More Panel Research Methods

Last article we discussed the pros and cons with the diary method of collecting data in panel research. Today we'll look at another method: using a scanning machine or barcode reader to track purchases made by your panel over time. This type of method is done primarily if not solely to check purchases over time.

Thorough It's hard for people to remember to fill out a diary every day. It's even harder for them to remember everything they purchased down to the very last item from every store they purchased it from. Most people can barely remember what they had for dinner the week prior, let alone what they bought, and if someone forgets to write it down, it will be lost forever.

Scanners, on the other hand, act as the memory, keeping a log of every purchase and ensuring that each items is saved accordingly. Avoids Errors Perhaps this should be directly linked to "Thorough," but there is no denying that scanning an item is more likely to avoid errors than working off someone's memory. Even if you have every item you purchased in front of you it is possible to make an error, while scanning prevents that from happening.

Potentially Easier One could argue that scanning is also much easier on the respondent/panel member than writing or typing. The barcodes are already there, and all the person has to do is scan each item and their job is complete.

Potentially Harder It may be easier to scan, but it also may not be. The scanner could be problematic, items could be heavy or the barcode could be broken off. It's also possible that items haven't been entered into the scanner, or that the item is used and forgotten about before it's scanned – especially if someone procrastinates.

Presumably scanning takes a lot of time, and researchers are expecting that the individual go home and scan the items they purchase before using it or going about their day. That's often not the case. Expensive Scanners are not exactly the cheapest tools, and one that is going to be able to scan each item and remember it over the course of the study is probably going to have to be equipped with a lot of technology.

Even if your respondents use something on hand, like a cell phone, they will likely need to have a cell phone purchased for them and the app needs to be developed. Semi-Unrealistic There are companies that have successfully used this type of panel research method in the past, but it's still difficult to find a group of people willing to inconvenience themselves by scanning the items they buy over time. It's not impossible, but it shouldn't be counted on.

We'll go over the final method in the next article.