Status of company usage of scanner based research

  • James M. Sinkula


Recently, the technology associated with Universal Product Code (UPC) scanners has given rise to the development of a number of research middlemen who accumulate, store, and analyze data for an as yet undescribed clientelle. This is a study which describes these end-users of UPC derived data and scanner based research from two standpoints. The first takes an organizational demographical approach in profiling the most likely adopter. The second explores user applications of scanner based research. A national sample of directors of marketing research is utilized to develop the organizational profile of the user of scanner based research. Findings show that general usage is (but specific usage applications are not) related to the demographics of the organization.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Amstutz, Arnold E. 1969. “Market-Oriented Management Systems: The Current Status.”Journal of Marketing Research 6 (Nov.): 481–96.CrossRefGoogle Scholar
  2. Berenson, Conrad. 1969. “Marketing Information Systems.”Journal of Marketing 33 (Oct.): 16–23.CrossRefGoogle Scholar
  3. Berry, Leonard L. and Jan H. Wilson. 1977. “Retailing: The Next Ten Years.”Journal of Retailing 53 (Fall): 5–28.Google Scholar
  4. Boyd, Harper W. and Ralph Westfall. 1972.Marketing Research: Text and Cases. Homewood IL: Richard D. Irwin, Inc.Google Scholar
  5. Brien, Richard H. and James E. Stafford. 1968. “Marketing Information Systems: A New Dimension for Marketing Research.”Journal of Marketing 32 (July): 19–23.CrossRefGoogle Scholar
  6. Buckley, Bruce. 1980. “It’s Worth Wooing The Disloyal Shopper: She’s Big Spender.”Supermarket Business 35 (Aug.): 1, 16.Google Scholar
  7. Cattin, Philippe and Dick R. Wittink. 1982. “Commercial Use of Conjoint Analysis: A Survey.”Journal of Marketing 46 (Summer): 44–53.CrossRefGoogle Scholar
  8. Cohen, Ben. 1979. “Say Scanners Pay Off in About a Year.”Supermarket News (May 8): 24.Google Scholar
  9. COMPUSTAT. 1981. “Introduction to COMPUSTAT and IMS.” Denver CO: Investors Management Sciences, Inc.Google Scholar
  10. Coyle, Joseph. 1978. “Scanning Lights Up a Dark World for Grocers.”Fortune (March 27): 76–80.Google Scholar
  11. Czepiel, John A. 1977. “Management Science in Major Merchadising Firms.”Journal of Retailing 52 (Winter): 3.Google Scholar
  12. Darden, William R. and James M. Sinkula. 1982. “Grocery Product Marketers ‘Creatively’ Apply Scanner Data to Strategic Planning, Research.”Marketing News 16 (Sept. 17): 16.Google Scholar
  13. Deshpande, Rohit. 1982. “The Organizational Context of Market Research Use.”Journal of Marketing 46 (Fall): 91–101.CrossRefGoogle Scholar
  14. Engle, James F. and Roger D. Blackwell. 1982.Consumer Behavior. New York: Dryden Press.Google Scholar
  15. Fenwick, Ian. 1978. “Advertising Experiments by Retailers.”Journal of Advertising Research 18. (Aug.): 35–40.Google Scholar
  16. Gibson, Lawrence D., Charles S. Mayer, Christopher E. Nugent, and Thomas E. Vollmann. 1973. “An Evolutionary Approach to Marketing Information Systems.”Journal of Marketing 37 (April): 2–6.CrossRefGoogle Scholar
  17. Green, Paul E. and Donal S. Tull. 1978.Research for Marketing Decision. Englewood Cliffs NJ: Prentice-Hall.Google Scholar
  18. Greenberg, Barnett A., Jac L. Goldstucker, and Danny Bellenger. 1977. “What New Techniques are Used by Marketing Researchers in Business.”Journal of Marketing, 41 (April): 62–8.CrossRefGoogle Scholar
  19. Helwig, Jane T. and Kathyrn A. Council. 1979.SAS Users Guide: 1979 Edition. Cary NC: SAS Institute, Inc.Google Scholar
  20. Honomichl, Jack J. 1981. “Turning a Dream into a Reality.”Advertising Age 52 (Feb. 9): 4–9.Google Scholar
  21. King, William R. and David L. Cleland. 1974. “Environmental Information Systems for Strategic Marketing Planning.”Journal of Marketing 38 (Oct.): 35–40.CrossRefGoogle Scholar
  22. Kinnear, Thomas C. and James R. Taylor. 1979.Marketing Research: An Applied Approach. New York: McGraw-Hill.Google Scholar
  23. Kotler, Philip. 1980.Marketing Management: Analysis, Planning, and Control. Englewood Cliffs NJ: Prentice-Hall.Google Scholar
  24. Langrehr, Frederick W. and Richard K. Robinson. 1979. “Consumer’s Evaluation of Selected Aspects of Supermarket Scanners.” In1979 Marketing Educators Conference Proceedings. Eds. Neil Beckwith et al. New York: American Marketing Association.Google Scholar
  25. Lentini, Cecelia. 1981. “Research Scans Altered States.”Advertising Age 52 (April 13): 11–12.Google Scholar
  26. March, James G. and Jur Shapira. 1982. “Behavioral Decision Theory and Organizational Decision Theory.” InDecision Making: An Interdisciplinary Inquiry. Eds. Gerardo R. Ungson and Daniel N. Braunstein. Boston: Kent Publishing Co.Google Scholar
  27. Marketing News. 1981. “Advances in Scanner-Based Research System Yield Fast, Accurate New Product Test Results.” 14 (Sep. 18): 20.Google Scholar
  28. Martino, Joseph P. 1974. “Adopting New Ideas.”Futurist (April): 88–9.Google Scholar
  29. Mason, Joseph Barry. 1979. “The New Technology of Retailing.” In1979 Marketing Educators Conference Proceedings. Eds. Neil Beckwith et al. New York: American Marketing Association.Google Scholar
  30. — and Morris L. Mayer. 1976. “The Status of Point of Sale Systems in Department and Apparel Stores--1975.” In:Marketing: 1776–1976 and Beyond. Ed. Kenneth L. Bernhardt Chicago: American Marketing Association.Google Scholar
  31. — and—. 1980. “Retail Merchandise Information Systems for the 1980s.”Journal of Retailing 56 (Spring): 56–76.Google Scholar
  32. Moch, M. K. and E. V. Morse. 1977. “Size, Centralization, and Organizational Adoption of Innovations.”American Sociological Review. 42. (Oct.): 716–25.CrossRefGoogle Scholar
  33. Morton, Elise J. 1980. “First Controlled Scan Project Makes Town a Laboratory.”Supermarket Business 35 (March): 1, 18.Google Scholar
  34. Meyers, John C., William F. Massy, and Steven A. Greyser. 1980.Marketing Research and Knowledge Development. Englewood Cliffs NJ: Prentice-Hall.Google Scholar
  35. Neter, John. 1970. “Measurement Errors in Reports of Consumer Expenditures.”Journal of Marketing Research 7 (Feb.): 11–25.CrossRefGoogle Scholar
  36. Pommer, Michael D., Eric Berkowitz, and John R. Walton. 1980. “UPC Scanning: An Assessment of Shopper Response to Technological Change.”Journal of Retailing 56 (Summer): 25–44.Google Scholar
  37. Rogers, David. 1981. “Scan-Based Research Data Can Give Sharp Competitive Edge.”Supermarket Business 36 (Feb.): 39–40.Google Scholar
  38. Rogers, Everett M. 1962.Diffusion of Innovations. New York: The Free Press of Glencoe.Google Scholar
  39. — 1976. “New Product Adoption and Diffusion.”Journal of Consumer Research 2 (March): 290–301.CrossRefGoogle Scholar
  40. — and Floyd F. Shoemaker. 1971.Communication Innovations. New York: The Free Press.Google Scholar
  41. Rogers, Everett M. and J. David Stanfield. 1966. “Adoption and Diffusion of New Products: Emerging Generalizations and Hypotheses.” paper presented at theConference on the Applications of Sciences to Marketing Management. Purdue University (July): Table 7.Google Scholar
  42. Rosenbloom, Bert. 1979. “The Retailer’s Changing Role in the Marketing Channel.” In1979 Marketing Educators Conference Proceedings. Eds. Neil Beckwith et al. New York: American Marketing Association.Google Scholar
  43. Schewe, Charles D. 1974. “Marketing Information Systems—The Problem of System Usage.”Journal of the Academy of Marketing Science 6 (Winter): 56–9.Google Scholar
  44. Schumer, Fern. 1983. “The New Magicians of Market Research.”Fortune (July): 72–4.Google Scholar
  45. Shoemaker, Robert and F. R. Shoaf. 1975. “Behavioral Changes in the Trial of New Products.”Journal of Consumer Research 1 (Sep.): 104–9.CrossRefGoogle Scholar
  46. Standard and Poor’s Register of Corporations Directors, and Executives: Volume 3. 1981. New York: Standard and Poor’s Corp.Google Scholar
  47. Stash, Stanley F. 1969. “Systems Analysis for Controlling and Improving Marketing Performance.”Journal of Marketing 33 (April): 12–13.CrossRefGoogle Scholar
  48. Supermarket Business. 1981. “Scanning and Market Research: Long Promise, Now a Reality.” 36 (Feb.): 14–15.Google Scholar
  49. Swan, Carroll J. 1980. “Tape Dump or Gold Mine?”Marketing and Media Decisions 15 (Sep.): 76–8, 144-8.Google Scholar
  50. Twedt, Dik W. 1978.1978 Survey of Marketing Research. Chicago: American Marketing Association.Google Scholar
  51. Uhl, Kenneth P. and Bertram Schoner. 1969.Marketing Research: Information Systems and Decision Making. New York: John Wiley and Sons, Inc.Google Scholar
  52. Zentner, Rene D. 1980. “Applications of Survey Research in Corporate Decision-Making.” InAdditude Research Enters The 80s. Ed. Richard W. Olshavsky. Chicago: American Marketing Association.Google Scholar

Copyright information

© Academy of Marketing Science 1986

Authors and Affiliations

  • James M. Sinkula
    • 1
  1. 1.The University of VermontUSA

Personalised recommendations