The effect of conditioning when re-interviewing - a pan-European study

Trixie Cartwright and Clive Nancarrow

A typology of panel conditioning effects and an empirical study examining the phenomenon are presented.

The effect of conditioning when re-interviewing – a pan-European study

Trixie CartwrightTNS plc, United Kingdom

Clive NancarrowBristol Business School, UWE, United Kingdom

INTRODUCTION

With the industry's increasing use of Online Access Panels and reports that some clients are using these panels to conduct brand and advertising tracking surveys, the issue of panel respondent conditioning needs to be addressed.

Buck et al (1977) define respondent conditioning as “a change in measured consumer behaviour due solely to the act of measurement. The existence of this kind of bias would also affect the measurement of trends.” Buck argues that panel conditioning...

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