Coffel, Kathryn, Kathryn Coffel Consulting, LLC
2013

Market research panels offer the potential of fast, inexpensive market research, but if not designed correctly, their benefits can come at the expense of quality results. This synthesis defines the various types of market research panels, identifies critical issues that a researcher needs to consider when engaging in market research and panel surveys, and provides examples of successful market research panel programs. The transit market researcher will understand common pitfalls to be avoided and learn successful techniques that will maximize research dollars without jeopardizing the quality of the data or the validity of the results. View PDF