Scanner data are used in quantitative research obtained from scanner readings of Universal Product Code (UPC)labels at checkout counters.The data from these purchases are likely to be acquired by leading marketing research firms such as ___________,which use this information to help leading consumer packaged-goods firms (e.g.,Kellogg's,Pepsi,Kraft)assess what is happening in the marketplace.

Question

Quizplus · Accepted Answer

The passage specifically mentions that scanner data is acquired by leading marketing research firms such as IRI and Nielsen. Therefore, the correct answer is E. A, B, C, and D are not mentioned in the passage and can be eliminated.

Scanner Data Are Used in Quantitative Research Obtained from Scanner