Three Essential Panel Quality Checks
11 March 2008Online market research is a valid and cost-effective way to gather fast and authentic results. But deceptive behavior in any company’s panel has the potential to dilute the credibility of the industry. Here are three essential quality checks any market researcher should conduct when selecting a panel vendor.
CHECK 1: PANEL RECRUITMENT AND INCENTIVES
- Ensure minimum response rates.
- Pay only for good panelists.
- Review panelist redemption files to detect any suspicious member account activity.
- Engage panelists with profiling surveys.
CHECK 2: PANEL REGISTRATION
- Enforce panelist login restrictions.
- Prevent panelists from changing personal information.
- Store and compare account creation and changes.
CHECK 3: OVERALL PANEL HEALTH
- Strictly enforce panelist account removal policy.
- Block fraudulent panelists without warning.
- Remove suspicious email addresses, domains and IPs.
- Detect speedsters.
- Keep bots and scripts at bay.
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