Scanner data is ineffective in recording consumer responses to price promotions.

Question

Quizplus · Accepted Answer

Scanner data can effectively record consumer responses to price promotions, as it captures actual purchase behavior. This allows for accurate tracking of sales during a promotion and can help measure the effectiveness of the promotion. However, scanner data may not provide information on the specific reasons why a consumer made a purchase during a promotion (such as a perceived discount), which may require additional research methods.

Scanner Data Is Ineffective in Recording Consumer Responses to Price