What Scanner-Panel Data Tell Us about Advertising: A Detective Story with a Dark Twist

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.

What Scanner-Panel Data Tell Us about Advertising: A Detective Story with a Dark Twist

Scott Koslow

Waikato Management School, University of Waikato

Gerard J. Tellis

Marshall School of Business, University of Southern California


Round up the usual suspects.


Forget it, Jake. It’s Chinatown.


Scanner-panel data and advertising have long had an uneasy relationship. If they were characters in a film noir movie, advertising would be the beautiful, young femme fatalebeing investigated by the cynical, hard-boiled detective of scanner-panel data. Although the early years of scanner-panel data seemed to suggest that advertising clearly was...

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