Demografisk sammansättning samt beteende hos medlemmar i panel
Marketing research panelsSurveyMultiple Logistic RegressionPoisson RegressionContingency Table AnalysisEnkätundersökningMultipel logistisk regression?2-testPoissonregressionPanel
The use of marketing research panels are a more and more frequently used source of information for studies within many different branches. The purpose of this report is to investigate the demographic composition of panels and compare it with the population of Sweden, a possible change in behaviour of respondents, and if the source of recruitment is the cause of possible differences in study results. The study was commissioned by Norstats Linkoping office. Sources for the data material include Norstat?s recruitment process and their two main panels with different recruitment sources. To enable a deeper investigation of behaviour we also constructed a survey that was sent to 2,714 members of Norstat?s internet panels.The statistical analysis includes contingency table analysis, multiple logistic regression, and Poisson regression. The results show that the demographic composition does not fully cover all the aspects of the Swedish population and some groups are less represented than others. The behaviour tends to differ between panel members that have responded to three or less surveys compared to members that have responded to twenty or more surveys. Source of recruitment does not seem to affect the results of studies, but it has some effect on the demographic composition of marketing research panels.