MARSC Panel Management: a different perspective
The use of panels for gaining insight into customer trends is increasing
across the market research industry, and it is not hard to see why, given
the continued downward trend in interview hit-rates using the traditional
methods of sample selection and interviewing. An increasingly savvy public
is less willing to spend time giving their opinions, and at the same time
many companies are becoming more interested in understanding, in detail, the
needs and aspirations of their customers in order to develop their products
and services successfully. A solution to this is to maintain a panel of
willing respondents who can be called upon to answer questions on a variety
of topics.
The concept of panel-based market research also fits well with the
widespread increase in the use of the internet for market research allowing
quick and easy polling of a panel for opinions and customer satisfaction
surveys. The Confirmit Annual MR Software Survey 2004 predicts an increase
in the use of both ‘own online’ and ‘3rd Party’ panels
over the next few years, and web-based research is already seeing huge
growth in the USA.
A number of panel management solutions already exist in the market place,
these mainly focus on the recruitment and maintenance of the panel. Many of
these are weak in the areas of sample selection and re-contact rules. In
addition, several of the available offerings require the panel data (i.e.
database) to reside with a service provider, which ties the researcher to
that software provider for all their research and analysis associated with
the project.
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