Do Household Scanner Data Provide Representative Inferences from Brand Choices: A Comparison with Store Data
- 1 November 1996
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 33 (4) , 383
- https://doi.org/10.2307/3152210
Abstract
The authors investigate whether household scanner data provide representative inferences about brand choice behavior. They show the (analytical) equivalence of ...Keywords
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