Article1996

Do Household Scanner Data Provide Representative Inferences from Brand Choices: A Comparison with Store Data

Sachin Gupta · Pradeep K. Chintagunta · Anil Kaul · Dick R. Wittink

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Abstract

Sachin Gupta, Pradeep Chintagunta, Anil Kaul, Dick R. Wittink, Do Household Scanner Data Provide Representative Inferences from Brand Choices: A Comparison with Store Data, Journal of Marketing Research, Vol. 33, No. 4 (Nov., 1996), pp. 383-398

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