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Scanner-based research has been viewed as the ultimate answer for marketing researchers because it provides precise, real-time data on consumer purchasing behavior directly from retail environments. This method captures detailed information about product sales, pricing, and promotions, allowing researchers to analyze trends and make informed decisions quickly. Additionally, it enables segmentation analysis and the tracking of consumer preferences over time, offering insights that traditional research methods may not provide efficiently. Overall, scanner data enhances the accuracy and relevance of marketing strategies.

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5d ago

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