This paper presents a research agenda for making scanner data more useful to managers. Recommendations are generated in three areas. First, we draw on three case examples to distill a list of characteristics of research that encourage managerial impact. Second, we generate a master list of managerial research issues, and then, compile a list of nine priority topics. Third, we define a set of research topics on translating research into action. These topics involve the manner in which managers react to research and how they communicate research findings with other managers. The theme throughout is that a combination of rigor and relevance is a potent force for improving managerial practice.
NESLIN, S., ALLENBY, G., EHRENBERG, A., HOCH, S., LAURENT, G., LEONE, R. ... WITTINK, D. (1994). A research agenda for making scanner data more useful to managers. Marketing Letters, 5(4), pp. 395-411.