Drilling or mining? Handling and analysis of data between now and the year 2000

The paper reviews the developments which have taken place in the retailer panel services in the late '80s and early '90s, with specific reference to the move from retail audits to scanning based services and the current trend towards census data.

Drilling or mining? Handling and analysis of data between now and the year 2000

Tony Antoniou, AMER World Research Ltd, Cyprus

INTRODUCTION

In 1986, Information Resources, Inc. introduced the concept of national coverage of retail panels in the United States via scanner–based tracking. At around the same time A.C. Nielsen which had also previously collected some scan data, but who had until that time to a large extent depended on audits, also decided to shift to a 100% scan product.

Scanner–based retail tracking services quickly took off in the United States and it was not long thereafter that...

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