Scanner data can be used effectively in field experiments to compare sales outcomes based on what?

Scanner data is particularly useful for evaluating sales outcomes in field experiments because it records detailed information about consumer purchases, including quantities and pricing of products sold in real-time. This data allows marketers to assess how different marketing mix variables—such as pricing, advertising, promotions, and distribution strategies—affect sales performance. By manipulating these marketing mix elements in experimental settings, marketers can analyze and compare the resulting sales outcomes, providing insights into what strategies yield the highest impact.

In contrast, while customer feedback, market demographics, and product features can provide valuable information about consumer preferences and behaviors, they do not directly capture transactional data necessary for measuring the impact of marketing actions on actual sales. Thus, marketing mix variables are central to interpreting the effects of specific marketing strategies through field experiments using scanner data.