A well-managed research panel allows the organization to quickly and easily get answers to key questions at a fraction of the cost of other market research methods. These methods relate to types of designs (natural and quasi-experimental), procedures for implementation, and methods of selecting appropriate types of analyses, all of which vary greatly in use. This body of work can be described under three principal headings: research on the structure and operation of a panel; non-longitudinal research which happens to draw one or more samples from an existing panel; and longitudinal research using data collected from a panel. What is striking about these ten studies is the considerable variation in how the term "reliability" is defined and how reliability is operationalized. Fox, Santa Clara University, U.S.A. Gerald Albaum, University of Oregon, U.S.A. Sujata Ramnarayan, University of Oregon, U.S.A. [The authors thank M. Venkatesan, University of Rhode Island, for his helpful comments on earlier drafts of the paper.]. New York: Holt, Rinehart and Winston. The panel team might differ according to the organization’s type. By following the purchase and consumption behavior of selected households, particularly over time (i.e., longitudinally), researchers can understand such phenomena as brand loyalty and brand-switching, impact of deals and advertising campaigns, and other marketing-relevant factors. Karen F. A. Sudman and Ferber (1979) consider the uses of consumer panels, sampling, panel recruiting and maintenance, data collection methods, data processing, and costs. 2. In such natural or nonexperimental studies it is precisely what are termed "threats to validity" in experimental studies which are believed to cause the changes observed at the various reinterviews (see Table 4). Stanton, John L. and Louis A. Tucci (1982), "The Measurement of Consumption: A comparison of Surveys and Diaries," Journal of Marketing Research, 19 (May), 274-277. This concern permeates all marketing research. The ten studies are summarized in Table 5. Nonetheless, significantly more needs to be done. Fox, Gerald Albaum, and Sujata Ramnarayan (1993) ,"Consumer Panels: a Review of Characteristics and Use in Consumer Behavior Research", in E - European Advances in Consumer Research Volume 1, eds. The same data could equally well have been gathered from a one-time sample. Cristiane Pizzutti, UFRGS 8, ed. Demographic characteristics include gender, generation, race and ethnicity, education, geographic region, and marital status. METHOD The studies analyzed for this article consist of empirical consumer behavior research studies which used a panel approach and which were published during the period 1975-1991. The third typeCthe true panel researchChas as its distinguishing feature the repeated collection of data from a sample of respondents on the same topic (Sudman and Ferber 1979). Sanjeev Tripathi, Indian Institute of Management, Indore, Stephen Atlas, University of Rhode Island One other advantage is that costs of doing research may be less than that using other approaches, particularly when a commercial panel organization is used. Descriptions of changes that are shown in a turnover table is a case in point. This means that the researchers had designed their study as panel research. Of the 71 panel articles studied, only 12 (16.9%) involved some experimental manipulation. Conceptually, reliability is to measurement theory what internal validity is to experimental design, as both are concerned with "how good" the method used was as a method and not whether it provides "true" values. The next, and perhaps more important, question is how can the concept of panel reliability be operationally measured. First, because panels yield linked data on the same individuals on more than one occasion, the researcher can analyze the data in greater depth. The intent of the present exposition is not to criticize past work using panels for consumer research. Peter, J. Paul (1979), "Reliability: A Review of Psychometric Basics and Recent Marketing Practices," Journal of Marketing Research, 16 (February), 6-17. Reformulating reliability as generalizability theory for use in marketing research is discussed by Peter (1979).] If there is such a concept, how can it be measured operationally? Share sensitive information only on official, secure websites. A panel arrangement is a tool for the procurement of goods or services regularly acquired by entities. Characteristics of the Population of Internet Panel Members Such so-called "research panels" can play a vital role in investigating the reliability of the panel technique and showing how the efficiency of panel operations can be improved (Ferber and Lannom 1980). A research panel is one that may be used solely for experimenting with panel technique or to study the cost or the flexibility of a large-scale panel by means of a pilot study. REFERENCES Bearden, William O. and Jesse E. Teel (1983), "Selected Determinants of Consumer Satisfaction and Complaint Reports," Journal of Marketing Research, 20 (February), 21-28. 2. W. Fred Van Raaij and Gary J. Bamossy, Provo, UT : Association for Consumer Research, Pages: 133-141. At the very least, the nature of the data obtained (i.e., measurements of the same variables from the same respondents at two or more different times) is unique to the panel method. Accuracy of recording is related to equivalence and stability of measurement reliabilities. Stanton, John L. and Louis A. Tucci (1982), "The Measurement of Consumption: A comparison of Surveys and Diaries," Journal of Marketing Research, 19 (May), 274-277. This paper reports on analysis of the published consumer behavior research using panels which appeared in 12 leading sources during the period 1975-1991. 5, 113-132. In addition, a number of consumer product firms maintain their own consumer panels or create short-term "ad hoc" panels to test new products and promotional techniques. Hand or the research itself are invariably of the studies were based on or! Their study as panel studies, '' in International Encyclopedia of the studies were based on purchase or time-use.! Idea of the ten studies and the Free Press, Vol ten the. Decision making ability is limited to the use of consumer behavior research tweets reshares! 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