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Demografisk sammansättning samt beteende hos medlemmar i panel
Linköping University, Department of Computer and Information Science, Statistics. Linköping University.
Linköping University, Department of Computer and Information Science, Statistics. Linköping University.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The use of marketing research panels are a more and more frequently used source of information for studies within many different branches. The purpose of this report is to investigate the demographic composition of panels and compare it with the population of Sweden, a possible change in behaviour of respondents, and if the source of recruitment is the cause of possible differences in study results. The study was commissioned by Norstats Linkoping office. Sources for the data material include Norstat’s recruitment process and their two main panels with different recruitment sources. To enable a deeper investigation of behaviour we also constructed a survey that was sent to 2,714 members of Norstat’s internet panels.

The statistical analysis includes contingency table analysis, multiple logistic regression, and Poisson regression. The results show that the demographic composition does not fully cover all the aspects of the Swedish population and some groups are less represented than others. The behaviour tends to differ between panel members that have responded to three or less surveys compared to members that have responded to twenty or more surveys. Source of recruitment does not seem to affect the results of studies, but it has some effect on the demographic composition of marketing research panels.

Abstract [sv]

Användandet av paneler som källa vid undersökningar har den senaste tiden blivit en allt vanligare företeelse. Denna rapport har för avsikt att undersöka panelers demografiska sammansättning och överensstämmande med Sveriges befolkning, eventuell ändring av svarsbeteende samt huruvida rekryteringskällan ger upphov till kvalitetsskillnader hos medlemmar i en panel. Företaget Norstat har med sitt kontor i Linköping figurerat som uppdragsgivare till arbetet. Datamaterialet till studien har uppkommit från Norstats rekryteringsprocess samt från företagets två huvudpaneler med olika rekryteringskällor. För att djupare undersöka svarsbeteende konstruerade vi även en enkätundersökning som skickades ut till 2 714 medlemmar i Norstats internetpaneler.

Den statiska analysen innefattar χ2-test, multipel logistisk regression samt Poissonregression. Resultaten påvisade att den demografiska sammansättningen i panelen inte fullt ut speglade Sveriges befolkning samt att vissa grupper undertäcks i högre utsträckning än andra. Svarsbeteendet hos medlemmar i paneler har en tendens att ändras från det att medlemmen har svarat på en till tre undersökningar, till det att den har svarat på tjugo undersökningar eller fler. Rekryteringskällan till en panel verkar inte ge upphov till några större skillnader i svarsresultat, men däremot finns vissa skillnader i demografisk sammansättning.

Place, publisher, year, edition, pages
2010. , 80 p.
Keyword [en]
Marketing research panels, Survey, Multiple Logistic Regression, Poisson Regression, Contingency Table Analysis
Keyword [sv]
Enkätundersökning, Multipel logistisk regression, χ2-test, Poissonregression, Panel
National Category
Computer and Information Science
Identifiers
URN: urn:nbn:se:liu:diva-57244ISRN: LIU-IDA/STAT-G—10/003--SEOAI: oai:DiVA.org:liu-57244DiVA: diva2:324259
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-07-02 Created: 2010-06-14 Last updated: 2010-07-02Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
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Language
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  • nn-NB
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  • Other locale
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Output format
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