All of the following are improvements of scanner data over standard mail diary panel data EXCEPT:
A)scanner data measure observed (actual)purchase behavior rather than reported behavior
B)scanner measures are obtrusive
C)more extensive purchase data can be collected with scanner data
D)scanner data are collected mechanically,resulting in improved accuracy over mail diary panel data

Question

Quizplus · Accepted Answer

The statement "scanner measures are obtrusive" is incorrect. In fact, scanner data measures are unobtrusive, as they are collected mechanically without any interference from the researcher or respondent. This is an advantage over mail diary panel data, which requires respondents to self-report their purchases, which can be affected by memory recall bias or social desirability bias. Therefore, options A, C, and D are all improvements of scanner data over standard mail diary panel data.

All of the Following Are Improvements of Scanner Data Over