A Research Agenda for Making Scanner Data More Useful to Managers

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 manageria...

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Bibliographic Details
Published in:Marketing letters 1994-10, Vol.5 (4), p.395-411
Main Authors: Neslin, Scott, Allenby, Greg, Ehrenberg, Andrew, Hoch, Steve, Laurent, Gilles, Leone, Robert, Little, John, Lodish, Leonard, Shoemaker, Robert, Wittink, Dick
Format: Article
Language:English
Subjects:
Advertising research
Brand loyalty
Brands
Business administration
Coupons
domain_shs.gestion.mark
House brands
Humanities and Social Sciences
Marketing
Retail stores
Sales management
Sales promotions
Supermarkets
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Summary: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.
ISSN:0923-0645
1573-059X
DOI:10.1007/BF00999213