Getting Answers

Oliva, Ralph A.
January 2005
Marketing Management;Jan/Feb2005, Vol. 14 Issue 1, p41
This article discusses the electronically assembled research panels as an approach to increase response rate. Firms assembling such panels are creating value networks for researchers of all sorts seeking data and insight. In this kind of network, the more sizable the empanelled set of potential respondents, the better. This is leading some firms to add and maintain their own private data sets with panel-management firms for the chance at a broader set of empanelled respondents. Academic researchers are beginning to discover this approach as well. Searching for patterns, test models, and new tools for the business marketplace, field researchers are up against the same problem as practitioners--getting a good quantity of reliable response. All across the business markets, the need to know more about the customers, their needs, their wants, and how to serve them is ever more pressing and important. As those same customers get busier, more besieged by spam, and more hounded for information, it becomes difficult to get responses from them. The enrolled research panel process creates a contract with respondents that sets accurate expectation so the respondent feels in control. It also produces a higher level of response, higher quality data, and a better experience for all involved--through the empanelment process and carefully adjusted remuneration.


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