Panel satisfaction index. Quality target for online access panels owners?

Laetitia Sassinot-Uny and Andera Gadeib

This paper, by Laetitia Sassinot-Uny and Andera Gadeib, of Dialego AG, Germany, discusses how best to measure the level of satisfaction of panelists, and then sets out a number of ways in which these results can be understood across surveys and panel services.

Panel satisfaction index. Quality target for online access panel owners?

Laetitia Sassinot-UnyDialego AG, Germany

Andera GadeibCEO and& President, Dialego AG, Germany

INTRODUCTION

The recent dramatic increase in the number and the size of online access panels has been exacerbated by the difficulty in recruiting the limited resource of new panelists. This has led to a stronger differentiation amongst panel providers on quality issues, particularly on the proprietary panels. An important issue is to consider panel membership as a service, handling panel members like customers and implementing marketing tools to recruit and retain their members.

Based on these observations,...

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