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.
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.
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.
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.
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.
Spike Cramphorn, November 2002, Issue 433, pp. 43-46
In this final article on advertising research for the third millennium Spike Crampthorne asks readers to consider the approach to advertising research in 1982 and shows that views widely held at the time are now known to be seriously flawed.
Michael J. Naples and Paul Root, September 1998
Describes the MAX (Managing Advertising Expenditure) Project in the USA. This started in December 1996, under the auspices of the Marketing Science Institute and the American Association of Advertising Industries.
Tony Antoniou, ESOMAR, Panel Research, February 1997
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.
The author, writing from the point of view of a world-wide fmcg company with a huge annual marketing spend in Europe, discusses the `data revolution' resulting from scanners, and some of the problems of getting the data that are really needed.