The Panels are now a platform very recurrent in the practice of market research, and precisely because appellant has begun to see some difficulties in their management more than once have endangered the integrity of a study.
Definitions and types
A Panel is defined as a group of people called to say as a group on specific topics. The key feature of the panel is that members are aware of their condition and have concsientemente agreed to participate in a minimum time given its opinion and answering survey according to their specific habits indicate.
The first panel consisted of experts, and was not about money but about the sheer satisfaction and popularity which involved the dissemination of knowledge. In expert panels, the participants cast their opinions and dissertations through specialized media, conferences, workshops and similar activities, taking as an audience of businesses and organizations wishing to exploit that knowledge, or confirm hypotheses contrasting approaches of different kinds. They are in a technique quantitative research, but a projective technique or specialized office systems.
this type of panel are very popular in academia and in certain business sectors, and generate a large sum of money. The benefit of these panels will form dipartita. The panel ensures a name and feed your references as it is called to participate, and in most cases is the panelist who paid for their participation. And for the Panel assistant or listener is a way to get valuable information based on expert professional background would be very costly to consult individually.
consumer panels work so a little different because it is the short and simple view of people who usually matter much more to businesses in terms of product offerings, market attitudes and purchasing trends. And for this kind of opinions have the desired weight, you should listen to many.
Its basic mechanism is simple: you contact a lot of people (with "a lot" I mean thousands) through various communication channels, inviting them to register to participate in market research or public opinion regular basis in exchange for certain medium-term benefits such as discount coupons, memberships user with certain advertisers, and more recently tend to offer cash. These rates are transmitted to the user in different ways and is now the most common means of transfer (for cash) or swap coupons via the Internet.
Once the panel is formed, are released market research for certain segments of the Panel whose profile is defined as respondents . people cast their opinion (usually in the form of surveys) and returned to the administrator for processing.
The theoretical basis
In essence and in theory, the panels are a mechanism for non-probability sampling (not all panel members are equally likely to be summoned, in addition to that selection is not random or systematic), controlled by quotas (is convened only to segments of the Panel that its profile is considered valid respondents ) with an expected rate of response high. It is precisely these characteristics of sampling means that only a panel research designs are feasible.
The relevance of a panel is hidden in longitudinal research designs , which aims to monitor the changing views and changing attitudes towards the concepts evaluated. It is desirable in a longitudinal model that information is collected at different time profiles of people as similar, if not identical, at all times. It is common for panelists evaluated in a longitudinal model are the same that were evaluated in an earlier time. In public, citizens panels Mitofski handles that monitors the changes and developments in a wide range of political and social issues, for example.
the characteristics of a Consumer Panel
There are certain key features that should meet both the Consumer Panel as the people who compose it and that shape the administration manual the same:
* Member of a Panel must be aware that a member . Here there is a difference between a Panel and a commercial database, an individual listed in a database prone to the sale for research, not a panelist. Only until you have signed their acceptance to participate in a Panel is when we can consider as such. People who sign agree to provide personal information in an effort to receive information about their products and services preferred (which is usually formed these databases) have not determined who want to participate.
* for the panel, the possibility to participate and remain in the Panel should be entirely optional. Here's how we do: when we got into the end of each questionnaire explained to people who are building the Panel and invited to participate by asking only email. People who give us this message, we send the form to welcome and registration application to the Panel. Inscribed in the Panel, the user must answer a couple of questionnaires related to their profile data and customs. And only then that person begins to be called. You see, you had at least three opportunities to decline participation before being formally considered, and even being a member asset may go as deemed prudent.
* The Panel acts as a Population itself. Because we have accepted membership of a Panel, a panelist has a very different profile from the bulk population but shares the general population, and thus should be considered at all times. When generating research, no one can or should send invitations to all members of the Panel, but specific samples in each case. A panel ready to be deployed has enough members to circumvent the shares, thereby avoiding mechanized responses.
The problem of Panels
The problem Panels will present a direct function of the platform that currently holds, which is essentially Internet, and professional integrity Panel. Panels in Internet recruiting new followers through open invitations on their systems, and always accompanied by benefits that distinguish them from other panels. This differentiation is required as there is currently a lot of panels that address a host of other research firms, which in turn demand quality in the types of respondents.
is not common for online surveys are well paid, because it is not by definition a job but Panels exist and have been selling the concept as a source of substantial revenue that could "take you from the tedious work and have a job from home." This practice leads users to trust and respond only on that promise, which removes the real attitude of response that concerns us.
Also, some users have found ways to make online surveys an authentic source for sustenance. And this is where we enter the danger to the research as a discipline, as we face the so-called professionals Respondents. A professional respondent is an individual who identifies involvement filters (Always available) in surveys that they are responding, and escapes in order to make a valid survey. This of course generates false information. Cases
Professional Respondents most radical fall in the recruitment of people who answer several surveys at the same time, with different user accounts, creating 5 or 6, up to 10 times average income per survey, per person. Such practices are very similar to Goldfarming (very recurrent practice in online games like World of Warcraft, where some users are dedicated to obtain rare items and weapons, experience and other items then sell them to other users for money real). Nothing to say about the quality of information they are getting these platforms.
The battle for the authenticity of information and reputation of the Panels is still standing, and these are some of the many issues that we care when we try to support a strategic decision based on what we hear from online users, they can bombarded by information that was only to make money, not to generate new and better products and services.
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