Recording discrepancies in Nielsen Homescan data: Are they present and do they matter?
نویسندگان
چکیده
We report results from a validation study of the Nielsen Homescan consumer panel data. We use data from a large grocery retailer to match transactions that were recorded by the retailer (at the store) and by the Homescan panelist (at home). The matched data allow us to identify and document discrepancies between the two data sets in reported shopping trips, products, prices, and quantities. We find that the discrepancies are largest for the price variable, and show that they are due to two effects: the first We are grateful to two anonymous referees, to Peter Rossi (the Editor), and to participants at the Chicago-Northwestern IO-Marketing conference, the Hoover Economics Bag Lunch, the NBER Price Dynamics Conference, the NBER Productivity Potpourri, the Stanford Economics Junior Lunch, and the World Congress on National Accounts for many helpful comments. We thank Andrea Pozzi and Chris Taylor for outstanding research assistance. This research was funded by a cooperative agreement between the USDA/ERS and Northwestern University, but the views expressed herein are those of the authors and do not necessarily reflect the views of the U.S. Department of Agriculture. L. Einav Department of Economics, Stanford University, Stanford, CA, USA e-mail: [email protected] L. Einav · A. Nevo NBER, Cambridge, MA, USA E. Leibtag USDA/ERS, Washington, DC, USA e-mail: [email protected] A. Nevo (B) Department of Economics, Northwestern University, Evanston, IL, USA e-mail: [email protected]
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