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A Research Agenda for Making Scanner Data More Useful to Managers

Author

Listed:
  • Gilles Laurent

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Scott Neslin

    (Dartmouth College [Hanover])

  • Greg Allenby

    (OSU - Ohio State University [Columbus])

  • Andrew Ehrenberg

    (Stern school of business - NYU - New York University [New York] - NYU - NYU System)

  • Steve Hoch
  • Robert Leone

    (OSU - Ohio State University [Columbus])

  • John Little
  • Leonard Lodish
  • Robert Shoemaker

    (Stern school of business - NYU - New York University [New York] - NYU - NYU System)

  • Dick Wittink

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.

Suggested Citation

  • Gilles Laurent & Scott Neslin & Greg Allenby & Andrew Ehrenberg & Steve Hoch & Robert Leone & John Little & Leonard Lodish & Robert Shoemaker & Dick Wittink, 1994. "A Research Agenda for Making Scanner Data More Useful to Managers," Post-Print hal-00819509, HAL.
    • Handle: RePEc:hal:journl:hal-00819509
    DOI: 10.1007/BF00999213
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    Cited by:

    1. David Eshun Yawson, 2020. "Understanding Consumer Information Use in Small Businesses: The Determinants and Performance Outcomes," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 50-62.
    2. Cain, P.M., 2022. "Modelling short-and long-term marketing effects in the consumer purchase journey," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 96-116.
    3. Natter, Martin & Feurstein, Markus, 2002. "Real world performance of choice-based conjoint models," European Journal of Operational Research, Elsevier, vol. 137(2), pages 448-458, March.
    4. Nenycz-Thiel, Magda & Sharp, Byron & Dawes, John & Romaniuk, Jenni, 2010. "Competition for memory retrieval between private label and national brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1142-1147, November.
    5. David R. Bell & James M. Lattin, 1998. "Shopping Behavior and Consumer Preference for Store Price Format: Why “Large Basket” Shoppers Prefer EDLP," Marketing Science, INFORMS, vol. 17(1), pages 66-88.
    6. Randolph E. Bucklin & Sunil Gupta, 1999. "Commercial Use of UPC Scanner Data: Industry and Academic Perspectives," Marketing Science, INFORMS, vol. 18(3), pages 247-273.

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