Use of Market Research Panels in Transit (2013) / Chapter Skim
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Pages 21-29
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21 usefulness for gathering feedback from their customers and general public. Results are shown in Table 1.
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22 research. Paper surveys distributed on board vehicles were the most common technique, used by all but one agency.
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23 Those agencies that had considered or conducted panel research were asked what they saw as the primary benefits of panel research. More than half responded that they are able to conduct research in-house at a moment's notice; that they can target specific market segments; that it is faster and cheaper than traditional survey methods; and that they are able to track changes in attitudes or behaviors from the Panel Surveys Respondents were asked if they had experience with panel surveys.
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24 12 9 10 No, I have not considered or conducted panel surveys Yes, I have considered but not conducted panel surveys Yes, I have considered and conducted a panel survey FIGURE 3 Have you considered or conducted panel surveys for market research purposes (n = 31)
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25 conducted panel research. The following open-ended responses were received: • Short staff, not a priority for last year • Still deciding whether or not to do it.
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26 Concerns with Panel Research When asked about concerns they had with panel surveys, two of the ten agencies did not cite any. The main concerns of six of the eight remaining agencies were that the panel might not be representative of their target population, panel attrition, and adequate resources to maintain the panel.
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27 Use of Vendors The primary tasks of conducting a panel survey are panel recruitment; maintaining the panel; developing the questionnaire; implementing the survey; and conducting the analysis and reporting. Those who had conducted panel research were asked how the responsibilities were assigned for each of these tasks: to in-house staff, an outside consultant, or both working together (see Table 9)
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28 Satisfaction with Panel Survey Effort Half of the agencies (five) reported being very satisfied with their panel survey research, with one other being satisfied.
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29 development, data collection, and analysis and reporting)
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