Consumer Panels provides a comprehensive overview of the use and history of consumer panels for marketing research. This convenient guide offers a breakdown of the panel process, including gathering data, recruiting panel members, and the use of panel services. The topics discussed include:
- Recruiting and compensating panel households, including forms to be used, frequency of data collection, and a comparison of panels versus recall data
- Conditioning, or the effects of panel participation on household behavior and their effects on trends in general purpose panels.
- The cost of operating a panel, where information is available, and the magnitude of these costs relative to one-time surveys.
- Produced by esteemed market researchers, Seymour Sudman and Robert Ferber, Consumer Panels focuses on the advantages of panels rather than surveys. For businesses weighing the benefits of panels versus one-time surveys, this guide will provide the guidelines necessary to reach the most cost efficient and informative decision.
Table of Contents
Chapter 1, Introduction
Consumer panels, sample survey, panel study, data collection, static panels, dynamic panels, conditioning effects, panel technique, panel operations, purchasing patterns, consumer behavior
Chapter 2, Uses of Consumer Panels
Nondurable consumer goods, panel operations, market data, consumer characteristics, market segmentation, brand loyalty, brand switching, panel data, Fourt-Woodlock model, Penetration model, repeat purchase prediction, purchase cycles, repeat purchase rate, media usage, advertising, research methods
Chapter 3, Consumer Panel Sampling
Sample design problems, sample method, stratification, clustering, sample biases, mail panels, panel households, purchase panels, purchasing behavior, one-time survey, panel weighting, sampling variances, brand volume, consumer expenditure panels, data quality, panel recruiting
Chapter 4, Data Collection Methods for Consumer Panels
Panel members, data collection, compensation, recall surveys, panel organization, panel recruiting, face-to-face recruiting, field representatives, phone recruiting, panel maintenance, diary formats, Empirical Reporting model, product diary
Chapter 5, Conditioning of Consumer Panels
Conditioning effects, panel operators, purchase behavior, panel households, behavior diary, panel cooperators, panel noncooperators, special stimuli, general purpose panels, ongoing panel
Chapter 6, Data Processing and File Maintenance of Panel Data
Panel data, data file, codebook, cooperation file, panel household, data projection, projection system, purchase data file, file preparation
Chapter 7, The Costs of Operating a Panel
Consumer panel, compensation, panel operating costs, data processing, file maintenance, panel data collection, report preparation, cooperation rate, cost comparisons
Chapter 8, Choosing a Consumer Panel Service
Consumer panel techniques, consumer panel services, static panel, dynamic panel, continuous purchase panels, product-testing panel, copy-testing panel, purchase figures, sample data, panel operator, comparable purchase estimates