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Syndicated Data Source
264A Marketing Research
1
Types for Syndicated Sources
• Panels
• Audits
• Single Source
264A Marketing Research
2
Audit (Store Tracking) Data
• UPC-level detail for all items
• Aggregate sales
– Weekly (periodicity of the causal environment)
– Daily or minute-by-minute
• In-store environment (manual task)
• Newspaper ads and store coupons
• Great for tracking competitive effects
264A Marketing Research
3
Scanner Panel Data
• Longitudinal record of household purchases
– Brand loyalty
– Consumption (and inventory) rates
– Variety seeking
• Good for tracking heterogeneity between
households
264A Marketing Research
4
Providers
• A.C. Nielsen
• Information Resources
• ems, inc.
264A Marketing Research
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