THE WIDER BUSINESS SPECTRUM
Collaborative panel management
Bob FawsonEdward Paul Johnson
Abstract
Sophisticated choice tasks have helped bridge the gap between expensive (and realistic) revealed preference models and less expensive (but less realistic) stated preference models. Our presentation presents a direct comparison between three methodologies.
In order to better understand how to most effectively incentivize panelists, Opinion Outpost conducted both a survey research project and an experiment during the summer of 2008. The results of these experiments provided three sets of metrics regarding relative preference of incentives:
- Cross tabulated panelist responses when asked for first preference among incentive schemes.
- Utility and demand metrics derived from a conjoint choice task.
- Experimental results derived from offering the panelist an actual choice of incentive.
Ultimately, comparing results from each set of metrics will show how accurately stated preference models predict actual behavior, and show the relative strength of each method for business decision makers.
Bob Fawson
Bob Fawson is responsible for Western Wats’ internal research on research. He brings his research experience in Economics and Public Policy to bear on questions of online sampling, panel quality, and other pertinent topics. Bob joined Western Wats in 2007 and, in addition to his research role; he serves as manager of Western Wats’ online E-panel, Opinion Outpost. Bob received an MS in Political Science and an MS in Economics at Utah State University. During his spare time, Bob enjoys mountain biking, telemark skiing, and reading on a lazy afternoon.
Edward Paul Johnson
Paul Johnson is a senior analyst at Western Wats. After earning his MS in Statistics at Brigham Young University, Paul joined Western Wats in 2006, bringing expertise in sampling and analysis techniques to analyze panelist data and supervising data production. Paul actively pursues a research agenda in online survey research methods and applications of Bayesian Ordinal Regression. When not working, Paul enjoys reading, board games, and ballroom dancing.
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