Question

Scanner data are used in quantitative research obtained from scanner readings of Universal Product Code (UPC) labels at checkout counters. The data from these purchases are likely to be acquired by leading marketing research firms such as ___________, which use this information to help leading consumer packaged-goods firms (e.g., Kellogg’s, Pepsi, Kraft) assess what is happening in the marketplace. MediaMark Research and NOP World NOP World and Yankelovich Roper Center for Public Research and Research and Markets Yankelovich and Research and Markets IRI and Nielsen

Answer 1

The correct answer will be "IRI and Nielsen".

Step-by-step explanation:

• Comprehensive statistics on household goods purchases collected by 'scanning' certain bar codes across particular items at supermarket outlets' automated sources of sale.
• The evidence from most of these transactions is likely to be collected by massive advertising technology companies including such IRI and Nielsen, who would use these analytics to better major leading food and beverage companies to determine what has been occurring mostly in the industry.
• Accurate details about the amounts, descriptions as well as qualities of that same merchandise purchased and certain values could be contained throughout the data.

So that the above is the appropriate choice.