Scanner data is often used to measure the impact of marketing communications in which of these programs?
A)Test markets
B)Cognitive neuroscience
C)Purchase simulation tests
D)Emotional reaction tests

Question

Quizplus · Accepted Answer

Scanner data is often used to measure the impact of marketing communications in test markets, where a product or service is introduced in a specific geographic area to gauge its acceptance and impact on sales. Scanner data can provide detailed information about consumer behavior, including purchase patterns and demographic data, which can then be analyzed to determine the effectiveness of marketing communications. Cognitive neuroscience and emotional reaction tests, on the other hand, are methods used to measure the subconscious and emotional responses of consumers to marketing communications, whereas purchase simulation tests are used to simulate consumer purchase behavior in a controlled environment.

Scanner Data Is Often Used to Measure the Impact of Marketing