A Research Agenda for Making Scanner Data More Useful to Managers

Gilles Laurent, Scott Neslin, Greg Allenby, Andrew Ehrenberg, Steve Hoch, Robert Leone, John Little, Leonard Lodish, Robert Shoemaker and Dick Wittink
Additional contact information
Gilles Laurent: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales
Scott Neslin: Dartmouth College [Hanover]
Greg Allenby: OSU - The Ohio State University [Columbus]
Andrew Ehrenberg: Stern school of business - NYU - New York University [New York] - NYU - NYU System
Robert Leone: OSU - The Ohio State University [Columbus]
Robert Shoemaker: Stern school of business - NYU - New York University [New York] - NYU - NYU System

Post-Print from HAL

Abstract: This paper presents a research agenda for making scanner data more useful to managers. Recommendations are generated in three areas. First, we draw on three case examples to distill a list of characteristics of research that encourage managerial impact. Second, we generate a master list of managerial research issues, and then, compile a list of nine priority topics. Third, we define a set of research topics on translating research into action. These topics involve the manner in which managers react to research and how they communicate research findings with other managers. The theme throughout is that a combination of rigor and relevance is a potent force for improving managerial practice.

Keywords: scanner data; advertising; promotion (search for similar items in EconPapers)
Date: 1994-10
References: Add references at CitEc
Citations: View citations in EconPapers (6)

Published in Marketing Letters, 1994, 5 (4), pp.395-412. ⟨10.1007/BF00999213⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00819509

DOI: 10.1007/BF00999213

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().