Status of Company Usage of Scanner Based Research

A national sample of directors of marketing research is utilized to develop the organizational profile of the user of scanner based research, and findings show that general usage is related to the demographics of the organization.

Abstract

Recently, the technology associated with Universal Product Code (UPC) scanners has given rise to the development of a number of research middlemen who accumulate, store, and analyze data for an as yet undescribed clientelle. This is a study which describes these end-users of UPC derived data and scanner based research from two standpoints. The first takes an organizational demographical approach in profiling the most likely adopter. The second explores user applications of scanner based research. A national sample of directors of marketing research is utilized to develop the organizational profile of the user of scanner based research. Findings show that general usage is (but specific usage applications are not) related to the demographics of the organization.