Book Description
Consumer Panels is the definitive work on the topic. By integrating cutting-edge academic research with global best practices, Consumer Panels provides data-driven tips on reducing reactivity and burnout, improving recruitment and retention, and cutting costs while increasing data quality. In addition, the book provides research-based guidance on reducing biases in electronic panels and on anticipating future developments in panel research. For expert market researchers, it provides new tips, ideas, and state-of-the-art innovations for leveraging both online and offline panels. For brand managers, it provides clear guidance on how to better understand consumers with less cost, time, and effort. For academics, it provides advice on how to develop and use convenience panels to answer difficult questions about purchase trends and consumption patterns.
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About the author
Seymour Sudman (Ph.D. University of Chicago 1962) was the Walter H. Stellner Distinguished Professor of Marketing at the University of Illinois from 1968 until his death in 1999. Through a lifetime of active research, he contributed immeasurably to the area of survey design, sampling, and methodology. He was actively involved in providing guidance to the U.S. Census Bureau, and he served as Deputy Director and Research Professor of the Survey Research Laboratory at the University of Illinois.
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