Swait, Joffre; Andrews, Rick L. - In: Marketing Science 22 (2003) 4, pp. 442-460
This research examines the methods, viability, and benefits of pooling scanner panel choice data with compatible … disadvantages. For example, new attributes and attribute levels not included in the scanner panel data can be introduced via the … choice experiment, while the scanner panel data captures preference dynamics, which is, at best, difficult with experimental …