ISHS Acta Horticulturae 97: VI Symposium on Horticultural Economics
TECHNICAL ASPECTS OF RUNNING PANELS |
| Author: | C.C.J. de Koning |
| Abstract:
The objectives of operating consumer panels are the registration of consumer behaviour and the changes in this behaviour. There is an increasing interest of marketing people for information on changes in behaviour, when and where they occur, how they come about and which categories of people are most responsible for these changes. Analysis and evaluation of this type of information may uncover trends in or even laws of behaviour, which can be of great importance for the decision-making process in marketing. In his paper Mr. Parfitt already paid so much attention to the objectives of panel research that we need not dwell on them. It is however clear from the objectives, that the value of consumer panels is directly related to the reliability with which consumer behaviour and changes in it can be measured. The reliability to be attained is mainly dependent on the following factors:
In order to demonstrate the importance of each factor the different stages od setting up and running a longterm household panel will be gone through in the next pages. For longterm individual panels the problems are similar, while shorterm panels will normally not require the same degree of accuracy and care. | |
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