Which of the following is a weakness of retailer scanned sales data?

Retailer scanned sales data primarily captures the sales transactions of items at the point-of-sale, which is a critical source of information for understanding consumer behavior and sales performance. However, one notable weakness of this data type is that it often lacks item level data for detailed analysis.

This lack of granularity means that it may not capture specific nuances about individual products, such as variations in packaging, sizes, or flavors that can influence consumer choice. It limits the ability to perform an in-depth analysis of consumer preferences or product performance, which is essential for effective category management.

In comparison, options referencing comparative market analysis, segmentation requirements, and the completeness of market trends each imply qualities that are not intrinsic weaknesses of scanned sales data. Scanned sales data does not typically encompass wider market analysis, and while segmented data can enhance insights, it doesn't mean that the scanned data itself is without valuable segmentation for retailers. Furthermore, while scanned data can provide insights into sales trends, it does not give a complete view of market trends without additional data sources. Thus, the identified weakness of lacking item level detail is an accurate representation of the limitations of retailer scanned sales data.