Abstract:

The task of the panel study was to measure changes in consumer attitudes towards various brands and to check in how far positive changes, conceptual and behavioural, may be ascribed to the influence of advertising. The advantage of the panel technique, as opposed to several surveys with different samples, is obvious. The question of how many consumers have changed their conception and attitude towards a given product between two or more dates can only precisely be answered by multi-stage interviewing of one and the same circle of consumers.