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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.

Respuesta :

Answer:

The correct answer is IRI or Nielsen.

Explanation:

Nielsen is a global leader in measuring what consumers see and buy, and we have developed standards for measurement in all areas in which we work, measuring the purchases and consumption of almost 10 million consumers worldwide. We have panels, databases, methodologies and technology that support our measurements; These are the key tools we use to know the pulse of consumers around the world.

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