The panel is a quantitative marketing survey that involves a group of consumers.
It is used to monitor purchases or sales.
The construction of a panel, therefore, concerns the population that is the subject of investigation regarding overall purchases.
Types of panels
Quantitative marketing surveys can concern different types of populations:
- Household panels: based on diaries filled out by purchasing managers, it allows monitoring the buying and consumption behaviors of families;
- Retail panels: based on the collection of purchases made in retail outlets, it allows checking the retailer's stock levels;
- Consumer panels: based on a sample of individuals who are subjected to interviews.
In conclusion, the panel may also refer to the users of a means or vehicle of communication used during a certain period of time.
