PANEL RESEARCH
Panel research is a technique similar to the survey, but with one major difference. In survey method a fresh sample is selected for every survey work, while in the panel research the same panel is used again and again for the collection of information. The panel acts as a permanent sample of respondents and information is collected from them at appropriate intervals through interviews.
A panel means a sample of respondents who may be individuals, consumers, housewives, households or firms from whom information about purchasing, buying behaviour, etc. is collected at regular intervals. The panel members are given diaries. They note details of purchases, shopping patterns, etc. in which the researcher is interested. Panel members provide feedback to the researcher for detailed study of the marketing problem under consideration.
Panel research offers certain benefits. For example the buying behaviour of selected consumers can be studied through panel. The changes in the behaviour can be analysed through panel research. However, panel research will be effective only when the panel members are co-operative and provide reliable information when requested. Members of the panel may not find it convenient to give information again and again. They may treat this as botheration and may not supply timely and reliable feedback.In spite or such limitations, panel research method is used in many marketing research projects
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