Few-wave vs. continuous consumer panels: Some issues of attrition, bias and variance

  • Golany B
  • Phillips F
  • Rousseau J
  • 3

    Readers

    Mendeley users who have this article in their library.
  • 5

    Citations

    Citations of this article.

Abstract

In econometrics, the word "panel" refers to a research design in which respondents answer the same questions at least twice, with the reporting occasions separated by a suitable interval of time. Occasionally a panel fitting this minimal definition is used for ad hoc marketing study. But the greatest part of advertisers' panel research spending goes to ongoing (usually syndicated) panels of the diary or scanner type. In this paper we argue that continual-wave panels are qualitatively different from "econometric-type" panels. Consequently, there is danger in carrying over research results from two-wave studies into the world of continual-wave consumer panels. We argue that greater attention must be given to variance than to bias in analyzing consumer panel data of the latter type, and report some new formulae for the variance of market measures under different panel reporting options. Some guidelines for panel users ensue. © 1991.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free