RESEARCH QUESTION
Since it gets more difficult to compensate panel mortality with the recruitment of fresh panelists, panel maintenance is becoming more and more important. The challenge is to increase panelists’ commitment by basically giving them more positive experiences than negative ones. Probably one of the worst experiences panelists can have is being frequently screened out, as the shown willingness to participate leads to immediate disappointment. The application of a master screener helps to preselect panelists more precisely and thus to sustain panelists’ commitment. In our contribution, we would like to present first evidencesthat the use of a master screener not only improves panel performance, but furthermorealso has a positive impact on data quality.
METHODS
In our case study, we compared two groups of panel members. The first group had been pre-selected for each study by participating in a master screener, while the second group had been screened separately after entering each survey. In a common survey without screening conditions both groups are asked to answer the same questions. Our comparison of both groups extends over indicators of panel performance like response-rate and break-off-rate, but also on data quality and user feedback. Differences in these variables are assumed to be caused by the experience of participation in the master screener.
RESULTS
In both groups overall satisfaction with panel membership is correlated with the subjectively perceived frequency of survey termination. Participants in the Masterscreener were more satisfied with the frequency of termination, as well as with other aspects of panel membership. Therefore, we expect a confounding influence of three variables on the perceived frequency of termination. Regarding the probability of participating in further surveys and recommending the panel-membership, the participants in the Masterscreener had a more positive attitude. The observed differences between both groups make us confident, that we will be able to identify further positive effects inthe intermediate and long term.
ADDED VALUE
Our case study sheds some light on the effects of a master screener on the intermediateterm(e.g. data quality, response rates, satisficing behaviour) and in the longterm(panelist commitment, panel mortality).