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    The use of scanners in supermarkets has made store audit data cheaply available for all grocery products.  Some people claim that this will completely replace the use of aggregate sales data for estimating price sensitivity.  In what ways is scanner data preferable to aggregate sales data for estimating price sensitivity?  In what ways is it less preferable?  What are the major differences between aggregate and store audit data?

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    The use of scanners in supermarkets has made store audit data cheaply available for all grocery products. Some people claim that this will completely replace the use of aggregate sales data for estimating price sensitivity. In what ways is scanner data preferable to aggregate sales data for estimating price sensitivity?
    The price sensitivity refers to the responsiveness of the quantity of a particular product demanded to changes in price. Scanner data is preferable to aggregate sales data because scanner data is of a better quality. By using scanner data the responsiveness of different products can be pinpointed. With scanner data collection of data is possible continuously for relatively long periods of time. In addition, experiments can be set up relatively easily and at a lower cost to measure price sensitivity of specific items.
    Marketers while conducting research change the prices ...

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