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Market potential literature review


In addition, the questions may be the same or change with each survey. This creates four basic approaches to travel behavior surveys. This type of survey makes no attempt to replicate conditions or questions from previous studies, and as a result is not well suited for assessing trends in population behavior. Repeated cross-sectional surveys measure travel behav- ior by repeating the same survey on two or more occasions.

In addition to repeating the questions, the sampling is conducted in a similar manner to allow comparisons between or among separate survey efforts. A more restrictive definition of a longitudinal survey design is where survey questions are repeated with the same sample over time.

Longitudinal panel designs collect information on the same set of variables from the same sample members at two or more points in time. The time-in-sample effect refers to reporting errors or bias as a result of participants remaining in the panel over time. This is also called condition, rotation bias, or panel fatigue; and generally refers to respondents reporting fewer trips or fewer purchases in later rounds of a panel survey than in earlier ones.

Seam effects are another type of reporting error and refer to reporting changes at the beginning or ending of the interval between rounds rather than in other times covered by the interview. Design Issues in Conducting a Panel Survey There are four design issues that need to be considered in conducting a panel survey: definition of the sample unit; the number and spacing of rounds; method of data collection; and sample size.

Most traditional travel surveys conducted by MPOs use households as the sampling unit; however, sampling individuals is another option. When a household is the sampling unit, the panel survey sample can become com- plicated as household members are born, die, divorce, or mature and move out. For travel surveys, the report sug- gests using the household as the sampling unit, follow- ing initial respondents to new households, and adding any additional household members to the panel.

The number and spacing of survey rounds depends on factors such as the rate of changes in travel behavior and the need for up-to-date information. If changes in travel behavior are the result of external factors, such as rap- idly increasing gas prices, or if administrative reporting requires monthly or quarterly updates, this may shorten the intervals between survey waves.

Panel travel surveys are collected at six-month or annual intervals, balancing the potential for respondent burden with the desire for regular data collection. The report recommends annual data collection for travel behavior studies. Data collection methods differ in terms of cost, cover- age of the population, response rates, and data quality inconsistent or missing data.

In-person data collec- tion is typically the most expensive, but produces the highest percentage of coverage, highest response rates, and potentially most accurate data, as the interviewer can assist the respondent. Telephone data collection tends to be the next most expensive methodology, and eliminates the population without a telephone.

This used to be limited since almost all households had a landline phone, but since the report was written the per- centage of mobile phone-only households has grown significantly. Data collection by mail is the cheapest of the three traditional modes, but has the lowest response rates and poorest data quality. Online surveying is covered in other portions of the literature review. Selecting the sample size requires specifying the desired level of precision for the survey estimates.

The preci- sion level is determined by the requirements for ana- lyzing the goals and objectives of the survey, typically rates of change in travel behavior at the household or sub-regional level. After the level of precision is deter- mined, traditional statistical formulas can be applied to determine the sample size, which is then adjusted for anticipated non-response, attrition, and eligibility rates.

Issues with Maintaining the Panel The report points up three issues that need to be considered in terms of maintaining a panel: freshening the sample, main- taining high response rates across waves, and modifying the questionnaires across rounds. The longer the panel is con- tinued, the less likely it is to represent the study area. The report suggests that, if a panel continues for more than five years or there is significant in-migration to the study area, a supplemental sample be implemented.

Another reason for freshening the sample is to off- set attrition, recruiting new panel members compa- rable to those who drop out and thereby maintaining the panel make-up and sample size for the duration of the panel effort. The report suggests that the initial sample size be large enough to accommodate antici- pated attrition in later waves, and that steps are taken to minimize attrition. Replacement of panel members should only be done as a last resort. There are three techniques for maintaining high response rates: tracing people or households who move; main- taining contact with panel members between rounds; and providing incentives for participation.

Methods of tracing panel members who move include mailing a let- ter several months in advance of the next wave request- ing updated contact information; and asking the post office to provide new addresses rather than forwarding the mail, to ensure that the contact files get updated. If new contact information is not provided, researchers may attempt a manual search through existing databases.

The report suggests that a protocol be developed at the outset of the survey effort to track respondents between waves and reduce attrition. Another way of reducing attrition is to maintain respondent interest and contact information between. Incentives such as small amounts of cash can also be helpful. Unfortunately, there was limited research at the time as to the effect of incentives on panel surveys over time.

It is noted that non-respondents in one wave may still participate in the next, so that only those who refuse to respond to more than one round of the study would be dropped from the panel. A defining element of a traditional panel survey is the ability to administer the same questions to panel mem- bers over time, which is what provides the direct mea- surement of change that is so valuable to travel behavior studies. Two situations arise that may make it neces- sary to modify the questionnaire across waves.

First, a new issue may arise that can be advantageously posed to the panel. This then becomes a cross-sectional sur- vey, where the data are collected once. If the question is repeated in later waves, it becomes part of the panel effort. Although this is easy, fast, and less expensive than conducting a separate study, it can add to respon- dent fatigue by making the questionnaire longer. For this reason, it is suggested that new questions be kept to a minimum.

The second reason for changing a question that there is a problem with the question itself e. In this instance, it is important to revise the question as soon as possible. The report recommends that a calibration study be done to determine the effect of any core changes. Weighting the Panel Data The final section of the report deals with how to weight panel survey data.

Weighting is done to account for differences in the probability of being selected, to compensate for differences in response rates across subgroups, and to adjust for random or systematic departures from the composition of the popula- tion. Weighting is done at two points: after the initial wave, following the procedures for standard cross-sectional surveys; and then after each wave to account for changes in the panel membership.

Although weighting is fairly straightforward for the first wave, subsequent waves can be complicated if the sampling unit is a household, as is typical of travel behav- ior panel studies. It is sometimes necessary to gener- ate different weights for different survey analyses.

Detailed guidelines for developing panel survey weights are provided in the report appendices. The current literature reviewed in this synthesis discusses sampling and recruitment for online panels using the Internet, e-mail, or other new technologies, such as quick response QR codes scanned by a smart phone. Multi-frame sampling, where a mix of sampling techniques is used for developing the panel, poses additional issues which are only now being explored and disseminated within the market research industry.

Because this is an emerging area of research, this literature review does not include multi-frame sampling. The first is a traditional panel, typically called a client panel or in-house panel, developed to meet specific criteria and recruited either in-house by the agency or through the assistance of a vendor.

The panel can be recruited through a variety of techniques, including telephone; in-person intercepts on a vehicle, or on the street ; through existing agency customer databases; or online, through the agency website or pop-up invitations to join the panel. The critical elements of this type of panel are the definition and control that is exercised by the agency, and the intention for the agency to maintain the panel over time.

An online access panel, also referred to as an access panel or online panel, is developed by independent market research firms and can provide samples for most markets that have a significant volume of research activity. The researcher provides the panel company with the desired sample speci- fication, and then either the researcher provides a link to the online survey, or the panel company scripts and hosts the online survey.

The third type of panel survey is an online research com- munity, also known as a market research online community or MROC, which combines attributes of panel research with elements of a social media community. The in-house panel is used. The primary advantages of in-house panels are cost savings, speed of feedback, and control over the panel. Disadvantages include the workload required to manage a panel and that the possibility that panel members may become sensitized to the research approaches.

In-house panels can be conducted simply from a list of people and an off-the-shelf survey program using e-mail and a way to unsubscribe from the panel. For small-budget projects or a low-key exploratory concept, a simple approach may be the most appropriate. More sophisticated panel management may require methods to prevent people from signing up mul- tiple times, the ability to draw sub-samples, protocols for han- dling and managing incentives, panel member replacement strategies, quotas on survey responses, online focus groups or bulletin board groups, and rules for creating an online panel community.

The more sophisticated the approach, the more advanta- geous it is to contract with a vendor to run the panel. Using internal staff may make the research more responsive to man- agement needs while saving in consultant fees. A vendor, how- ever, can handle more work without overburdening agency staff, using employees familiar with the latest thinking and best practices. These different strengths often lead to a strong partnership between the vendor and staff.

Traditionally, panel research was done with standard ques- tionnaires, implemented by means of mail or telephone. Tips for using an in-house panel include: 1. Let panel members know you value their participation and that they are making a difference. Recognize that panels will usually be skewed toward members who are knowledgeable about the product or service, and that they may not represent the opinion of the general public. Complement conventional incentives such as cash with intrinsic rewards, such as information about upcoming events or new products before it hits the general market.

Online Access Panels Online access panels have fundamentally changed how mar- ket research is conducted. The vendor keeps some information on the panel members so that it can draw samples, if requested, but does not share this information with the client.

In selecting a panel vendor, six factors need to be considered: 1. Does the vendor provide only the sample, or will it also host surveys? What is the quality of the panel? Not all panels are created equal, and the results can vary based on the panel used. In looking at vendor costs, caution must be exercised to ensure that price quotes are on similar services so they can be correctly compared. Make sure that the vendor has the capacity to complete the study, including any potential future waves of the study.

It is common practice for panel survey vendors to outsource a portion of or even the entire project to another firm if they do not have the resources to com- plete it as scheduled. Outsourcing to another panel sur- vey firm can result in double-sampling people who are members of both panels. More importantly, because dif- ferent panels often have varying results, this can lead to confusion as to whether an apparent change is real or a reflection of the panel used. The more data a vendor has on its panel members, the more closely a survey can be targeted to the appropriate respondents.

This results in fewer respondents being screened out and a shorter survey with fewer necessary questions. As with any service, it is helpful to have a supportive vendor who is willing to stay late if needed, help clean up errors, and respond quickly to issues and concerns. After selecting a vendor, it is essential to ensure a good working relationship. Once the survey is in the field, it is important to monitor progress and report any issues immediately to the panel ven- dor, including problems reaching the target quotas for com- pleted surveys.

The sooner action is taken, the easier it will be to rectify the issue. It is advisable to work closely with the vendor supplying the panel to take advantage of its experi- ence with data issues with long surveys and improving the survey experience. Online Research Communities Using social media to create online research communities or MROCs for research purposes is a relatively new field. Research communities have been offered by third-party ven- dors since about , but did not become widely used until about Online research communities typically have a few hundred members, and straddle the divide between quantita- tive and qualitative research.

The communities can be short- term, developed for one research question and then dissolved; or can be a long-term resource, allowing research on a wide variety of topics over a period of six months or more. It is important to note that open communities tend to be more about involvement, advo- cacy, and transparency rather than insight and research.

Incentives are important to maintaining a high level of par- ticipation for all types of research panels; however, several issues are to be considered when structuring an incentive pro- gram. It should be noted that it is illegal for some public agen- cies to use incentives. The argument for using incentives is that they represent a small payment for the time and contributions of the panel members, and may be necessary to obtain the level of engage- ment needed to make the community succeed.

The type of incentive cash versus intrinsic rewards must also be con- sidered. A chance to win a transit pass or seeing the results immediately upon completing an instant poll are examples of incentives. Finally, the agency must decide how to allocate the incentives. Agencies should avoid starting with a high-value incentive, because lowering the incentive later will seem to panel members that the agency is taking away a benefit, resulting in a loss of participation.

As with all research techniques, the online community can be developed and maintained either in-house or through a vendor. Online research communities require significant and continuous management. Even if the community is maintained by a vendor, significant input by staff is needed to ensure that the community is addressing issues of concern to the agency.

Opening the community up to other department managers may result in too many surveys and e-mails being sent to members, with research being pushed aside in favor of other topics. Likewise, it is important not to allow community members to usurp the purpose of the research community for their own agendas. Part of managing the community is monitoring and ending any member activ- ity that begins to create an agenda separate from that of the agency, even removing a panel member if necessary.

The rapid pace of change among social media makes it difficult to project how this type of research activity will be conducted in the future. Market research organizations typically do not allow activities that would influence the outcome of the. Currently, online research communities are used for more qualitative work rather than large-scale quantita- tive work.

The ability to expand online research to larger projects e. Respondent fatigue may set in, resulting in a less engaged community. This may be especially true if panel mem- bers belong to more than one community.

Alternative not research-based methods may be more successful, such as having a very large community that can serve both marketing and research functions, or tap- ping into other existing communities to conduct research rather than establishing one specific to the organization.

One of the primary concerns with online research commu- nities has been that the relationship with the organization may cause heightened brand awareness and affinity, and that this will lead to a positive bias in research results. If anything, members became slightly more critical as their tenure length- ened, not less. The article recommends that in moving to a new research paradigm, organizations make two changes from the traditional research approach to take advantage of this finding: trade anonymity for transparency because transparency builds engagement; and trade distance for relationship because rela- tionship creates candor.

Lastly, it provides an over- view of strategies for adjusting non-probability samples to represent a population. Probability sampling techniques for online survey research have been slow to be adopted, despite being around for more than 20 years. The recruitment is similar to voluntary, non- probabilistic samples, except that the initial contact is based on probabilistic sampling techniques such as random-digit- dialing, or other techniques for which the population is known.

Computers may sometimes be provided to persons with no online access to remove bias that might exist from only includ- ing persons or households with Internet access. Once the sample is determined, panels are built and maintained in the same way, regardless of whether they are probability- or non- probability-based. A probability-based sample is more expen- sive to develop than a non-probabilistic sample. Consequently, systematic replacement or the replacement of panel members lost through attrition is also more costly.

The benefit is that a panel can be built that represents the general population and allows analysis of results based on probability theory. Non-probability and volunteer online panel members are recruited through a variety of techniques, all of which involve self-selection. The invitations to join a panel can be delivered online through pop-up or banner advertisements , in maga- zines, on television, or through any other medium where the target population is likely to see the advertisement.

The recruit- ment entices respondents by offering an incentive, talking about the fun of taking surveys, or other proven techniques. A common practice in the industry for developing online panels is through co-registration agreements.

An organization will compile e-mail lists of its website visitors and ask if they would like to receive offers from partner agencies. The e-mail list is then sold to a research panel company. A technique used for both online and off-line recruitment is to ask existing panel members to refer their friends and relatives, sometimes offering a reward for each new panel member recruited. No two panels are recruited the same way, and the panel research companies carefully guard their methodologies for recruiting panel members.

River sampling is an online technique that uses pop-up sur- veys, banner ads, or other methods to attract survey respon- dents when they are needed. Using this analogy, a panel would be a pond or reser- voir sample. Knowing on which websites to place the ads is critical to the success of river sampling. This technique is not related to developing a panel, although sometimes the respon- dent is invited to join a panel at the completion of the sur- vey.

There is generally a reward of some kind for completing the survey, such as cash, online merchant gift cards, frequent flyer miles, etc. This type of sampling may be on the rise as researchers seek larger and more diverse sample pools, and to get respondents who are less frequently surveyed than those provided through online access panels.

The AAPOR report provides an overview of strategies for adjusting self-selected non-probability-based online panels, and reviews complex weighting, quotas, benchmarking, and modeling methodologies for creating a more representative. Complex weighting uses detailed information about the population to balance respondents so that they mirror the population.

Quotas, which match key demographics of the respondents with the demographics of the target population, are the most common technique. Benchmarking keeps the sample specifications the same over multiple waves, under the assumption that any changes are the result of changes in the element being measured, regardless of whether the sample is representative of the population. Modeling refers to linking the benchmark results to the real world to model what a sur- vey score of X means in terms of actual outcomes.

When applying statistical significance testing to the panel sample, it is important to recognize that the significance is not how representative it is of the population, but of the panel. It is not, however, an estimate of the population sampling error, as is commonly understood with traditional random probabilistic sampling.

Response rates for online access panels have little impact on how representative the research is, but do provide a measure of the quality of the panel. Issues and Concerns with Online Panel Surveys: AAPOR Report on Online Panels Online surveys have grown rapidly because of the lower cost, faster turnaround time, and greater reliability in building tar- geted samples, at the same time that traditional survey research methods are plagued by increasing costs, higher non-response rates, and coverage concerns.

It fielded a survey twice with the same panel, two weeks apart, with results that pointed to two different business conclusions. The traditional probabilistic sample, such as random-digit- dialing, is the underpinning of market research. Probabilistic samples are based on the probability of being selected out of a specified population such as households within the city lim- its. Based on probability theory, the results can be projected to the population with a statistical level of certainty.

Online panel surveys typically use non-probability samples, which are a significant departure from traditional methods. All sur- veys, regardless of sampling method, have some level of imprecision owing to variation in the sample. This is known as sampling error. A probabilistic sample is one where sam- pling theory provides the probability by which the member of the sample is selected from the total population.

In traditional sampling methods, such as random-digit-dialing of house- holds within a geographic area, the total population of home telephone numbers is known. With address-based sampling, the total number of addresses in a specific area is known. Thus the total population is known and the probability of selecting any one phone number or address is known.

This allows the data to be projected to the population as a whole. The difficulty with online sampling is that the population is unknown. Typically an e-mail address is used as the sampling unit rather than a home telephone, as in the earlier example.

The issues with e-mail addresses include duplication problems, in that one person may have more than one e-mail address; and clustering problems, where an e-mail address represents more than one person. As a result, online sampling differs from tra- ditional sampling in three significant ways: 1 the concept of a sampling frame is discarded and the focus is shifted to recruit- ing as large and diverse a group as possible; 2 instead of a representative sample of all households, a diverse group of persons with the attributes of interest for the panel is recruited; 3 the panel membership is rarely rotated, with panel mem- bers being retained as long as they keep completing surveys.

Over time, this can lead to a very different panel membership than the initial profile of the panel. Coverage error occurs when persons, or groups of persons, have zero chance of being selected to participate in the sur- vey. Lack of access to the Internet creates significant cover- age bias. Those with- out access are more than twice as likely to be over the age of 65 as the general population.

It can also be noted that having access to the Internet does not necessarily make for active users of the Internet. Commercial online access panels are even more problem- atic, in that a person has to have Internet access, receive an invitation to become a panel member, sign up for the panel,. Non-response bias is when some of the persons in the sam- ple choose not to respond to the survey, or some of the ques- tions within the survey. Four stages of panel development are discussed, and how online panel survey development is affected by non-response bias: Stage 1: Recruitment of panel members.

The previous discussion on coverage error points out issues with Internet access. In addition, there is bias regarding which Internet users are likely to join a panel. The report cites several studies that found online panels are more likely to be comprised of white, active Internet users with high education levels who are considerably more involved in civic and political activities; and who place less importance on religion and traditional gender roles and more importance on environmental issues.

Stage 2: Joining and profiling the respondents. An e-mail is sent to the prospective panel mem- ber, who must respond in order to join the panel. A study by Alvarez et al. Abstract : In the near future, electric vehicle battery waste will rapidly increase as a result of the growth of electrification of road transport. To address this challenge, repurposing of used EV batteries for a second-life application has gained more attention from battery-related stakeholders, such as manufacturers, recyclers, policymakers, etc.

Abstract : The combination of growth in gross domestic product, population, and employment in an area usually implies a growth in demand for workplace properties, somewhere employees can carry out work. This, in combination with a deindustrialization process where more and more people shift to jobs within the service sector has historically fuelled the demand for office space in most across the western world, not least in Sweden.

Abstract : Macroalgae are an important energy source in several parts of the world and the popularity of algae has increased because of the specific properties. Due to the good gelling properties of macroalgae, algae derived products such as alginates can be used as additives commonly used as stabilizers in several food items. Author : Can Feng ; [] Keywords : Delamination ; multilayered packaging ; polymer discoloration ; plastic film ; recycling ; Technology and Engineering ;.

Abstract : PolyAl, the material composed of laminated polyethylene PE films and aluminum Al in carton, is a challenge in recycling due to the strong adhesion of the layers and the low value of the end products. In Europe, recent efforts to improve the circularity of carton packages include the chemical separation of PolyAl, in order to obtain higher values of the PE and Al separately.

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