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222 DATA COLLECTION METHODS

ating households. The audimeters are connected to a central computer, which
records when the set is turned on and spotlights what channel is tuned. From
these data, Nielsen develops estimates of the number and percentage of all TV
households viewing a given TV show.
Other panels used in marketing research include the National Purchase Diary
Panel, the National Family Opinion Panel, and the Consumer Mail Panel.

Static and Dynamic Panels
Panels can be either static (i.e., the same members serve on the panel over
extended periods of time) or dynamic (i.e., the panel members change from time
to time as various phases of the study are in progress). The main advantage of
the static panel is that it offers a good and sensitive measurement of the changes
that take place between two points in time—a much better alternative than using
two different groups at two different times. The disadvantage, however, is that
the panel members could become so sensitized to the changes as a result of the
endless continuous interviews that their opinions might no longer be represen-
tative of what the others in the population might hold. Members could also drop
out of the panel from time to time for various reasons, thus raising issues of bias
due to mortality. The advantages and disadvantages of the dynamic panel are the
reverse of the ones discussed for the static panel.
In sum, a panel is a source of direct information. Panels could be static or
dynamic, and are typically used when several aspects of a product are to be stud-
ied from time to time.

Unobtrusive Measures

Trace measures, or unobtrusive measures as they are also called, originate from a
primary source that does not involve people. One example is the wear and tear of
journals in a university library, which offers a good indication of their popularity,
frequency of use, or both. The number of different brands of soft drink cans found
in trash bags also provides a measure of their consumption levels. Signatures on
checks exposed to ultraviolet rays could indicate the extent of forgery and frauds;
actuarial records are good sources for collecting data on the births, marriages, and
deaths in a community; company records disclose a lot of personal information
about employees, the level of company efficiency, and other data as well. Thus
these unobtrusive sources of data and their use are also important in research.

SECONDARY SOURCES

Secondary data are indispensable for most organizational research. As discussed
in Chapter 4, secondary data refer to information gathered by someone other
than the researcher conducting the current study. Such data can be internal or
external to the organization and accessed through the Internet or perusal of
recorded or published information.