Discuss the growing importance of scanner-based research. A scanner-based research system enables marketers to monitor a market panel's exposure and reaction to such variables as advertising, coupons, store displays, packaging, and price. By analyzing these variables in relation to the panel's subsequent buying behavior, marketers gain useful insight into sales and marketing strategies.

1. Why has scanner-based research been seen as "the ultimate answer" for marketing researchers? Do you see any disadvantages of this methodology?

2. Detractors claim that scanner-based research is like "driving a car down the road looking only in the rearview mirror." What does this mean? Do you agree?