June 2002

This paper discusses the use of Internet-based loyalty programs to provide respondents for developmental research. Lessons learned from the experience include the need to identify motivated respondents, the usefulness of feedback from conjoint measurement as part of that motivation, and approaches to the measurement of the data quality after the study. The paper presents working procedures and validation for the Internet-based loyalty panel, and gives two case histories using respondents from the loyalty program. The discussion focuses on insights about Internet-based research obtained from the setup and validation process, and from experiences with the case histories

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