Running head: SCANNER RESEARCH1Is Scanner Research Attitude or Behavioral Research?Students NameInstitution AffiliationDateSCANNER RESEARCH2IntroductionScanner research is the group of investigation entities brought together and used tocollect information from a lone cluster of respondents by progressively supervising thepromotions, advertisements, and pricing of the products they are exposed to or the things theypurchase continuously (McDaniel & Gates, 2013). Various organizations mainly apply thescanner research practices to help in identifying the potential market areas and realize the goodsthat are on demand in the market. Therefore, the institution can use the scanner research andapply the effective marketing practices that helps in expanding the business.Reasons for the growing importance of point-of-purchase scanners in marketing researchalong with the shift of power it has caused in the marketing channelAll the place at which the purchase essentials, the products, and the currencies are foundtogether are represented by the Retail Point of Purchase (Zikmund et al., 2013). The system ofthe retail point of purchases uses various elements such as the communication vessels formarketing events. The position of purchase practices involves packaging, displays, promotion ofsales, salespeople and the in-store advertisements collectively affect the active events used todescribe the point of purchase which are implemented by the marketer to entirel ...
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