1. 1 Chapter 5 Descriptive Research © 2005 Thomson/South-Western

2. 2 Descriptive Studies Cross- Sectional Omnibus Panel Longitudinal Sample Survey True Panel Figure 1: Classification of Descriptive Studies

3. 3 Longitudinal Versus Cross-Sectional Data Longitudinal Data Cross Sectional Data Allows the investigation of a great many relationships Allows collection of a great deal more classification information from respondents Allows longer and more exacting interviews Produces fewer errors in reporting past behavior because of natural forgetting Produces fewer interviewer-- interviewee interaction errors Produces fewer errors due to respondent’s behavior being affected by the measurement task Tends to produce more representative samples of the population of interest Allows turnover analysis if panel is a true panel

4. 4 Number of Families in Panel Purchasing Each Brand Brand Purchased During First Time Period, t 1 During Second Time Period, t 2 A200250 B300270 C350330 D150 Total1000

5. 5 Number of Families in Panel Purchasing Each Brand in Each Period During Second Time Period t 2 During First Time Period, t 1 Bought A Bought BBought C Bought D Total Bought A1752500200 Bought B02255025300 Bought C0028070350 Bought D7520055150 Total2502703301501000

6. 6 Number of Families in Panel Purchasing Each Brand in Each Period During Second Time Period t 2 During First Time Period, t 1 Bought ABought BBought CBought D Total Bought A.875.125.000 1.000 Bought B.000.750.167.0831.000 Bought C.000.800.2001.000 Bought D.500.133.000.3671.000

7. 7 Set-Up of Cohorts Age1970198019902000 10-19C5C6C7C8 20-29C4C5C6C7 30-39C3C4C5C6 40-49C2C3C4C5 50+C1C2C3C4 C1-cohort born before 1920 C2-born 1921-1930 C3-born 1931-1940 C4-born 1941-1950 C5-born 1951-1960 C6-born 1961-1970 C7-born 1971-1980 C8-born 1981-1990

8. 8 %Purchasing Life Insurance Age1970198019902000 10-190.00.51.00.5 20-292.53.74.04.5 30-3925.026.532.027.0 40-4935.541.042.045.0 50+37.040.545.049.0

9. 9 Research Realities 2: Comparison of Responses of the Market Facts Mail Panel and a Randomly Selected Telephone Sample Source: “Mail Panels vs. General Samples,” Research on Research 59 (MarketFacts.com).

10. 10 Figure 3: Television Viewing Habits of Children