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The development of a financial panel and its contribution to financial marketing

Date of publication: June 15, 1983

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: John F. Swift, John English

Abstract:

A panel approach was adopted by AGB to solve this research information problem. The paper outlines the pilot stage of the Index panel and describes how this pilot led to major modifications both to the data collection processes and the data collected. The data usage is also illustrated by examining two particular areas, market segmentation using the standard panel data and, using the panel as a data collection medium, the use of banks and other financial institutions as a means of obtaining cash.

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