Abstract:

The panel is a research method frequently applied to surveys on fast moving consumer goods and media; consumption, exposure to advertising and purchasing behavior are measured in relation to the marketing mix of products. The panel uses methodologies that have been consolidated over time. The attempt to apply these methodologies to non traditional business areas often entails difficulties linked to: sample design; survey method; bias resulting from non-collaboration. This report is going to describe how a panel's design should be built up in order to measure phenomena concerning the mobility of people, specifically concerning average and long journeys, in other words journeys of over 70 kilometers.