Abstract:

The purpose of this paper is simply to describe a proposal for the use of a consumer panel. The techniques employed are well known and do not call for reference to a bibliography or for complicated theoretical explanation. We deal here with a first series of applications; others of a more complex nature are currently being worked out and are not yet ready for presentation. The basic advantage of these procedures is that they constitute a form of analysis that is of immediate practical use - a "feet on the ground" approach that is directly applicable by anyone who has had a minimum of training in marketing.