Ralph L. Westfall co-authored several works in the field of marketing, such as An Evaluation of Continuous Consumer Panels. Westfall was Professor of Marketing at the Kellogg School of Management at Northwestern University in 1950s and 1960s.
An Evaluation of Continuous Consumer Panels as a Source of Marketing Information is part of a series of monographs produced by the American Marketing Association to explore the skills of marketing research. This text was written to aid non-academic readers and researchers who are building, or maintaining consumer panels. It serves not as a basic text on the subject, but an evaluation in simplified terms of using panels for research collection.
Topics of discussion include the following:
- Examples of well-known consumer panels that have been functioning for several years, such as those operated by the Market Research Corporation of America, the Chicago Tribune, and the A.C. Nielsen company;
- The basic techniques for obtaining data about the continuous behavior of consumers; and,
- The use of consumer panel data as an experimental tool, an indicator of basic trends, and as a measurement of market segments.
Produced by the Marketing Research Techniques Committee, this monograph serves several purposes: to stimulate individual practitioners of market research, to encourage the constant improvement and expansion of present techniques, and to maintain the integrity of the marketing discipline. Highly beneficial and accessible for both professionals and laymen, this text will prove an invaluable tool for business practitioners, educators, and firms developing more effective consumer panels.