An Evaluation of Continuous Consumer Panels as a Source of Marketing Information

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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.

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Book Information

Pages: 20
Published: 1960
New Copyright: 2012
ISBN: 9781613112106
Categories:,
Authors:,

Author information


Harper W. Boyd Harper W. Boyd

Professor Harper W. Boyd, Jr. was the Donaghey Distinguished Professor Emeritus of Marketing at the University of Arkansas at Little Rock and a co-author of the EBS Marketing course. He was internationally known in the areas of marketing strategy and marketing research. He authored, co-authored, and edited more than 50 books and monographs and 100 articles, cases and other teaching materials and served as editor of the Journal of Marketing Research. He taught on the faculties of several prominent business schools around the world, including Stanford, Northwestern, Tulane and INSEAD, and received an honorary Doctorate of Letters from EBS. He also consulted extensively with both consumer and industrial products companies around the world. Professor Boyd passed away in 1999.


Ralph L. Westfall Ralph L. Westfall

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.

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