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Working Papers (1991), ESSEC Business School

Mesurer les effets promotionnels par l'utilisation de la zone d'expérimentation Scannel

DESMET Pierre , LE ROY I.

To optimize the promotion plan for a consumer good, measurements of the specific impact of the promotion component are needed. The use of Scanner data allows for a precise measurement of the impact of promotion at the store or at the consumer level. This paper outlines the value of quasi-experimental data as well as the need and the application of an explicative model based on regression to carry out an analysis of the effect of promotion. The specifications of the model allow for an anaysis at the store level and as well, allow us to study separately, the effects of price promotion and price reduction.

DESMET, P. and LE ROY, I. (1991). Mesurer les effets promotionnels par l'utilisation de la zone d'expérimentation Scannel. ESSEC Business School.