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Because of the development of optical scanners and cable television,marketing researchers can now test the effectiveness of advertising more precisely.Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners,and their purchases are identified by a special card.Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors.Buying patterns are then compared.For example,Kashi cereals tested a Crunchy Wheat promotion using this system.Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion.Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide.
-Refer to Scenario 4.1.The 5,000 households that allowed their group purchases to be scanned are a

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The 5,000 households are a sample, as they are a smaller group used to represent a larger population (in this case, households that shop at stores with UPC scanners). They are not a focus group, as they are not specifically gathered to provide feedback on a product or concept. They are not a quota, as there is no indication that a certain number of households were selected based on specific demographics. They are not a target market, as there is no indication that Kashi specifically chose these households to advertise to based on certain criteria. They are not a population, as they are not the entire group being studied (i.e. all households that shop at stores with UPC scanners).

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