Household panel

The household panel is a statistical survey of the working and living conditions of people in individual regions, states or communities of states. The word panel refers to a (as far as possible) constant sample of respondents (in this case private households ), from whom data is always collected in the same way over a longer period of time in a longitudinal study . Household panels are carried out by statistical offices, scientific institutions and market research institutes. Your results flow into planning of a political or market strategy type.

In market research, the term household panel is used specifically for surveys in which the purchases made by the households examined for daily needs are permanently recorded. The data collected are important sources of information for manufacturers of consumer goods. These household panels and the supplementary individual panels (register goods purchased for individual consumption such as cosmetics) are the counterpart to the retail panel as consumer panels, which records the sale of certain goods at representative selected retailers.

methodology

An identical catalog of questions is presented to the selected households at certain intervals.

In the commercial household panels carried out by market research institutes, the participants scan the product EAN to record their purchases and enter i. d. Usually manually enter the prices of the products and the place of purchase (hand-held scanners are made available to the participating households). The data is transmitted to the institute at regular intervals for statistical analysis.

European household panels

One of the largest household panels is the European Household Panel (ECHP) , which the European Commission has carried out by the Statistical Office of the European Communities ( Eurostat ) in cooperation with the national statistical offices.

In the EU , 65,000 households were involved in the first three waves of the survey , of which around 5,000 were based in Germany . After the third wave of the survey, the survey in Germany was discontinued. In order to close the resulting "data gap", the German data were filled with converted data from official statistics and around two thirds from the Socio-Economic Panel (SOEP) . The ECHP ended in 2001 with the eighth survey wave.

The follow-up project to the European household panel study ECHP is called EU-SILC (Statistics on Income and Living Conditions). The collection of EU-SILC data began in most EU countries in 2004 and in Germany in 2005.

Important German household panels

One of the most important household panels in Germany is the study Living in Germany by the Socio-Economic Panel (SOEP). Since 1984, the same private households have been surveyed voluntarily on an annual basis . Over 12,000 households were involved in the 20th wave of the survey .

The German household panels relevant for market research are carried out by the following institutes:

literature

Karl Schneider (Ed.): Advertising in theory and practice. 6th edition Waiblingen: M&S Verlag, 2003, p. 172 ff., ISBN 3-930465-00-0 .

Web links

Individual evidence

↑ Compact Lexicon Marketing Practice: Look up, understand and use 2,200 terms . Springer Gabler, Wiesbaden 2013, ISBN 978-3-658-03184-8 , panel, p. 229 ( [1] ).
^ Martin Günther, Ulrich Vossebein, Raimund Wildner: Market research with panels: species - survey - analysis - application . Gabler, Wiesbaden 2006, ISBN 978-3-409-22244-0 , 2.3 Consumer panels, p. 89 ff . ( [2] ).
↑ Compact Lexicon Marketing Practice: Look up, understand and use 2,200 terms . Springer Gabler, Wiesbaden 2013, ISBN 978-3-658-03184-8 , household panel, p. 125 ( [3] ).
↑ Insa Sjurts (ed.): Gabler Lexikon Medienwirtschaft . Springer Gabler, Wiesbaden 2004, ISBN 978-3-8349-0140-8 , household panel, p. 255 ( [4] ).
^ ^A ^b Sabine Hedewig-Mohr: The glass shopping basket. Planning & Analysis, June 30, 2016, accessed January 8, 2020 .
^ Martin Günther, Ulrich Vossebein, Raimund Wildner: Market research with panels: species - survey - analysis - application . Gabler, Wiesbaden 2006, ISBN 978-3-409-22244-0 , 1.2.5 Coverage of retail and consumer panels, p. 50 ff . ( [5] ).
↑ ^a ^b The Household Panel. Nielsen, accessed January 8, 2020 .
↑ ^a ^b Wolfgang Adlwarth: buying behavior research with consumer panels. University of Trier, June 23, 2016, accessed on January 8, 2020 .

[1] Compact Lexicon Marketing Practice: Look up, understand and use 2,200 terms . Springer Gabler, Wiesbaden 2013, ISBN 978-3-658-03184-8 , panel, p. 229 ( [1] ).

[2] Martin Günther, Ulrich Vossebein, Raimund Wildner: Market research with panels: species - survey - analysis - application . Gabler, Wiesbaden 2006, ISBN 978-3-409-22244-0 , 2.3 Consumer panels, p. 89 ff . ( [2] ).

[3] Compact Lexicon Marketing Practice: Look up, understand and use 2,200 terms . Springer Gabler, Wiesbaden 2013, ISBN 978-3-658-03184-8 , household panel, p. 125 ( [3] ).

[4] Insa Sjurts (ed.): Gabler Lexikon Medienwirtschaft . Springer Gabler, Wiesbaden 2004, ISBN 978-3-8349-0140-8 , household panel, p. 255 ( [4] ).

[Gläserner_Einkaufskorb-5] A ^b Sabine Hedewig-Mohr: The glass shopping basket. Planning & Analysis, June 30, 2016, accessed January 8, 2020 .

[6] Martin Günther, Ulrich Vossebein, Raimund Wildner: Market research with panels: species - survey - analysis - application . Gabler, Wiesbaden 2006, ISBN 978-3-409-22244-0 , 1.2.5 Coverage of retail and consumer panels, p. 50 ff . ( [5] ).

[Nielsen_Haushaltspanel-7] The Household Panel. Nielsen, accessed January 8, 2020 .

[GfK_Haushaltspanel-8] Wolfgang Adlwarth: buying behavior research with consumer panels. University of Trier, June 23, 2016, accessed on January 8, 2020 .