Behavior Scan

Behavior Scan
experimenteller Mikrotestmarkt der GfK in Haßloch, der Handels- und Haushaltspanel miteinander kombiniert. Es besteht die Möglichkeit, ausgewählten Haushalten und von diesen unbemerkt im Rahmen des laufenden Fernsehprogrammes Testwerbung vorzuführen (Targetable TV). Die Trennung in Test- und Kontrollgruppe (mit/ohne Werbung) erlaubt Aussagen über die Verkaufswirkung der Testspots. Experimentell untersucht werden kann ebenfalls die Wirkung von Zeitschriften- und Handzettelwerbung.
- Vgl. auch  Experiment,  Handelspanel,  Haushaltspanel,  Testmarkt.

Lexikon der Economics. 2013.

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