Comparing Face-to-Face and Online Approach: Household Recruitment of Consumer Panel in China
Shu Duan
The Nielsen Company
Teresa Jin (Ye)
The Nielsen Company
Jennie W. Lai
The Nielsen Company
Yu-Chieh Lin (Jay)
University of Michigan
This research paper will evaluate the cooperation of face-to-face and online recruitment efforts, and compare the demographic characteristics of main purchasers recruited from face-to-face versus online mode in different tier of cities. The findings from qualitative interviews with Nielsen field team were also integrated with the analysis results to help further understand how easy or difficult to recruit households via face-to-face. Given the dual-mode approach has not been well documented in research literature for China, the key findings of recruitment methodology and lessons learned in this research can be leveraged for future household recruitment in China.
