Consumer panels
著者
書誌事項
Consumer panels
American Marketing Association, c2002
2nd ed
- : pbk
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注記
Includes bibliographical references (p. 211-223) and index
内容説明・目次
内容説明
Consumer Panels is the definitive work on the topic. By integrating cutting-edge academic research with global best practices, Consumer Panels provides data-driven tips on reducing reactivity and burnout, improving recruitment and retention, and cutting costs while increasing data quality. In addition, the book provides research-based guidance on reducing biases in electronic panels and on anticipating future developments in panel research. For expert market researchers, it provides new tips, ideas, and state-of-the-art innovations for leveraging both online and offline panels. For brand managers, it provides clear guidance on how to better understand consumers with less cost, time, and effort. For academics, it provides advice on how to develop and use convenience panels to answer difficult questions about purchase trends and consumption patterns.
目次
I. LEVERAGING A CONSUMER PANEL. II. CONVENTIONAL AND CREATIVE USES OF CONSUMER PANELS. III. HOW ARE CONSUMER PANELS BIASED. IV. COURTING PANELISTS AND COLLECTING DATA. V. IMPROVING PANEL ACCURACY AND REPORTING. VI. THE ACCIDENTAL CONDITIONING OF CONSUMER PANELS. VII. PROCESSING DATA AND PROJECTING RESULTS. VIII. THE COSTS OF OPERATING A PANEL. IX. CHOOSING A CONSUMER PANEL SERVICE. X. BUILDING A SUCCESSFUL CONVENIENCE PANEL. XI. PREDICTING THE FUTURE.
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