Practical use of consumer panels
Abstract:
The paper provides a comparison of some aspects of Consumer panel operations in Canada and the United States with those in Europe. The main difference is the method of recruitment, the use of mail and telephone in North America compared with personal calls in Europe. The problem of panel pick-up levels is discussed and reference made to factoring data using client shipment data and the use of UPC Codes in diary completion by panel members. The paper concludes with a discussion of the future of Consumer Panels with special reference to the implication of Scanners.
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