IRI Marketing FactbookProvides aggregate, category-level data across 331 different grocery product categories -1997 calendar year. The data are collected from more than 20,000 participating scanner panel households living in 12 different domestic markets. These markets are fully instrumented; that is, UPC scanning equipment is used at virtually all local grocery store checkouts. The scanner panel households are given premiums and incentives to present a scannable card every time they make a purchase. According to the Marketing Factbook, 70 to 75% of the population within each IRI market participates as scanner panelists. Though IRI tries to ensure the representativeness of the panelists both within and across the markets, some concern remains about the overall representativeness of the data. Because all of the data are collected by UPC scanners, there are no data for product categories that are not regularly scanned (e.g., produce and fresh meat). Similarly, the data include only purchases made at grocery stores; hence, for a limited number or product categories (e.g., beer and magazines), this omission could create some bias.