INTRODUCTION
Market research panels are comprised people meeting certain demographic criterion. They are commonly used for obtaining business information about product sales and are sometimes mistakenly referred to as focus groups. There are two forms, one for the consumer market, and the other for collecting business – to-business (B2B) purchasing information. Consumer market research panels are most recognized and known to the public, as many people may have been asked to participate in some manner at some time in their lives.
Market research panels are comprised pre-recruited groups of people who have agreed to participate, so although the selection method to approach these people may be random, the group is not random in that they are all chosen from the group of people who wants to do this task.
Panel can be chosen from a target audience segment, current customers, or any other particular group the originator of the study want to include.
Obviously it would make more sense to include those people who may have some interest in the products under study, because they would be most likely to have opinions about the produce in question. The actual panel activity may include focus groups, surveys, or test. Members generally are given some type of incentive reward for their participation, which could be cash or a gift.
This is a method where teams or panel of investigators are specifically trained and sent to certain areas or localities to interview certain people.
The consumer panel group usually is a good cross section of the population. They may be asked to keep diary, answer questions online, or attend a focus grouping meeting. Less commonly, there may be a visit to their actual homes for research of buying habits. These panels run over some period of time.
Surveys and focus groups differ some what. The focus groups involve more opinion and emotional descriptions, where the survey is just a matter of answering pre-formed questions. A focus group will have a facilitator to direct the questioning and take a record of answers.
Market research panels are comprised people meeting certain demographic criterion. They are commonly used for obtaining business information about product sales and are sometimes mistakenly referred to as focus groups. There are two forms, one for the consumer market, and the other for collecting business – to-business (B2B) purchasing information. Consumer market research panels are most recognized and known to the public, as many people may have been asked to participate in some manner at some time in their lives.
Market research panels are comprised pre-recruited groups of people who have agreed to participate, so although the selection method to approach these people may be random, the group is not random in that they are all chosen from the group of people who wants to do this task.
Panel can be chosen from a target audience segment, current customers, or any other particular group the originator of the study want to include.
Obviously it would make more sense to include those people who may have some interest in the products under study, because they would be most likely to have opinions about the produce in question. The actual panel activity may include focus groups, surveys, or test. Members generally are given some type of incentive reward for their participation, which could be cash or a gift.
OBJECTIVES
At the end of this unit, you should be able to:- explain the meaning of panel research and how panel market research is being conducted.
- distinguish between general consumer research and business related research
- explain the general overview of available research types taking cognizance of panel research, qualitative research and quantitative research.
- the orientation about business market research panel
- consumer panel and panel data and
- how panel works and the advantages of panel survey.
Definition and Meaning of Panel Survey
This is a method where teams or panel of investigators are specifically trained and sent to certain areas or localities to interview certain people.
The consumer panel group usually is a good cross section of the population. They may be asked to keep diary, answer questions online, or attend a focus grouping meeting. Less commonly, there may be a visit to their actual homes for research of buying habits. These panels run over some period of time.
Surveys and focus groups differ some what. The focus groups involve more opinion and emotional descriptions, where the survey is just a matter of answering pre-formed questions. A focus group will have a facilitator to direct the questioning and take a record of answers.
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