Association of Marketing Theory and Practice Proceedings 2010
 

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date

2010

Abstract

Clients, academics, and marketing research practitioners are concerned about sample frames and their relationships to data quality. In addition, clients sponsoring marketing research surveys are concerned about data collection period length. Typically, brand managers pressure research suppliers to quickly find solutions to the research problem. This study provides real world data on a survey among 504 female consumers. Two sample frames were involved: 1) a Volunteer Access Panel (VAP) and 2) a Non-Volunteer Access Panel (NVAP). The use of two sample frames reduced the field time for the client, provided lower costs, and added value in meeting rapid response requirements.

About the Authors

Michael Latta holds a Master’s and Ph.D. from Iowa State University. He joined Coastal in 2005 and is an Associate Professor of Marketing and the Endowed William J. Baxley, Jr. Applied Business Professor in the E. Craig Wall Sr. College of Business Administration. Research interests include new product adoption, small business survival, and effects of promotion on demand. Most recent consulting assignments have focused on Predictive Analytics as a method of business process improvement.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

Included in

Marketing Commons

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