To build, or not to build? That is the question - deciding on a strategy for panel usage and management
Roseanne LuthLuth Research, United States
Alex GofmanCTO Moskowitz Jacobs Inc., United States
INTRODUCTION
An online panel is, essentially, a group of people who agree to participate in market research activities by sharing their opinions through online research activities on a regular basis. Online research activities primarily include surveys and, increasingly, focus groups. The population's way of receiving and exchanging information has been and will continue to be fragmented by ever diversifying media, shorter attention spans, and a growing...