Final answer:
Single-source research involves collecting data from a single source or dataset. Scanner data are a type of data collected from retail transactions and can be used in single-source research to analyze the relationship between advertising exposure and consumer purchase behavior. Challenges of increasing digital advertising include fragmentation, clutter, and difficulty in measuring effectiveness.
Step-by-step explanation:
Single-source research refers to a research method where data is collected from a single source or dataset. In the context of marketing and advertising, single-source research often involves collecting data from households or individuals to understand their purchasing behavior and media consumption habits.
Scanner data, on the other hand, are specific types of data collected from retail transactions, typically obtained from barcode scanners at checkout counters. Scanner data provide detailed information about product sales, including the item purchased, price, and quantity sold.
Scanner data can be used in single-source research by linking it with other data sources, such as consumer demographics or media exposure data, to gain insights into the relationship between advertising exposure and consumer purchase behavior.
Challenges posed by increasing digital advertising efforts include the fragmentation and cluttered nature of the digital advertising landscape, making it difficult for advertisers to reach their target audience effectively. Additionally, measuring the impact and effectiveness of digital advertising can be complex, as there are numerous metrics and tracking methods available.