources. Special attention will be paid to the developed model for integration of information coming from internal sources ConsumerScan and InfoScan by looking at the strengths and weaknesses of both instruments and taking into account the differences in market definitions used in these instruments.
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