Pavlov revisited - comparing panel conditioning and quality between panel methods

The article compares online access panels and custom panels. The experiment studied two types of comparison: between an access panel (XLOP) and a custom panel (provided by Heinz); and between members of the custom panel over time.

Pavlov revisited – comparing panel conditioning and quality between panel methods

Kristof De Wulf and Mike FriedmanXL Online Panels, Belgium

Bert BorggreveHJ Heinz, Netherlands


As business decisions are increasingly being made on the basis of information derived from online panels, it is crucially important to understand how different panel approaches affect the insights we derive from them. In line with this, Taylor (2007) suggested that researchers spend more time studying the nuances of different online panel methods. In our study, we focus on two different online panel methods: access panels and custom panels.

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