Scanner data have an obvious disadvantage over surveys and purchase panels,because they reflect purchasing behavior that is not subject to interviewing,recording,memory,or expert biases.

Question

Quizplus · Accepted Answer

Scanner data, while accurately reflecting actual purchasing behavior without the biases inherent in surveys or panels, do not provide insights into the motivations behind those purchases, which is a disadvantage compared to methods that involve direct questioning or observation.

Scanner Data Have an Obvious Disadvantage Over Surveys and Purchase