Syndicated Services
1.Companies that collect and sell common pools of data of known commercial value designed to serve a number of clients
2.Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions).
3.Household/consumer data may be obtained from surveys, panels, or electronic scanner services.
4.Institutional data may be obtained from retailers, wholesalers, or industrial firms.
Single-source Data
Single-source data provide integrated information on household variables, including media consumption and purchases, and marketing variables, such as product sales, price, advertising, promotion, and in-store marketing effort.
1. Recruit a test panel of households and meter each home's TV sets.
2. Survey households periodically on what they read.
3. Grocery purchases are tracked by UPC scanners.
4. Track retail data, such as sales, advertising, and promotion.
