What is an Optical Scanner?
- Content Type:
- Glossary
Optical scanner Definition
A data processing device that can electronically read responses on questionnaires.
An optical scanner is a device used to digitize printed or handwritten data by converting it into a digital format. In market research, it is commonly used to process survey forms, questionnaires or product codes, enabling efficient data collection and analysis.
Who relies on optical scanners in the marketing research industry?
Market researchers, data analysts, retail managers and survey administrators rely on optical scanners to streamline data entry, process large volumes of responses and analyze information collected from forms, receipts or barcodes.
What are key aspects of optical scanners in market research?
Key aspects include:
- Data digitization: Converts physical documents or codes into machine-readable formats.
- Speed: Processes large datasets quickly compared to manual entry.
- Accuracy: Reduces errors in data collection and entry.
- Compatibility: Integrates with software tools for analysis and reporting.
- Versatility: Handles various formats, such as barcodes, QR codes or written responses.
Why are optical scanners important in market research?
Optical scanners are important because they save time, reduce costs and improve accuracy in data collection and processing. They enable researchers to handle large-scale studies efficiently and focus on analyzing insights rather than managing data entry.
How do market researchers use optical scanners?
Market researchers use optical scanners to process survey responses, collect purchase data via barcodes and track inventory movements. Scanned data is digitized and integrated into analytical tools, providing quick and accurate insights for decision-making and reporting. Optical scanners are also used in consumer studies to monitor purchasing behavior in real time.