Guest Lecture Flashcards
(3 cards)
1
Q
What is a panel?
A
A panel is a group of pre-recruited individuals who have agreed to take part in market and online marketing research studies on an ongoing basis.
2
Q
What are the advantages of online panels?
A
- Speed
- Accuracy
- Cost effectiveness
- Connected data
- Tracking and re-contact data
3
Q
What is YouGov three step approach?
A
- Evaluation: what shopper needs are driving my penetration growth?
- Quantification: how much do different drivers contribute towards my penetration growth?
- Targeting: how can we target the consumers based on behavior and media consumption?
Penetration: the number of households that shop at x at least once a year.
