In a short essay, list and discuss the three types of scanner data

What will be an ideal response?

a. Volume-tracking data are data routinely collected by supermarkets and other outlets with electronic checkout counters. When the consumer purchases are scanned, the data are automatically entered into a computer. These data provide information on purchases by brand, size, price, and flavor or formulation, based on sales data collected from the checkout scanner tapes. However, this information cannot be linked to background characteristics of consumers since their identities are not recorded when their purchases are scanned.
b. Scanner panels provide each household member an ID card that can be read by the electronic scanner at the cash register. The scanner panel members simply present the ID card at the checkout counter each time they shop. In this way, consumer identity is linked to products purchased as well as the time and day of the shopping trip, and the firm can build a shopping record for that individual.
c. Scanner panels with cable TV combines panels with new technologies growing out of the cable TV industry. Households on these panels subscribe to one of the cable TV systems in their market. By means of a cable TV "split," the researcher targets various commercials into the homes of the panel members. These panels allow researchers to conduct fairly controlled experiments in a relatively natural environment.