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Because of the development of optical scanners and cable television,marketing researchers can now test the effectiveness of advertising more precisely.Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners,and their purchases are identified by a special card.Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors.Buying patterns are then compared.For example,Kashi cereals tested a Crunchy Wheat promotion using this system.Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion.Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide.
-Refer to Scenario 4.1.The 5,000 households that allowed their group purchases to be scanned are a
Multiaxial Joint
A type of synovial joint that allows for movement along multiple planes and axes.
Humeroscapular
Pertaining to the humerus (upper arm bone) and the scapula (shoulder blade), often related to the shoulder joint.
Atlantoaxial
Pertaining to the joint between the atlas (C1 vertebra) and the axis (C2 vertebra) that allows for the rotation of the head.
Cartilaginous Joints
Joints where the bones are attached by cartilage, allowing for more movement than fibrous joints but less movement than synovial joints.
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