METHODOLOGICAL BASES FOR THE OPERATION OF A CONSUMER PURCHASE PANEL by JAMES D. SHAFFER A THESIS Submitted to the School of Graduate Studies of Michigan State College of Agriculture and Applied Science in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Department of Agricultural Economics 1952 ProQuest Number: 10008423 All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion. uest, ProQuest 10008423 Published by ProQuest LLC (2016). Copyright of the Dissertation is held by the Author. All rights reserved. This work is protected against unauthorized copying under Title 17, United States Code Microform Edition © ProQuest LLC. ProQuest LLC. 789 East Eisenhower Parkway P.O. Box 1346 Ann Arbor, Ml 481 06- 1346 0 0 / 1 x *: ACKNOWLEDGEMENTS The author wishes to express his gratitude to all those who have helped in the development of this study and the p r e ­ paration of the manuscript* He is indebted to the many persons who have generously contributed from their experiences in commercial panel opera­ tions. Their many letters and ideas have contributed greatly to this report. Many members of the Agricultural Economics Department have contributed their time and inspiration. The author wishes to express his gratitude especially to Professor G. G. Quackenbush who has guided the study since its inception. A number of persons of the clerical and technical staff of the Department of Agricultural Economics have assisted in the preparation of the tables and in the field work, especially Miss Virginia Graham and Mrs. Isla May Yackels* JAMES D. SHAFFER James D. Shaffer ABSTRACT METHODOLOGICAL BASES FOR THE OPERATION OF A CONSUMER PURCHASE PANEL The purpose of this study was to examine the consumer panel and evaluate it as a survey technique with applications to agri­ cultural economics and other economic and marketing research, to outline the problems involved in panel operation, attempting to offer solutions to these problems where possible, and, in general, to offer an outline and discussion of panel methodology* The study was motivated by the tentative decision to establish and operate a consumer panel as part of a demand study in the Department of Agricultural Economics at Michigan State College* A consumer research panel is defined as a group of con­ sumer-reporting units organized for the purpose of serving, with some continuity, capacity. in an advisory, judiciary or fact-finding The consumer purchase panel is a special type of consumer research panel dealing specifically with consumer pu r­ chases , In making this study every source of information available was drawn upon. This included the previous literature dealing with panel operations, personal correspondence and meetings with panel operators, and original empirical research. The empirical research consisted of several pre-tests of simulated panel situations and the survey work associated with the early James D. Shaffer phases of the establishment of the MSC Consumer Panel, including a sample census of 1,885 families living in the panel sample area. The following conclusions were reached: The consumer purchase panel has a number of advantages as a survey technique for the study of many economic and marketing problems. While it has certain disadvantages and limitations, the advantages are sufficient to make it the preferred survey technique for many types of studies. The sampling for the consumer purchase panel is complicated by the following problems; (1) the sample must necessarily consist only of families willing to cooperate in keeping records of purchases; (2) not all families are willing to cooperate at the level of incentive payment practical for most research budgets; and (3) the cooperative families are not distributed at random throughout the population. It is therefore necessary to develop special sampling p r o ­ cedures* The procedure developed for the MSC Consumer Panel in­ cluded the taking of a sample census which supplied the basis for the establishment of quotas. The panel sample was then drawn at random from within each strata from the families inter­ viewed in the sample census. A system was established for dropping and adding families in such a way as to keep the panel sample continuously representative of the dynamic population. James D. Shaffer Because of the work involved, few families are willing to keep a detailed purchase record over an extended period of time without compensation. The best payment plan includes a maximum of flexibility and choice so as to offer the maximum appeal to the greatest number. The payment plan may be designed to direct the cooperation of the panel members. Since in most cases c o n ­ tinuous reporting is desired, the payment plan offering con­ siderable bonus for continuous sequences of returns is the most appropriate. The development of good panel-member relations is perhaps as important in establishing effective communications as is the use of a good incentive. The panel has a number of advantages with respect to accurate reporting and the accuracy of the panel report is affected by the operating procedures.. A weekly reporting panel using an itemized diary form is most likely to furnish an accurate report. TABLE OF CONTENTS Page LIST OF TABLES x Chapter > I. INTRODUCTION 1 Purpose and Justification Development of the Problem Objectives Sources of Information and Methods of Obtaining Data Review of literature Correspondence with panel operators Visits to operating consumer panels Original empirical research Four Problem Areas 1 4 5 7 7 8 17 17 18 PART ONE INTRODUCTION TO THE RESEARCH PANEL II. PUBLIC OPINION, PRODUCER AN D CENSUS-TYPE PANELS Definition and Taxonomy Reasons for Discussing other than Consumer Panels Public Opinion panels W o m a n ’s Home Companion panel Mass Observation study The People *s Choice The Wage Earner Forum Advantages Disadvantages Producer Panels Census Panels III. CONSUMER PANELS OTHER THAN PURCHASE PANELS Product Opinion and Attitude Panels Description and purpose Operated by producer or distributor Operated by publishers Operated by advertising agencies Operated by banks Operated by independent research agencies Summary i 20 20 21 22 22 23 24 26 28 29 32 35 37 37 37 41 44 45 46 46 49 TABLE OF CONTENTS (Coat»d) Chapter The Psycho-panel The Consumer Inventory Panel Cleveland Press Houston Chronicle Radio Listening Panels IV. THE CONSUMER PURCHASE PANEL Page 51 52 52 53 55 58 Government Operated Panels 58 War-time food diary 58 Publisher Operated Panels 62 The Farm Journal 62 Scr ip ps- Ho wa rd , pioneer 64 The Memphis panel 65 The Knoxville panel 67 The Cleveland panel 68 The Pittsburgh panel 70 The Oklahoma panel 71 The New York Sun panel 73 The Chicago Tribune panel 75 University Conducted Panels 76 Advertising Agency Conducted Panels 77 J. Walter Thompson panel 77 National Family Opinion 80 A. C. Nielson Company 81 Oxford Research Association 82 Marion Harper Associates 82 Industrial Surveys Company 84 Advantages of the Consumer Purchase Panel 88 Minimized memory loss 88 Avoids association biases 89 Includes purchases regardless of source 90 Relates purchase to consumer characteristics 90 Measures quantitative movement of goods 91 Increases availability of personal informa­ tion 92 Permits deep-probing analysis 93 Utilizes mail reporting effectively 94 Insures greater reliability with small sample 97 Provides information concerning dynamic relationships 97 Contributes unique market information to promotional and consumer education program 103 Determines possibilities for marketing new products 104 ii TABLE OF CONTENTS (Cont'd) Chapter Permits low unit cost Provides data for many thesis problems Supplies store of timely information for the solution of unforseen problems Disadvantages, Limitations and Problems of the Consumer Purchase Panel Mechanical difficulties High total cost Requires large full-time staff Dangers of over-use of panel Subject to conditioning Some special markets inadequately reported Difficulties in maintaining cooperation and resulting sampling problems Page 105 106 10? 108 108 109 110 110 111 111 112 PART TWO THE SAMPLING PROBLEM V. INTRODUCTION TO THE SAMPLING PROBLEM The Unique Problem Source The Precedent Quota samples Non-quota probability samples Arbitrary panel samples V I • THE EFFECT OF NON-COOPERATION Introduction Comparison of Cooperators and Non-Cooperators on the Basis of Selected Characteristics Education Income Size of household Type of family Number of family members two years old and younger Age of homemaker Occupation of head of household Others employed Size of food bill Place of food purchases Race of respondent Place of birth of the homemaker Having lived on a farm Milk drinking iii 113 114 115 115 137 149 151 151 153 153 153 156 157 158 159 161 162 165 165 166 167 167 168 TABLE OF CONTENTS (Cont'd) Chapter VII. Use of home-canned food Operation of a home vegetable garden Keeping household accounts Consumption of selected foods The Effect of Hesignations Education Income Average rent of census tract Type of dwelling Home ownership Size of family Age of homemaker Occupation of male head of household Race of respondent Age of children in family Telephone ownership Summary Need for Further Research Summary and Conclusions Page 168 169 169 170 173 175 175 175 176 176 176 176 177 177 177 177 177 178 181 SPECIAL CONSIDERATIONS IN DESIGNING A PANEL SAMPLE 183 Introduction Defining the Universe and Units of Observation Size of Sample Restrictions to be Employed in the Sampling Design The Non-response Problem Expansion of the Sample Keeping the Panel Representative VIII. A SAMPLING PROCEDURE— AN INTENDED SOLUTION 183 184 188 193 197 201 202 204 Introduction 204 The Sample Census 205 Applications and uses of the sample census 205 Designing the sample census sample 212 Obtaining a Representative Sample 216 The first sample 216 Replacements 217 Maintaining a Representative Sample 220 The first sample 221 The basic panel sample 221 The active panel sample 222 iv TABLE OF CONTENTS (Cont'd) PART THREE THE COMMUNICATIONS PROBLEM Chapter IX. INTRODUCTION TO THE COMMUNICATION PROBLEM Introduction The Cooperation Problem Phases of the cooperation problem Incentives Means of Communication Contents of Part Three X. THE PANEL REPRESENTATIVE Page 229 229 230 230 231 234 235 236 Introduction Use of the Panel Representative in Panel Recruiting Responsibilities of the recruitment interviewer Number of recruiting calls Number of panel representatives Club women as panel representatives Use of Panel Representatives in the Continuing Phase of Panel Operation Maintaining cooperation Are a supervisors Personal contact at the end of each reporting period Problem families Importance of flexibility, adaptability and suitability The incentive aspect of the personal contact Selection of the Panel Representative Possession of a car Availability for odd working hours Advantages of a full-time representative Experience unnecessary Young married women preferable Education Personal characteristics Other desirable characteristics Importance of careful selection v 236 236 237 238 239 241 242 243 243 246 252 257 260 262 262 263 263 265 266 267 268 268 270 TABLE OF CONTENTS Chapter XI* TELEPHONE COMMUNICATION (Cont'd) Page 274 Introduction Use of the Telephone Contact in Non-panel Surveys Use of the Telephone in Recruiting Panel Members Important disadvantages Facilitates contact with some families Use of the Telephone in the Pre-Recruitment Phase. Use of the Telephone in Post-Recruitment or Maintenance Phase In encouraging regular reporting For acquiring additional information For communicating instructions and answer­ ing questions For building and maintaining rapport Selection of telephone personnel Gives local panel advantage XII* MAIL COMMUNICATION 274 274 276 276 277 282 283 283 285 286 286 287 287 289 Introduction 289 Use of the Mail in Non-Panel Surveys 289 Use of Mail Survey for Sample Census 290 Obtaining representative sample 291 Cost factor is variable 292 Marginal cooperators 293 Improvement of mail technique 296 Use of Mail in Recruiting 304 Some Case Studies of Panels Using Mail Techniques 305 Woman's Home Companion panel 305 Parents' Magazine Consumer Panel 310 Owens-Illinois Glass Company panel 315 National Family Opinion panel 316 Use of Mail Technique by Purchase Panels 317 Stimulating interest and loyalty by mail 319 Using panel results as an incentive 322 Stimulating Interest and Confidence by A dv er ­ tising 324 Recruitment Procedure Followed in the Case of the MSC Consumer Panel 325 Sample census interview 326 Follow-up letter 327 Recruitment letter 328 Recruitment interview 328 Recommended Procedure for Training and Ma in ta in­ ing the MSC Consumer Panel 332 vi TABLE OF CONTENTS (Cont'd) Chapter XIII. REASONS FOR NOT COOPERATINGIntroduction Reasons Given for not Returning Experimental Diary Reasons Given for Refusing to Join MSC Consumer Panel Reasons Given by Panel Members for Dropping from the MSC Consumer Panel Further Research Needs XIV. MATERIAL INCENTIVES Page 339 339 340 355 359 362 364 Are Material Incentives Needed? Continuous purchase panel--a special problem Opinion of purchase panel operators Findings of small local survey Cost of recruiting replacements Continuity increases value of panel Check List of Factors to be Considered in Developing a Material Incentive Plan Special Problem in the Case of the Publicly Supported Research Organization Gifts as Incentives Types of gifts Timing of the gift Evaluation of the gift incentive Payment as an Incentive Some examples of payment plans in use Types of Payment Cash incentives Merchandise incentive Lottery type incentive Recommendations Criteria for Payment A bonus for returning diaries on time A bonus for continuous reporting A bonus for summer reporting Discrimination between population groups A bonus for complete reporting A bonus for neatness The Level of Payment Further Research Needed vii 364 365 366 367 369 369 370 372 375 376 377 378 379 380 386 386 392 399 401 402 402 403 405 406 411 413 413 416 TABLE OF CONTENTS (Cont'd) PART FOUR THE REPORTING PROBLEM Chapter XV. INTRODUCTION TO THE REPORTING PROBLEM Introduction The Store Audit Point of Purchase Observation Studies Producer or Distributor Reports The Pantry Inventory The Garbage Pail Analysis Electronic Picture Table The Recall Interview The Consumer Purchase Panel Frequency and Control of Error Recall Interview Versus Purchase Record Recall Technique May be Adapted to Panel Experimental Evidence The Marion Harper experiment Industrial Surveys studies Reporting Problems of the Consumer Purchase Panel Error due to forgetfulness and carelessness Error due to conditioning Needed Research XVI. THE CONSUMER DIARY Page 420 420 421 422 424 425 426 427 428 430 430 432 436 437 437 438 440 441 442 448 452 Introduction Selecting diary form Relative Population Selectivity of the Various Diary Forms Effectiveness relative to several factors Summary Comparison of Completeness and Accuracy of Reporting Analysi s of diary reports Validity of analysis Conclusions Another aspect of incomplete reporting A Comparison of Coding Time A Comparison of the Length of Time Required by Homemakers to Complete the Various Diaries Summary Short-form versus long-form diary The journal-type diary form The itemized diary form The class-heading-type diary form A combination-type diary Daily-report-sheet-type diary viii 452 453 462 465 478 480 480 494 497 499 502 505 508 508 512 513 517 518 519 TABLE OF CONTENTS (Cont'd) Chapter Conclusions Additional Research Needed XVII* THE REPORTING PERIOD FOR THE CONSUMER PURCHASE PANEL Introduction Weekly Versus Monthly Reporting Conclusions Bounds of the Reporting Period Continuity of Reporting Summary and Conclusions U X V I I I . SUMMARY Page 520 521 526 526 526 536 538 540 544 547 APPENDICES APPENDIX A, TABULATIONS 558 AP PEN DIX B t QUESTIONNAIRES A N D DIARIES 655 APPENDIX C, SPECIAL NOTE ON CONSUMER EDUCATION 737 BIBLIOGRAPHY 746 ix LIST OF TABLES Table 1 2 3 Page Organizations Mentioned in the Literature and El se ­ where as Sponsoring Consumer Panels 11 Organizations Known to Have Operated Product Attitude and Opinion Panels 50 Organizations Known to Have Operated Consumer Pur­ chase Panels 59 4 Control Factors Used by Four Leading Consumer Panels With National Quota Samples 118 5 Typical National Family Opinion Panel of 1,000 Members - A n Example of a National Quota Sample Design 120 Control Factors Used by Six Local Consumer Purchase Panels Using Quota Samples 123 Number of Calls Made in Attempting to Recruit 319 Families For Panel Membership in Metropolitan New York by Industrial Surveys Company, As of Feb, 1, 1950 - Dec, 31, 1950 148 A Frequency Distribution of the Number of Calls Made in Recruiting 262 Members to the MSC Con­ sumer Panel 198 6 7 8 9 Number of Weeks Reporting Before Discontinuing Panel Membership for Families Dropping from MSC Panel as of Sept, 10, 1951 200 10 The Relative Precision in Estimating Population P e r ­ centages Between Samples of 300 and 1,885 Families 208 11 The Relationship Between the Length of Panel M em ber­ ship and Regularity of Reporting for the Pitts­ burgh Consumer Panel 259 12 Influence of Interviewer on Return of Diary, Lansing, Michigan, 1950 271 13 Influence of the Interviewer on Acceptance and Return of Diary, Lansing, Michigan, 1950 x 272 LIST OF TABLES (Cont'd) Table Page 14 Distribution of the Number of Callbacks Required in the Sample Census, Lansing, Michigan, 1950 278 15 Returns of Mail Questionnaires From Two Different Mailings of the Same Questionnaire to the Same Sample in Owosso, Michigan, 1949 & 1950 294 16 Returns from Two Mail Questionnaires from the Same Sample on Different Occasions, Urban North Carolina, 1948 & 1949 295 17 Analysis of Why Non-Respondents Do not Return Their Questionnaires 297 Analysis of Reasons for not Returning Diaries by Those Homemakers Who Still Had Diary and Said They Would Return It, Lansing, Michigan, 1950 342 Analysis of Reasons for not Returning Diaries by Those Homemakers Who No Longer Had Diary Form but Said They Would Return It if Sent One, Lansing, Michigan, 1950 345 Analysis of Reasons for not Returning Diaries by Those Homemakers Who Said at Time of Telephone Follow-up that They Would not Return Diary, Lansing, Michigan, 1950 348 Summary of Reasons Given for not Returning Diary, Lansing, Michigan, 1950 352 Reasons Given for Refusing to Join the MSC C o n ­ sumer Panel, Lansing, Michigan, 1951 357 Reasons Given by Panel Members for Dropping from MSC Consumer Panel 360 Size of Household as Related to Average Age of Homemaker, Educational Achievement and Income, Lansing, Michigan, 1950 409 Summary of Type of Form of Each Experimental Diary for Various Food Classes 458 18 19 20 21 22 23 24 25 26 Summary of Acceptance and Returns for Five E x pe ri ­ mental Diary Forms, Lansing, Michigan, Spring, 1950 460 xi LIST OF TABLES (Cont'd) Table 27 A Comparison of the Returns of Five Experimental Diary Forms by Homemakers of Lansing, Michigan, Spring, 1950 28 29 30 31 32 33 34 35 36 Page 461 Relative Effectiveness of the Five Experimental Diaries in Gaining Response from Homemakers with Different Levels of Education Achievement, Lansing Michigan, Spring, 1950 467 Relative Effectiveness of the Five Experimental Diaries in Gaining Response from Households with Different Levels of Disposable Income, Lansing, Michigan, Spring, 1950 469 Relative Effectiveness of the Five Experimental Diaries in Gaining Response from Record Keeping Homemakers, Lansing, Michigan, 1950 471 Relative Effectiveness of the Five Experimental Diaries in Gaining Responses from Households Co n ­ taining Gainfully Employed Wives and Households Not Containing Gainfully Employed Wives, Lansing, Michigan, Spring, 1950 472 Relative Effectiveness of the Five Experimental Diaries in Gaining Responses from Households of Different Sizes, Lansing, Michigan, Spring, 1950 474 Relative Effectiveness of the Five Experimental Diaries in Gaining Responses from Households with Homemakers of Different Age Levels, Lansing, Michigan, Spring, 1950 476 Relative Effectiveness of the Five Experimental Diaries in Gaining Responses from Different Family Types, Lansing, Michigan, Spring, 1950 477 A Comparison of Experimental Diary Forms by the Average Number of Dairy Products Reported Pur­ chased Per Reporting Household for One Week and the Average Expenditure for These Dairy Products, Lansing, Michigan, Spring, 1950 482 A Comparison of Experimental Diary Forms by the Average Number of Fats and Oils Reported Purchased Per Reporting Household for One Week and the A v e r ­ age Expenditure for These Fats and Oils, Lansing, Michigan, Spring, 1950 485 xii LIST OF TABLES (Cont'd) Table Page 37 A Comparison of Experimental Diary Forms by the Average Number of Meat, Poultry and Fish Items R e ­ ported Purchased Per Reporting Household for One Week and the Average Expenditure for These P r o ­ ducts, Lansing, Michigan, Spring, 1950 487 38 39 40 41 42 A Comparison of Experimental Diary Forms by the Average Number of Fruit Items Reported Purchased Per Reporting Household for One Week and the A v e r ­ age Expenditure for These Products, Lansing, Michigan, Spring, 1950 489 A Comparison of Experimental Diary Forms by the Average Number of Sugar Product Items Reported Purchased Per Reporting Household for One Week and the Average Expenditure for These Products, Lansing, Michigan, Spring, 1950 491 A Comparison of Experimental Diary Form by the Average Number of Grain Product Items Reported Purchased Per Reporting Household for One Week and the Average Expenditure for These Products, Lansing, Michigan, Spring, 1950 492 A Comparison of Experimental Diary Forms by the Average Number of Vegetable Items Reported Pur­ chased Per Reporting Household for One Week and the Average Expenditure for These Products, Lansing, Michigan, Spring, 1950 493 A Comparison of Experimental Diary Forms by the Average Number of Cooking Aids and the Flavors Reported Purchased Per Reporting Household for One Week and the Average Expenditure for These Products, Lansing, Michigan, Spring, 1950 493 43 Average Number of Minutes Required to Code and Check Different Experimental Diary Forms Per 100 Items, Lansing, Michigan, Spring, 1950 504 44 A Comparison of Experimental Diary Forms on the Basis of the Time Spent by Housewives in Complet­ ing the Report, Lansing, Michigan, Spring, 1950 xiii 506 LIST OF TABLES (Cont'd) Table 45 A Comparison of the Five Experimental Diary Forms by the Me an Time Required to Fill Them in as R e ­ ported by the Homemaker, Lansing, Michigan, Spring, 1950 46 47 48 49 50 51 52 53 54 55 56 Page 507 Return of Experimental Diary as Related to the Education of Homemaker, Lansing, Michigan, 1950 559 Relationship of Rate of Panel Cooperation to Education of Homemaker, Lansing, Michigan, 1951 560 Return of Experimental Diaries as Related to Education of Homemaker, by Size of Household, Lansing, Michigan, 1950 561 Return of Experimental Diaries as Related to Education of Homemaker by Disposable Family Income, Lansing, Michigan, 1950 562 Return of Experimental Diaries as Related to Di s ­ posable Family Income, Lansing, Michigan, 1950 563 Return of Experimental Diaries as Related to In­ come Class by Disposable Family Income, Lansing, Michigan, 1950 564 Relationship of Rate of Panel Cooperation to Di s­ posable Family Income, Lansing, Michigan, 1951 565 Return of Experimental Diaries as Related to D i s ­ posable Family Income by Education of Homemaker, Lansing, Michigan, 1950 566 Return of Experimental Diaries as Related to Di s­ posable Family Income by Education of Homemaker, Lansing, Michigan, 1950 567 Return of Experimental Diaries as Related to Dis­ posable Family Income by Size of Household, Lansing, Michigan, 1950 568 Acceptance and Return of Experimental Diaries as Related to Size of Household, Lansing, Michigan, 1950 569 xiv LIST OF TABLES (Cont'd) Table 57 Return of Experimental Diaries as Related to Size of Household by Number of Household Members, Lansing, Michigan, 1950 58 59 60 61 62 63 64 65 66 67 68 69 Page 570 Relationship of Rate of Panel Cooperation to Size of Household, Lansing, Michigan, 1951 571 Return of Experimental Diaries as Related to Type of Family, Lansing, Michigan, 1950 572 Relationship of Rate of Panel Cooperation to Type of Family Organization, Lansing, Michigan, 1951 572 Return of Experimental Diaries as Related to Type of Family by Size of Household, Lansing, Michigan, 1950 573 Return of Experimental Diaries as Related to Type of Family by Education of Homemaker, Lansing, Michigan, 1950 574 Return of Experimental Diaries as Related to Type of Family by Disposable Family Income, Lansing, Michigan, 1950 575 Relationship of Rate of Panel Cooperation to Number of Family Members Age Two and Under, Lansing, Michigan, 1951 576 Return of Experimental Diaries as Related to Number of Family Members Age Two and Under, Lansing, Michigan, 1950 576 Return of Experimental Diaries as Related to Number of Family Members Age Two and Under by Education of Homemaker, Lansing, Michigan, 1950 577 Relationship of Rate of Panel Cooperation to Age of Homemaker, Lansing, Michigan, 1951 57 8 Return of Experimental Diaries as Related to Age of Homemaker, Lansing, Michigan, 1950 579 Return of Experimental Diaries as Related to Age of Homemaker by Education of Homemaker, Lansing, Michigan, 1950 580 xv LIST OF TABLES (Coat'd) Table Page 70 Return of Experimental Diaries as Related to Age of Homemaker by Disposable Family Income, Lansing, Michigan, 1950 581 71 Return of Experimental Diaries as Related to Age of Homemaker by Size of Household, Lansing, Michigan, 1950 582 72 Relationship of Rate of Panel Cooperation to O ccup a­ tion of Head of Household, Lansing, Michigan, 1951 583 73 Return of Experimental Diaries as Related to O cc upa­ tion of Head of Household, Lansing, Michigan, 1950 584 74 Return of Experimental Diaries as Related to O cc up a­ tion of Head of Household by Education of Ho m e ­ maker, Lansing, Michigan, 1950 585 75 Return of Experimental Diaries as Related to Occupa­ tion of Head of Household by Disposable Family In­ come, Lansing, Michigan, 1950 586 76 Return of Experimental Diaries as Related to Occ upa­ tion of Head of Household by Size of Household, Lansing, Michigan, 1950 587 77 Relationship of Rate of Panel Cooperation to Members of the Household Employed, Lansing, Michigan, 1951 588 78 Return of Experimental Diaries as Related to Members of Household Employed, Lansing, Michigan, 1950 588 Return of Experimental Diaries as Related to Members of Household Employed by Education of Homemaker, Lansing, Michigan, 1950 589 79 80 Return of Experimental Diaries as Related to Members of Household Employed by Disposable Family Income, Lansing, Michigan, 1950 590 81 Return of Experimental Diaries as of Household Employed by Size of Michigan, 1950 Related to Members Household, Lansing, Return of Experimental Diaries as of Household Employed by Size of Michigan, 1950 Related to Members Household, Lansing, 82 xvi 591 592 LIST OF TABLES (Cont'd) Table Page 83 Return of Experimental Diaries as Related to Members of Household Employed by Age of Homemaker, Lansing, Michigan, 1950 593 84 Return of Experimental Diaries as Related to Members of Household Employed by Occupation of Head of Household, Lansing, Michigan, 1950 594 85 Relationship of Rate of Panel Cooperation Food Bill, Lansing, Michigan, 1951 to Size of Return of Experimental Diaries as Related Food Bill, Lansing, Michigan, 1950 to Size of 86 595 596 87 Return of Experimental Diaries as Related to Size of Food Bill by Education of Homemaker, Lansing, Michigan, 1950 597 88 Relationship of Rate of Panel Cooperation to Store Where Most Groceries Were Purchased, Lansing, Michigan, 1951 598 Return of Experimental Diaries as Related to Store Where Most Groceries Were Purchased, Lansing, Michigan, 1950 599 89 90 Return of Experimental Diaries as Related to Store Where Most Groceries Were Purchased by Education of Homemaker, Lansing, Michigan, 1950 600 91 Return of Experimental Diaries as Related to Store Where Most Groceries Were Purchased by Size of Household, Lansing, Michigan, 1950 601 92 Return of Experimental Diaries as Related to the Race of Respondent, Lansing, Michigan, 1950 602 93 Relationship of Rate of Panel Cooperation of Respondent, Lansing, Michigan, 1951 to Race 602 94 Return of Experimental Diaries as Related to Race of Respondent, by Education of Homemaker, Lansing, Michigan, 1950 603 95 Return of Experimental Diaries as Related to Race of Respondent, by Disposable Family Income, Lansing, Michigan, 1950 004 xvii LIST OF TABLES (Cont'd) Table 96 Return of Experimental Diaries as Related to Race of Respondent by Size of Household, Lansing, Michigan, 1950 97 Relationship of Rate of Panel Cooperation to Homemaker's Place of Birth, Lansing, Michigan, 1951 98 Return of Experimental Diaries as Related to H o m e ­ maker 's Place of Birth, Lansing, Michigan, 1950 99 Return of Experimental Diaries as Related to Place of Homemaker's Birth by Education of Homemaker, Lansing, Michigan, 1950 100 Return of Experimental Diaries as Related to Place of Homemaker's Birth by Disposable Family Income, Lansing, Michigan, 1950 101 Return of Experimental Diaries as Related to Place of Homemaker's Birth by Size of Household, Lansing, Michigan, 1950 102 Return of Experimental Diaries as Related to Place of Homemaker's Birth by Size of Household, Lansing, Michigan, 1950 103 Return of Experimental Diaries as Related to Place of Homemaker's Birth by Age of Homemaker, Lansing, Michigan, 1950 104 Return of Experimental Diaries as Related to Place of Homemaker's Birth by Occupation of Head of Household, Lansing, Michigan, 1950 105 Relationship of Rate of Panel Cooperation to Whether or Not Heads of Family Had Ever Lived on a Farm, Lansing, Michigan, 1951 106 Return of Experimental Diaries as Related to Whether or Not the Heads of Family Had Ever Lived on a Farm Lansing, Michigan, 1950 107 Return of Experimental Diaries as Related to Whether or Not Members of Family Drink Milk, Lansing, Michigan, 1950 108 Relationship of Rate of Panel Cooperation to Whether or Not Members of Family Drink Milk, Lansing, Michigan, 1951 xviii LIST OF TABLES (Cont»d) Table Page 109 Return of Experimental Diaries as Related to Whether or Not Members of Family Drink Milk by Size of Household, Lansing, Michigan, 1950 616 110 111 112 113 114 115 Relationship of Rate of Panel Cooperation to Use of Home-canned Food, Lansing, Michigan, 1951 617 Return of Experimental Diaries as Related to Use of Home-canned Food, Lansing, Michigan, 1950 618 Return of Experimental Diaries as Related to Use of Home-canned Food, by Education of Homemaker, Lansing, Michigan, 1950 619 Return of Experimental Diaries as Related to Use of Home-canned Food by Disposable Family Income, Lansing, Michigan, 1950 620 Return of Experimental Diaries as Related to Use of Home-canned Food Last Week by Size of Household, Lansing, Michigan, 1950 621 Return of Experimental Diaries as Related to Use of Home-canned Food by Age of Homemaker, Lansing, Michigan, 1950 622 116 Return of Experimental Diaries as Related to Use of Home-canned Food by Occupation of Head of Household, Lansing, Michigan, 1950 623 117 Relationship of Rate of Panel Cooperation to Whether or Not Household Had a Home Vegetable Garden Last Year, Lansing, Michigan, 1951 624 118 Return of Experimental Diaries as Related to Whether or Not Household Had a Vegetable Garden Last Year, Lansing, Michigan, 1950 624 119 Return of Experimental Diaries as Related to Whether or Not Household Had a Home Vegetable Garden Last Year by Disposable Family Income, Lansing, Michigan, 1950 625 120 Relationship of Rate of Panel Cooperation to Keeping of Household Accounts, Lansing, Michigan, 1951 626 xix LIST OF TABLES (Cont*d) Table 121 Page Return of Experimental Diaries as Related to Keeping of Household Accounts, Lansing, Michigan, 1950 626 122 Return of Experimental Diaries as Related to Keeping of Household Accounts by Disposable Family Income, Lansing, Michigan, 1950 627 123 Return of Experimental Diaries as Related to Keeping of Household Accounts by Education of Homemaker, Lansing, Michigan, 1950 628 124 Return of Experimental Diaries as Related to Keeping of Household Accounts by Size of Household, Lansing, Michigan, 1950 629 125 Return of Experimental Diaries as Related to Keeping of Household Accounts by Size of Household, Lansing, Michigan, 1950 630 126 Return of Experimental Diaries as Related to Keeping of Household Accounts by Age of Homemaker, Lansing, Michigan, 1950 631 127 Return of Experimental Diaries as Related to Keeping of Household Accounts by Occupation of Head of Household, Lansing, Michigan, 1950 632 128 Comparison of Cooperators with Non-Cooperators by Average Weekly Consumption of Selected Foods, First Sample MSC Consumer Panel, Lansing, Michigan, 1951 633 129 Comparison of Those Returning Experimental Diary with Those Not Returning by Weekly Consumption of Selected Foods, Lansing, Michigan, 1950 634 Comparison of Those Returning Experimental Diary with Those Not Returning by Weekly Consumption of Selected Foods and Disposable Family Income, Lansing, Michigan, 1950 635 Comparison of Cooperators with Non-cooperators by Average Weekly Consumption of Selected Foods and Disposable Family Income, First Sample MSC Con­ sumer Panel, Lansing, Michigan, 1951 636 130 131 132 Comparison of Those Returning Experimental Diary with Those Not Returning by Weekly Consumption of Selected Foods and Size of Household, Lansing, Michigan, 1950 637 XX LIST OF TABLES (Cont*d) Page 133 134 135 Comparison of Cooperators with Non-cooperators by Average Weekly Consumption of Selected Foods and Size of Household, First Sample MSC Consumer Panel, Lansing, Michigan, 1951 638 Comparison of Those Returning Experimental Diary with Those Not Returning by Weekly Consumption of Selected Foods and Education of Homemaker, Lansing, Michigan, 1950 639 Comparison of Cooperators with Non-cooperators by Average Weekly Consumption of Selected Foods by Education of Homemaker, First Sample, MSC Consumer Panel, Lansing, Michigan, 1951 640 136 Comparison of Those Returning Experimental Diary with Those Not Returning by Weekly Consumption of S e ­ lected Foods and Food Bill, Lansing, Michigan, 1950 641 137 Comparison of Those Returning Experimental Diary with Those Not Returning by Weekly Consumption of S e ­ lected Foods and Age of Homemaker, Lansing, Michigan, 1950 642 138 Resignations from Pittsburgh Consumer Panel by Number of Weeks Belonged 643 Comparison of Families Who Did and Did Not Resign from Pittsburgh Consumer Panel by Education of Female Head 644 Comparison of Families Who Did and Did Not Resign from Pittsburgh Consumer Panel by Income 644 Comparison of Families Who Did and Did Not Resign from Pittsburgh Consumer Panel by Average Rent of Census Tract 645 Comparison of Families Who Did and from Pittsburgh Consumer Panel by Did Not Resign Type of Dwelling 645 Comparison of Families Who Did and from Pittsburgh Consumer Panel by Did Not Resign Home Ownership 646 Comparison of Families Who Did and from Pittsburgh Consumer Panel by Did Not Resign Family Size 646 139 140 141 142 143 144 xxi LIST OF TABLES (Cont *d) Table 145 Comparison of Families Who Did and Did Not Resign from Pittsburgh Consumer Panel by Age of Female Head 146 147 148 149 150 151 152 153 Page 647 Comparison of Families Who Did and Did Not Resign from Pittsburgh Consumer Panel by Occupation of Male Head 648 Comparison of Families Who Did and Did Not Resign from Pittsburgh Consumer Panel by Race of Female Head 649 Comparison of Families Who Did and Did Not Resign from Pittsburgh Consumer Panel by Age of Children in Family 649 Comparison of Families Who Did and Did Not Resign from Pittsburgh Consumer Panel by Telephone Ownership 650 Relative Effectiveness of the Five Experimental Diaries in Gaining Responses from Non-white Homemakers, Lansing, Michigan, 1950 651 Relative Effectiveness of the Five Experimental Diaries in Gaining Responses from Households of Different Food Bills, Lansing, Michigan, 1950 652 Relative Effectiveness of the Five Experimental Diaries in Gaining Responses from Households with Homemakers of Different Areas of Birth, Lansing, Michigan, 1950 Relative Effectiveness of the Five Experimental Diaries in Gaining Responses from Different Occupation Groups, Lansing, Michigan, 1950 xxii 653 654 CHAPTER I INTRODUCTION Purpose and Justification This study, an analysis and discussion of the consumer panel as a research technique, is designed to contribute to the development of a more complete methodology in market and consumer research. As the Am eric an economy becomes more com­ plex the producer becomes more and more isolated from the con­ sumers and potential consumers of his products. Time was when the producer not only made his product but also marketed it* In doing the marketing, he also did his own market research. He knew his customers and by talking with them he not only dis­ covered what they wanted and what they bought, but he obtained other information which enabled him to determine his relative competitive position and to estimate the future demand for his products. Today the producer lacks the personal contacts with his customers and, in many cases, does not even know who his ul ti ­ mate customers are. (In many cases he doesn*t even know who his retailers are.) The producer often lacks information as to the total market situation, his relative competitive posi­ tion, and areas in which he might expand his market unless some special effort is made to determine the situation. Since it - 2 - is profitable, large producers have developed or hired organiza­ tions to find out this information for them. This has led to the development of commercial marketing research. In agriculture, however, the size of the firm is such that the cost of supporting a private marketing research agency is prohibitive. This has made it necessary for publicly supported agencies to undertake the market research function in addition to doing basic research in agricultural production. These r e ­ search activities are legitimate functions of public supported institutions since the benefits of the research accrue to the whole of the economy, and because they likely would not other­ wise be accomplished with the present organization of the agri­ cultural industry. The possible benefit to the economy and society from panel research has been recognized by many business leaders like Wilfred Sykes, President of the Inland Steel Company, who has said, "In my judgement a continuous system of questioning a widespread consumer panel will do more to stabilize business (and consequently employment) than any single thing that may be done either by private enterprise or the Government."^ Providing both the producer and consumer with marketing information is an important economic function in a competitive economy since it is only under conditions of perfect knowledge ^ Quoted by Harold H. Webber, "The Consumer Panel; A Method of Media Evaluation," The Journal of M a r k e t i n g . October, 1944, Volume IX, No. 2, p# 137. - 3 - that the system operates at the theoretical optimum. movement toward conditions movement in of perfect knowledge is the direction of optimum efficiency in Any also a the opera­ tion of the economy. Am o n g the weaknesses of economics as a practical science has been the tendency to deal excessively in abstractions* Thus the economist assumes as given many of the quantities about which little is known but which, in many cases, will be the determining factor in solving an economic problem. While the economist has concentrated on the problems of increasing pro­ duction and wealth, scant attention has been paid to the con­ sumer as an economic unit in order to deteraiine if the wealth produced is consumed according to sound economic principles, or even if there are principles of consumption. The bulk of economic analysis has been in terms of a static economy while the world we live in is dynamic. Recognizing these weaknesses, economists are becoming increasingly interested in the study of economic behavior in the real world. The consumer panel, as a method of making mass observations of the dynamic economic behavior of the consumer, appears to be a research technique capable of making an important and unique contribution to the further development of economics as a practical science. This study in methodology was made in the belief that it would contribute toward the development of research necessary to attain the goals of the Research and Marketing Act^- and that 1 Public Law 733--79th Congress - 4 - these goals are worthy of the research effort. More specifically, the purpose of this study was to examine the consumer panel and evaluate it as a technique with applica­ tions in agricultural economics and other economic and market research, to determine its strength and weaknesses and, in the case of its disadvantages, to attempt to present suggestions as to methods of overcoming them and, in general, to offer an outline and discussion of panel methodology. Development of the Problem This study is a direct outgrowth of a Michigan State College Agricultural Experiment Station project entitled "Deter­ mination of Changes in Demand and Consumption Patterns for Food Products." This project had as its objective the deter­ mination of the influence of various economic and social changes on the economic behavior of the consumer as reflected in pur­ chases of food, thus attempting to determine such economic measures as income and price elasticity of demand for various foods. Development of the project methodology finally led to a consideration of the consumer purchase panel as a method of collecting the dynamic data needed for the project. It was decided that the Department of Agricultural Economics at Michi­ gan State College should undertake the operation of a consumer purchase panel on a limited basis as part of the over-all pr o ­ ject1 . ^ The Panel developed is hereafter in this report referred to as the MSC Consumer Panel. - 5 - This thesis is essentially a report on the study and re­ search which resulted in the decision to develop and operate a consumer purchase panel and that which followed as a result of having made such a decision. The problems treated in this study can be simply stated in two questions* First, should the Department of Agricultural Economics undertake the operation of a consumer panel - is the technique adaptable to economic and market research of the type in which agricultural econom­ ists are engaged? Second, contingent on an affirmative answer to the first question, how is the appropriate type of consumer panel to be developed and operated so as to maximize the returns for the research expenditure? Objectives The objectives of this study may thus be stated briefly as follows: 1. To examine the application of the consumer panel tech­ nique to economic and market research. 2# To examine the advantages and disadvantages of the consumer panel technique in order that the advantages might be exploited and the limitations overcome or minimized, if possible, and made clearly evident where they cannot be eliminated. 3. To outline the problems and decisions faced in develop­ ing and operating a consumer panel and provide a solution or answer in each case. - 4. 6 - To present such information as results from the exper­ ience of establishing the MSC Consumer Panel which might be of value in developing and operating other panels or in contribut­ ing to other research techniques. 5. To present such information as might prove of value to those who are charged in the future with the operation of the MSC Consumer Panel. It should be noted that the consumer panel is a relatively new technique and one which has never been used for many of the purposes for which the MSC panel is proposed. Many of the operating phases have not been completely developed or tested. Almost all of the panels thus far developed have been operated by commercial organizations which have had little inclination to publicize the operating aspects of the panel. Nevertheless, in establishing a consumer panel, a multitude of decisions must be made in regard to the practices to be followed. These deci­ sions must be made, whether there is good information available upon which to base the decision or not, operate. if the panel is to Many of the decisions discussed in this report were necessarily made without adequate information. In these cases it is hoped that the mistakes made will contribute to the devel­ opment of a better method in the future. In most cases an attempt has been made to provide the basis for making the deci­ sion in order that it might be more easily re-evaluated in the future. In some cases the decisions made in regard to the MSC Consumer Panel were proved wrong even before this report was - 7 - written* These are discussed in hope that they will stimulate thought and research on the problems involved and thus not happen again. While the primary object of the study was the development of the MSC Consumer Panel, the object of the report must be in terms of its contribution to the development of research methodology to be used in the future. Sources of Information and Methods of Obtaining Data Since the object of this study was to find out as much as possible about the nature and operation of a consumer panel, every available source of information had to be considered. By the very nature of the problem the use of a single source of information was precluded. Thus the study does not present a clear-cut report of a single experiment or survey, but rather deals with conglomerate information. This information was gathered from four general sources. Review of literature. - The first important source of in­ formation was the literature dealing with the panel method and subjects pertinent to the panel. From this source a good deal of information was obtained concerning the commercial use of the consumer panel and some indication of the advantages, disadvan­ tages, sponsors, and types of panels which have been operated. The literature also yielded a list of organizations thought to be operating consumer panels which opened the door to the second source of information. 8 - Correspondence with panel operators. - A second source of information was correspondence with panel operators. While none of the panels now in operation have been operated for the pur­ poses contemplated for the proposed MSC Consumer Panel, did develop the technique and are, therefore, they in a position to provide valuable information. A survey was made of organizations which had been mentioned in the literature or in correspondence and conversations with research workers. A n initial list of 41 organizations was ob­ tained as a result of research by Cone^*. This list was compiled by polling members of the American Marketing Association, ask­ ing them to list the names of all the organizations which to their knowledge were operating consumer panels. A n attempt was made to correspond with a total of 68 organizations* It was decided to do the survey without the use of a questionnaire, thus a personal letter was sent to each of the 68 organizations. While the letters were somewhat different, due to an attempt to personalize them as much as possible, the general nature of the survey can be best illustrated by a copy of one of the initial letters which follows: A s a student and research worker in agricultural economics, I have become increasingly interested in the consumer panel. It appears to be a tool with great potentialities for use in the field of agricultural e c o ­ nomics. In particular, it should prove to be helpful in studying the income and price elasticities of demand for ^ Arthur Cone, Jr. The Consumer Panel as a Market Resear ch Te chn iq ue . Unpublished M.A. Thesis, Graduate School of Business Administration, New York University, 1945. - 9 - our basic food items, that is, the influence of changes in income and/or price on the purchase of these foods. This is an area in which economic knowledge is inadequate and in which research would be valuable in contributing to the making of public and private policy decisions# Also, there has been increasing emphasis on consumer education in the past few years. The consumer panel could provide a continuous inventory of consumption and nutrition which the educators could use both as a guide to their programs and as an evaluation of the effective­ ness of their methods. The consumer panel could, of course, be used to provide valuable information in other economic areas. With this in mind, a project aimed at the study of demand for food has been initiated. In connection with this project, we intend to begin a consumer panel on a small scale here in Lansing, Michigan. I am at present attempting to gather all of the available information concerning the operation of a panel. In this connection, I am writing to those per­ sons and companies whose names have been mentioned as sponsors or directors of panel operations. Your organ­ ization is on my list. I would like to ask you to tell me all you know about how to run a panel, but if I did you would not answer and I would learn nothing. In lieu of such an all-inclusive question, I have selected some of the problems with which I am most concerned at the present time. We plan to operate the panel on a continuous basis using a weekly food purchase diary. I am wondering if you could estimate from your own experience the morta­ lity rate we should expect from a panel of, say, 300 households? Could you give any figures on your own panel mortality which might assist us in constructing our panel? A second major problem, related to that of panel mortality is the incentive. Do you use an incentive in your panel operation? If so, what type of incentive do you use? As you may suspect, we will be operating on a limited budget. In view of this, what type of an incentive and how much would you suggest for our use? The plan for selecting the panel members is to take a large random sample (1800) of the population a sample census - and from this, construct the panel on a controlled quota basis. The remainder of the - 10 - sample census households will be used as a pool of potential panel members and as control groups. I would like to know what you think of this procedure and what you would suggest as the best control fac­ tors? I would also like to know the method you used to select your panel members and how the initial con­ tact was made? What do you consider to be the best basis for selecting replacements for those who drop out of the panel during its normal operation? For purposes of tabulation, we plan to code each food purchase on a separate Hollerith card and gang punch in the control data. We are considering use of the mark sense cards thus combining the editing, coding, and punching into a single operation. Do you have any suggestions that might help us in the coding-tabulating procedure ? As yet, I have not been able to compile a complete bibliography of panel research. Enclosed is a copy of the bibliography I have prepared as well as the list of organizations sponsoring panels. I would appreciate any additions you can make to either list. It may be that we are writing to some organizations which do not have panels. If your organization happens to be one of these, would you please notify us? I realize that this letter is asking for quite a bit; however, I do hope to hear from you. Any informa­ tion or suggestions will be greatly appreciated. A n y written material about your panel which you feel might be of interest to us will be received with appreciation. Where the name of the person in charge of the panel opera­ tion was known, the a number of cases, letter was addressed directly to him. In additional correspondence was initiated either as a follow-up to those few who did not answer the first letter or in the search for additional information. A total of 115 letters was sent in the total correspondence in this survey. The list of organizations surveyed is presented in Table 1. organizations answering the letter are indicated with a star. The - 11 TABLE 1 ORGANIZATIONS MENTIONED IN THE LITERATURE AND ELSEWHERE A S SPONSORING CONSUMER PANELS ^American Institute of Public Opinion Princeton, New Jersey American Res ear ch Bureau National Press Bureau, Room 1054 Washington 4, D.C. Bamberger and Company 131 Market Street Newark 1, New Jersey ■^Continental Can Company 100 East 42nd Street New York 17, New York ^Crossley, Inc. 330 West 42nd Street New York 18, New York #Crowell-Collier Woman*s Home Companion Resea rc h 250 Park Avenue New York 17, New York #Batten, Barton, Durstine and Osborn, Inc. 383 Madison Avenue New York, New York ■^Curtiss Publishing Company Independence Square Philadelphia 5, Pennsylvania ^Benton & Bowles 444 Madison Avenue New York, New York #Dun & Bradstreet 290 Broadway New York 8, New York #Bonwit Teller 721 5th Avenue New York 22, New York #Farm Journal West Washington Square Philadelphia 5, Pennsylvania #Cecil and Presbrey, 247 Park Avenue New York •^Fawcett Publications, Inc. 67 West 44th Street New York 18, New York Inc. ^Chicago Tribune Tribune Tower Chicago, Illinois Dr. Raymond Franzen 10 Rockefeller Plaza New York, New Yor k ^Cleveland Press Cleveland, Ohio ^General Electric Nela Park Cleveland, Ohio ^Columbia University Bureau of Applied Social Research 427 W. 117th Street New York 27, New York ^General Foods Sales Company 250 Park Avenue New York 17, New York - 12 - TABLE 1 (Continued) 2«Donald Gilchrist Company Monk Ro ad Gladwyne, Pennsylvania «Lever Brothers Company 505 Park Avenue New York 22, New York #Good Housekeeping 57th Street and 18th Avenue New York, New York ■J^ord & Taylor 424 Fifth Avenue New Y o r k 18, New York ^Joseph Horne Company Pittsburgh, Pennsylvania «Los Angeles Times Los Angeles, California *»The Houston Chronical Houston, Texas ^MacFadden Publications, Inc* 205 East 42nd Street New York 17, New York U n i v e r s i t y of Illinois School of Journalism and Communications Urbana, Illinois 4#Marion Harper Associates, 274 Madison Avenue New York 16, New York ^Industrial Surveys Company, Inc* 425 North Michigan Avenue Chicago 11, Illinois ^•SMarket Research Company of America 250 East 43rd Street New York, New York ^Institute of Transit Advertising 400 N. Michigan Chicago, Illinois «Knox Reeves Advertising, Inc* 600 First National - Soo Line Building Minneapolis 2, Minnesota 3-&The Knoxville News-Sentinel Knoxville, Tennessee «The Kroger Company 35 East Seventh Street Cincinnati 2, Ohio Kudner Agency, Inc* 630 Fifth Avenue New York, New Yor k Inc. ■^Market Research of Cleveland 1222 Huron Street Cleveland, Ohio #HcCann-Erickson Inc. 50 Rockefeller Plaza New York, New York M e m p h i s Publishing Company Memphis 1, Tennessee #Miami University Oxford Research Association Oxford, Ohio ■^Milwaukee Journal 333 West State Street Milwaukee 1, Wisconsin - 13 - TABLE 1 (Continued) ^National Analysts Inc* 1435 Chestnut Street Philadelphia 2, Pennsylvania ^Quaker Oats Company 141 West Jackson Street Chicago 4, Illinois ^National Family Opinion Research Toledo 1, Ohio # M r . Elmo Roper 30 Rockefeller Plaza New York 20, New York ^New York Sun New York, New York •SSA. C* Neilson, Inc. 500 Fifth Avenue New York, New York ^Oklahoma Publishing Company Oklahoma City, Oklahoma #0mar, Inc* 1910 Harvey Street Omaha 2, Nebraska ? Onondaga Researc h Institute Syracuse, New York ^Owens-Illinois Glass Ohio Building Toledo 1, Ohio ^Parents Magazine 52 Vanderbilt Avenue New York 17, New Yor k ^University of Pittsburgh Research Bureau for Retail Training Pittsburgh 13, Pennsylvania Ross Federal Research Corporation 2 West 45th Street New York, New York ^Ruthrauf and Ryan 405 Lexington Avenue New York, New York ^Standard Brands 595 Madison Avenue New York, New York ^J. Walter Thompson 410 N. Michigan Avenue Chicago 11, Illinois 3«»university of Tennessee School of Business Ad mi ni s­ tration Knoxville, Tennessee ^United States Department of Agriculture Bureau of Human Nutrition and Horae Economics Washington, D.C* U n i t e d States Commerce Department #The Proctor and Gamble Company Bureau of the Census Washington 25, D.C. Cincinnati, Ohio ^Psychological Corporation 522 Fifth Avenue New York 18, New York U n i t e d States Department of Labor Bureau of Labor Statistics Washington 25, D.C. - 14 - TABLE 1 (Continued) l#Western Reserve University Bureau of Business Research 167 Public Square Cleveland, Ohio ‘KWestinghouse 246 E. 4th Street Mansfield, Ohio 2#S. W* Wilkerson & Associates 2121 Lan d Title Building Philadelphia 10, Pennsylvania #Young and Rubicam 285 Madison Avenue New York, New York 1 The Cleveland Panel is under the direct supervision of the Bureau of Business Research, Western Reserve University and sponsored by the newspaper* 2 The Donald Gilchrist Company was purchased by S. W. Wilkerson & Associates* 3 The Knoxville Panel is under the direct supervision of the School of Business Administration, University of Tennessee and sponsored by the newspaper. 4 Marion Harper operated the experimental Harrisburg Panel for the American News Advertising Network and the Miami Panel sponsored by the Miami Daily News. ® The Market R esearc h Company of America was purchased by the Industrial Surveys Company. 6 Unable to contact the New York Sun as that company had just gone out of business. 7 Syracuse postmaster knows of no such organization. However, reference may have been made to a panel operated in Onondaga County by Batten, Barton, Durstine and Osborn, Inc. # Organizations with which correspondence was completed. 15 - Of the 68 organizations it was impossible to obtain adequate addresses for two of them. Only four of the remaining organiza­ tions failed to answer the letter.^ Enclosed with each letter was a list of the organizations believed to be operating panels, and a fairly complete biblio­ graphy of the literature on the panel. to serve two purposes. These two lists were The panel directors were asked to check the lists and to report any omissions. Since these were the experts in panel operation it would be expected that they would be in the best position to supply the information. This did result in a more complete bibliography and list of organizations operating panels.^ It was hoped that these two lists, which ^ Cone, in polling the 41 organizations which he thought to be operating panels, received only a 55 percent return as compared to the 94 percent reply to the "long" letter used in this survey. ^ It is interesting to note that, while both lists turned out to be incomplete, few ofthe respondents reported the lists to be incomplete. While a number reported that one of the panel*s name had been misstated and that other of the organ­ izations did not operate true panels, less than half a dozen had more than one organization to add to the 50 listed for them to check. At least five important presently operating panels were not included on the original list and no one named more than one of them as belonging on the list. While the respondents did make several important contributions to the census of panels, most of the additions to the incom­ plete list compiled by Cone were made by the author as a result of obscure references to the panels in the trade and professional journals. In general, the same was even more true in regard to the available literature on the subject of panel research. Few additions were made to the biblio­ graphy other than the addition of articles written by the respondent. At least one executive of a panel-operating company indicated that he was unaware of an important article - 16 - should have proved of interest if not of value to panel operators, would serve as some sort of a reward and act as an incentive in stimulating answers to the letters. In addition to the letters that were received as a result of the survey, many of the organizations sent examples of their operating material and reports. Such things as copies of their diary forms, letters and other types of C o r r e s p o n d e n c e " with their panel members, have been valuable operating record sheets and the like sources of information and inspiration. primarily concerned with his own panel, while a conversation with a yo ung panel-research worker revealed that he was totally unaware not only of the fact that his boss had written an important article on panel operation but that anything at all had been written. The bibliography on the panel subject presented in this report is almost certainly the most complete one in existence. In all, the corres­ pondence indicated that there has been little exchange of information between panel operators. Most of their research is not written up and most of what is written has not re­ ceived general distribution. There is even a lack of mutual knowledge about the basic panel operations between large panel operators operating out of the same city. The reluctance of some of the panel operators to discuss their operations is a good indication of one of the reasons for this to be the case. Such things as the reports made by the panels to those for whom they do the research have been another source of information; however, these apparently do not receive any appreciable distribution among panel operators. As a result of this general state of affairs, the author has devoted considerably more time to the dis­ cussion of other panel operations and information obtained from the letters and other "literature" than would other­ wise have been necessary or justified. - 17 Visits to operating consumer pan els. - A third source of information used in making this study was an actual visit to the office of some of the organizations operating panels and the resulting conversations with the research workers as well as observing and discussing the different phases of the panel work on the spot. Four major panels were visited. These were the panels operated by Industrial Surveys Company, Inc., The Chicago Tribune, National Family Opinion Research and the Research Bureau for Retail Training of the University of Pittsburgh. The survey of panel operators brought a large number of additional invitations but unfortunately limited time and other resources restricted the number which could be visited. It is very difficult to evaluate the contribution of this source of information to the study. It is even more difficult to give proper credit to all those to whom cre.&it is due. The visits may be described as educational and therefore have in­ fluenced the thinking and ideas of the author and, thus, the written report. In addition, factual information was obtained that could probably not have been obtained from other sources. Original empirical re sear ch . - A fourth source of informa­ tion was a series of original surveys and experiments conducted in connection with the actual establishment of the MSC Con­ sumer Panel and the related general research project. The con­ ditions under which the data from this source were obtained will be dealt with later in the report. - 18 - Four Problem Areas This report has been divided into four major parts, each dealing with a more or less definite problem area. titled, Part One, "Introduction To The Research Panel," deals with the development and use of the panel with special attention to its advantages and disadvantages as a survey technique. The remaining three parts deal largely with the problems of panel operation and the relationship between the problems and panel practices. These parts are titled, "The Sampling Problem," "The Communication Problem" and "The Reporting Problem." While these problems are by no means independent, there is some advantage in dealing with each one separately. In each part the problems and practices involved are discussed with the aim of evaluating the panel method and developing practices and methodological procedures which might contribute to the improvement of the panel methodology. A n effort has been made to present the practices and procedures to be used in the operation of the MSC Consumer Panel and to present some of the evidence which contributed to the decisions which were made in respect to the methods adopted. This study of the development, use, and problems of the consumer panel as a survey technique was necessitated by the fact that, due to the newness of the technique, adequate stan­ dards and directions for panel operation have not been developed in any formal sense. It is hoped that this study will make some contribution toward that end. f PART ONE INTRODUCTION TO THE RESEARCH PANEL CHAPTER II PUBLIC OPINION, PRODUCER A N D CENSUS-TYPE PANELS Definition and Taxonomy A research panel is a group of reporting units organized for the purpose of serving with some continuity in an advisory, judiciary or fact-finding capacity. The reporting unit may be an individual, a household, a firm, or some other organization. The reporting unit is usually referred to as the panel member. The factor which distinguishes a panel survey from an "ordinary11 survey is that the same sample or group reports more than once or twice. There are a number of criteria which might serve as a basis of classifying panels. Classification on the basis of type of panel member and type of information reported, however, appear to have the most to offer as a basis for developing a sound taxonomy. One of the difficulties in classifying panels on this basis is that many of the panels actually report more than one type of information. The basic taxonomic structure will therefore be developed, as far as possible, of the type of panel members. on the basis - 21 - Reasons for Discussing other than Consumer Panels This report deals primarily with only one general type of panel— the consumer purchase panel. The following brief outline and discussion of the other types of panels is nevertheless offered. 1. The reasons for this are the following: All types of panels have some problems in common and, therefore, knowledge of other types of panels may contribute to a better understanding of the consumer purchase panel. 2. Similarly, many of the basic techniques are the same for the different types of panels; therefore, a contribution to the development of the methodology of one type may also con­ tribute to the others. This may justify the expenditure of more effort in developing the methodology than would be the case if the other possibilities were not recognized. 5. The research worker and social scientist ought to be­ come more familiar with the panel method. A complete listing of the types of panels and their uses may interest a more diverse group in the development of the panel and therefore contribute to an accelerated advancement in the technique. 4. It is often possible for an operating panel to be of two or more types at the same time or to use one type of panel for the purposes usually associated with another type of panel. The panel operator ought,to be acquainted with the "other'1 possible uses of his panel. - 22 - Public Opinion Panels One of the most interesting types of panels is the public opinion panel* It has not been fully developed, but offers considerable promise. W o m a n s Home Companion p a n e l . - The Woman*s Home Companion panel of "Reader-Reporters" appears to be the first panel used for the purpose of determining opinion and attitude. The panel was first started in the fall of 1935, for the purpose of assist­ ing the Companion editors in "getting more representative in­ formation concerning readers* homemaking problems, so that they could choose and present editorial material to the best advan tag e. The Companion panel is representative of the readers of the magazine. The panel was originally started, not as a public opinion panel, but as a consumer panel, a poll concerning attitudes and opinions on consumer products. The polling of the panel on public opinion subjects developed some time later. As presently operated, the panel deals with a short period purchase record along with the public opinion and product attitude type of subject matter. Robinson p reports some of the advantages of the panel method in the study of opinion and attitude as follows: * R. A. Robinson, "Use of the Panel in Opinion and Attitude Research," International Journal of Opinion and Attitude R e s e a r c h . Vol. 1, March, 1947, pp. 85-86. 2 Ibid. - 23 - One virtue of the continuing panel is the possibility of referring answers to previous attitudes and thus reveal* ing the development or origin of opinions. For example, we once asked our Reader-Keporters whether they felt that Social Security should be further broadened and extended. The over-all results showed a slight majority in favor. Yet when replies were analyzed in terras of how respondents had voted at the last national election (previously attained), those who had voted Democratic were found to be overwhelm­ ingly in favor— those who had voted Republican slightly opposed. Thus the political aspect of the question was revealed. We also ask- and get- information about the reader's interests and hobbies and how she feels about the various features of the Woman's Home Companion. The end result is a complete picture of the reader and her environment, so that when we send her a request for information or opinion about a subject we are interested in, it is some­ what as if we were chatting with her as a friend in her own parlor. There is this additional advantage, however, that she has the time and privacy which are conducive to giving unbiased well-considered answers on matters of opinion which could not be obtained by a personal inter­ view. As time goes on, we accumulate more and more informa­ tion about the members of the panel, enabling us to exer­ cise better and better judgement in interpreting results. In addition, each year we ask Reader-Reporters to give us a recheck of their families, homes, and equipment. Thus we are reasonably up to date at all times. We know when a Reader-Reporter moves from an apartment to a house. All in all, we can relate her answers to opinion and attitude polls in relation to changed conditions in her living status, which may often be the subconscious reason behind the scenes for her reacting as she does. Mass Observation study. - Mass Observation, a nation-wide sociological study inaugurated in England during February, 1937, is an outstanding example of an attempt to survey opinion on a large scale. One of the major phases of this study consisted of a panel of citizens who made periodic reports. These reports consisted of a detailed written record of everything which - 24 - occurred to the panel members during the reporting day# L az ar s­ feld and Fiske^ report on this panel as follows: ...When a study encompasses changes and trends over a period of time, or when a great wealth of detailed material about given individuals is sought, the panel is the most practicable means of securing such data* The Mass Obser­ vation plan seeks both types of information--changes and minute da ta— on a nationwide scale as an attempt to get at the main attitudes or types of behavior in a given society. It is the belief of the originators of the plan that application of anthropological methods in contemporary social research involving a study of the smallest details of behavior, will be the tool by which ’unwritten laws may be written down and invisible forces made visible. ' The P e o p l e ’s Choice. - Lazarsfeld, Berelson, and Gaudet2 report the successful use of the panel technique in the study of attitude and opinion in relation to voting behavior. The authors considered the panel technique to be '’the next step forward in opinion research.” was as follows: The technical plan of the study The survey was done in Erie County, Ohio. This county was chosen because it was small enough to permit close supervision of the interviewers, because it was relatively free from sectional pe cula r i t i e s , because it was not dominated by any large urban center, and, finally because it deviated very little from the national voting tendency. 1 Paul Lazarsfeld and M. Fiske, "The Panel as a Tool for Measuring Public Opinion," Public Opinion Qu a r t e r l y . October, 1938, pp. 596-9, 608. 2 Paul Lazarsfeld, B. Berelson and H. Gaudet, The P e o p l e ’s Choice % New York: Columbia University Press, 1948, p. 160. - 25 - In May, 1940, every fourth house in Erie County was visited by a member of the staff of from 12 to 15 specially trained, local interviewers, chiefly women* In this way approximately 3,000 persons were chosen to represent, as closely as possible, the population of the county as a whole* "pool," resembled the county in age, This group, the sex, residence, telephone and car ownership and activity* education, From this pool four groups of 600 persons each were selected by stratified sampling* Each group was closely matched to the others and constituted in effect a miniature sample of the complete itself* sample of the county Of these four groups of 600, three were re-interviewed only once in July, once in August, and once in October. were used as control They groups to test the effect that repeated interviewing might have on the panel. At the same time they provided a large sample, 1,200 respondents, important questions asked at control points. on a variety of The fourth group, the panel, was interviewed once each month from May to November* The authors summarized the major contribution of the panel technique to this study as follows; 1. It is possible to determine who the changers are as it is possible to study their characteristics* 2. It is possible to accumulate information pertain­ ing to the whole period from one interview to the next* For example, they were able to distinguish people accord­ ing to whether they were exposed to predominately Republi­ can or predominately Democratic propaganda, on the basis of indices constructed from their answers at different times* - 26 - 3* When a respondent changes his mind or intentions between two interviews it is possible to catch his opinion in the process of flux. If the respondent intended to vote Democratic last month and this month intended to vote Republican, the reasons for his change enable us to gage the effectiveness of the propaganda and other influences to which he was subjected. 4. Repeated interviews also permit the tracing of the effects of the propaganda statistically. For example, it is possible to study the people who are undecided at one interview, but who have an opinion at the next. A n y ­ thing such people did or though^ at the time of the first interview then precedes the time of their decision. By studying such data, it was possible to infer what made the respondents decide so, thus it is possible to deter­ mine something as to the cause and effect. The repeated interview technique allows the establishment of a time sequence, and therefore greatly facilitates causal analy­ sis* The Wage Earner Forum. - Another type of public opinion panel is operated by Macfadden Publications, Inc. under the direction of Everett R. Smith^. Wage Earner Forum. This panel is known as The It consists of some 1,500 wage earner fami­ lies distributed throughout the United States in proportion to wage earner employment concentration. Other factors, such as age and union membership, are also used as control factors. While these are the types of families reached by Macfadden magazines, they were not selected on the basis of such reader­ ship, and it is not known which or how many of them read any one of the nine Macfadden magazines. The purpose of The Wage Earner Forum is given as the following: 1 The information on this panel was gained from reports from the panel operation supplied by Mr. Smith. - 27 - It is estimated that 60*6 percent of urban families are such wage earner families, employed in manufacturing, construction, transportation, mining, etc. Their at ti­ tudes toward business and industry are obviously of the greatest importance. As the largest single group in the nation, they obviously carry vast influence in national affairs. Macfadden Publications, Inc. considers it a vital need and an important service to find out and to advise business, industry and government what these wage earners are thinking. The Wage Earner Forum covers subjects of current widespread interest--topical questions on which these people are eager to express their opinions. It gives them an opportunity to talk openly with the freedom of anonymity. In the panel*s operation two sets of questions are sent to each panel family— one to be answered by the husband and one by the wife, thus 3,000 persons actually report. Original panel members and replacements have been selected by independent field research organizations, in accordance with strict specifications as to occupational qualifications and geographic distribution set up by Mr. Smith. Surveys are made approximately every six weeks, and are handled by mail by the research staff of Macfadden Publications. Some of the recent surveys of opinion from the Wage Earner Forum present good illustrations of the type of information which can be obtained with relative ease and which could be used to advantage by the economist and other social scientists. For example, a recent report (published April 4, 1951) dealtwith the wage earners' attitudes and opinions on inflation control. It was found that about 85 percent of the panel members approved of price freezes and 44 percent of wage freezes as a means of controlling inflation while only three and one-half percent - 28 - were in favor of increased personal income tax. There was almost no difference between the opinions of the union and non­ union respondents. Such information as this indicates the lack of progress made by economists in educating the general public. A continuous flow of such information would not only keep the research worker and educator in touch with the public opinion in his field, but would also provide basic raw material for the development of a science oriented to the real world. Some of the other interesting subjects dealt with by this panel in recent reports include attitude toward American foreign policy, advertising, compulsory health insurance, monopolies, and the farm program. socialized medicine, The panel has also been used for obtaining strictly market information such as the number of families buying durable goods and attitudes toward anti­ histamines and aramoniated dentifrices. Advantages. - One of the major advantages of the public opinion panel is that it facilitates the collection of informa­ tion over a period of time with relatively little expense. The cost of collecting such information through single personal interviews would be too high to be practical and an ordinary mail survey could not be used successfully for most public opinion surveys due to their somewhat complicated nature. other survey method permits the accumulation of information made possible by the panel method of research. No - 29 - Another special advantage of the panel in opinion research is the possibility of rasing it to obtain the results expected of a depth interview. This is possible because over a period of time rapport can be built up to a point where information can be obtained which cannot be obtained under ordinary survey conditions. The panel members not only learn to trust the panel, and therefore give answers more freely, but they also become somewhat more adept at answering the questions. In addition, the panel provides the opportunity to follow up one question with another. The follow-up question may be designed after analyzing the previous question, and thus a complete picture may be obtained. The opinion panel conducted by mail has the additional Advantage of allowing the respondent to think out the answers of the questions in the privacy of his own home without any pressure or influence from an interviewer. These advantages make the opinion panel a research tool of considerable potency and one which should be considered more often by the social scientist, Disadvantages. including the economist. - The disadvantages of the panel are close­ ly related to the advantages. The major criticism of the opinion panel is that repeated interviewing or questioning on any subject will condition the respondents, making them unre­ presentative of the population they are supposed to represent. This is based on the supposition that every experience of an individual influences his behavior and that repeated questioning - 30 - of the panel gives the panel members a unique set of experiences. These experiences supposedly cause him to think more and to pay more attention to the news items, et cetera, than he otherwise would. However, the study made by Lazarsfeld, Berelson and Gaudet and reported in The P e o p l e d C h o i c e , where the three groups of 600 each were used as control groups, indicates that these unique experiences do not necessarily influence the results, at least in the short-period study. tendency for the Except for the " d o n ’t knows" to disappear faster in the panel than in the control group, they found that the differences between the panel and the control groups were non-existent for the great majority of questions. Ruch-** has summarized a number of studies dealing with the effects of repeated interviewing. In a study of the funniness of jokes, Hollingworth found that upon repeated rating of the jokes by the same respondents certain of the jokes increased in their rated funniness relative to the group as a whole and that others declined, indicating clearly that repeated interviewing markedly altered the r e s p o n d e n t ’s estimate of their funniness. A similar test with food products, conducted by a commercial research organization, showed a distinct change in preference 1 Floyd L. Ruch, "Effects of Repeated Interviewing on the Respondent's Answers," Journal of Consulting P s y c h o l o g y . Vol. V, No. 4 July and August, 1941, pp. 179-186. - 31 - with repeated "testing" of the same product^-. Maslow in study­ ing the preference for paintings found that paintings which had become familiar as a result of previous interviews were rated considerably above similar unfamiliar ones. There is consider­ able evidence also that continuous interviewing over an ex­ tended period will result in biased responses. Thus, H. C. Link cautions against comparisons of the same question from short and long questionnaires. Ruch concludes, however, that "the repeated interviewing of the same group despite its limitations has definite advantages which in certain situations more than offset its d i s a dv an ta ges. 8" Stoneborough 2 evaluates the panel as a social science re­ search technique as follows: The technique of the fixed panel or sample is in­ dispensable wherever problems of detecting existence of anthropological influences at work in the society and the measuring of their effects have to be solved. Wherever artificial influences must be created and their differential effectiveness determined on a large scale, the fixed panel is a condition sine qua non. Since our form of society is rapidly becoming more and more manipulated, the necessity for detecting, measuring and comparing influences continues to in­ crease apace. Seen in larger perspective, the fixed panel is one of the major tools necessary to the construction of a better society. 1 This also brings up the question as to the ability of the professional to judge quality, since this is essentially a case of repeated interviewing over a very long period of time. The conditioning effect must be very great. Does this make the professional tester a better or worse judge of quality than the unconditioned consumer? 2 T. W. H. Stoneborough, "The Continuing Consumer Panel," Applied A n t h r o p o l o g y . Vol. I, No. 2, January,1942, pp. 37-41, - 32 - Producer Panels A producer panel is simply a sample of producers of one type or another which reports with some continuity through time. There is a large number of survey operations dealing with producers which might be classified as producer panels. includes, This for example, many of the survey operations of the United States Crop Reporting Service and many of the "Census" surveys conducted by the Department of Commerce. These, how­ ever, are seldom referred to as panels and in many cases the advantages accruing to the panel-type survey are not exploited. No attempt has been made to survey the producer panels due to the difficulty of the job compared to what could be expected in the way of a contribution to the understanding of the con­ sumer panel. Nevertheless, several producer panels quite similar to the consumer panel ought to be mentioned. A n example of a producer panel-type of survey from the field of agricultural economics is that of the farm account record projects conducted in connection with the farm manage­ ment extension programs of most of the midwestern land grant colleges. The first farm account project was started in 1922 at the University of Illinois^. These projects consist of farmers keeping complete farm business records and having them audited, usually by the college. The information from the ^ Unpublished manuscript by K. T. Wright & L. S. Robertson. 33 - records is then made available to the college* While the major aim of these projects has been to teach farm accounting, they have been used extensively as a source of information in the research and teaching as well as in extension work. They may be classified as panels because of the continuity of re­ porting, since it happens that many of the same farms are r e ­ ported on in successive years* In the case of the Michigan State College project, out of the 900 farmers reporting for the year 1950, 323 had reported every year for ten years or more and of these 66 had reported continuously for twenty years or longer. There is about a 20 percent turnover in cooperators from one year to the next. The account records, however, lack many of the advantages of the panel when taken as a whole because no effort is made to control the turnover, and because of a general indifference to the sample construc­ tion. For the most part the cooperators are self selected with little regard to the sample distribution* Comparisons be­ tween years are much less accurate than would result from a con­ trolled sample because the statistical data includes a sampling error due to a difference in farms as well as the change in actual farm conditions. The desirability of the continuously reported information is illustrated by the large number of studies which sort out for analysis the cooperators who have long continuous records. Other types of producer surveys are operated as panels and provide panel-type data, but also fail to control the sample. An example of this is the Michigan Labor and Industry - 34 - employment index, which estimates the average weekly hours and average weekly earnings in manufacturing industries for 20 Michigan cities* This data is secured from regular reports of a limited number of firms from each of the cities. The primary value of the reports is to provide accurate indications of the changes in employment conditions. It would appear to be of utmost importance in this case, where as few as nine firms represent the sample for a city (and might of course do it very well having almost all of the employees), to have the same firms report each month except where there has been an actual change in the number of firms. When the number of reporting firms is allowed to fluctuate from six to ten and the same firms are not always included, it is impossible to determine the change due to the change in the sample and the change due to an actual shift in conditions. In the case where the sample is the same, there is no doubt but what an actual change has taken place. In the present period when so much emphasis is placed on the “economic" indicators in making economic policy decisions, it is especially important that the statistics indicating change are as valid as possible* Many of the “indicators" are appar­ ently based on data collected from loosely organized panel samples. Development of more strict panel controls would con­ tribute more reliable information* 35 - Census Panels This type of panel is placed under the heading of "Census Panels" because of the difficulty of classifying it with the other types of panels. It is a classification based mostly on the purpose of the panel rather than on the basis of the type of panel member. A census panel is simply a sample of population units reporting with continuity. type information." The purpose They report "census- of the panel would be to keep a running "census" of the population based on the panel sample. There are no panels now operating which fit exactly under this classification. There is, however, one which probably fits here as logically as under any other classification set up. It is the panel used by the Bureau of the Census for the Monthly Labor Report* This panel of 25,000 United States households is enumerated by personal interview on the fifteenth of every month. The enumeration deals with employment of the members of the household during the past month. This type of panel operation is very much like a consumer panel and the findings presented in this thesis should apply fairly well to the operation of a census-type panel. The panel technique is actually more adaptable to census surveys than to many others for the census panel has little trouble with the problem of conditioning. There is little danger that continuous reporting will effect the age of the respondent, his place or amount of employment, number of children or other socio-economic charac­ teristics. This Census Bureau panel is, however, operated on 36 - the basis of one household reporting not more than a six-month period, which means a 20 percent turnover per month in the panel sample. This panel will be discussed in more detail in the problem sections of the thesis. The author became interested in the census-type panel in connection with the development of the consumer panel sampling procedure. (This procedure is discussed in the sampling section.) The possibility of having a relatively inexpensive continuous census through the adoption of the precedures much as set up for the continuous consumer panel is very good. a panel, operated nation-wide, The value of such giving accurate monthly estimates of the changes in population characteristics, is apparent to anyone who has tried to work with the decennial census of the United States which is always from two to twelve years old. Timely data on population movements, and location of the labor force would be of great value to executives seeking to speed up mobilization either for production or for war. CHAPTER III CONSUMER PANELS OTHER THAN PURCHASE PANELS There are essentially two types of consumer panels; the product opinion and attitude panel and the consumer purchase panel. In some cases features of both are combined in a single panel. For the most part consumer panels of both types have been operated by four types of organ izat ion s; distributor of merchandise, tising media the producer or the advertising agency, the adver­ (magazines and newspapers), and independent re­ search organizations# Product Opinion and Attitude Panels Description and p ur p o s e . - The general purpose of the product opinion and attitude panel is to determine consumers* reactions, attitudes, preferences, and opinions concerning specific products. The types of studies made with this class of panel may be divided into two general categories; those dealing with new and undeveloped (in a market sense) products and those dealing with products and services already on the market. panel. The former is often referred to as a product-testing, The product-testing panel's primary operating procedure is to send the panel members a sample of one or more products for them to use (test) and questions to be answered in regard to the panel member's reaction to the product. - 38 - Properly used, the product-testing panel tive tool in increasing market efficiency. can be an effec­ It is especially suited to determining the relative preference of the consumer for the products tested. ducts, a preference By having the consumer rank the pro­ schedule can be established. The variations in preferences between different groups in the population can be determined. Just as important is the fact that it is possible to find out why one product is desired or preferred to another. The consumer is faced with the question of "why” at the same time the preference decision is made, thus focusing attention on the reason at a time when it is most likely to be known by the respondent. Similarly, the panel member can be quizzed as to the things he likes or dislikes about each of the products tested. This provides the producer with the key to the satis­ fied customer, of how, especially if followed by a probe into the area in the consumer*s estimation, the product might be im­ proved. Before a product is produced in quantity for mass distri­ bution it is important to know something about the nature of the probable market for that product. The product-testing panel can be of assistance in making the pre-marketing study. Samples of the product may be sent to the consumer panel members for their use. After using it, the following types of information may be secured, all of which are necessary if the new product is to be marketed "efficiently." First of all, it is necessary to find out if anyone would buy the product if it were put on the - 39 - market. How much would the consumer be willing to pay for the product? How much would she buy at different prices? would the consumer prefer to buy the product? Where How does the consumer rate this product compared with close substitutes? What price relationship is necessary in order that the new product be chosen in preference to the substitutes? With this information the would-be distributor is able to estimate the commercial possibilities of the product. In addition, the panel survey will identify the potential customers and, in so doing, aid in the development of the distribution and promotion program. By knowing the types of families which are likely to buy and the places where they shop, and even the place where they would prefer to purchase the particular type of product, the producer can determine the types of retail outlets which will result in the most sales. Knowledge of the type of fami­ lies which will buy--or more important, will buy and like the product and thus buy again--will assist in directing the pro­ motional program in the most efficient manner. The second type of study using a product attitude and opinion panel services. member; is that dealing with established products and In this operation no product is sent to the panel instead the member is quizzed concerning products which he may have purchased on the market. Much the same information may be secured for these products as for the "sample" products discussed above. consumer does. There is, however, more emphasis on what the What kind of tooth paste (or potato) do you buy? - 40 Why do you buy this in preference to the other brands ties)? (varie­ It is used extensively to determine consumer preferen­ ces for the established brands. This information is then used in the promotional programs of the product. It could also be used to determine what the consumer likes and dislikes about certain products with the objective of providing the market with what the consumer most wants. The preferences can be identified with the different groups within the market, to determine the direction of the promotion programs. so as At the same time, the types of retail outlets through which the pro­ ducts are passing can be studied by the type of customer in order to improve the distribution system for the particular product. The types and varieties of studies possible along this line are so many and varied that it is impossible to me n­ tion all of them. A n indication of how the product attitude and opinion panel is being used will be gained from an examina­ tion of some of these panels which are (or have been) in actual operation. It will be noted that in many cases these panel operations appear very similar to ordinary one-time surveys since the panel members are often consulted only at irregular intervals and little attempt is made to relate the individual surveys. theless, Never­ these are panel operations and many of the advantages, disadvantages and problems are the same for them as for the continuously reporting purchase panels. 41 - The survey of panel operators revealed that there are five types of organizations presently operating product attitude and opinion panels. They are producers or distributors, magazine publishers, advertising agencies, a bank, and independent re­ search organizations. Operated by producer or di str ibutor. - The producers were among the first to develop this type of panel operation. Cone^ reports that Lever Brothers started a panel as early as 1930, and that the Kroger Grocery & Baking Company began apanel as early as 1931. panels of this type range from the The very small, local and specialized panels, such as the one operated by the Quality Control Department of Omar, Incorporated^, (to test consumer reaction to its bakery products, with panels of 40 to 50 families) to the large nation-wide product-testing Frances Barton panel of the General Foods Corporation^ sisting of some 10,000 "voluntary testers*1). (con­ Often this type of panel operation is set up on a very temporary basis and the panels operated by the same organization may vary from problem to problem. Thus the Quaker Oats Co mpany4 reports the use of 1 Arthur Cone, Jr., The Consumer Panel as a Market Research Te c h n i q u e » Unpublished M.A. Thesis, Graduate School of Business Administration, New York University, 1945. ^ Ethel Flannigan, personal correspondence. 3 John A. Coleman, personal correspondence. 4 P. B. Warner, personal correspondence. - 42 - product-testing panels tfin which we are continuously organizing temporary panels that range in size from 25 to 1,000 families for tests that may be conducted in a single call or may extend twelve or more weeks* I' A good example of a producer-operated product attitude and opinion panel is the one operated by the Owens-Illinois Glass Company^* This panel is somewhat unique in that it is operated primarily for the customers of the sponsoring organization* The purpose of this national panel of 4,000 households is given as follows; The basic purpose of the Guild is to obtain and analyze factual information concerning consumers* r e ­ actions to specific, but anonymous products and packages. Consumer buying and use habits with respect to these pro­ ducts also are studied. The success of any consumer product is dependent upon the attitude of the housewife toward the product. Knowledge of her likes and dislikes is vital to the manufacturer. The process of distribution, however, has become so complex that the packer is widely sepa­ rated from the ultimate consumer. To bridge this gap, and to obtain for him the first-hand reactions to packages and products of those who actually buy and use them is the aim of the Guild. The way the panel operates is explained as follows: The basis for surveys or studies to determine Guild consultant reactions and preferences is the mailed questionnaire. The step-by-step procedure is essen­ tially that outlined in the typical case described here. ! The description of this panel is derived from information provided by Charles M. Dooley, Mgr., Consumer & Market Research, Market Development Department of Owens-Illinois Glass Company, including a pamphlet - A brief explanation of the Guild, its purpose and methods of operation, by Ellen Greyson. 43 - The packer of a household item was considering an important change in a long established package, so wanted to know what the reaction of consumers would be to this change. Two sets of sample packages were prepared, one set using the established container, the other incorporating the proposed package change. Following the Guild*s established rule, all brand identification was eliminated so that there would be no bias due to consumer brand loyalty, and no embarrassment caused by building demand for a package not yet offered to consumers. The two packages merely had plain all-type printed labels. A questionnaire was very carefully drafted. The most important questions pertaining to the reaction of users to the proposed package change were intentionally “buried'1 among other questions relative to buying and use habits and brand preference. The questionnaire and one each of the samples were sent with a letter to each of the consultants. The letter did not hint at or disclose the purpose of the tests. It served only to explain and to stimulate interest in the test and to speed returns. Consultants used the test under everyday conditions in homes. They recorded their reactions on the ques­ tionnaire which they returned in postpaid envelopes. The answers were then tabulated mechanically, analyzed, and the results were presented to the manufacturer whose need for the information had initiated the study. Most of the producers and distributors desiring this type of information, however, do not operate their own panels, but rely either on their advertising agency or on an independent research organization. Some producers who once operated their own consumer panel, such as the Proctor and Gamble Company^*, have switched to purchasing the panel-obtained information from the more specialized organizations. 1 D. P. Smelser, personal correspondence. 44 - Operated by p u b l i s h e r s . - The second type of organization operating product attitude and opinion panels is the magazine publishing company. purposes. The panels are operated for two primary One is to provide information to the writers of the magazine concerning articles and editorial material. The second purpose is to provide information which will assist in selling advertising in the magazine. Publications, Two organizations, MacFadden Inc., and the publishers of Woman's Home Companion, combine this type of panel operation with public opinion and attitude panels, and have been discussed in a previous section. The Good Housekeeping Magazine^ has a panel of 2,500 families, representative of their subscribers, which is used for special consumer studies of all kinds, while Fawcett Publications, Inc. o has a panel of 3,000 members representative of the subscribers to three of its magazines. The letter's use of the panel appears to be primarily for the promotion of advertising and is used, to a large extent, as an easy and inexpensive method of surveying the readers without much consideration to the other aspects of the consumer panel. One of the most interesting panels in this class is the one operated in connection with Parents' Magazine^. 1 Katherine Fisher, written communication. 2 Fawcett Publications, Inc., written communication. 3 Elaine Adler, written communication. It is one - 45 - of the methods used by their Consumer Service Bureau in testing and recommending products. presentative of subscribers, The panel of 2,000 families, r e ­ is used for product-testing and for determining attitude and opinion concerning established products which have been purchased by the panel members. Operated by advertising age nc ies . - The third and largest group of organizations operating consumer product attitude and opinion panels is that of the advertising agencies. Many of the agencies operating panels have used them for a variety of types of studies; for example; King^ of Batten, Barton, Dur- stine & Osborn, Inc. reports the uses of two panels (one with national coverage with 3,000 families and the other of 1,000 families representing Onondaga County, New York) for studies of buying habits, testing products, listening to the radio, viewing television, and many other purposes--including trend studies. Advertising agencies have a number of motives in operating this type of panel. The panel-obtained information can be used in developing the promotion program for its clients, which is the primary function of the agency, or the service can be offered to the agency's clients for other purposes as a means of stimulating business for the agency. In general, a good knowledge of the market will always assist the agency in its work and in selling its services. The agency may also offer the panel research results to clients for a fee; thus a number ^ Robert N. King, personal correspondence. 46 - of clients may split the cost of the panel's operation. (Ad­ vertising agencies operating this type of panel are listed in Table 2.) Operated by banks. - The Marine Midland Trust Company of New York City is somewhat unique as a product attitude and opinion panel operator. It is believed to be the only example of a bank with such an operation. The panel consists entirely of families whose members are employed by the bank. Being a large bank there are enough employees to provide a panel of a fairly respectable size. The bank's motive for operating the panel is to attract the large accounts of the many New York advertising agencies. The panel is set up to test products for the bank's advertising agency customers who are, of course, testing them for their own clients. It is a service which costs the bank very little, but which is of value to the agen­ cies and their clients. It is another example of the use of panel research to attract business which is made possible by the cost-decreasing nature of the panel. Operated by independent research agencies. - The final type of organization operating consumer product attitude and opinion panels is the independent research agency. Of the six independent agencies known to have operated this type of panel, only one has specialized in it. found in Table 2). (The list of agencies may be This organization, National Family Opinion, - 47 - headed by Howard Trumbull, provides a good example of this type of panel in a highly developed stage^. National Family Opinion has nine panels with 1,000 families per panel, each of which is designed to be representative of the nation as a whole* With the uses of these regular panel members and "members on file," consisting of an additional 30,000 fami­ lies, special panels of almost any particular market can be quickly designed. All surveys are conducted by mail. A p pr oxi­ mately 60 percent of its studies make use only of a question­ naire and are concerned with established products. The remain­ ing 40 percent are concerned with testing products, usually new products. The company*s clients include advertising agencies, dis­ tributors and processors, publishers, and government agencies. Products tested range from sanitary napkins to pork and beans, and surveys have been made of consumer preference ranging from telephone service to night lights and cake frosting. Most of the studies made by this type of panel organization are confidential and are not published. Several, however, have been made public, and can be used as examples of what such organizations can do. 1 The discussion of the panel operations of National Family Opinion is based upon personal conversations with Mr. Trumbull and his staff, written communication from Jack Trumbull, Vice President, promotional material used in dealing with both panel members and clients, and several final reports of research done by the company. 48 - One of these studies was a product test designed to deter­ mine consumer reaction to a new type of "snack" product made of sweet potatoes and called Ala ya m "Snacks." The study is reported by LanhanA as being a nation-wide acceptance test* The Alabama Experiment Station had developed these sweet potato products in their laboratories in the hope of creating a better market for the state's potato growers. The next step was to determine if the products had any commercial possibilities* The objectives and nature of the study are indicated as follows; The purposes of the study were to ascertain, on a nation-wide basis, and by designated geographic areas, consumers' acceptance of a "snack" product made from sweet potatoes* In addition, consumer reactions and attitudes toward the product tested were related to such factors as; (1) family incomes, (2) place of residence and city sizes, (3) sex and age of individual respondents, (4) educational status of family heads, (5) occupational status of family heads* A carefully pretested questionnaire was mailed to each of the testing families, together with detailed instructions for testing the product and for completing the questionnaire, to determine for each individual in the family (five years of age and over) the following: 1. Background information for previous week - (June 5-11, 1949) (a) Frequency of "snack" purchases by individuals. (b) Kinds of "snacks" individual respondents p u r ­ chased* (c) Kind of "snack" purchased most often by individual re spondents. (d) Reasons consumers buy different kinds of "snack" pr o d u c t s • 1 Ben T. Lanham, Jr., Consumer Reactions to Alayam "S n a c k s ," Bulletin No. 272, June,1950, Agricultural Experiment Station of the Alabama Polytechnic Institute, p. 82. - 49 - (e) Place of "snack" purchases by individual respondents. (f) Kinds of "snacks" individual respondents consumed* (h) Kinds of "snacks" consumers usually like best. 2. This, Consumer reactions and attitudes toward the Alayam "snack" tested (a) Comparison of the Ala yam "snack" with the "snacks" usually eaten by individual consumers. (b) Reasons consumers liked or disliked the product tested. (c) Consumers* reactions to sweetness, general appear­ ance . (d) Suggestions from consumers for the improvement of the general appearance, texture or quality, and flavor or taste of the product. (e) Willingness of consumers to buy the Alayam "snack;" and, if unwilling to buy the product, their reasons for not buying it. (f) Consumers* anticipated purchase price of the product. (g) Consumers' reactions to the size of the sample package, and their suggestions for a change in its size. (h) Consumers' anticipated uses of the Alayam "Snack*" then, is an example of what can be done in exploring the market possibilities for an agricultural product. This type of research is a contribution to marketing efficiency since it aims at getting to the market the products that the consumer wants--in the form he wants them. Su mmar y. - The product attitude and opinion panel is unique tool in market research. a It is in a position to make a contribution to marketing not possible in the case of any other technique and can be a method of cutting costs in market r e ­ search. It has its advantages and also its limitations. There is a number of this type of panel presently operated by several different types of organizations. known to have been operated tions. Table 2 summarizes the panels by different classes of organiza­ - 50 - TABLE 2 ORGANIZATIONS KNOWN TO HAVE OPERATED PRODUCT ATTITUDE AND OPINION PANELS Producer and/or Distributor The Proctor & Gamble Company# The Kroger Company Owens-Illinois Glass Company Omar, Incorporated General Foods Corporation The Quaker Oats Company L e v e r Brothers Magazines Fawcett Publications, Inc* The Crowell-Collier Publishing Company Good Housekeeping Parents' Institute, Inc* MacFadden Publications, Inc* Advertising Agencies Batten, Barton, Durstine & Osborn, Inc. Benton & Bowles, Inc* Knox Reeves Advertising, Inc.# J. Walter Thompson Company Young & Rubicam Cecil & Presbrey, Inc. McCann-Eriekson, Inc. Ruthrauf and R y a n # Banks Marine Midland Trust Company of New Y o r k Independent Research Organizations A. C. Nielson Company Elmo Rop e r# National Family Opinion Crossley, Inc. The Psychological Corporation Industrial Surveys Company, Inc. * Known not to be operating panels at present. - 51 - The Psycho-panel Another type of consumer panel— one closely related to the product attitude and opinion panel--has been suggested by Dichter-^. He calls it the psycho-panel and describes it as follows: A psycho-panel is a representative group of several hundred families about which not only factors such as age, income, and marital status are kn o w n . .., but also person­ ality factors such as whether the individual families are governed by the authority of the father or the mother, whether the members are secure or insecure, resigned or ambitious, overspending or miserly, conspicuous or modest, emotional or rational, escapists or realists, and so on* The psychological needs of the panel members are known specifically, and they can be interviewed and questioned when needed. The continuing relations build mutual con­ fidence between interviewer and panel members and add reliability to the responses secured* Modern psychology and the psycho-panel as a psychological tool are in a position to make a major contribution to market research and economic analysis* The discovery of the existence of several levels of consciousness - the ego, superego, and uneonscious--with the unconscious reasons usually more basic and powerful than the conscious ones--is the basis for the need of the more elaborate psychological tools in the study of economic motivation. According to Ditcher: People rationalize their actions and beliefs, try to justify them on moral and logical grounds. We are loath to admit that we sometimes act for completely irrational and possibly idiotic reasons. Almost auto­ matically we construct a fool-proof system of explana­ tions which is completely logical and, if possible, 1 Ernest Dichter, "Psychology in Market Research,'1 Harvard Business Review, Vol. XXV, No. 4, Summer, 1947, pp. 432-443. - 52 - moral and ethical. Psychology, however, teaches us that many of our actions are guided by irrational and emotional reasoning..,. Therefore, a research approach not capable of distinguishing between rationalizations and real reasons can go very far astray. The importance of the implications of these findings to the field of economics and marketing are obvious. The Consumer Inventory Panel The consumer inventory panel may be defined as a group of "reporting" units which is consulted with some continuity in regard to their stock or inventory of specific items. The object of the inventory panel is to determine the content and changes in composition of the inventory. This is one of the earliest types of consumer panels and has been used extensively, especially by newspaper publishers. Cleveland P r e s s . - The Cleveland Press, a Scripps-Howard paper, started a pantry shelf inventory in 1932 and won in­ stantaneous acclaim. With this as a beginning in this type of research the Scripps-Howard papers by 1937 had developed home inventory panels in 17 cities^*. This start was especially im­ portant since it was the forerunner of the development of the consumer purchase panel by the Scripps-Howard papers. The Cleveland Press home inventory study relies on a two percent 1 Raymond H. Ganly and R. D. Crisp, "How Newspapers Are Usin g the Consumer Panel," P r i n t e r s 1 I n k , September 12, 1947, p. 46. - 53 - sample geographically controlled and distributed through local Parent-Teachers 1 Associations. Actually the study is much broader than the ordinary pantry !&elf study in that it includes an accounting of drug store items and home appliances as well as grocery items. In addition to reporting the inventory, con­ sumers also report certain buying habits such as grocery store preferences and reasons for their choices^*. Houston C h r o ni cle. - The Houston Consumer Panel conducted for the Houston Chronicle by Alfred Politz Research, another example of the consumer inventory panel 2 . Inc. is The news­ paper publisher's motive in operating the panel is the promo­ tion of advertising. It attempts to do this by offering to potential advertisers objective information about the market which cannot be obtained elsewhere. This type of panel deals almost entirely in terms of the brand of merchandise. Its report consists of tables indicating number of households in which particular brands were inventoried and the number of brand-items found at different points in time. This makes it possible to establish brand preferences and market positions* By having the information for successive points in time, it is 1 Leslie Willard McClure, Newspaper Advertising and Pr om ot ion. MacMillan Company, New York, 1950, p. 193. 2 M. J. Butler, personal correspondence and Report Number 5 of Houston's Continuing Consumer Panel. - 54 - possible to determine trends and to study the relationship between promotional efforts and brand preference. The Houston panel is actually made up of two samples. Each sample consists of approximately 650 households. This is what is called a "split sample" and will be discussed in the sampling section of this thesis. The procedure followed is to inventory half of the items covered in the study for one sample and half for the other in order not to compromise the strict inventory procedure by making it "too much" for any one house­ hold. All of the interviews are done by a panel representative who actually takes the inventory. The inventory method has several advantages. the panel representative make an actual By having check of what is in inventory, a more accurate picture of brand preferences can be obtained, for the procedure guarantees "that the survey reports items which actually are in the survey households, without obscuring the data by inaccuracies in the respondent's memory." In the case of every-day items which are not purchased by brand at all, "to ask the respondent to remember the brand is equivalent to asking her to remember something of which she may never have been aware. The inventory panel, using a personal representative to record the objective information found on the pantry shelf and elsewhere, overcomes one of the most serious disadvantages of 1 Ibid. 55 - other types of panels. The housewife is not questioned about her purchases and need not even know which products the study is concerned with or that it is the brand of merchandise that is being investigated. Thus, there is less likely to be any conditioning effect caused by the focusing of attention on areas which had previously not been given much consideration by the homemaker. She will be essentially the same person after the inventory as before since the experience of having the inventory taken once every few months will not be such as to change her basic purchase pattern. Radio Liste nin g Panels The radio listening panel is a group of potential radio listeners who "report” their radio listening with some continu­ ity over a period of time. of radio listening panels. There appear to be several types One of the most interesting is the type which gets the reports from the panel families through the use of automatic recording devices connected to the radio in such a way that time and station are recorded for every period the radio is turned on. panel, Thus, by having a representative the research organization can determine the "listening” pattern of the population. The greatest difficulty with this method would appear to be that it is impossible for the record­ ing device to determine how many, turned-on radio. if any, are listening to the Other radio listening panels require the panel members to record the listened-to programs. The panel - 56 - appears to be well adapted to this type of research. This is expressed as follows by Gaudet and Daniel^-; Because it is the only adequate tool of investiga­ tion for studying an event which is extended in time, it is peculiarly suited to radio research. It permits the study of changes, and the detailed investigation of the influences which brought them about. Similarly, it presents an important advantage to students of radio in that it allows a study of audience turnover. The radio panel may be operated in conjunction with a con­ sumer panel in order to study the relationship of radio advero tising to the purchase habits of the panel members . 1 Hazel Gaudet and C. Daniel, "Radio Listener Panels," A f e d e r a l Radio Education Committee P a m p h l e t , Washington, D.C., 1941, p. 6. ^ The Harrisburg panel conducted by Marion Harper Associates, Inc. is an example. CHAPTER IV THE CONSUMER PURCHASE PANEL The consumer purchase panel is a group of consumer units (usually households) which record purchases of specific items or services and report these with some continuity through a period of time^. The earliest study of successive consumer purchases known to the author was made in 1923-24 when Don D. Patterson, then Assistant Professor of Advertising, School of Journalism, University of Missouri, was jointly responsible with the Curtiss Publishing Company for the conception and execution of the first community-wide study of grocery products both in the home and in their movement through selected grocery stores. This study, known as C-ville, a Study of the Grocery Business in One Town, traced the possible effects of advertising in magazines, papers and billboards in Columbia, Missouri o news- • The MSC Consumer Panel is to be a consumer purchase panel; therefore much of this report deals with the operation of this type of panel. A s the purchase panels have developed, six Barton has defined a panel in more formal terms as follows; "A controlled array of original data sources which permit a current and repetitive examination of phenomena through a finite time serie s.” Samuel G. Barton, "The Consumption Pattern of Different Economic Groups Under War Changes," Journal of M a r k e t i n g , July,1943, Vol. 8, p. 42. 2 Raymond H. Ganly and R. D. Crisp, "How Newspapers Are Us in g the Consumer Panel," P r i n t e r s 1 I n k . September 12, 1947, p. 42. - 58 - different types of organizations have been involved in their operation. Table 3 lists the organizations known to have panels of this type and classified according to the type of organization. There appear to be very few distributors or processors who have ventured into the operation of such a panel. The Kroger Company is the only organization of this type known to the author to be operating a consumer purchase panel and they are operating five separate panels^-. Government Operated Panels War-Time Food Diary. - One of the least publicized purchase panels ever to be operated appears to be the one operated by the Bureau of the Census for the Office of Price Administration during World War II. The sole reference, as far as the author has been able to find, is a paragraph in the September, 1944, issue of Domestic C o m m e r c e , a publication of the commerce de­ partment^. It is unfortunate that so little was published from this panel operation. The only methodological report made was a "confidential r e p o r t ... submitted to the Office of Price Ad- ^ R. D. Hardesty, personal correspondence. 2 A. Ross Eckler, "Special Surveys Provide Statistics," reprint from Domestic C o m m e r c e . September, 1944, p. 4. The informa­ tion used in the discussion of the War-Time Food Diary is derived from this publication, and personal correspondence from Mr. Eckler, presently acting head of the Bureau of the Census, along with some of the forms used in the panel operation.— In addition to Mr. Eckler, two of the persons working on this project who might provide additional in­ formation are Trienah Meyers of the BAE, and Leo Shapiro. - 59 - TABLE 3 ORGANIZATIONS KNOWN TO HAVE OPERATED CONSUMER PURCHASE PANELS Distributors and Processors The Kroger Company Government Agencie s Bureau of the Census^*# Publishers and Publications The Farm Journal Vi/oman's Home Companion - Crowell-Collier Publishing Co .x MacFadden Publications^ Memphis Publishing Co,2 Chicago Tribune New York Sun# Oklahoma Publishing Co.# Cleveland Press2 *3 Pittsburgh Press * The Knoxville News - Sentinel2 *3 Universities Western Reserve Uni ve rsi ty3 University of Pittsburgh^ University of Te nne ssee3# Advertising Agencies J. Walter Thompson Company Batten, Barton, Durstine and Osborn, Knox Reeves Advertising, Inc.# Inc,x 60 - TABLE 3 (Continued) Independent R e sear ch Organizations Industrial Surveys, Inc* National Family Opinion Mar ion Harper Associates, Inc. Oxford Research Associates A. C. Nielson Company# 1 2 3 4 5 # x Operated for the OPA during World War II. Belongs to the Scripps-Howard chain. Panel operated jointly by Cleveland Press and Western Reserve University. Panel operated jointly by Pittsburgh Press and University of Pittsburgh. Panel operated jointly by Knoxville News-Sentinel and University of Tennessee. Panel no longer in operation. Obtain only occasional purchase record for special study along with other panel studies. ministration. However, according to Mr. Eckler, "File copies of the data initially reported from the panel are available for study at the Bureau." A portion of the data obtained was also microfilmed for the A. C. Nielson Company2 . It is likely that much worthwhile information for methodological studies could be obtained from the panel data concerning price control and rationing during World War II. The latter would be especially useful if the War-Time Food Diary information could be compared with the information obtained from the Industrial Surveys* 1 Ib i d . ^ Trienah Meyers, oral communication. was Warren Cordell, Vice President. The Nielson representative - 61 - National Panel which operated during some of the same period and was used to supply the OPA with similar information as the War-Time Food Diary following the last reporting period of the Di ary. Panels were operated from January, 1943, to February,1944, and again from July,1944 ,to Au g us t, 1945. In the first period the panel had approximately 3,000 households as members and in the latter about 2,000. Each sample was designed to be representative of the total United States population. The purpose of the panel was to provide OPA with the consumer in­ formation it needed in order to do a more intelligent job of price control and rationing. Eckler^- reports on the panel as fol lows : This survey was designed to provide extremely fast weekly reports from civilians on food purchasing under point rationing. The housewives in the panel listed their daily purchases of rationed and unrationed foods throughout this period and the Diary sheets were col­ lected weekly or biweekly by Census enumerators. Figures for the first part of the current ration month, together with figures for the past month, were available for study in OPA before the point values were established for the following month. This panel was also used for several special its operation. surveys during These included surveys to determine the number of unused shoe-ration stamps and the inventory of shoes on hand. One of the major advantages of the panel in this case was, it will be noted, that of saving time. 1 A. Ross Eckler, op. c i t . , p. 2. Even using personal - 62 - pick-up of the diary forms, the time was greatly reduced. The sample was predetermined and made up of known cooperators; the time of the contacts were prearranged in order that few call-backs would be necessary; finally, much of the information about each family was known before the weekly diary arrived for coding and tabulating; these facts made possible a much more rapid production of the desired report. Operating procedures followed in this interesting panel will be discussed in the appropriate sections in the main body of the report. Publisher Operated Panels The newspaper publishers have been the largest group of consumer purchase panel operators, as is indicated in Table 3. Several magazine publishers have also ventured into this field of research. Two of these, the Woman's Home Companion of the Crowell-Collier Publishing Company and the Wage Earner Forum of MacFadden Publications, have already been discussed as opinion and attitude panels. These two panels have also been used to some extent to obtain purchase records for a relatively short period of time. Neither has operated a continuous pur­ chase panel. The Farm J ou rnal. - The Farm Journal, on the other hand, operated a full scale continuous purchase panel of farm families from 1939 to 1943**. It is the only magazine known to have under ** Casilda V. Atkinson, personal communication. - 63 - taken the operation of this type of panel. The panel was con­ ducted under the direction of Dr. Franklin R. C a w l , of the Market Research Corporation of America. The panel consisted of 2,000 families selected to represent the national farm market. The reporting dealt not only with purchases but also with in­ ventories. The reporting covered a very extensive class of items including almost everything a farm family would buy in the way of merchandise for either family use or for the farm's operation. The records gave accurate information, record sheets, on daily of what farm families purchase during an entire year, how much of each thing they purchase, and where they pur­ chase it. motive for operating the panel was The primary apparently the stimulation of advertising in the Farm Journal, by offering valuable information to advertisers and others. The objectives of the study are set out, chure in a copy of a bro­ supplied by Wyman*-, as follows: WHAT WILL BE THE VALUE OF THE R E SU LT S? Results are being made av aila bl e: In several parts: First, the inventory in its entirety. Then, periodically, the daily con­ sumption records for groups of products--one group each time, so that all of the material is issued by the end of a year. By economic groups. By individual commodities and brands for the inventory. 1 Ibid. - 64 - By commodities for the daily consumption records. Brands were obtained on the daily records, but due to the excessive cost of compilation, a charge will have to be made where these are required. / Later by individual families, since case histories throw light on patterns of purchase. Results should be useful t o : Advertisers, agencies, market research groups, publish­ ers, social scientists and consumption economists, all of whom are interested in distribution problems. These studies will answer many of your questions, such a s : How much of my commodity do farm people consume per year? What variations are there in consumption at different economic levels? How far do people go to purchase my commodity? At what type of store do they regularly trade? What size of town is visited most frequently? How often do they buy ray commodity? What seasonal variations exist? Scripps-Howard. pioneer. - The newspapers have been the most numerous sponsors of consumer purchase panels, with a total of seven consumer purchase panels being sponsored by newspaper publishing companies since 1945. The Scripps-Howard chain has been a pioneer in consumer purchase panel research by newspapers. These newspaper-sponsored panels are of special interest for the purposes of this report since they have similar characteristics to the original MSC Consumer Panel* They are all local panels and three of them have been operated jointly with a University. All have been continuous purchase panels 65 - and have included a large number of items. All have dealt with food and grocery purchases at one time or another. The history and description of these panels ought to contribute to the development of similar panels which may be used for market and economic analysis* The Memphis p an el* - In 1944^- the Scripps-Howard c h a i n fs Commercial Appeal and Press-Scimitar set up, in Memphis, the first continuous consumer purchase panel conducted by a daily p newspaper * Memphis was chosen as the first Scripps-Howard panel city because (1) it has 43 percent Negro population and a high illiteracy factor--circumstances that presented a challenge to getting diary reports from a typical cross section, and (2) it was a focal point for previous research which could provide certain useful comparative data. Originally the diary form was concerned only with ready-to-wear clothing purchases. This permitted immediate checking with Memphis retailers to determine the accuracy of the panel information^. 1 Memphis Publishing Company, Explanation of the Memphis Con­ tinuous Consumer Panel S t u d y , Mimeograph* Furnished by Robert C* Berkeley, M a m a g e r , Promotion and Research. This Mimeograph and the several reports of the Memphis Consumer Panel Study also furnished are the basis for most of the material on this panel. 2 L. W. McClure, Newspaper Advertising and P r o m o t i o n . MacMillan Co., New York, 1950, p. 193. 3 Raymond H. Ganly and R. D. Crisp, "How Newspapers Are Using the Consumer Pan el ,” P r i n t e r s 1 I n k . September 12, 1947, p. 50. 66 - The Memphis Continuous Consumer Panel consists of 300 families selected so as to represent the city of Memphis. the end of each month these 300 families of "spares") At (plus a certain number send in a report of their purchases for that month. They report on 30 product classifications of groceries, 11 of drugs and 43 of clothing and household furnishing. applicable the families report price, of purchase, or model. Where quantity purchased, point size of package, brand and, in some cases, type The data are tabulated through the use of the Inter­ national Business Machine Service. Information of the greatest interest to advertising agencies and manufacturers is published in semi-annual reports and the appropriate sections are mailed to a list of interested firms. This Consumer Panel Study is different from most news­ paper marketing studies, such as the “ Consumer Analysis, " which determines only those brands usually purchased and the ™P an try Shelf Inventory11 of the consumer's home which shows only the items in the home at the exact time of the inventory. Neither of these studies reflects the actual continuous purchases of the consumer. The Panel Study, on the other hand, embraces the record of purchases in all seasons, and reflects special sales and merchandising efforts on the part of the retailer or manufacturer. It shows changing economic conditions in the city, changing price lines and changes in the market strength of various brands and stores. The Consumer Panel Study has proved very accurate in all reported findings as compared to manufacturers' and dis­ tributors* own sales figures. The Promotion and Research Department is constantly striving to improve and perfect the Memphis Continuous Consumer Panel Study in order to keep it the most effective and accurate market research study in the United States^-. ^ Memphis Publishing Company, op. c i t . , p. 2. - 67 - The nature and purposes of this panel are indicated by the above quotation. The panel has been in continuous opera­ tion since 1944, and there is no indication that it will be discontinued. The Knoxville pa n e l . - The second Scripps-Howard newspaper to sponsor a consumer purchase panel was The Knoxville NewsSentinel. This appears to be the first time a university and a newspaper teamed up in the operation of a consumer panel. The panel was jointly operated by the Knoxville News-Sentinel and the College of Business Administration of the University of Tennessee* months, The panel was in operation over a period of 32 from October, 1946, to June, 1950, when it was discontinued because it "failed to produce increased advertising and good­ will to the newspaper in proportion to its cost^." This panel was operated much like the Memphis panel, reporting on approxi­ mately the same items. The panel Reports were monthly and continuous. consisted of 250 families as regular members plus 50 "spares.'1 "The purpose of the panel was to provide informa­ tion to advertisers on the progress, sales-wise, of their brands and to enable agencies to trace brand progress due to changes ^ E. E. Garrison, personal correspondence. The panel was operated under the direction of Mr. Garrison, Professor of Marketing of the University of Tennessee and Frank B. Powers, Advertising Manager of The Knoxville News-Sentinel. The information on this panel comes primarily from the reports prepared by these men, and the forms supplied by Mr. Garri­ son plus a letter from John Sorrells, Jr. of the p a p e r fs General Ad ver tisi ng Department. - 68 - in packaging, distribution, advertising and the like1 ." Accuracy was very good, with a i 2 percent standard error on certain sections. This was particularly true with respect to the food and drug items. The retail clothing classifications were within i 4 percent on a yearly basis but were not so ac­ curate for the monthly data^*2 . The Cleveland panel. - Two additional Scripps-Howard news­ papers were involved in the establishment of consumer purchase panels in 1947. One is the panel sponsored by the Cleveland Press and operated by the Bureau of Business Research, Western Reserve University^, This panel has been operating continuously since February, 1947. The basic panel consists of 500 continu­ ously reporting families of Cleveland plus more than 100 regu­ 1 John Sorrells, Jr., personal correspondence. 2 This point is of considerable importance in understanding the operation and analysis of panel information. The point is that infrequently purchased items cannot be analyzed on the basis of a short-time period due to the small size of the sample. However, the accuracy is improved as the length of the time period under consideration is increased, since a greater number will have had a chance to purchase the item. The ability of telescoping the time factor to fit the problem makes it possible to operate a small sample panel adaptable to many problems. A one-time survey, to get similar accuracy, would have to be many times larger than a panel* This will be discussed in detail later in the report. 3 The panel is under the direct supervision of Miss Fern L. Wilson, Assistant Director of the Bureau of Business R e ­ search, who has provided the bulk of the information on this panel operation. 69 - larly reporting spares1 . The panel is known as the Cleveland Consumer Panel and appears to deal with the same general cate­ gory of products as the Memphis Consumer Panel, Here again the motivation for the panel has been the increased advertising revenue and good will created by furnishing agencies and manu­ facturers with valuable market information. "What the Bureau set out to find was the amount of product fluctuation due to seasons and the characteristics of buyers--their brand loyalty, days they buy, and which stores they pre fer^ .1' In addition to the standard market analysis reports published periodically from the panel data, the panel has served as a basis of special studies into the market demand of particular products3 . 1 This panel covers all of Cuyahoga County and therefore most of the Cleveland Metropolitan District, in contrast to the Knoxville panel which covered only the city proper and there­ fore made a complete market analysis impossible. 2 Anon., "Consumer Panel," T i d e , February 11, 1949, p. 41. 3 See The Journal of M a r k e t i n g .Vol. XIII, January,1949, p. 398 where a Cleveland Press publication, "Oleomargarine,1* is discussed. The type of analysis provided is indicated by the following quotation, "Cleveland Consumer Panel records show that the consumption of oleomargarine increased sub­ stantially between August, 1947,and January, 1948. During this six-month period, the number of families buying oleo­ margarine increased by 53 percent, and the average consump­ tion per buying family rose from 2.77 pounds per month to 3.21 pounds. Middle and high income families accounted for the bulk of the purchases, and two-thirds of all purchases were made from three grocery chain systems. Brand loyalties were not firmly established; on the contrary, there was much brand switching during the six-month period. A special survey made by the Cleveland College Bureau of Business Research found many reasons for this brand switch­ ing. Am o n g the most important were (1) influenced by store 70 - The Pittsburgh p a n e l . - The fourth consumer purchase panel, with which a Scripps-Howard newspaper was involved, was the Pittsburgh Consumer Panel which began as a joint project of the Research Bureau for Retail Training of the University of Pittsburgh and the Pittsburgh Press. This alliance did not last, however, and the panel is presently operated by the U n i ­ versity with financial assistance from the major department stores of Pittsburgh. The apparent reason for the failure of this cooperative arrangement was the fact that it required the university staff to work on reports in which they lacked interest. For about two years (1947-1949) during the cooperative arrange­ ment, the panel dealt with grocery products, home furnishings clothing, and (essentially the same information as in the case of the Memphis panel)1 * At present, the panel deals exclusively with department store type merchandise. In addi­ tion to the usual information obtained for each purchase such as time, place, description, price, quantity, and basis of pay­ ment, this panel has an interesting and unique information section. For each purchase it asks the purchaser to check all display, 16 percent; (2) inability to get preferred brand, 15 percent; (3) recommendation of friends, 14 percent; (4) wanted to try new package, 10 percent; (5) influenced by advertising, 7 pe rc ent.” 1 The information on the grocery purchases is on punch cards for this two year period and would be made available to someone who could use the information for a worthwhile purpose, according to Mrs. Fox of the Bureau staff. - ?1 - other places where you shopped but did not b u y . " This pro­ vides valuable information not usually available in market analysis designed to increase the effectiveness of retail merchandising1 * The panel consists of 400 regular members plus a number of regularly reporting "spare" families. It is designed to be representative of Allegheny County. The Oklahoma panel. - The Oklahoma Publishing Company is another example of a newspaper venturing into the operation of a consumer purchase panel. about two yearS--19 46- 1947. The Oklahoma panel was operated for This elaborately operated panel was conducted by Audience Surveys, Inc. at a cost of more than $50,000 a year^. This is one of the few panels recruited from a probability sample. The panel sample of 400 families was recruited from an area sample designed to be representative of metropolitan 1 This technique was developed by Harrie F. Lewis who directed the panel as Assistant Director of the Research Bureau for Retail Training of the University of Pittsburgh. The in­ formation presented on the Pittsburgh Panel was obtained from personal correspondence with Mr. Lewis and the material on the panel was furnished by him. Additional information and material were obtained by a personal visit to the Bureau. Mr. Lewis is now Director of Research for Kaufman's Depart­ ment Store in Pittsburgh. ^ John F. Blatt, personal correspondence. In addition to Audience Surveys, which, according to Blatt, "folded when the panel was discontinued," Dr. Raymond Franzen was used as statistical and sampling counselor and Dr. Paul Sdwards, head of the Department of Marketing, Rutgers University (formerly associated with the J. Walter Thompson panel) as consultant on the marketing aspects of the panel. - 72 - Oklahoma. The sample accuracy was checked against data pro­ vided by the local rationing board and against data from a complete census of the area, conducted by the sponsors in 1945. J. I. Meyerson, sales and promotion manager of the publishing company and general supervisor of the panel, claimed "that his panel is technically more exacting and costs more per family than any contemporary panell." The panel, however, was discontinued because the panel proved "after two years, primarily of academic interest to researchers and a few adver­ tisers. The expectation that advertisers would take advantage of the panel in Oklahoma City to test campaigns did not mater­ ialize2 . n Meyerson^ contributed to an understanding of panel opera­ tion when he explained the tabulating and reporting procedure for the Oklahoma panel as follows: Data are stabilized when you have 1,200 reports (3 months times 400 family sample) tabulated quarterly. If thousands of families buy pie crust mix, then 400 families is an adequate sample--even for tracing local sales of many different pie crust mixes. On the other hand, re­ ports on insecticide or external remedy purchases, which we include in our diary, obviously have little or no value in a monthly report: their purchase data become valuable only after a sizable backlog of reporting is acquired and findings can be stabilized. As a matter of interest, one-sixth of the items in our product cate­ gories are admittedly of an experimental nature; we w o n ’t ^ Raymond H. G-anly and R, 2 John F. Blatt, ^ Raymond H. Ganly and R. op. D. Crisp, op. c i t . , p. 56. cit. D. Crisp, op. c i t ., p. 56, - 73 - report them at all unless their frequency of purchase indicates that our sample will render stable returns. Until the panel is well established and stabilized, it is pointless to reveal product data. The New York Sun pa n e l , - Another interesting panel opera tion sponsored by a newspaper was the Consumer Panel Study of the New York Market conducted during March and A p ri l, 1947,by the New York Sun^*. month study. The panel was designed to be but a two- It is particularly interesting since the panel was successfully recruited from a probability sample, designed by Dr. Raymond Franzen, drawn from the complex New York popu­ lation.^ The sample consisted of 1,356 families. It provided the data for the analysis of 32,000 purchases in 11 appareldomestic furnishings merchandise classifications that account for the bulk of department stores' sales. A one-shot survey was inadequate, it was figured, because buying frequencies would not be accounted for; findings would be based not on actual buying experience but on r e s p o n d e n t s ' fallible memories. Besides a large sample is not necessary when frequency is piled on frequency— a virtue of panel operation. The fact that the panel estimates of department stores' sales volume have been right on the nose in cases where stores pub­ lish annual volume figures indicates that the sample was adequate and reliable^. 1 Thomas W. Black, "Using the Consumer Panel to Measure De­ partment Store Buying,"' Journal of Re t a i l i n g . December, 1948 pp. 151-153. Mr. Black was a research manager for the Sun and as such directed the panel operation, 2 This is the same area chosen for the experiments in recruit ing a panel from a probability sample by Industrial Surveys under contract to the U.S. Department of Agriculture. 3 Raymond H. Ganly, "Consumer Panel Shows Apparel-Home Furnis ings Buying in New York Department Stores," Printers' I n k . June 18, 1948, p. 34. - 74 - The Sun panel study caused quite a stir in the market research field as is indicated by the following: The New York Sun, having just dabbed at the consumer panel idea, walked off this year with an Annual Advertising Award. Rumor has it that, possibly as a result of interest engendered by the Sun's consumer panel try, Macy's, the world's biggest department store, got really hot about it. The story is that Macy's offered to split the cost of running a continuing consumer panel in New York with any newspaper that decided to run one^. Irvin^ continues his discussion of the possibilities of a consumer purchase panel in New York as follows: The cost of running such a panel in the world's biggest market however, is enough to give any newspaper pause. When the Macy offer was made, it is said to have been on the estimate that such a panel in New Yo rk would cost about $135,000 a year. This is re­ portedly a bigger bite than the Sun wants to take, even on shares, and even if it would deem it wise to go into partnership on such a deal with one store when it has as customers and prospects all stores* Research experts with whom we have discussed con­ sumer panel tell us the New York panel could be run, and quite satisfactorily, for no more than $100,000 a year. But even this is an awfully big bite for any one newspaper to take, although if a newspaper could see its way clear to taking the bite, the resultant taste experience of new business ought to be mighty sweet. However, it takes a whale of a lot of new business to warrant that kind of expenditure. ^ T. S. Irvin, "Trib's Consumer Panel Vital Research N e w s »M Editor and Publisher. The Fourth E s t a t e . July 24, 1948, p. 54. - 75 - The Chicago Tribune p a n e l . - The final newspaper-sponsored panel is the Chicago Tribune Consumer Panel which was originated in 1947. This appears to have been one of the most successful of the local consumer purchase panels. The panel is operated in name by a special research organization so that the Tribune will not be associated with the panel operation as far as the panel members are concerned. according to Reillyl, and the results. This precaution has been taken, in order to avoid biasing the sample The Chicago Tribune panel is one of the most comprehensive panels in terms of product coverage as it asks the consumer member to report almost every article--from food to shrubbery— purchased by any member of the family. An insight into the use of the panel by the Tribune can be gained from the following quotation by Rei i i y : Right now the panel is proving most valuable to us in providing us with brand information that can be used as keynote material in the solicitation of advertising for our newspaper. Material of this type enables us to begin talking immediately about the advertiser*s pro­ position - his brand, his competition, etc. - rather than about our own proposition. The panel has an ad­ ditional value in that it attracts to us numerous in­ quiries from advertisers and potential advertisers about information in this market. It has still another value to us in that it tends to project the Chicago market and the Tribune into the thinking of many sales and advertising conferences while these conferences are still in their formative stage. Finally, the panel has 1 Maurice T. Reilly is Manager of Research for the Chicago Tribune. The information concerning the Tribune's panel was obtained either from oral or written communication with Mr. Reilly or from the panel material or reports which he generously supplied. - 76 - a definite publicity value, and this without any direct publicity promotion on our part. Numerous companies throughout the country call on us for special analyses and refer other companies to us. The Tribune panel consists of 576 households and about 175 spare families so that each weekly report is designed to be representative of the Chicago area (a 40 mile radius). The accuracy of the panel has been tested numerous times. It was first tested against a large probability sample census of the same area, which was also used as a basis of determining the proper controls for the quota sample used for the panel itself. One independent indication of the accuracy of the panel is the fact that the birth rate for the panel members has been exactly the same as the known birth rate for Cook County. University Conducted Panels It appears that prior to 1950 the University of Pittsburgh was the only educational institution which operated a continuous consumer purchase panel independent of a supporting newspaper. This panel was originally sponsored by the Pittsburgh Press and is presently receiving financial support from the major depart­ ment stores of the market area which it serves. This makes the Michigan State College panel the first panel of its type to be operated by an educational institution independent of an out­ side sponsor interested in specific market reports^. 1 Another project involving the use of a consumer purchase panel has recently been approved, under the Research and Marketing Act, for Harvard University. This project, under - 77 - Adv ertising Agency Conducted Panels Three advertising agencies are known to have operated con­ sumer purchase panels* One of these, Knox Reeves Advertising, Inc. , operated purchase panels for short periods in order to make special studies. The agency, however, no longer operates its own panels but instead gets such information from the inde­ pendent research organizations such as Industrial Surveys, Inc. and Family Opinion Research^. The second agency known to have operated a consumer purchase panel is that of Batten, Barton, firm has operated two panels, Durstine & Osborn, Inc. This one national and the other repr e­ sentative of Onondaga County, New York for a variety of pu r­ poses* Neither panel is strictly a purchase panel, but both have been used for the purpose of studying buying habits and purchase trends as well as to measure radio listening, televi- 2 sion viewing, and for product testing . J. Walter Thompson p a n e l . - A third agency which has opera­ ted a consumer purchase panel is the J. Walter Thompson Company. Perhaps this organization ought to have been discussed first since it was the organization which pioneered the use of the the direction of Ayres Brinser, demand for meat. is planned to study the ^ R. C. Welch, personal correspon den ce. ing Director of the company. o Dr. Welch is Ma r k e t ­ Robert N. King, personal correspondence. tor of research for the agency. Mr. King is direc­ - 78 - consumer purchase panel. The Agency got actively interested in the purchase panel technique in England, using a dealer panel. That experience led it to conclude that a continuing record of families' purchasing would suit its purposes better^*. In 1939 they started their purchase panel in the United States. Their first panel consisted of 2,000 mid dl e- cl ass, urban, white families with national representation. very poor were not represented, The very rich and the apparently on the theory that the 2,000 represented the bulk of the market in terms of pur­ chasing power. However, in 1947 the panel was expanded to 5,000 families providing a cross section of the entire country. During its first years, the panel was considered a basic exper­ iment in market research and the agency made no announcement of it until 1943 - after it had invested over $100,000 in the p project and had proved that the technique was sound . In some respects this panel is operated as by an independent research agency in that "each of the 20 clients using the panel is charged $8,500, bringing the agency approximately to the break­ even point3 ." Thus, through this arrangement, each individual client is provided with monthly reports of the continuous pur- ^ Anon., "The JWT Panel," T i d e » October 10, 1947, pp. 64-66. 2 Raymond H. Ganly and R. D. Crisp, "How a Large Agency Uses the Consumer Purchase P a n e l ," Printers* I n k . September 19, 1947, p. 84. 3 Samuel Rovner, "JWT's Panel Shows How Clients Are D oi ng ,11 Editor and Publisher, The Fourth E s t a t e . May 8, 1948, p. 14. - 79 - chases of products, national sample. in the class he is interested in, from a Were any one of the clients to attempt a panel, they would not be able to operate even a satisfactory one-city panel for the same money. panel is very great The total cost of a national (over $170,000 a year in this case) but the cost per client is very low, probably less than it would cost him to do a one-time national survey on his own. As an indication of the uses to which their clients can put the panel information the Ag ency gives two examples of actual cases as follows: For an advertiser developing a new product, the JWT Panel spotlighted a similar product introduced by a com­ petitor. This competitor's sales were good--apparently he was doing fine. Yet the panel revealed that while there was tremendous buying by new consumers, few bought again after their initial purchase of the product. Here was a situation to explore immediately. Some­ thing unknown and unsuspected was sapping the life from what seemed to be a healthy and flourishing competitor. The rival manufacturer himself was not aware of the dan­ ger because no other type of survey could have revealed it. Further research showed that the competitive product had a vital flaw that created consumer dissatisfaction... and showed what the flaw was. Our client was in a posi­ tion to avoid this vital flaw in his own new product — and to attain leadership in the fieldj The statistical picture of a food product looked fine. Sales were up and its competitive position in the market seemed good. The JWT Panel showed, however, that despite a healthy volume increase, the manufacturer's share of the total market had dropped, although advertised competitors had dropped even more. Nondescript, inferior brands of the same food product were making strong inroads in the market* - 80 - As a result, the manufacturer was able to redirect advertising and sales efforts to meet the competition of the nondescript brands. What is more, he armed his attorneys with additional facts that helped correct practices of the makers of the substandard merchandise that could have cost an important part of his sales . While panel, the JWT panel is fundamentally a consumer purchase it also has one feature of a consumer attitude and opinion panel. For in the case of each product purchased in the specific product classes reported, the panel member is asked to report not only the usual descriptive information, but also is asked why the particular brand was chosen in pre­ ference to another. This is an attempt to determine why panel members shift from one brand to another which is valuable in­ formation to the individual producer^. Until it enlarged the panel, JWT did little experi­ menting with this (attitude and opinion) phase of the panel problem. Now, however, it tries to measure the extent to which repeat questions may make the group atypical. Until it can answer that question, the agency will not attempt to use the panel as a reliable barometer of changes in consumers' attitudes or opinions^. Panels Conducted by Independent Research Organizations National Family O p i n i o n . - A total of five independent r e ­ search organizations are known to have engaged in the operation J. Walter Thompson Co. , The J. Walter Thompson Consumer Pur­ chase P a n e l . 1950, pp. 10-11. This pamphlet, apparently used in promoting the panel, was supplied by Mary Cunnion of the New York Office of the J. Walter Thompson Co. 2 Anon., "The JWT Panel," T i d e . October 10, 1947, pp. 64-66. - 81 of consumer purchase panels. National Family Opinion, Inc. is one of these, and has already been discussed extensively as a large operator of product attitude and opinion panels# The survey is made for The Curtiss Publishing Company and has been continuous since June, 1948. Panel members, representing 4,000 families, report each vacation trip every member of the family. (three days or more) by They report the length of the vacation, where they went and how long they stayed. In addition they report such information as amounts spent for vacation and vacation-related purchases. In this way they are able to iden- tify the motor court "stayers" and relate expenditures for this type of lodging with other expenditures. The purpose of the study is to assist in the promotion and marketing of vacation services through assisting those engaged in the business. The motive is to stimulate advertising in the Curtiss Publications^*# A. C. Nielson C o mpa ny . - The A. C. Nielson Company is another research organization which has operated a consumer pu r­ chase panel. The company "conducted a consumer panel based on weekly diary reporting for about 10 months during the year 1947. The object of the study was to determine whether we should offer our clients a diary-based consumer panel service. Total 1 Curtiss Publishing Company (Research Department), The Vac a­ tion Travel Market of the United S t a t e s , Nation-wide Survey $2, Curtiss Publishing Company (pamphlet), P h i ladel ph ia , 1951. p. 99# - 82 - cost of the project was somewhat over $50,000^." There are two research organizations which have been in­ volved in the operation of local consumer purchase panels. Oxford Research A s s o c i a t e s . - Oxford Research Associates, headed by Professor Joseph Seibert of Miami University, a consumer panel in Cincinnati operates (and perhaps several other cities) for the Institute of Transit Advertising. The Cincinnati panel along with one in Buffalo were organized by C. H. Sandage while directing the research work at the Institute of Transit A d v e r ­ tising^. Mario n Harper Associates. - Marion Harper Associates, has operated two different local purchase panels. was the Harrisburg Consumer Panel, Inc. One of these established in December, 1946, after three months of experimentation with a variety of methods. This panel had two different sponsors, the first was the American Newspaper Advertising Network, an organization of the largest daily newspapers in the country, and the second sponsor was "one of the larger advertising agencies in A m e r i c a ^ . " ^ J. P. Napier (executive Vice President, A. C. Nielson Com­ pany), personal correspondence. 2 C. H. Sandage, personal correspondence. Mr, Sandage is now Chairman, Advertising Division, School of Journalism and Communication, University of Illinois. He has had consider­ able experience with panel operation, and is presently operat­ ing a radio listening panel of 650 farm families in the State of Indiana and a consumer panel of 890 farm families in Illi­ nois. ^ Marion Harper, personal correspondence. In addition to the individual correspondence with Mr. Harper, the several re- 83 - This panel of 200 households (plus 25 regularly reporting "spares'1) appears to have been primarily designed to study the relationship of advertising to purchases. In addition to the usual report of product description of 30 categories of food, household, drug,and cosmetic products, the panel members also reported on their reading and listening. On each diary, res­ pondents were asked to list all magazines that came into their homes during the reporting period. what newspapers they read regularly. Respondents were also asked Radio listening was sur­ veyed by having panel members list the programs listened to during the weekly reporting period. Reports of the panel in­ formation also indicated lineage of national advertisements in Harrisburg newspapers^. The second panel operated by Marion Harper Associates is a unique type of panel, but appears to "fit" under the purchase panel heading. This panel, sponsored by the Miami Daily News, consists of 450 regularly reporting families. The panel, known as The Greater Miami Brand Preference Consumer Panel, was es­ tablished in April, 1948. Rather than the usual purchase re­ port this panel's members report for 38 categories of food pro­ ducts the name of the brand "last purchased" and the "brand usually b o u g h t . ” The purpose of the panel is to provide an accurate picture of the relative brand standing of all products ports and other materials from the panel operation have been a source of reference for this panel. This includes report number 15 from the Harrisburg Consumer Purchase Panel, issued April 20, 1949. 1 Ibid. - 84 - within each category from month to month. The panel is also available for product testing and for special surveys which are not likely to effect the results of the major panel opera­ tion.1 Industrial Surveys Company. - The Industrial Surveys Com­ pany, an independent research organisation, is more involved in the operation of consumer purchase panels than any other organi­ zation. Industrial Surveys National Consumer Panel was estab­ lished on a nation-wide basis in October, 1941. By the end of 1941 the panel had been expanded from the original 1,700 ho us e­ holds to 2,000 households. Prior to establishing the National Consumer Panel, test work had been conducted in Evansville, Indiana. The position in which Industrial Surveys found them­ selves, in regard to the National Panel, in 1942 is illustrated by the following: With Pearl Harbor striking soon after we launched the panel we were faced with the problem of whether we should continue the panel operation without the benefit of commercial clients, who at that time were primarily interested in obtaining supplies and materials for manufacture rather than in studying markets. The funds necessary to maintain the National Consumer Panel were obtained exclusively from other types of marketing research w o r k . 2 ^ Marion Harper, personal correspondence. Mimeographed report Number 7 of the Greater Miami Brand Preference Consumer Panel issued February 23, 1949 and other material on the panel supplied by Mr. Harper have also served as references* ^ Industrial Surveys Company, Inc., Extract from Methodological Proposal Prepared for U.S. Department of A g r i c u l t u r e , m i m e o ­ graph, August 22, 1949, p. 2. - 85 - General Mills became the first client for the National Consumer Panel toward the end of 1942 and the list of clients has' continued to grow since this beginning. The OPA became a client from March through December of 1944^. The contract with OPA called for the delivery of re­ ports of actual purchases on Thursday or Friday of the follow­ ing week from a 2,400 family panel**. By 1949 the panel had been expanded to 5,000 families and had 31 clients for the in­ formation provided, many of whom were purchasing information on more than one product type. The National Consumer Panel reports on a great variety of purchases, mostly of the type that can be purchased at a grocery or drug store. In addition to the purchase information, which includes date, brand, quantity, price and point of purchase for each of the product classes reported, the panel members report all magazines which are brought into the home and the receipt of newspapers for Satur­ day and Sunday. 1 The Bureau of Census, it will be noted, supplied the panel information to the OPA prior to this time. 2 The speed with which a panel operation can supply complicated economic survey data should be noted as an advantage of the method. In this case the week*s purchase record of a nation­ ally distributed sample of 2,400 families, covering Sunday through Saturday, was summarized and in the hands of the policy maker only five or six days after the last purchase day. - 86 - In addition to the National Consumer Panel, Industrial Surveys has operated consumer purchase panels in local markets for from six-month to four-year periods. Cities in which these different panels have been operated are Evansville, Indianapolis, Galesburg, Indiana; Indiana; Clinton, Michigan; Milwaukee, Wisconsin; Illinois; Akron, Ohio; DesMoines, Iowa; Chicago; and New York Cityl. The Industrial Surveys Panel is of special interest to the Agricultural Economist as a result of a contractual relation­ ship between the United States Department of Agriculture and the Industrial Surveys Company. This contract calls for Indus­ trial Surveys to provide information on fruit purchases from its panel operation and also provides a considerable amount of money for methodological study of the panel method with the aim of changing the National Consumer Panel over to a probability based sample. Most of the experimentation in probability sampling under this contract has been conducted in New York City, which provided an area where the technique could be given a good test. The information from the panel is published in a monthly ^ Industrial Surveys has also conducted a great number of pro­ duct tests and product opinion and attitude studies, drawing samples from what they call the National Opinion Panel which consists of 10,000 families which have answered questions or tested products sometime in the past. This operation is apparently similar to that of National Family Opinion, pr e ­ viously discussed in detail. This panel operation is rela­ tively inactive at the present. The Company also does store audit and radio listening research. - 87 - report "Consumer Purchases of Selected Fresh Fruits, Canned and Frozen Juices, and Dried Fruits*1 put out by the United States Department of Agriculture Bureau of Agricultural Economics and the Fruit and Vegetable Branch, Production and Marketing Administration. Emphasis has been placed on the citrus fruits and a part of the cost of the research is being born by those trade groups directly interested in the informa­ tion. It is interesting to note that these organizations (producer-distributor cooperatives for the most part) consider this consumer panel information of great value and are con­ tributing to its support where most groups simply ask for a free service.^ The motive behind the Industrial Surveys panel operations is pure and simple. They sell market information to those who are in a position to benefit from such information and are willing to pay for it. ^ Primary sources of information concerning Industrial Sur­ veys * panels have been written communication from Stanley W o m e r , Executive Vice President of the company, and Harper Boyd, Research Director; a personal visit to the Chicago office of Mr. Womer, and two mimeographs put out by Industrial Surveys in connection with the USDA contract. These mimeographs, dealing primarily with panel methodology provide the most detailed information on the subject pres­ ently available to the independent research worker and are therefore frequently referred to in this report. - 88 - Ad vantages of the Consumer Purchase Panel The consumer purchase panel has a number of advantages over other survey methods and the use of aggregate data. It has ad­ vantages , not in the sense that it is better than any other method and should be used to the exclusion of other methods, but rather, in the sense that it provides information which is important in the study of demand and the consumer beha vior--in­ formation which cannot be obtained in as usable a form by the use of single surveys and aggregate data. In many studies of demand, the purchase panel can supply data which may add con­ siderably to the analysis of information from other sources. In order to get a well rounded and complete demand study it is often necessary to use several techniques or sources of informa­ tion as complements^-* Minimizes memory l o s s * - The panel 2 has a number of report­ ing advantages over most alternative techniques. The reporting procedure is such that many of the sources of error in reporting These observations should be kept in mind as the advantages and applications of the consumer purchase panel are discussed, since it is almost impossible to construct such a discussion, within a limited space, without giving the impression that the panel technique is very superior to other techniques. The author is well aware of the weakness of the panel technique and the fact that many alternative techniques would be better adapted to many of the problems of consumer research. 2 The term "panel” here refers to the consumer purchase panel. From this point in the report the unmodified work "panel” or the term "consumer panel" will be used to mean consumer pur­ chase panel unless otherwise indicated. - 89 - involved in the one-time surveys are eliminated* minimizes memory loss since the The panel "respondent" is not required to recall the details of her purchases over any appreciable length of time and, are made: in most cases, will record the purchases as they they will record information directly from sales slips and containers. and This makes it possible to get accurate detailed reports of purchases which may seem minor and in­ significant to the housewife and which would not ordinarily be remembered^. Avoids association b i a s e s . - Similarly, the panel technique of recording purchases and other events as they happen tends to avoid several major biases introduced into the recall veys. sur­ The respondents present viewpoint or purchase pattern does not effect the reporting of past events since they were reported at the time they occurred. The biases occurring when the respondent is made aware that the investigator is attempting to relate two or more events or facts are largely eliminated since it is not necessary to ask obviously related questions such as: "What advertisements of bread did you read last week?" "What brand of bread did you buy last week?" The panel pro­ vides a record of events as they occur which can be stored away ^ The subject of accuracy of reporting has been dealt with in detail in the Part Four of the report. The interested reader is directed especially to the first chapter of Part Four where the accuracy potential of the various techniques is discussed. — 90 — until the investigator is ready to relate them to other events occurring at another period of time, without making the re s­ pondent aware of the association. Includes purchases regardless of source. - The panel has a reporting advantage of another kind over store and producer oriented surveys such as store audits and those used to obtain some of the types of aggregate data. The store audit is often confined to a single classification based on the type of retail stores studied. However, many products are sold through many outlets and, as a result, a large volume of certain products are "missed." Even where the store audit attempts to get the total market there are blind spots for many products, since it is next to impossible to get a record of the products distribu­ ted by peddlers and " s t a n d s w h i c h such products as fruits. are quite important for It is also often impossible to gain cooperation from a representative group of stores. member, The panel on the other hand, records the purchases regardless of the place of purchase. As a matter of fact, the point of purchase is often identification of one of the most important facts sought in a marketing study. Relates purchase to consumer characteristics. - The consu­ mer panel is consumer oriented and as such has other reporting advantages over the non-consumer oriented techniques. It makes it possible to identify the users and the non-users, the large 91 - users and the small users, and so on. the brand of product which is used It makes it possible to relate the characteristics of the consumer to the purchase pattern, such as income to quantities purchased and magazine readership to brand preference. The consumer oriented survey is also in a position to ask "why" and "what did you use it for" in order to determine the uses being made of multiple-use products. This may be very important if the characteristics of the product can be developed to make it better adapted to specific uses. it possible chased. Consumer orientation makes to determine in what combinations products are pur­ It may also aid in merchandising by indicating opti­ mum placing arrangements within retail stores and by suggesting combination promotion schemes. Measures quantitative movement of goods. - The purchase panel also has reporting advantages over the pantry audit, which is often operated as a for the purchase panel. panel and is considered as a substitute The pantry audit, provides considerable accurate dividual items purchased and, or pantry inventory, information on some of the in­ since it is consumer oriented, consumer information may be obtained. However, limiting the survey to what is currently on the pantry shelf makes it im­ possible to measure the quantitative movement of goods. This limits the possibilities of charting sales and determining trends and reduces the possibilities of relating promotional schemes and socio-economic characteristics of the family to the pu r­ chases. It also has limitations as an indicator of preferences, - 92 - for which it is most often used, in that products may be on consumers* shelves because they are not liked well enough to be used frequently-*-. Increases availability of personal information. - The nature of the panel is such that a close association between the panel members and the panel administration must be developed if the panel is to be operated successfully. This means that a con­ siderable amount of effort goes into developing rapport with the panel members. The long period of association also builds confidence in the panel on the part of the panel members. cause of this, the panel has another possible advantage, though one which is seldom exploited, Be­ al­ and that is the possibi­ lity of obtaining information about the family members which would not be given to strangers or to people who were not trusted. The possibility of most interest to the economist is that relating to securing detailed financial information which would not be forthcoming in an ordinary interview situation because “it's none of your business” or because it would be ■** The author is reminded of a personal example of this case where a case of baked beans was purchased. The beans turned out to be too good to throw away but not good enough to eat except when there was no alternative. A pantry inventory would have shown a large quantity of this particular brand of beans and this would have been used to indicate a brand preference. However, with the large stock of beans on hand no more than a single can of another brand of beans was purchased at one time and it was always consumed immediately. Thus the brand really preferred never would have shown up in a pantry inventory while the un-liked brand would reappear over and over. It is obvious that while the pantry inventory would give the wrong - 93 - too difficult to determine. Oftentimes it is true that without doing considerable Mfiguring" or without records, the respondent does not know the answers to financial and other questions* With the panel the rapport and incentive to do the necessaryfiguring can be supplied. Permits deep-probing analysis. - By eliminating the "stran­ ge r” influence and with the possibility of follow-up questioning concerning purchases, the panel may offer special opportunities for deep-probing analysis. The greatest difficulty in many "depth” techniques is that the patience of the respondent is tried beyond the point of cooperation. By obtaining a little rapport at a time the "questioning” may be pressed much farther in the case of the panel. Similarly, the panel method makes it possible to collect much more information from a particular family than would be possible by single interviews. It appears to be possible to obtain detailed information on as many as £,500 different pur­ chases for a single family during a year^. In addition to pur­ chase data frequent questions dealing with other factors asso- impression, the consumer purchase record would tell the true picture for it would show a large purchase of a particular brand of beans which would never again be repeated but which would be followed by purchases of the more desirable brands. 1 Estimate based upon the fact that the Chicago Tribune is successfully obtaining a record of almost every purchase made by a family. 94 - ciated with the family make it possible to build up a great fund of information about each of the panel member families--information not made available by a limited number of interviews. This is of special importance in the case of studies into the compli­ cated relationship of socio-economic circumstances and demand where the multiplicity of factors likely to be related to p u r ­ chases is such that they usually cannot be collected in a single interview, even assuming respondents with perfect memories. Utilizes mail reporting effectively. - Another group of advantages accrues to the panel as a result of the fact that it can be successfully operated using mail reports, panel most of the advantages of the mail survey-*-. thus giving the Of no minor importance is the fact that reports covering identical time periods can be obtained from a large and widely scattered sample. Even if a very large staff of interviewers were hired to obtain the interviews all at the same time, it is likely that the "not-at-homes" and other "unable-to-contacts" would amount to more than the usual non-returns in the case of a continuous panel. ^ This point is discussed in considerable detail in Part Three of this report dealing with the Communication Problems, especially in Chapter XII. It is obvious that many of these points must be made on cer­ tain cost assumptions. It would be possible to obtain a panel size sample of households and interview most of them during the same week. However, the cost of hiring and train­ ing enough competent interviewers for the one w e e k !s work would usually be prohibitive. For the purpose of this dis­ cussion, comparisons will be made within the framework of usual practice and resources likely to be available. 95 - The panel has another advantage due to the mail report and the ability to build up a high rate of prompt returns for the diaries. This is the fact that it makes it possible to get out timely information in a hurry. This is illustrated by the example of Industrial Surveys being able to get reports to the OPA in Washington during the week following the week covered in the report. The use of air mail and incentives for prompt mailing of the completed diaries made this possible. Field reports were available in a short time, much information on each family was already known, the tabulation procedure was well organized with a well trained crew to handle it without the usual problems associated with new codes; these facts made it possible to put out very timely information. This is especially important in the case of many marketing problems where immediate decisions must be based upon the present market situation. The problems of rationing and price control are examples of situa­ tions where these timely reports are of the utmost importance. Another example of the possible use of the consumer pur­ chase panel, where a quick report would be important, is in pro­ viding information to assist producers of an annual pack of fruits or vegetables in their pricing problem. The problem is to determine the highest price which can be placed on the pack and still be sure of selling the entire pack during the year. This means that the pack will be sold during the entire year with the last cans not being purchased until the last day. order to keep the price "right" during the year, In the packer must keep track of the stocks and purchases of his products. (Know- - 96 - ledge of purchases of competing products would also be helpful.) The trouble is that the producer is often unable to keep track of the pack after it leaves his warehouses, and early orders from wholesalers are not always a good indication of the way the pack will move. It may simply be accumulating on the grocers' shelves at a price too high to move it or it may be moving very rapidly, in which case repeat purchases might be made at higher prices. The rapid report of the panel can provide the informa­ tion upon which to base subsequent price adjustments to fit the market demand and to estimate the accumulation of stocks. At the same time comparisons between panel purchases "last" year and "this" year can be used to project this year's total sales at the present price and adjust accordingly. (In addition an analysis of the historical purchase pattern ought to contribute to the original or first price decision.) Another similar example is that related to the problem of directing perishables to the proper market where the marketing channel is so long and rigid that it takes a long time for con­ sumer responses to be relayed back to the producer or original distributor. Here the consumer panel can keep the distributor in touch with the market at the consumer level and assist him in having the right amount in the right market at the right time. This would help eliminate local gluts and shortages resulting from improper distribution of the product between markets. both of these cases it should be noted that the information contributes to the better allocation of available resources. In - 97 - Another advantage of the panel resulting from its adapta­ bility to the mail return is the sampling advantage of being able to include family types not easily accessible to the pe r­ sonal interviewer. These are the "working families," the "gada­ bouts" and the others not usually found at home and the families in sparcely settled and relatively inaccessible geographic areas. The panel is in a position to spend a great deal more effort in recruiting these types of people, since the cost can be divided among many reports, than is usually possible in the case of a single interview. The panel, therefore, permits more care in the selection of the sample and thus, may result in a better sample. Insures greater reliability with small sample. - The panel has several other sampling advantages. The most important is the fact that the panel sample can be much smaller than a single survey and still have equal or greater statistical reliability as a result of the greater number of observations in the case of the panel. Similarly it provides greater reliability with a small sample in measuring change than in the case of successive interviews of different reporting units since the error or vari­ ation between the different samples is eliminated.! Provides information concerning dynamic relationships. - The continuous and repetitive nature of the panel provides the oppor- 1 A more detailed discussion of the sampling advantages is pre­ sented in the Second Section of this report, dealing with the sampling problem. - 98 - tunity to measure changes brought about by specific influences. Over an extended period of time a panel of families will be subject to many different and changing circumstances. In each instance the effect of the change on purchase behavior may be estimated by noting the adjustment in the purchase pattern. In many cases only part of the panel will be subject to a parti­ cular stimulus or change in circumstances. Thus the panel is able to create something approaching a control situation, with the "before change" purchase pattern of the families subject to change and the purchase pattern of the "uninfluenced" serving as the controls. This provides about the closest thing to a controlled experiment possible in economics and is one of the factors which should make the panel very useful mist and others in the study of demand. to the econo­ Fortunately in a free country it is not possible to put people in cages and apply the stimulus which one wishes to study and control all others. alternative is to wait until The the stimuli occur and be prepared to measure the associated changes. For studies of income elasticity. elasticity, sumer Panel, - The study of income which is one of the major objectives of the MSG Con­ is an example of the application of the consumer panel to economic analysis made possible because of the control situation. With the panel it is possible to get data on the per capita and per family purchases of different products along with income received by the family during the same period. (Many - 99 - other factors in the socio-economic environment which must also be taken into consideration will be recorded*) This data may be collected regularly over a long period of time during which a large number of changes are certain to take place* One approach to income elasticity analysis would consist of sorting out consumption units with incomes which increased, mained the same, and those which decreased* those which re­ These in turn may be broken down into groups on the basis of degree of change or on the basis of original classification. income level or other socio-economic The essential point is that the effect of the change in income can be measured by the difference in consump­ tion between those whose income changed and those whose income did not change, or between groups with different degrees of change* Of course, the more alike in socio-economic character­ istics the compared groups are, the more valid will be the results; but even if they are quite different it could be cor­ rected since the consumption pattern for each has been established which makes it possible to compare on the basis of relative change. Thus, even with changes in season, price, and tastes, the income effect can be isolated by having a control group and a past history. For studies of price elasticity* - Another example of the possible use of the panel in economic analysis is that of the study of the price elasticity of demand for specific products and groups of products. Here again the basic factor in the - 100 - analysis is the control aspect of the panel. This is also an area of major concern in the MSC Consumer Study. The usual difficulty in price analysis is that price usually changes with income and it is impossible to determine the effect of them sepa­ rately. In analysis using aggregate data, for example, one finds a direct relationship between milk purchases and milk prices, since more milk is purchased when the price is high than when it is low, in place of the inverse relationship which would be ex­ pected from a theoretical demand structure. This inverse rela ­ tionship would be expected only in the case of an inferior good which does not seem to fit in the case of milk. The answer is, of course, that incomes have risen causing an increased demand resulting in higher prices, thus it is the greater quantity de­ manded which induced the higher prices and it turns out that what has been studied is primarily a supply phenomenon providing a supply price curve. While there are a number of statistical tricks available which help to cancel out the effects of the in­ come change it is actually impossible to really separate the two effects in the analysis of aggregate data alone. Thus it seems that it would be possible to study price elasticity only when some sort of control exists. Since the panel provides the means of identifying units involved, the price elasticity of demand may be determined for different population groups under various conditions. These may be for many problems more important than the aggregate elasticity. may be used to advantage At the same time the micro-analysis in the development of total demand - 101 - curves through a synthetic approach. The synthetic approach has the added advantage of providing possible estimates of the demand curve under conditions which have not occurred and, there­ fore, are impossible to estimate from aggregate analysis. For studies of rates of substitution. - The panel has ad­ vantages in the study of the most basic demand relationships, the substitution between products in consumption. provide a picture of the total purchase pattern. The panel can This makes it possible to determine the effect of a change in consumption of one product on the consumption of another, regardless of the cause of the change in consumption of the first. This provides basic information which may be used in the study of elasticity, especially cross elasticity of demand, and it may be used directly in the evaluation of many public and private programs. Suppose that a particular program is contemplated involving the restriction of output of a product in order to increase the price. The most important fact needed to judge and design the program is the nature of the substitution relationships with other products. Similarly, programs designed to increase the purchase of a particular product can be evaluated only with a knowledge of the effect an increased purchase of the promoted product has on the purchases of other products in which the "promoter" might be interested. fresh milk, for example, It may be that advertising increases milk consumption but that this in turn reduces expenditures for butter. In this case a - 102 - tax on all dairy farmers to provide funds for the promotion of fresh milk would obviously be unfair. There is a multitude of this type of problem. For studies of trends and seasonal variations. - The informa­ tion obtained from a purchase panel can be used in the analysis of trends and seasonal variations in demand. Deriving a trend from aggregate data covers up much of the detail necessary to the understanding of the trend and makes difficult accurate pre­ diction from the trend. Thus an increase in demand as shown by total sales figures need not be because everyone in the market is increasing purchases of the product. There may actually be two opposite trends in the market with one group of consumers increasing purchases while another is reducing theirs. The panel can give this information, thus making the aggregate data more meaningful. For studies of the influence of advertising. - It is ob­ vious that the panel has similar advantages in the study of changes brought about by other specific influences. One of the more important of these is the possibility of evaluating the influence of advertising and other product promotion procedures. This is becoming increasingly important in the case of agri­ cultural products yet there has been very little done in the way of objective measurement. Here again the panel provides distinct advantages because of the control aspects. The panel provides a before and after picture which permits objective - 103 - measurement. When combined with an exposed and not exposed control, precision is added by running the promotions in only one of two panel-covered markets. The same possibilities are available for the evaluation of the important consumer educa­ tion programs. The panel provides an added advantage in the case of most of these analyses in that the continuous record permits a study of the adjustment process and the time lag in adjustment as well as providing the possibility of tracing the effect over an extended time period. Contributes unique market information to promotional and consumer education pro gram s. - The panel is also in a position to provide valuable information in the development of promotion 1 programs a n d m giving directions to consumer education programs . The continuous records of behavior make possible. special behavior studies The consumer purchase panel can provide answers to the following questions which are vital in developing a sound promotion program and are also important in determining produc­ tion plans: How big is the market for this type of product? Who are the buyers and non-buyers of this product and of com­ petitive products? How is the market divided by types? Is ^ The relationship between the consumer panel and the consumer education program is such that a special note on consumer education has been written and placed in the appendix. - 104 - frozen or fresh juice more popular in a particular area? do consumers buy the product and competitive products? Where When they buy from one outlet do they likely buy a different quantity than when they buy from another? of the market? How important is each section What is the repetitive purchase pattern? The answer to the last question is of great importance in determining a promotion program. The repetitive pattern will show brand and product loyalties by identifying the regular and irregular purchasers of each brand, product, or type of product. This appears to be the most objective measure of economic product preference available. With all of these questions answered the advertiser or educator is in a much better position to plan an effective promotion program. In the case of promotion involving radio or television advertising, a specialized panel reporting both purchases and radio listening provides a unique guide to the advertiser. Through this type of panel information the radio or television program can be tailored to appeal to the potential market. Determine possibilities for marketing new pro ducts. - R e ­ lated to the promotion problem is the problem of developing the market for a new product. The first problem faced in the case of a new product is whether or not the public will want it at a marketable price. The consumer panel in a market makes possible a test-market situation which can greatly assist in the decision as to the market possibilities of the product. The panel offers - 105 - a situation which is not possible with any other technique, since it shows repeat purchases and this is the factor necessary in making a long run decision. The product might be marketed and promoted in the test market. Sales figures may be high and climbing, thus indicating that the product would be a good bet. But the producer does not know, without the panel, whether the purchases are made repeatedly by the same families or if the product is only being used once. If the product is not getting the repeat purchases the producer better be on the look­ out. He will then decide either not to market the product or will look for the factor which is not liked in the product in order that it may be corrected before wide-scale marketing is made. the great expenditure for The producer of a new product with panel information available will also be in a better posi­ tion to improve the product for he can determine the products which are purchased in place of his and by studying these can determine the product characteristics associated with consumer product preference. Permits low unit co s t . - Yet another advantage of the con­ sumer panel is the low cost per unit of information which may be achieved by using the panel as a research tool designed to provide information for many different studies^-. Thus it is 1 Unfortunately, the total cost of panel operation is very high. This makes the use of the panel economical only when it is used to obtain a large amount of information. - 106 - possible to operate a panel within a department of agricultural economics, for example, on the same basis and with the same ad­ vantages as that of an advertising agency or research agency which by making the service available to a number of clients reduces the cost per client to below the cost of obtaining similar data by an alternative method. By planning the use of the consumer panel it could become a very inexpensive method of collecting data for a number of different projects. The variety of possible applications discussed in this chapter are only suggestive of the many possibilities which might be ex­ ploited. At the same time it is not suggested that all of the applications discussed here are possible for any single panel since some of them are technically incompatable. Provides data for many thesis problem s. - The panel, in providing a continuous flow of basic information with a great variety of applications, has several advantages for an organiza­ tion training graduate students. ially one at the master's level, The graduate student, espec­ seldom has his thesis project planned early enough to provide time for both adequate field work (where this is called for) and detailed analysis. This results in too many poorly planned projects using hurried and inadequate survey methods with a rushed analysis of a problem which probably by itself did not warrant the expenditure for the field work in the first place or else the candidate steers clear of projects involving field work. This results in a dispropor­ tionate number of projects using secondary data. A continuous 107 - panel project can be used to provide the data for many projects and has the added advantage of providing more continuity in the total consumer research program. Supplies store of timely information for the solution of unforseen pr ob lem s. - The continuous flow of a large amount of data, such as is provided by the consumer panel, has another distinct advantage as an element in the over-all research pro­ gram. The panel provides not only a constant source of timely data but also provides a great store of data which can be made readily available when it is needed. The problems which arise in marketing and economic research are often such that histori­ cal or current data is needed immediately in order to provide the answer at a time when it is of greatest value. It is not always possible to accurately determine today what information is needed to solve t o m o r r o w fs problems and, therefore, rigid adherance to the administrative procedure involved in project outlines and formal statement of hypotheses before the process of data collection is started is likely to limit the types of problems which can be adequately studied. The panel project operated as an information bank guided only by the broadest of hypotheses, implicitly expressed as a result of the necessity of determining limits of the information secured, provides the opportunity for much greater flexibility and makes it possible to treat problems for which data could not be found under other circumstances. Unusual and infrequent occurrences which may - 108 - often provide special insight into economic relationships are not easy to predict nor is it possible in most cases to organ­ ize a field force in time to study the phenomenon after it has begun. It was because of these many advantages and the possibilities of the many fruitful applications which have been indicated in this discussion, that the consumer panel was selected as the major survey technique for the demand project. Disadvantages, Limitations and Problems of the Consumer Purchase Panel The panel technique is not without its disadvantages, limi­ tations and problems. All survey techniques have sampling, co­ operation, reporting, and tabulation problems but these problems are magnified, complicated and compounded in the case of the continuous panel. Mechanical difficulties. - Take the tabulation problem as an example. A continuous purchase record panel of 300 house­ holds reporting all food purchases weekly will report in the neighborhood of 9,000 items per week. This in turn will result in a history of over 468,000 purchases per year. The mechanical difficulties of handling such a vast amount of data is tremendous and represents one of the major difficulties of the method. The almost universal practice used by commercial research organiza­ tions dealing with purchase data is to put each purchase separate Hollerith card to be tabulated. on a They claim this to be - 109 - the only method providing adequate flexibility, and their re ­ search operation is much simpler than the long run demand anal­ ysis contemplated in the case of the MSC Consumer Panel. Such a procedure would require well over half a million IBM cards to handle the data from the 300 member all-food panel. The storage alone of these cards would require over 110 file drawers which would cost in excess of 330 dollars. Robinson^ reports that it took over 300,000 IBM cards to tabulate one month's food purchases for 1,000 members of the Woman's Home Companion panel. o The tabulation cost exceeded 10,000 dollars • This indicates the magnitude of the mechanical problems involved in such research. This is an area in which a considerable amount of methodological research is needed but one which is not con­ sidered further in this report3 . High total co st. - A second disadvantage or limitation of the purchase panel is the fact that the total cost is very high. A large initial outlay is required before any information is obtained since recruitment of the panel is a long and tedious task. Since the panel is a relatively new technique, additional 1 Ray Robinson, "The Panel - A Ne w Market Test Tube," Adv er ti s­ ing and S e l l i n g . June, 1945, p. 23. o A. G. Forbes, personal correspondence. 3 Except as it is related to the selection of the type of diary form. - 110 - resources must be used in developing the methodology and, of course, assured. there is a certain risk element in that success is not Similarly, the cost since the problems associated expensive ones to solve. tioned previously, of operating the panel is high with continuous reporting are On the other hand, as has been men­ the panel can provide adequate data for a number of different clients or research studies and when the cost is thus prorated, the panel may be one of the least ex­ pensive survey techniques. Requires large full time s ta ff . - Aside from the fact that the panel is expensive, is the fact that it requires a fairly large staff of workers giving it constant attention. does not simply run along smoothly by itself* The panel Failure to pay attention to details daily as they arise will result effective panel. of panel operation mayconsume The details inan in­ a major portion of the time of the research workers leaving little time free of details in which to concentrate on analysis. This is one of the most serious disadvantages of the panel for the small research organizations. Dangers of over-use of p a n e l . - This suggests a danger which has been mentioned by a number of those writing about the panel. This is the danger of over-using the panel or attempting to use it for too many things at one time. The problem is primarily one of attempting to combine two or more types of panels into one. The high cost of the panel and the "availability" of a - 1X1 - good mailing list of cooperative persons are likely to tempt anyone who has a problem to make out a questionnaire and send it to the panel. Such a procedure would obviously greatly increase the possibilities of influencing the behavior of the panel members and causing the panel members to become atypical. This is especially true where subjective or opinion questioning is combined with the objective measurements of the purchase panel. Subject to conditioning. - The mere fact that the panel is based upon the principle of repetitive interviewing raises the criticism that it is subject to conditioning. This is one of the most serious objections to the panel procedure and is some­ thing which must be kept constantly in mind in developing the panel methodology. While it may not be possible to entirely eliminate the possibility of conditioning, practices may be followed which reduce it to a minimum. Some special markets inadequately reported. - The panel as a survey technique has other reporting problems and limitations. As a consumer survey the panel does not reflect the entire mar­ ket for a product since the institutional consumers are not included. Similarly, it is difficult to get accurate reports of certain types of purchases such as the food eaten as meals in restaurants. Therefore, this large area of the market is largely unaccounted for except for such over-all estimates as number of - 112 - meals eaten and amount paid for meals eaten out. It is also difficult to obtain accurate estimates of purchases made by "otherM members of the household when the product is not brought home to be consumed. If it is necessary to accurately estimate these special markets a supplementary survey of another type should be used. Difficulties in maintaining cooperation and resulting sampling pr ob lems. - The major objections to the panel technique have to do with the necessity of obtaining and maintaining a high degree of cooperation over an extended period of time. Since it is usually impossible to obtain 100 percent cooperation the possibility of biasing the sample is introduced. At the same time the continuing nature of the panel introduces several additional sampling problems. Many of the advantages of the panel are based upon the premise of having continuous reports from the same sample over a period of time so that accurate measurements of change can be made. What happens to this when members drop from the panel, and will not the panel quickly become unrepresentative of the constantly changing population? PART TWO THE SAMPLING PROBLEM CHAPTER V INTRODUCTION TO THE SAMPLING PROBLEM The purpose of this section is to present a discussion and analysis of the problems involved in developing a sampling pro­ cedure for a consumer purchase panel along with some ideas as to the possible solution to the panel sampling problems. Since it is obviously impossible to present a complete treatment of the sampling problem, only those aspects of sampling for which the panel presents a unique situation are discussed. The sampling problem is dealt with in four chapters. This first chapter is an introduction to the problem area and include the presentation of certain background information. It deals mostly with the precedents set by those who have operated panels in the past. Chapter VI deals with the influence of non-coopera tion through the analysis of empirical data comparing the cooperators with those who do not cooperate in panel-type opera­ tions. This chapter also provides further background material for the chapters which follow. Chapter VII deals briefly with the special considerations to be taken into account in designing a panel sample. Chapter VIII presents an outline of a sampling procedure designed for a consumer panel as a suggested solution to the major sampling problems which are more or less unique to the consumer panel. The procedure outlined is essentially the one which was developed and is being used in the case of the MSC Consumer Panel. - 114 - The Unique Problem Source The source of the unique aspects of the panel sampling problem--continuity in reporting— is the feature which makes the panel different from other survey techniques. Because of the necessity of obtaining repeated reports from the same respon­ dent, the panel sample cannot simply be drawn at random from the population. The panel sample must of necessity be composed of individuals or families who have expressed a willingness to cooperate in returning reports. Not all of those approached will be willing to cooperate as "cooperativeness" is not distri­ buted at random throughout the population. Thus the problem of obtaining an original representative sample is made unique in the case of the panel by the peculiar cooperation problem-*-. The second source of complication is the necessity of main­ taining the representative sample once it is recruited. is complicated by two factors; This (1) families originally recruited may not continue to cooperate--thus creating the problem of re­ placement, and (2) the population changes characteristics as time passes. A sample which was representative of the population 1 This is not to say that other survey techniques do not have this problem. It is common to all in some degree or another. In some cases, such as ordinary mail surveys, it is more of a problem than in the case of the panel. Nevertheless, this particular factor is of major importance in designing the panel sample and appears to call for a unique solution. The solution might be applied in some variation to other types of surveys. - 115 - last year could not be expected to be representative of the popu­ lation as it will exist ten or twenty years hence. The influence of these factors on the sampling problem will be discussed in the remainder of this section. The Precedent Quota samples. - Most panels have been quota samples. A quota sample is a type of stratified sample^- which derives its name from the fact that the number of sample members for each stratum of the sample is determined in advance. therefore, The sample, consists of a number of "quotas" to be filled. Quota samples can be further classified according to two major factors. The first is the source of the control used to predetermine the quotas. data or the information The second is the method used to "find" and "select" the sample members to fill the quotas. The applicability of the different "types" of quota samples depends, to a large extent, on the population to be represented. Panels designed to be representative of subscribers to a parti ­ cular magazine, and which are operated by the publisher of that magazine, have quite a different, and much simpler sampling pr o ­ blem than those attempting to represent the total United States market. The magazine panel has an advantage due to the existence 1 The other common type of stratified sample is known as an area sample* - 116 - of a complete list of the population with which it is concerned^*. The simplest quota sampling procedure involves the use of geo­ graphic controls. Analysis of the subscription list will yield the data necessary to determine the proper quotas. For example, the Good Housekeeping Consumer Panel and the Parents Magazine Panel are controlled on geographic area and city size, which simply require the determination of the percent of subscribers which fall into each of the geographic strata and the percent which fit into each of the city-size divisions set up as con­ trols. The sampling procedure involves sending invitations to join the panel to a list of subscribers, probably selected so as to fit the quota distribution. The panel is then constructed from those who reply--those not selected as panel members are usually kept on file to be used as replacements for panel m e m ­ bers dropped from the original panel. A similar procedure is followed in the case of the Woman's Home Companion Panel except that a more elaborate control system is used. the geographic controls, on income and age. In addition to the Companion panel is also controlled The distribution of these characteristics in the group of subscribers is apparently determined by a special survey. Thus, if the invitations to become panel members are 1 It should be noted, however, that the subscribers may not be representative of the total "readers," and sampling the readers is much more complicated. - 117 - not returned in equal proportions by the different income and age groups, this may be corrected through the quota controls. If a panel sample is intended to represent a less restric­ ted population than subscribers to a particular magazine, the problem of securing the information for development of a quota sample becomes more difficult. There are two major sources of information necessary for predetermination of quotas. The first (the source more often used) is the United States Census. The second is through a special survey sometimes referred to as a sample census. Stratification techniques used. - Panels intended to r e p ­ resent the national population have relied almost exclusively on the United States Census for the information used in the determination of stratification quotas. This has naturally limited the selection of controls for these panels to those factors reported by the Census. Table 4 lists the factors used as controls by the leading consumer panels attempting to rep­ resent the total United States population with a quota sample. It will be noted that geographic location and city size are used by all four organizations as major controls. used as a control factor by three of the four. Income is Industrial Sur­ veys does not use income as a control factor but instead uses age and education of the adult head of the family. They have found that there is such a close correlation with these factors and income, that it is not necessary to use income as a basis of - 118 - TABLE 4 CONTROL FACTORS U S E D BY FOUR LEA DI NG CONSUMER PANELS WITH NATIONAL QUOTA SAMPLES# 03 03 cd r-t o 0} r~i •H 0) o d d oa •i"4 P-. rH 1—1 ^*5 M d i cd a p. Q) s 3: O O O c o 03 a. s O rH xl a) e-< a cd P. Ph a> -p >> H d cd cd di s •o *d) o 0) >> 0) rH t> aJ C H £3 o a) co -h a -p cd rH cd Ph cd S •H S-. Ih >»© -PCS CQ cd S3 Pi CO d S C d o o H O O >> i —1 *H rH S Q> cd d Ct, > 0 C U r Q O CO O CD S-. «) rH • o G JD fc. CU H) O >)(D g_ Q-, ,Q O M CO o CD u CD CD rH G IQ rH •rH Or S at O B O *rl G a at •H -P S3 P* at Ik, CO Xl g PhX» C(t-rH CO G G j O O 03 O rH O O O O Wi CD rH !> • O Q3 C0 CD U t> at rH CD >* LO LO^& ^ cd o o o • GO o ^ o o I o o • CD O • O -=* LO *o ^ G LO 0 rH bO G W 5 0 • CO CO fU rH at 03 © >H oO *rl rH P 03 fl 0 rH P C fO -rH lO P CD • o 03 I I LO ^ co CO • rH 03 u 0 TJ G^ to O • 'd* to o at 03 0 >H 0 rH P CO 0 rH 0 >* to 03 U LO Balancing rH - the • CO 03 03 Opinion ra to G 03 cd 03 CD >H LO LO U CD > Vi o to • 03 03 o o o 03 Vi £0=c-♦ o to O o o "Family 0> a) Qh-m G s s at at at PH CO I o o o -Vi CO £> • E" • to to o 0 ^ O CD -03 03 >a^= 1 o o o«b rHVi LO 03 C^ 03 Pamphlet, • co LO O O O• H rH o O LO 1 o o o\^ -CO o • O rH i —1rH O 03 O rH •rH O O rH 1 o c> O V •03 LO • 03 rH rH o co o r~ o• LO 03 1 o c> •CO o • rH C" O rH O LO o • o rH 1 o c> OV. -rH LO • LO CO O to o o*» LO 1 o o LO^ -00 03 • CO LO O CO -H i—1 P G 0 r—1 P <$ • CO O LO CO • CO rH 03 0 O U 03 P G 0 O • o^ S 03 03 • • &3 O rH 03 0 00 L, P G 0 O • rH CO 0 O 5-irH P C 0 o » rH CD 0 CD G P C 0 O • 93 co rH • • W CO to 03 • • ^ o CO 03 CD • • ^ CD LO to Opinion 3 O cu o o u 03 0 lo 01 U B O* <]> G > o o JU C5 CO 0) 0) rH &0 at <1 m S-. CD > o Vi CD O O LO O I> -rH 1—1 0 u G cd Vi to • Family £ G O ••H rH P cst at C rH O G *H ft-p o at Oh S3 O CO O 00 o lO to National (3 ri is <0 Ph-H c S S 0 0 0 a. CO Cn rH CO O' a •H 0 P c G a LO rH • CO o •rH Cm •rH o 0^ CL,CD CO • 0- from in rH i-H r— 1 * Adapted (0 PL G o <’-> i- rH O 0 G 0 G S G O S3 Factor (0 a> - 121 - will be noted that while the number in each of the strata for geographic distribution, city size and age distribution is based on the U. S. Census, the income distribution is based upon another— supposedly more current--source. Also the "fit" of the panel sample to the control is "better" for the geographic controls than for the age and income. The national panel of farm families, sponsored by the Farm Journal, is an example of another variation of the quota sample. This panel of 2,000 farm families was stratified geographically, economically and by age groups. The selection of sample members was determined in the following manner^". The 2,000 families were selected: Geographically from the entire United States. Distri­ bution of families was made by 4 geographic areas, in direct proportion to the farm population, (with the excep­ tion of the south, where an adjustment was made for the heavy negro population). Economically, according to the economic distribution of farms within each locality. Investigators, because of their familiarity with the territory in which they worked, were allowed to use their own judgment in selecting farms which were truly representative. Each farm was assigned to one of four economic levels, according to specific directions evaluating each farm, by its size, equipment, state of repair, etc. Illiterates, and others with sub-marginal buying power, were excluded because of their inability to keep records, read advertising or make purchases. 1 From "How We Are Measuring the Farm Market", typed manuscript, furnished by Casilda V. Atkinson Wyman of the Farm Journal and Farmer's Wife. - 122 - By age groups as they occurred. The families were selected, according to these dis­ tribution requirements, by the investigators of the Market Research Corporation of America. Farm Journal did not know who they were. Data from inventories describe each family in terms of: Number and relationship of members Age Educati on Club affiliation, etc. The reliability of selection was tested by comparing one random half of the sample with the other. The two halves were in striking conformity in respect to such factors as economic status, size, age, composition, etc. Control factors used by local consumer panels are somewhat different from those used for the national panels previously cited. This is indicated by the information presented in Table 6, which shows the control factors used by six local pur­ chase panels based upon quota samples. The most striking dif­ ference between the controls used by the local panels and those used by the national panels is the emphasis by the local panels on race and nativity as controls. Another type of control, very popular in the case of the local panels, the type of dwelling, is that relating to rental and payments on homes and tenure status. When two or more controls are used in stratification (which is almost always the case for the consumer purchase panel based on a quota sample), different controls. there are several methods of combining the The technique used for the Chicago Tribune panel^ is an example of one of the possibilities. M. T. Rilley, personal conversation. The Chicago - 123 - TABLE 6 CONTROL FACTORS US ED BY SIX LOCAL CONSUMER PURCHASE PANELS USING QUOTA SAMPLES* H CD d d Jo •H Sh Eh O bO C3 pH O CD •pH d Si cd o Ph u cd CD 0. Oh U tso cd P IX! 3 S3 d to O H .H O O sl, cd cd ^ K X i—i X CO -P -P d •HI > X X X X X X Size of Family X X X Income X X Age of Homemaker Economic Level Oh s CD X X X X X X X X X X Type of Dwelling Average Rent of Census Tract 03 •H & X X a, Pi o Tenure - Rent or Own Geographic Location rd a ai r—1 a cd si X X Ph i—1 > J sr: ■i 1 CD o3 t> < t-i O S3 d CO SU > -j CD Cm O tiQ cd ^ S -t d « 9.6 3 8 . 1( >39.9 45.61 *69 > > i— i S_ CD t> < 14 5 ^ tiD cd cd cd O 1 Complete range o i— i ,d o * pcj CO CD •rH CD 9.6 '4,775 8.2 3,757 - 410 - am ount s g o i n g to l a r g e r amount a v a i l a b l e for th e effect o p p o s i t e to t h a t cases where size possible the families sm al ler. desired of the innovation would tional p e r s o n in would inc r e a s e the the of a need for would amo un t This wo u l d difficult not appear is l e s s of the first the l a r g e r incentive, group--those $0.05 per g ro up have an adverse increase is some to p r o v i d e on the the p a n e l indication in these additional since the in­ members, for a pane l cooperation where r e d u c i n g the person A Such a plan the i n c e n t i v e on a g e n e r a l b a s i s effect six. families, th e r e of of the ca ses of 300. to th e most h o u s e h o l d s w i t h one m e m b e r . to be p o s s i b l e the for e a c h a d d i ­ five. without to the r e s t c ou rse, than extra points greater a n d where of a n ex t r a 90 p e r c e n t to o n l y a b o u t $ 1 2 5 per y e a r not, ment to this be to p a y available since the p a y m e n t the household family after additional centive p a y m e n t necessarily reduce S u c h a p l a n w o u l d hav e a n for i n c e n t i v e to work is c o n s i d e r a b l y mu st It w o u l d incentive pay­ such a policy would of the l a r g e r house­ holds. Actual ly , size c h a r ac te ri stic w h i c h discrimination in a cal and e q u i t a b l e of h o u s e h o l d general to all of payment members the plan w o u l d be r e a d i l y amount plan. the pa n e l (Even if o t h e r m e m b e r s the in cre ased the o n l y p o p u l a t i o n can be e a s i l y u s e d as a b a s i s points to get t h e o t h e r diary, is ab o u t of the of w o r k It w o u l d a p p e a r members did not h a v e involved to p r o v i d e f a m i l y to a c c e p t e d by m o s t for of i n c e n t i v e logi­ ex tr a c h e c k the to c h e c k the r e p o r t , panel members the l a r g e r due family.) to - 411 - Discrimination on almost " f a i r ” to the p a n e l result it. decrease ever, members the a m o u n t Nevertheless, tain the some c o o p e r a t i o n of a p pe ar s any other to call not cor po ra te d the VI should d i r e c t A bonus effort o u g h t to difficult a much more do ne t h r o u g h the p r o b l e m a r e a s b e n e f i t i n g a n d w o u l d as a the m o s t might b e t t e r be in to general through payment su ch offers plan. st ud ie s increase to o b ­ Th is, how­ approach and t h a n to be in­ I d e n t i f i c a t i o n of as p r e s e n t e d in C h a p t e r the plan. for c o m p l e t e r e p o r t i n g . - T h e C h i c a g o T r i b u n e of the payment plete r e p o r t i n g in two ways. for each m e m b e r of the h o u s eh ol d 14 years statement w h i c h pleted diary, the d e s i g n a t e d and follows: state p l a n as an F ir st , "I have tha t it reporting includes to r e p o r t househol d u n b e k n o w n s t be a very e x c e l l e n t error purchases to type made incentive they or for ov e r w h o the in of the m a j o r p u r c h a s e pa n e l by o the r m e m b e r s the h o m e m a k e r , this w o u l d of Th i s incentive. com­ initials this w e e k ’s c o m ­ all my p u r c h a s e s one to p a y a n e xt ra p o i n t examined classifications.Since sources of p o s s i b l e the failure be mad e se lecti ve "special" than groups. panel m ak es use the not a p p e a r of c o o p e r a t i o n r a t h e r extra for basis would of the appear feature is was to not 1 It will be n o t e d th at th e I n d u s t r i a l S u r v e y s ' b o n u s ba s e d on the n u m b e r of m e m b e r s in the h o u s e h o l d a l s o h a d thi s feature. - 412 - incorporated into the M S C for two r e a s o n s : (1) would ha ve the able to the effect smaller to the l a r g e r ones number of p e r s o n s in the M S C pane l p re v i o u s l y to of starred l i n e s in the an d on t h e i r Each diary classified contains The it makes it p r o f i t a b l e 20 not technique the the t e c h n i q u e h a s members contains an strategically technique which were Reilly^, made pa nel which however, of u n d e r - r e p o r t i n g Studies u s e d b y the i te ms w h i c h are purchases s i m p l y e n c o u r a g e s the h o m e m a k e r indicated that going i n v o l v e s the u s e The lines, o b j e c t i o n to is one avail­ be d e s i r a b l e as wa s diary. starred to r e p o r t purchases a c t u a l l y m ade. the p a y m e n t s t a r r e d line thus e n c o u r a g i n g a b i a s e d r e p o r t . problem effective be b a s e d u p o n the the r e p o r t i n g of major ho w e v e r , For th e p o p u l a t i o n i n v o l v e d second each plan, of p a y m e n t complete reporting for so as to e n c o u r a g e technique amount b o n u s mu s t The encourage entry. that the m a j o r the increasing fa m i l y . (2) payment e n o u g h to be o p e r a t i o n this would an e x t r a p o i n t often f o r g otten . Panel large of r e d u c i n g si nce t h i s receive placed bonus families indicated. Tribune pane l A Consumer not r e s u l t e d is that not made, reports a n d that th is to r e p o r t by his most all of the o r g a n i z a t i o n ha ve in i n f l a t e d r e ­ ports. 1 Maurice T. R e i l l y , M a n a g e r of R e s e a r c h C h i c a g o T r i b u n e , personal c o m m u n i c a t i o n . O t h e r i n f o r m a t i o n o n the T r i b u n e panel was o b t a i n e d fro m the p u r c h a s e d i a r y s u p p l i e d by Mr. Reil ly. - 413 - The technique diary and w a s is no t therefore easily adapted not seriously to a n itemized considered type for the M S C Consumer Panel. A bonus for n e a t n e s s . - At bonus for n e a t n e s s the r e c i p i e n t s read. an d l e g i b i l i t y . of a r e p o r t H o w ever , that the r e p o r t least there prefer It a p r o cedu re shee t simply error as a r e s u l t A bonus the courage the h o m e m a k e r neatly write a n d then , increases of to w a i t led and dirty, diaries for t h e s e recorded i m m e d i a t e l y ar e are i n f o r m a t i o n is m o s t by memory fa i l u r e s . The L e v e l should be incentive un til is qu i t e to the she v al ue diary. sources the is time remembers. th ose Actually in w h i c h p u r c h a s e s readily available) en­ a n d th en scribbled, p a n t r y or Such of r e p o r t i n g b o n u s mi g h t a convenient ones grocery wrink­ we r e store— an d not b i a s e d of P a y m e n t of the si mpl e. the a n d that neatness may result on to the Or probably determination i n c r e a s e d un t i l is just equal step. the where the material lat er , (in the k i t c h e n , The t h e o r e t i c a l for that an d e a s i l y important, the p o s s i b l e extra offered a such a s r e c o r d i n g p u r c h a s e s in the p u r c h a s e s w h i c h the mo st a c c u r a t e it be n e a t is s o m e t h i n g mo re be a c c u r a t e . has is u n d e r s t a n d a b l e that in u n d e s i r a b l e r e c o r d i n g p r a c t i c e s first on a w o r k one pa n e l co st of the The proper amount amount of i n c e n t i v e of the l a s t u n i t increased of of p a y m e n t cooperation received. - 414 - This t h e o r e t i c a l statement, act u a l l y d e t e r m i n i n g the since al m o s t the amo u n t if this we r e and of the the e s t i m a t e s be increased very for also app e a r s only panel of the r e a s o n s tive payment was $ 0 . 6 0 the i m p o rt an t r e a s o n s ^ In du strial amount indicated of c o v era ge . that Surveys, higher Industrial Surveys^ Studies d r o p p i n g f r o m the pa nel d r o p p i n g wa s At com­ w h i c h has r e p o r t e d on a n y r e ­ for dropping. compensation2 . ^ Ibid•i p. 22. awards). At the time the o p . c i t . , p. f o u n d to be the present level 21. (using w e r e ma d e the p e r m o n t h for a m o n t h l y r e p o r t . for for compensation than weekly reporting. families family $12 to a s h i g h a s of c o m p e n s a t i o n n e c e s s a r y . to determine quacy of the for a n a v e r a g e same pe n s a t i o n is e s s e n t i a l depth i nt er views) Deter­ i n f o r m a t i o n is a v a i l a b l e . a higher -Surveys-** h a v e search into the l e v e l the b e c o m e s one of m a k i n g of m e r c h a n d i s e those r e p o r t i n g m o n t h l y w i t h the to be t h e to d e t e r m i n e "cooperation", from about value Weekly r e p o r t i n g p a n e l s r e c e i v e Tests by I n d u s t r i a l of Even b e i n g p a i d by o p e r a t i n g p a n e l s record varied (figured at t h e r e t a i l between cooperation. difficult little in dicated that t h e m a x i m u m p a y m e n t $45 of in to be o f f e r e d , to the r e l a t i o n s h i p therefore, based upon what a yea r ' s p u r c h a s e of l i t t l e h e l p of i n c e n t i v e increment to be paid, study of the a m o u n t s is the a m o u n t k n o w n it w o u l d mi n i n g the a m o u n t A amount n o t h i n g is k n o w n as of i n c e n t i v e exact value however, incen­ One of inade­ of c o m p e n s a - - 415 - tion, w h i c h p r o v i d e s for single-member families per m o n t h i n t e r m s ted, they have of of to $ 3 . 8 5 equivalent to $ 2 . 0 6 for a t e n - m e m b e r value family of the p r e m i u m s r,the p r e s e n t system i n r e t a i n i n g lo y a l indicated give the le vel of p o i n t s the r e t a i l f o u n d th a t is hi g h l y e f f e c t i v e tion has also a maximum of c o m p e n s a t i o n reporting. that families who drop c o m p e n s a t i o n as a r e a s o n selec­ Investiga­ out for no l o n g e r th eir discon­ tinuance • " Many factors ing the a m o u n t tives, but, m u s t be t a k e n to be p a i d un t i l the amount n e c e s s a r y to What has p r o v e d to be in s e tt ing a r a ng e, but in the on the type problem, for other operation of c o o p e r a t i o n . panels amount the of wo r k Th e of w o r k ar e case of n o n ­ to be average current is h e l p f u l is a u n i q u e to e f f e c t i v e n e s s s a mp le d. d i a r y and this b e e n done incen­ mor e t h a n a r o u g h g u e s s as to each panel as in the p o p u l a t i o n minimum r e t u r n for fo rm of m a t e r i a l o b t a i n the o p t i m u m le v e l in r e g a r d incentives and required to k e e p the be no "successful" with great d i f f e r e n c e s well in the more r e s e a r c h has the figure a r r i v e d at will material out into c o n s i d e r a t i o n in d e t e r m i n ­ do n e as length of time id ea a s to a fair ot her f a c t o r s to be taken into c o n s i d e r a t i o n . The gu ess in the per year m a x i m u m 1 Ibid . , p. 23. case of for p e r f e c t the MS C Consumer reporting, Panel w a s which amounts $2 5 to a b o u t - 416 - $0.50 per w e e k l y r e c o r d a n d w o u l d pa y porter a l i t t l e ov er $1 the for e a c h h o u r ' s average perfect r e ­ w o r k for k e e p i n g the diary. Further Research Needed There is l i t t l e de cisions as to the evidence type available and amount u p o n w h i c h to ba se of m a t e r i a l wh i c h shou ld be u s e d to o b t a i n optimum lem . is a n i m p o r t a n t one it i n v o l v e s money and, to operation. curves, extent Research since to di ff erent some the is amounts The unknown an d ty p e s compared serious p r o b l e m s all This In order study w o u l d to c o u l d be type some to of supply" T h e r e ar e of this type type two of i n ­ of s t u d y w o u l d be expected st u d y In the comparative from the us e would involve dow n to the first place one reliable an d m o s t fact t ha t almost limitless results, important of several the v a r i e t y test at l e a s t a d o z e n to get s t a t i s t i c a l l y sample w o u l d be r e q u i r e d "cooperation determine be o f f e r e d are hav e of the pa nel i n c e n t i v e p l a n s w o u l d be u s e d in o r d e r it would be too e x p e n s i v e . serious success of cooperation response obvious of w h i c h boil could the The prob­ a large amount of i n c e n t i v e s . most number of c o o p e r a t o r s w h i c h incentives w h i c h is of d i f f e r e n t the v a r i o u s types. the could provide f i r s t an d one where a n u m b e r and the r e s u l t s at le a s t , cooperation. n e e d e d to p r o v i d e ba sic types of s t u d i e s w h i c h formation. since incentives of an d a combinations. a very large is the fact that - 417 - what is w a n t e d is not wo u l d cooperate, tinue to c o o p e r a t e The second establishment be made bu t i n f o r m a t i o n as ove r ty pe an d i n f o r m a t i o n as to the of a period to d e t e r m i n e what it w o u l d take from the p a n e l ^ . ty p e the p r o c e d u r e to be were reliable--that is, she says if c o n f r o n t e d It ap p e a r s , cal a p p r o a c h of of f o l l o w e d be well would hav e to be d e v e l o p e d conducting, problems gical r e s e a r c h and an a t t e m p t w o u l d subsequently dropped yalue documented. in b o t h of these to t h e s e to the skilled inter­ would require So me sort if the a n s w e r s individual th at of tes t given a c t u a l l y r e a c t as the o p p o r t u n i t y 2 ? The a c c u m u l a t i o n of k n o w l e d g e each panel general the con­ to o b t a i n c o o p e r a t i o n st u d y r e q u i r e s to d e t e r m i n e would with a follow-up of a p a n e l , wh ere i n i t i a l l y or wh o viewers and in or d e r number who w o uld involve from those w h o r e f u s e d This say they of time* study would operation to the nu m b e r who cases, that the is t h r o u g h a c t u a l which would r e p o r t i n g on, in c o n n e c t i o n w i t h the on ly panel economi­ operations. be m a d e p o s s i b l e th i s regular by basic m e t h o d o l o ­ panel operation 1 These w o u l d be s t u d i e s s i m i l a r to thos e r e p o r t e d by I n d u s ­ trial S u r v e y s and d i s c u s s e d in the p r e v i o u s s e c t i o n of this chapter. 2 The author h a s b e e n s k e p t i c a l a b o u t this since a p r e - t e s t study w h i c h i n v o l v e d r e i n t e r v i e w i n g a gr o u p of h o m e m a k e r s who had h a d a c h a n c e to r e t u r n a o n e - w e e k diar y. About one third of t ho se w h o had not r e t u r n e d the d iar y had p r e ­ viously i n s i s t e d that t h e y w o u l d be glad to be pane l m e m b e r s without an y c o m p e n s a t i o n w h a t e v e r . - 418 - wo uld p r o v i d e Here realistic i n d i c a t i o n s as again a coordinating su g g e s t i n g e n o u g h gr o u p w o u l d to the be situation. of m u c h value s t a n d a r d i z a t i o n in p r o c e d u r e c o mpa ri so ns p o s s i b l e . supply to make in valid PART FOUR THE R E P O R T I N G PROBLEM CHA.PTSR XV IN T RODUCTION TO THE R E PORTING PROBLEM Introduction Every survey has a r e p o r t i n g problem. be g e n e r a l i z e d in e a c h ca s e to that rec ord of the p h e n o m e n o n b e i n g section is to consider report case lem in the under tion, alone. It if of the unit is acc u r a t e . selection of This getting an accurate pane l. for p u r p o s e s reporting phase the t ota l report The is not of the su r v e y provide individual concerned prob­ of e x p o s i ­ e s t i m a t i o n wi l l from each section of thi s reporting w i t h the the r e p o r t i n g unit. This section the first and consists accuracy of the problem of the two of r e po rt . three The the p r i m a r y d e s i g n of the report fo r m he r p u r c h a s e that The p u r p o s e d e a l s w i t h the or d i a r y u p o n record. The factor affecting r e p o r t i n g period. of chapter fi rst the a c c u r a c y of the is: consumer (l) which third chapter the of th e p r o p e r this th i s is f a c t o r s a f f e c t i n g the chapter keeps of w h i c h sec ond and th i r d second second important dis cu ss io n of chapters The member deals wi t h a of introductory chapter* chapters deal w i t h the report, the The purpose consumer purchase is a s s u m e d th a t the p r o p e r a n s w e r the panel of c o n s i d e r a t i o n is l i m i t e d , to an e x a m i n a t i o n getting an accurate st u d i e d . the p r o b l e m of the of T h e p r o b l e m can accuracy to p r e s e n t a purchase pane l as of - 421 compared wit h th e a l t e r n a t i v e the m a i n a r e a s of e r r o r indicate m e t h o d s The ternative" m e t h o d s types studi es -- that particular err or is are s tu di es , geographic the area. apparent a l t e r n a t i v e s wh e r e in t h o s e possible, ca ses the er ro r methods. A true types flow to wher e accuracy potential While the not e q u a l l y a p p l i c a b l e they are important of m e a s u r i n g to i n d i c a t e chapters. to c o m p a r e of a l t e r n a t i v e case of one of the m o s t (3) (2) in e v a l u a t i n g the r e l a t i v e discussed of and subsequent step type r e c o r d this m e t h o d w i t h that case of all occurrence; in th e first l o g i c a l of the diary survey methods; of r e d u c i n g th is this is not t r e a t e d - "al­ in the alternatives of m a r k e t of c o n s u m e r of in the research good s in a c u r s o r y e x a m i n a t i o n of the i n d i c a t e s a n u mb er of s o u r c e s of error in each c a s e . The Store Audit The store a u d i t me a s u r i n g the f l o w ity. As the name business v o l u m e is one of consumer implies from of th e m o s t the This is of ten a s o u r c e go ods considered to be a v e r y a c c u r a t e alternatives, sources of pendent close error, stores1 . of an a u d i t records of a g g r e g a t e These estimates. method, in the ca se sources of er r o r commun­ of the and stock inventories. While this is c o m p a r e d w i t h the examination indicates especially of into a p a r t i c u l a r it c o n s i s t s store common methods a numb er of the include of p o s s i b l e sm a l l e r the inde­ following; 1 Als o it s h o u l d be n o t e d t h a t it is no t e a s y to get a c c e s s the la rge c h a i n s w i t h the e l a b o r a t e a c c o u n t i n g s y s t e m s * to - 422 - 1. 2. Errors in t a k i n g Errors in counting b. Errors in a r i t h m e t i c . c. F a i l u r e to co u n t s t o c k in o u t - o f - t h e - w a y p l a c e s a n d a w a y fr o m the store. Errors in the stock. auditing due to; a. Missing b. Clerical and arithmetical errors and in c o p y i n g fr om i n v o i c e s and c. O v e r l o o k i n g r e t u r n credits.. d. C o m p l e t e l a c k of r e c o r d s of p u r c h a s e s e s p e c i a l l y in such cases as where m e r c h a n d i s e wa s p i c k e d up f r o m a n e i g h b o r i n g store as a c o n v e n i e n c e . out p o s s i b i l i t y human factor records s u c h as; a. It is ev i d e n t istered, inventory in v o i c e s . that store audit of r e p o r t i n g e r r o r s . c a n n o t be however, since the the most store audit of th e s e the l e a s t sources One is that the customer very accurate can be c o n t r o l l e d of mor e This likelihood Properly admin­ to p r o v i d e of e r r o r expenditure due to the eff or t appears on the to be the of r e p o r t i n g errors fr o m r e p o r t i n g unit. Point There are fr o m b e i n g w i t h ­ The e r r o r ought part of the r e s e a r c h o r g a n i z a t i o n . the individu al is far completely eliminated. fairly e f f e c t i v e l y by th e alternative w i t h on the i n v o i c e c o m p u t i n g sales. of P u r c h a s e two done general ty p e s in p a r t i c u l a r identity determine c o m b i n a t i o n s Observation Studies of store s t or es is d e s i r e d or observation where wh ere of p u r c h a s e s w h i c h some studie s. i n d i c a t i o n of it is i m p o r t a n t could to not be o b t a i n e d - 423 - from a store au d i t . that in w h i c h the where price, Th e other stores qu a l i t y , are type no t of o b s e r v a t i o n s t u d y is n e c e s s a r i l y c o o p e r a t i n g and or m e r c h a n d i s i n g A n example are b e i n g ied u n r e l a t e d to the the field w o r k u p o n w h i c h the B L S r e t a i l survey consumer. factors of the l a t t e r price stud­ is index is based. In th ese include the 1. ty p e s of surveys th e p o s s i b l e sourc es of e r r o r following; Failure of the observer to m a k e accurate observations such as ; 2. a. M i s j u d g i n g quality. b. Allowing c. Mistaking d. F a i l u r e to m a k e servations . Failure of products or identity c u s t o m e r s to e s c a p e of p r o d u c t accurate the o b s e r v e r pr i c e to m a k e attention. or c u s t om er . or quantity ob­ an a c c u r a t e r e c o r d of observat ion s mad e. a. M i x i n g up the p r i c e s the c h e c k - o f f she et, w r o n g price* b. C l e r i c a l e r r o r s in r e c o r d i n g o t h e r i n f o r m a t i o n p e r t a i n i n g to the p r o d u c t , c u s t o m e r or i d e n t i t y of the store. It is d i f f i c u l t methods. T h e y are to evaluate certainly of error d e p e n d i n g on the difficulty of o b s e r v i n g be noted that the indexes are b a s e d the a c c u r a c y subject ability to e r r o r of the of these survey w i t h the d eg ree o b s e r v e r and the the p h e n o m e n o n b e i n g s tu d i e d . important is of d i f f e r e n t p r o d u c t s on or s i m p l y r e c o r d i n g the It survey work upon which retail for the m o s t pa rt s e c u r e d t h r o u g h th e should price ob- - 424 - ser va ti ons of w o m e n the av era ge p an el employees, an d which is, derived complete This these called total ce n s u s Error the part of 2. part, due the source of our an estimate Th e net f l o w of con­ aggregate of tota l i nc r e a s e possible or sources data, production in s t oc ks, of er r o r in following: to i n c o r r e c t the r e p o r t e r processors of m e a s u r i n g the s u r v e y s l e s s th e i n cl ude Clerical of p r o d u c e r s , the p r i m a r y disappearance. these r e p o r t s 1. is for the m o s t from not u n l i k e or D i s t r i b u t o r R e p o r t s distrib ut or s ar e m a j o r m e t h o d s sumer goods. homemakers, member. Producer S u rv ey s usually or incomplete c o n c e r n i n g the and arithmetical fa c t s errors information on to be r e p o r t e d . in f i l l i n g out the report. 3. those not E r r o r s as a r e s u l t of in s y m p a t h y w i t h the It is e v i d e n t problem of a c c u r a t e careless or false r e p o r t i n g by c o l l e c t i n g ag e n c y . tha t t h i s m e t h o d is not exempt from the reporting1 . 1 It is i n t e r e s t i n g to note th at some of those who are m o s t critical of the o t h e r s u r v e y m e t h o d s a c c e p t w i t h o u t q u e s ­ tion the a g g r e g a t e sta t i s t i c s , w h i c h are a l m o s t a l w a y s p u b l is he d w i t h o u t a n y e s t i m a t e of the s t a t i s t i c a l error or m e n t i o n of the s u r v e y t e c h n i q u e used. The a c c u r a c y of these s t a t i s t i c s can be q u e s t i o n e d on o t h e r c o u n t s as well as on the r e p o r t i n g a c c u r a c y . T h e "s a m p l i n g " p r o c e ­ dures and e s t i m a t i n g c o r r e c t i o n s are not i n f a l l i b l e . Those who are r e s p o n s i b l e for the d a t a are of c o u r s e the first to a d m i t t h e s e l i m i t a t i o n s . - 425 - The The pantry inventory of the c o n t e n t s of me t h o d has Pantry Inventory consists d e v e l o p e d as a res u l t inventory periodic c h e c k s of of the h o m e m a k e r method is of the correct same p a n t r i e s . r e l i e d upon , to r e p o r t i n g information co n s u m e r Even though the p a n t r y e r r o r s as 2. Errors due contents markings of o r i g i n a l the m e m o r y follows: in r e c o r d i n g by the p e r s o n m a k i n g from r e m o v i n g by making inventory Errors inadequate fr o m me m o r y . panel 1. to Th e the l a c k of f a i t h in the is o f t e n r u n as a is n o t subject enumeration the household's s t o c k o f p r o d u c t s . ho m e m a k e r ' s a b i l i t y to p r o v i d e The p antry of a n a c t u a l the i n v e n t o r y . on c o n t a i n e r s a n d c o n t a i n e r an d p l a c i n g it in another• 3. Errors where th e y will 4. resulting from go u n o b s e r v e d Errors resulting storing items by the p e r s o n fro m a d h e r e n c e perso n t a k i n g i n v e n t o r y m u s t a c t u a l l y item, w h i c h m i g h t products, be can s w h i c h h a v e adhere to the r u l e 5. impossible Errors du e lo s t introduces in the la b e l s , to the case et places t a k i n g i n v e n to ry . see and the m e m o r y to l a c k of r e c o r d s in u n u s u a l rule that the identify each of p a r t l y u s e d cetera. bias on age Failure to of the h o m e m a k e r . of the items on the shelf. 6. Errors not alw ays in e s t i m a t i n g p r i c e clearly marked on the paid and other containers. information - 426 - The The garbage pai l which a t t e m p t s to usual recall questioning. of the Yet the garbage pail. housewife may use play things for failure other destroyed as a r e s u l t of The h o m e m a k e r m a y may not w i s h to as a r e s u l t in t h i s indicates there i n c l u d i n g the a number containers other purposes for in the and to d e p o s i t Th e such as fishing worms Cartons may cut-outs ar e following: of rea s o n s . containers forget to d e ­ Illiteracy importance to d e p o s i t s p ec ia l in is r e q u i r e d to in the pail. of m u c h things* a pail supposed Th e h o m e m a k e r for f r o m the r e s u l t i n g f r o m the use error, containers children, any one of a h u n d r e d tops. of resulting is technique can be for the th e of the sources These bi a s technique is to p la ce containers is not a p r o b l e m du e t o survey the h o m e m a k e r containers examination Errors sc h e m e i n the ho m e . a number of p o s s i b l e 1. The discarded remember on ly to pu t and poor m e m o r y is a n o t h e r the m e m o r y in w h i c h of vari ou s p r o d u c t s method. analysis eliminate the s e l ec ted h o m e s posit all G a r b a g e Pa i l A n a l y s i s be cut up a n d "valuable" the or box c o n t a i n e r s or of o d o r s a s s o c i a t e d w i t h p a r t i c u l a r containers. 2. Errors du e identify the p r o d u c t to inability fr o m tial i n f o r m a t i o n m a y be the of i n v e s t i g a t o r discarded obliterated from to a c c u r a t e l y container. soiled The essen­ and damaged containers. 3. Errors of c l e r i c a l tents of the pa il by the nature in t h e r e c o r d i n g of investigators. the con­ - 427 - 4. Errors for acc u r a t e du e to l a c k market measurement information necessary s u c h as: P r i c e of p r o d u c t . If the h o m e m a k e r this o n the c o n t a i n e r it is s u b j e c t and memory errors* b. Da t e difficult chased at one time, Errors the pr o d u c t has due supplementary suc h as p l a c e been completely current another ti m e of p u r c h a s e s and container is attempt to of th e e l e c t r o n i c son Company-^ • a picture This until discarded* not p o s s i b l e in o r i g i n a l about Picture for m a n y containers. products not Table eliminate error failings in m e m o r y a n d r e c o r d k e e p i n g a b i l i t y development quantity p u r ­ fruits and vegetables. Electronic Still us e d purchases for some fresh concerning cetera. due to l a c k of k n o w l e d g e such a s information of p u r c h a s e , to l a c k of k n o w l e d g e items w h i c h a r e ke p t packaged, to get et Thus i n f o r m a t i o n of Er r o r is to w r i t e to c l e r i c a l of p u r c h a s e * particular p u r c h a s e s 6. essential a. It is also 5. of device may items is the r e c e n t table by the A. is s a i d to be record of purchases maker place her p u r c h a s e d picture due to h u m a n so c o n s t r u c t e d be m a d e on this C. N i e l ­ by h a v i n g glass-topped the that home­ ta b l e a n d pressing a b u tt on. !- A c c o r d i n g to a s p e e c h by J. S t e v e n s S t o c k befo re the M a r k e t ­ ing R e s e a r c h w o r k s h o p h e l d at M i c h i g a n State C o l l e g e , July, 1950. - 428 - E v e n th is m e t h o d and omission s. 1. Possible Failure of some homemaker's neglect, brought into h o m e 2. Errors the pro ducts ages, would be subject sources of e r r o r products discarding to some r e p o r t i n g e r r o r s i n cl ud e to be r e c o r d e d container the due before following to the product is a n d the l i k e . du e to fr o m inability the p i c t u r e or p l a c i n g th e of due containers investigator to in damaged to and identify soiled s u c h a way that the pack­ essen­ tial i n f o r m a t i o n is not p h o t o g r a p h e d . 3. Errors du e to m e c h a n i c a l failure of the p h o t o g r a p h i c due to l a c k of essential normally w r i t t e n on containers s u c h as p r i c e equipme n t . 4. Errors i n f o r m a t i o n not and p l a c e of purchase• The p o s s i b i l i t i e s A panel o p e r a t o r ' s all errors dream of m e m o r y a n d and at the same record. of time such a contraption is a t e c h n i q u e recording relieve Something along her of this consumer p u r c h a s e The technique sed. is attempts have of t h e h o m e m a k e r t a s k of m a k i n g th e be been made basis the m o s t common of for eliminate the a n s w e r . Interview on the are the pa rt the surveys Its s h o r t c o m i n g s intriguing. which would line might The Recall A great m a n y on are the the most to m a k e market of the r e c a l l methods part the being or i nt e r v i e w . discus­ stimuli which - 429 - have r e s u l t e d cussed. in It has which include 1. pondent. the a l t e r n a t i v e some r a t h e r the Errors serious to m e m o r y errors under c o n s i d e r a t i o n wi l l depend a n d the purchase, details of small frequently are and the dis­ of error Th us, of market inaccurate e s t i m a t i o n s there to /vhile th e of a n a u t o m o b i l e is not s u c h t h a t the is th at for m a n y p r o ­ r e s e a r c h the respondent the q u e s t i o n s posed. give a rough approximation is p o s s i b i l i t y of q u a n t i t y , product p u r c h a s e s w h i c h are m a d e The result g u e s s or of the r e s ­ respondent. the h u m a n m i n d subject part the p a r t i c u l a r details inconsequential estimate, in many cases. on the actually does n o t k n o w the a n s w e r They can o n l y sources o n the individual remembered. ducts wh i c h ar e possible failures consumer is l i k e l y to r e m e m b e r or r e f r i g e r a t o r previously following: due These techniques type, for errors pri c e , and due to fre­ quency of p u r c h a s e . 2. Errors due to i n a b i l i t y purchases by o t h e r m e m b e r s time of the 3. the f a m i l y to "recall" not p r e s e n t at the interview. Errors r e s u l t i n g er on the r e s p o n s e s versation of of of r e s p o n d e n t the of from the th e influence interviewee. interviewer of the interview­ The attitude ca n g r e a t l y effect and con­ the r e s p o n s e of the i n t e r v i e w e e . 4. Errors reports the us e c r e a t e d by of p r o d u c t s social bias of the w i t h the highest respondent prestige. who - 430 - 5. Erro r s on the part of the interviewer inaccurate r e c o r d i n g of r e s p o n s e s , lack as a r e s u l t of of u n d e r s t a n d i n g or outright d i s h o n e s t y . 6. Error resulting cannot be c o m p l e t e d Th e reliance fact th a t the interviews Consumer records. on re c a l l . do not c ov er for e a c h r e s p o n d e n t . consumer purchase homemaker k e p t the simultaneously and usually the same time p e r i o d The fr om Purchase panel Pa n e l is o p e r a t e d If p r o p e r l y k e p t Possible sources on the b a s i s of there of e rr or is l i t t l e includ e the following; 1. Clerical errors and e r r o r s in ring price a nd other purchase tainers, slips or b i l l s , 2. sales E r r o r s of o m i s s i o n judgement in t r a n s f e r ­ i n f o r m a t i o n from p u r c h a s e d due con­ or s h o p p i n g lists. to po o r memory if p u r c h a s e s are not r e c o r d e d p r o m p t l y . 3. Errors of by members of the 4. Errors pattern due to o m i s s i o n as family other than resulting the influence It is o b v i o u s that the of the i n v e s t i g a t o r to of u n r e p o r t e d purchases the r e c o r d k e e p e r . from an other - t h a n- n o r m a l Frequency and equal a m o n g th es e a result purchase of keeping records. Control frequency control the of E r r o r of error a n d sources different methods. In the ability of e r r o r a r e ea c h case it not is p o s s i b l e - 431 - to control some of ing the p o s s i b l e some sources of are not l i k e l y the error sources error to through active of e r r o r . inherent At th e same in c e r t a i n be e l i m i n a t e d a t t e n t i o n to a t t a c k ­ time there are of the m e t h o d s w h i c h regardless of the e ff ort of the inve sti g a t o r * E r r o r s in store a u d i t i n g are trol of the i n v e s t i g a t o r to control. The st o r e about the c o n s u m e r as many probl ems. Th e a n d are au d i t , such, same is t r u e necessary o m i s s i o n of ti m e important the weaknesses w h i c h , probably provides is pail the easiest information data. The to use­ s e r i o u s l y l i m i t e d by the price analysis se ems to h a v e when accumulated, no the con­ is not a p p l i c a b l e of a g g r e g a t e of p u r c h a s e , garbage information and therefore and therefore inventory Similarly, directly under however, fulness of the p a n t r y stock. more and items out of n e c e s s a r i l y o mits a number would limit of r e p o r t i n g the u s e f u l n e s s of the method. A ca re fu l ing error examination for e a c h of to the c o n c l u s i o n s lutely free the th a t none a m o n g the subject (3) the m a g n i t u d e the quality tude and i m p o r t a n c e of (2) of the error of the survey the m the s o u r c e s of r e p o r t ­ techniques leads is l i k e l y possibility alternatives control­ some of the er ror than case wi l l vary since in each f i e l d work, will vary surv ey . and to be a b s o ­ of to u n c o n t r o l l a b l e of the e r r o r of t h e problem or s u b j e c t m a t t e r possible alternative (1) techniques are m u c h mo re greatly w i t h thes e of r e p o r t i n g e r r o r , ling the e r r o r v a r i e s others, of (4) the m a g n i ­ greatly with Th us the fi na l the - 432 - e va lu ation of a p a r t i c u l a r technique to be solved an d t h e r e s o u r c e s However, available for m a n y m a r k e t i n g a n d is b e t w e e n the recall since the y are the of de t a i l e d c o n s u m e r Recall In general, the investigator with the eliminates interviewer. of the p r o b l e m s cles have been written on problem," t r a i n i n g the ever, been l i t t l e indicates the n e e d suggests of interviewer that a c r i t i c a l using i n t e r v i e w e r si nce ey e techniques. panel type and so on. the "middle are w e l l a war e and m a n y a r t i ­ "the c h e a t e r T h e r e has, a c c u r a c y of information. s h o u l d be th ose associated competence," the b a s i c inquiry an d it e l i m i n a t e s workers as t h o s e r e c o r d has a n interviewer "interviewer further classified Th e p u r c h a s e w i t h the of r e c o r d i n g cho ice necessary m a n y of the e r r o r s r e s e a r c h into viewing as a m e t h o d the m a y be Survey research associated the consumer purchase or i n t e r v i e w e r , ori gi na ting w i t h the r e s p o n d e n t . m a n ” and t h e r e f o r e f i e l d work. Purchase Record reporting problems in t h i s r e g a r d the problem information. Interview Versus obvious a d v a n t a g e for which provide orientated origin at ing w i t h the d e p e n d on the economic problems, s u r v e y an d only ones will A study how­ inter­ by G u e s t 1 i n t o thi s p r o b l e m and ca s t on the surveys p 1 Lester G u e s t , "A S t u d y of I n t e r v i e w e r C o m p e t e n c e , " I n t e r ­ national J o u r n a l of O p i n i o n and A t t i t u d e R e s e a r c h . F i r s t Quarter, 1947, pp. 1 7-30. ^ It is i n t e r e s t i n g to no t e the o v e r c r i t i c a l a t t i t u d e t o w a r d the p u r c h a s e r e c o r d in r e s p e c t to the r e p o r t i n g p r o b l e m w h e n - 433 - The p r o c e d u r e different used interviewers been coac hed in in the "G u e s t " interview in the a n s w e r s was c o n c e a l e d the respondent's Study of the i n v o l v i n g t h e m as results 18 errors p e r interview. re cord in g a n s w e r s the record s i g n i f i c a n t ate probed showed that respondent specific than one an s w e r , (6) (7) the i n t r o d u c t i o n errors were the r e t u r n e d serious of schedule of the i n t e r v i e w e r s were ratings ma d e by other recordings. There found students was, being made. could the M o o r e - N e l l rating Bl a n k . to differenti­ for m o r e questions, com me nt . Most not be detected useless, little Personality I n v e n t o r y , to as were to the and of the The r e s p o n d e n t ' s as m e a s u r e d three (1) failure to p r e s s after listening on tion, and the S t r o n g I n t e r e s t (2) we r e not f o r c i n g the r e s p o n ­ failure errors an d his r a t i n g s ma d e a b o u t of these failure al o n e . likewise, excellence was not made, (4) to be record subjects clearly biasing and recorder d i d not k n o w r e a d i n g of the in na t u r e , interview the i n t e r v i e w e r ' s (5) incorrect wi re interviewers c o m m e n t s , 1* (3) answers, A 18 who had a n d a co m p l e t e frequent had fr om u n p r o b e d a n s w e r s , dent to give to ha v e the i n t e r v i e w e r s The most "si de give. home The wa s same r e s p o n d e n t , he w a s to of each i n t e r v i e w wa s o b t a i n e d . that an e x p e r i m e n t the study from ratings similar wire correlation between by the ch arts: College While number of his the B e r n r e u t e r Entrance Examina­ the tests w e r e it is c o n s i d e r e d w i t h o u t a d i s c u s s i o n of the p o s s i b l e of error in t h e case of the a l t e r n a t i v e m e t h o d s . not sources - 434 - made w i t h a s c h e d u l e many of the A similar same of p u r c h a s e errors would st u d y u s i n g one second group very with a c c u r a c y . make two t y p e s purchases of Most buy last of er r o r s . the p r o d u c t in her e s t i m a t e purchases given for a n y p a r t i c u l a r the le n g t h of the important of to a we e k " simple or of a p r e v i o u s product the proportion purchases are inflated. reporting p e r i o d to t e l e s c o p e is l e s s This to r e m e m b e r to can o b v i o u s l y i n c l u d e all time a n d the i n cl ude Th e a n s w e r for the l o n g e r purchased is than the the a nsw er. the For time of p r o d u c t s l i k e l y to be f o r ­ ti m e cording to S t o c k 1 , " c h a n g i n g the the q u e s t i o n s u c h as pe r i o d . designated period the g r e a t e r be are is a p p a r e n t l y a f u n c t i o n of frequently purchased, tendency will survey those o r i g i n a ­ of t h e s e she m a y t e l e s c o p e w h i c h are that sc he dule . consumer the r e s p o n d e n t She m a y f o r g e t ti m e p e r i o d For p r o d u c t s su c h a the r e s p o n d e n t products w h i c h are gotten. with is c l e a r i n t e r e s t i n g an d v a l u a b l e . the a b i l i t y In r e s p o n d i n g "how m u c h X di d y o u expected of r e p o r t i n g p r o b l e m s are ting w i t h the r e s p o n d e n t . problems r e l a t i n g to be it of the longer recall questionnaires would prove The information, less f r e q u e n t l y the in su ch a wa y th at e s p e c i a l l y true frequency rec all where the the of p u r c h a s e . A c ­ period ca n get yo u a n y 1 J. S t e v e n s Sto ck , S p e e c h b e f o r e the M a r k e t i n g R e s e a r c h W o r k ­ shop, M i c h i g a n S t a t e C o l l e g e , July, 19 51. Mr. S t o c k is th e source of this ti m e t h e o r y of r e p o r t i n g as p r e s e n t e d he re. The B u r e a u of L a b o r S t a t i s t i c s has a p p a r e n t l y done e x t e n s i v e r e s ea rch into th i s a s p e c t of r e c a l l r e p o r t i n g . T h e y h a v e com e up with the c o n c l u s i o n th at the r e c a l l q u e s t i o n n a i r e can be used s u c c e s s f u l l y if the p r o p e r ti me p e r i o d is s e l e c t e d for each type of c o m m o d i t y to be r e p o r t e d . I n o t h e r w o r d s if - 435 - answer yo u w a n t . ” Recognizing ditional re c a l l time period, the rec all problem types situation. questions. for of the The l a s t p u r c h a s e the l a s t type In o r d e r it accurately e s t i m a t e da t e "how often is similar to the an estima te however, in the of not cas e often i n d i c a t e d by the u s u a l traditional The respondent information is product and c o n c e r n i n g th at to get a n a c c u r a t e bu y? " estimation for the r e s p o n d e n t type type to that to p r o v i d e This that the p u r c h a s e s products. recall of qu e s t i o n . question except is o b v i o u s of m o s t "pretending" use of of the p u r c h a s e . do y o u It for to p r o v i d e a of a p a r t i c u l a r in p l a c e of r e l a t i n g tim e p e r i o d . specific been developed question* is n e c e s s a r y last purchase provides an a v e r a g e particular the during a attempt than the purchase of the c o n s u m p t i o n f l o w ha v e of the t r a ­ following: descriptive particular p u r c h a s e . The in t h e case techniques recall include then the a d d i t i o n a l 2. recall questions These complete T he se asked to r e c a l l of q u e s t i o n of q u a n t i t y p u r c h a s e d other better basis 1. the it to a the a n s w e r m u s t It ha s be the a d v a n t a g e , the p r e c i s i o n w h i c h is st u d i e s . you hit the r i g h t time p e r i o d y o u get the r i g h t an sw er . This a p p e a r s to be the b a s i s for a g i a n t s u r v e y p r o j e c t by BLS c o m b i n i n g a p e r i o d i c n o n - c o n t i n u o u s p u r c h a s e r e c o r d w i t h a s e r i e s of r e c a l l q u e s t i o n n a i r e s c o v e r i n g v a r y i n g time p e r i o d s for d i f f e r e n t t y p e s of e x p e n d i t u r e s . All in f o r m a t i o n is to be o b t a i n e d f r o m a panel. A t the time of this w r i t i n g the pa n e l is still in th e p l a n n i n g st ag e. - 436 - 3. The "last retail trip question,". based up o n t h e h y p o t h e s i s th at the been recent e n o u g h and be remember ed. purchases should th e n be little Th e important last re t a i l enough that made question trip it will si nce a n d the m e m o r y there is will on t h i s p a r t i c u l a r remembered with accuracy t e l e s c o p i n g of t i m e This ha ve certainly trip s h o u l d be is a i d e d by a s s o c i a ­ tion. 4. The c h r o n o l o g y of tion si m p l y a s k s the over a p a r t i c u l a r vantages for the homemaker tim e nature to the l a s t retail ate es ti mates of Recall less th an a complete type sequence of q u e s ­ of e v e n t s q u e s t i o n is si m i l a r This the is a t e c h n i q u e that so d e s i g n e d as fo r in same ad­ to ai d the are be the fairly accur­ purchases. also adapt abl e considered studies, time certain purposes to p r o v i d e T e c h n i q u e May Be A d a p t e d som e the q u e s t i o n a n d has therefore, consumer study and m i g h t well Th i s by the p s y c h o l o g i s t . ca n be These t e c h n i q u e s chase record for The same r e a s o n s . It w o u l d a p p e a r , technique trip question. to o u t l i n e period. memory l o n g R e c o g n i z e d recall events to the panel-type as a n a l t e r n a t i v e especially coverage to F ane l and those t ho se to a p u r ­ dealing with dealing with certain i n f r e q u e n t l y p u r c h a s e d p r o d u c t s 1 . T h i s is e s p e c i a l l y 1 It will be n o t e d that the M i a m i C o n s u m e r P r e f e r e n c e Pa nel op e r a t e d by M a r i o n H a r p e r , d i d in fact, use the l a s t p u r ­ chase q u e s t i o n r a t h e r t h a n a p u r c h a s e r e c o r d d i a r y in its mon thly pa nel o p e r a t i o n . T h i s q u e s t i o n is f a i r l y we ll a d apt ed to b r a n d p r e f e r e n c e study. - 437 - true becau se One is the o f two characteristics tendency for the first form a p p e a r s that to the record panel experience on the p a r t search m e n h a v e Th e r e c o r d and results of the the purchase tion because of th e s e panel m em b e r has r e p o r t e d author to use record panel factors. Many panels for two products. a p e r i o d of t r a i n i n g an d pa ne l m e m b e r s . the in u n ­ in r e p o r t i n g a c c r u e s to only after instructed months data fro m conditioning the r e s p o n d e n t . accuracy record. to be u n r e p r e s e n ­ certain infrequently purchased The sec on d is the f a c t the pur ch ase due to ac t as a s u g g e s t i o n l i s t usual p u r c h a s e s of purchase few r e c o r d s tative of the p o p u l a t i o n p u r c h a s e s effect of the r e c o r d - k e e p i n g on of th e or t h r e e Many panel the fi rst fe w with extreme wa it un ti l re­ cau­ a new months before the record is u se d. Experimental The M a r i o n H a r p e r ment (mentioned mental st u d i e s Associates. e x p e r i m e n t . - The M a r i o n H a r p e r b y G a n l y a n d Crisp!-) comparing This study was m a d e es tablishment consumer The study used group. The of the few e x p e r i ­ month period prior Consumer a panel three is one experi­ survey resea r c h methods. d u r i n g a th re e of the H a r r i s b u r g family contr ol Evidence Pa ne l of 1 6 6 major to the by M a r i o n H a r p e r families with a o b j e c t i v e s we r e 57 the 1 R a y m o n d H. G a n l y a n d R. D. Cr i s p , "How N e w s p a p e r s A r e U s i n g the C o n s u m e r Pane l, ”. P r i n t e r ' s I n k , S e p t e m b e r 1^, 19 47, p. 58. - 438 - following: (a) To d e t e r m i n e w h a t p a r t of the t o t a l c o n s u m p t i o n of c e r t a i n m e r c h a n d i s e b r a n d s c o u l d be a c c o u n t e d for by r e p e t i t i v e home i n v e n t o r i e s . (b) To m e a s u r e th e a c c u r a c y w i t h w h i c h h o u s e w i v e s could r e c a l l , at 2 - w e e k a n d 4 - w e e k i n t e r v a l s , the b r a n d s and q u a n t i t i e s b o u g h t in t h e s e i n t e r v a l s . (c) To s e l e c t f r o m c o m p a r i s o n s of h o m e i n v e n t o r y , recall and d i a r y d a t a the m o s t r e l i a b l e m e t h o d for c o n ­ duc ti ng l o n g r a n g e c o n s u m e r r e s e a r c h * While known that the r e p o r t the consumer for the H a r r i s b u r g The s tu dy th is is ve r y purchase panel furthermore, s o m e w h a t le s s By c o m p a r i s o n it was resulted in an o v e r e s t i m a t i o n such q u i c k - t u r n o v e r It is u n f o r t u n a t e study was the ske tc hy , it is method selected study. found, record in d i a r i e s purchased. fr o m it ems that a as full that h o u s e w i v e s merchandise found that of p u r c h a s e s , canned report soups than te nd to is a c t u a l l y the r e c a l l method particularly of a n d c o l d c e r eals. of this study is not available. Industrial studies Surveys c o m p a r i n g the panel have s t u d i e s . - Womer^ rec a l l been conducted by Mr. W o m e r presented survey with by I n d u s t r i a l reports a num be r the p u r c h a s e S u r vey s. of record Studies cit ed the f o l l o w i n g re s u l t s . 1 Stanl ey W o m e r , R e s u m e of M e t h o d o l o g i c a l P r o j e c t s u n d e r Cpji— tract No. A - 1 S - 3 2 6 5 4 , M i m e o g r a p h p r e s e n t e d to r e p r e s e n t a t i v e s of the U. S. D e p a r t m e n t of A g r i c u l t u r e , M a r c h 27, 1951. pp. 1-2. - 439 - In a l o c a l m a r k e t study of a c o l d purchase p an el projected a the p r o d u c t as compared with 323,000 shipped into to tal sales cer e a l , the of 3 0 0 , 0 0 0 units known consumer units of to h av e been the m a r k e t . A t the e n d of the y e a r ' s pa nel o p e r a t i o n in this city, our c l i e n t we n t into the f i e l d a n d made p e r s o n a l i n t e r v i e w c a ll s, a s k i n g the h o u s e w i f e h o w many" p a c k a g e s of this p a r t i c u l a r b r a n d of ce r e a l h a d b e e n p u r c h a s e d in the pas t m o n t h . T h e f i g u r e o b t a i n e d , w h e n e x p a n d e d or p r o j e c t e d to c o v e r the same p e r i o d of time, e q u a l s 7 5 0 , 0 0 0 u n i t s p e r y ea r. T h i s f ig u r e was i m p o s s i b l e . . . there was l e s s t h a n h a l f th at a m o u n t a v a i l a b l e in the market for c o n s u m p t i o n . Two a d d i t i o n a l illustrations other b r an de d p r o d u c t s same panel. were being measured W h e n we p r o j e c t the 1. I n t e r v i e w study, year p r o v e d to be 5 2 5 , 0 0 0 given. in the the v o l u m e units. 3. The c o n s u m e r pan el, over p o r t e d a v o l u m e of 1 4 2 , 0 0 0 u n i t s . Our On the ne x t 1. units. The client had product, 3. units. 4. Th e p u r c h a s e And shipped survey , 2. P r o j e c t i o n of total, 2 8 3 , 0 0 0 u n i t s . f ir st panel shipments, on same cit y by in to panel the month's purchases to time, r e ­ 160,000 from: a total purchases one y e a r ' s - 135,000. for one the m a r k e t figures showed over es t i m a t e one y e a r ' s the p r o j e c t e d interview were f i g u r e s o b t a i n e d by: 2. P r o j e c t i o n of fi rs t m o n t h ' s y e a r ' s total was 3 1 0 , 0 0 0 u ni ts . 4. units. T he se of 4 8 0 , 0 0 0 to y e a r ' s time - 1 2 6 , 0 0 0 - 440 - It is for t h e s e r e a s o n s th at we are b e l i e v e r s in the c o n t i n u o u s c o n s u m e r pa ne l t e c h n i q u e . A c c u m u l a t i n g evidence, of w h i c h t h i s is a smal l pa r t , ha s c o n v i n c e d us that the co n t i n u o u s c o n s u m e r p u r c h a s e p an el is the m o s t e f f e c t i v e m e t h o d of o b t a i n i n g q u a n t i t a t i v e l e v e l s of c o n s u m e r volume. E f f e c t s of s e a s o n a l v a r i a t i o n s as well as p r o b l e m s of m a i n t a i n i n g h i g h c a l i b r e f i e l d w o r k are d i f f i c u l t to o v e r ­ come if e s t i m a t e s are c o m p u t e d fr o m d a t a c o l l e c t e d by intermittent surveys. T h i s is l i k e l y to be p a r t i c u l a r l y true if s u c h s u r v e y s are c o n t i n u e d o v e r an e x t e n d e d p e r i o d of time. This a p p e a r s to be a b o u t on this i m p o r t a n t subject. consumer p u r c h a s e record panel vide an a c c u r a t e report the The of limit evidence is of p u b l i s h e d indicates the m e t h o d m o s t the f l o w of c o n s u m e r information that the likely g ood s to p r o ­ ove r a n extended p e r i o d of time. Reporting Problems While the consumer superior s u r v e y m e t h o d problems, lit tle consumer panel me mber of without error appears consumer an d d i s c u s s e d of Panel to be the measurement its r e p o r t i n g p r o b l e m s . a t t e n t i o n has b e e n p a i d blem wh i c h r e q u i r e s major sources to m a n y suggested reporting Purchase r e c o r d panel in regard already been of r e d u c i n g the The purchase it is by no m e a n s These have However, of th e C o n s u m e r to some extent. to the p o s s i b i l i t i e s th e panel. Th i s is a p r o ­ attention. purchase pa nel appears reporting error, originated. These all are: 1. Forgetfulness 2. Carelessness 3. Conditioning to be subject of w h ic h are to th re e necessarily - 441 - E r r o r due to forgetfulness error r e s u l t i n g f r o m forgetfulness eliminated by f o l l o w i n g the is discusse d fro m th e s e in d e t a i l accuracy ma y a l s o be with the source s. in the and panel The influence two by training The level of c o o p e r a t i o n to a c c u r a t e of The d i a r y in c o n t r o l ­ these chapters. f a ct ors Reporting the p a n e l m e m b e r s to improved cooperation brought discussed "Cooperation Problem." factors the c a n be practices. important through techniques carelessness following improved be accurate r e p o r t e r s about t h r o u g h the ar e c a r e l e s s n e s s . - M u c h of and proper form and the r e p o r t i n g p e r i o d ling errors and in the section dealing c o n t r i b u t i o n of a h i g h reporting s h o u l d not be u n d e r ­ estimated. Continuous editors fa m i l i a r it possible e d i t i n g m ak es with the to d e t e c t is m i s s i n g or w here may be c o n t a c t e d able to pro vi de products errors an entry and a s k e d If she c ann ot r e c a l l the enough perhaps at the st ore it p o s s i b l e to ha ve being reported. in the reports. information information of p u r c h a s e , so t h a t will information the pa n e l s u p p l y th e m i s s i n g exact This makes Where is q u e s t i o n a b l e , to experienced information. she w i l l further provide member o f t e n be c h e c ki ng , an a c c u r a t e report. The c o n t i n u o u s ily may also be f l o w of c o n s u m e r subjected evidences of i m p r o p e r chases and p u r c h a s e to a n a n a l y s i s reporting. patterns in order to d e t e r m i n e the goods to a p a r t i c u l a r designed Unreasonable ca n be d e t e c t e d accuracy of the to d e t e c t and u n u s u a l an d re p o r t . fam­ pur­ investigated Th e R e s e a r c h - 442 - Bureau for R e t a i l Training perfected su c h a p r o c e d u r e of the U n i v e r s i t y in c o n n e c t i o n of P i t t s b u r g h has w i t h the P i t t s b u r g h 1 panel * E rr or due leveled a g a i n s t conditioning* or the p r e s e n c e will change or to c o n d i t i o n i n g s - One the The of the This purchase r e c o r d pa n e l * effects of r e p e a t e d writes that enced by r e p e a t e d ^ GTadys Fox, g However, f ac ts are is the in leveled against M o s t o f the attitude conditioning and research dealing the subject cas e w i t h the ma t t e r consumer R u c h , 3 in an a r t i c l e on the the r e s p o n d e n t ’s a n s w e r s , m u c h les s l i k e l y to i n t e r v i e w i n g t h a n are personal interviewing w i t h the effect where inte r v i e w i n g on "Objective deals published s u c h as is s u b j e c t to thereby result to be on o p i n i o n , is l i t t l e facts and of pan el. subject conditioning concerns o b j e c t i v e seems type criticisms p r a c t i c e of r e c o r d k e e p i n g respondent interviews There directly w i t h the thi s it that r e p e a t e d criticism r e g a r d to the effect of r e p e a t e d is the m a j o r is tha t d i a r y and th e c o n d i t i o n the published r e s e a r c h o n appreciation,2 technique contention biased r e p o r t i n g . panels w i t h o u t panel of subjective be influ­ impressions*" conversation* These have b e e n d i s c u s s e d in the f i r s t s e c t i o n of the th e s i s in the d i s c u s s i o n of "p ubl ic o p i n i o n " and " p r o d u c t o p i n i o n and a t t i t u d e " p a n e l s . 3 Floyd L. R u c h , " E f f e c t s of R e p e a t e d I n t e r v i e w i n g o n the R e s p o n d e n t ’s A n s w e r s , " J o u r n a l of C o n s u l t i n g P s y c h o l o g y , Vol, V, No. 4, J u l y - A u g u s t , 19 41, p. 181. - 443 - In the case of the consumer types of c o n d i t i o n i n g w h i c h attempt to e v a l u a t e The first type effect. The or to i n t r o d u c t i o n o f the chase f u n c t i o n or induces a the panel m e m b e r in a n investigator* This lem: an d seems to t a k e te n d s effort type aroused by the This type called or care of a n e w p r o d u c t to the p u r ­ a n i m p r e s s i o n on the of itself in the l o n g two in the p u r c h a s e p a t t e r n of to m a k e forces are the n o v e l t y attention of c o n d i t i o n i n g period of time , si n c e the purchase p a t t e r n are be call change there conditioning influence. diary, to p an el d i s t i n g u i s h e d in a n y the of c o n d i t i o n i n g m i g h t diary, products s h o u l d be control to an e s t a b l i s h e d many panel purchase is a s h o r t - r u n p r o b ­ af t e r a r e l a t i v e l y determining run much the s hort original s t r o n g e r t h a n tho se diary* of c o n d i t i o n i n g o p e r a t o r s wh o during the report fi r s t purchase p a t t e r n settles clearly a p p a r e n t in th e projection of p u r c h a s e s record for p a r t i c u l a r effect has inflated few report down to examples be e n r e c o g n i z e d by r e p o r t i n g for periods no rmal. ci t e d based upon the after some which the This p h e n o m e n o n is on pa ge 4 3 9 w h e r e the first m o n t h ' s purchase branded products provides a very e r r o n ­ eous and i n f l a t e d p i c t u r e of p u r c h a s e s , based upon a total diary year's true m a r k e t while record provides a p p ro ximat io n of the Surveys^* s t u d i e s dealing with dentifrices, 1 Industrial Surveys, op, the situation* c i t ., pp. 39-43, projection a v e r y close Other Industrial cereal s, tin ts a n d - 444 - dyes a n d w a x h a v e during the shown similar perverted purchase fi r s t montfcs of r e c o r d many of the foods w h i c h are shown an y e v i d e n c e The o b v i o u s purchased of t h i s t y p e solution type of c o n d i t i o n i n g to the is to use The type relati ons hip e s t a b l i s h e d duce this type Panel the were told that what w a s a continuous they would have and they we re results of d i a r y purchased cas e purchase obtained time, not record d u r i n g the f o r m a n d the type of members may also P an el members was a t r u e p i c t u r e of wh a t without re­ of the M S G C o n s u m e r food purchases. wanted same problem associated with this In the d i a r y c o v e r s all the f r e q u e n t l y have w i t h the p a n e l of error. At of c o n d i t i o n i n g . and not to r e l y too m u c h on the first few months^*. keeping. patterns the p r e s e n c e of the d ia ry i n s t r u c t e d as f o l l o w s : M a y we urge you, h o w e v e r , not to let y o u r m e m b e r ­ ship in the c o n s u m e r p a n e l a f f e c t y o u r p u r c h a s e s . They say there are o v e r 2 , 0 0 0 d i f f e r e n t food item s in a l a r g e groc ery store. Yv'e will s t u d y m a n y s e p a r a t e items a n d groups of f o o d s bu t n e i t h e r y o u nor we can a n t i c i p a t e which we will be s t u d y i n g at v a r i o u s times. Do yo u r s h o p p i n g just as t h o u g h y o u h a d n e v e r h e a r d of th e consumer p a n e l . ^ It should be n o t e d that in ev e r y case where a c o m p a r i s o n is pos s i b l e the f i r s t w e e k ' s or m o n t h ' s p u r c h a s e r e c o r d provided at l e a s t as a c c u r a t e a n e s t i m a t e as a r e c a l l survey. Se e p a g e 439. 2 From a n i n t r o d u c t i o n l e t t e r to all p an el m e m b e r s of t h e MiSC p a n e l . - 445 - The suggested method of k e e p i n g the the c o n d i t i o n i n g i n f l u e n c e . Some the di ary as a s h o p p i n g l i s t or p r o v i d e supplement. diary However, purchases are ma d e , on the p u r c h a s e The the f o r m will type This is the conscious. products. relative for the She m a y is more record to a f t e r the it to be for the to o mor e p r i c e This conscious or c o n s c i o u s of the between large different pa n e l pattern than w o u l d h a v e the e x p e r ­ different i m p r e s s e d w i t h the t o t a l time as a r e s u l t cause of a l o n g r a n g e ove r a p e r i o d of time. the h o m e m a k e r become expenditure factors may a s h o p p i n g l i s t as a She may become more consider first of o bv io us ly have less effect in q u a n t i t y m e a s u r e m e n t s for food and al s o a f f e c t the u s e c o n d i t i o n i n g r e s u l t i n g fr o m record k e e p i n g m a y m a k e differences suggest is r e f e r r e d of c o n d i t i o n i n g ience of k e e p i n g a p u r c h a s e more brand migh t pattern. second problem. if t h e panels diary or too fo od expenditure small, or the p r o d u c t s m a y be r e c o g n i z e d of r e c o r d m e m b e r to b e e n t h e ca se ke e p i n g . purchase if All of th e s e in a d i f f e r e n t she had not b e e n keeping the r e c o r d . This is a p r o b l e m w h i c h has it has be en e x p e r i m e n t e d particular a s p e c t with. Th e only r e p o r t e d study of c o n d i t i o n i n g w i t h i n th e a u t h o r * s was con duc ted by I n d u s t r i a l sible since b e e n d i s c u s s e d m u c h m or e the N a t i o n a l ^ Industrial Surveys, Surveys1 . Consumer The Fanel o p . c i t . , pp. was 41-43. than on th is knowledge s t u d y was m a d e p o s ­ increased in si ze - 446 - from time to ti me, purchases of the providing an newly added families for r e a s o n a b l y a c c u r a t e the added 400 were of time. at a time, Since th e r e inferences. selected in s u c h a w a y that sample. study reports and original families three brands of col d months' r e p o r t s was no At the ne w f a m i l i e s original statistical from k e e p i n g t h e ti m e a in te rviewi ng was m a d e patterns as a r e s u l t the the first mo n th s. There Another typ e of regard to this Surveys discussion. 1 Industrial Surveys, op. The to changed di d was al so an d three the pur­ id e n t i c a l . find depth out d i r e c t l y th e i r p u r c h a s e There was definite increase purchases some i n d i c a t i o n of However, during condition­ in the m a j o r i t y of in e v i d e n c e . s t u d y 1 has implications s t u d y wa s made c i t . , pp. of time. study involving c o n d i t i o n i n g was Industrial co f f e e of c o n d i t i o n i n g r e s u l t i n g they had families the n e w if the f i r s t are a l m o s t of d i a r y k e e p i n g . ne w closely disregarded, to a t t e m p t the old p a n e l m e m b e r s . cases ne i t h e r case, supplementary if for over a l o n g p e r i o d in o r d e r from the panel m e m b e r s ing am o n g evidence ca se s of the o r i g i n a l cereals, are families diary record same indication that In e a c h wa s ca se s they figures dentifrices, cereal. of the chases of ne w a n d There for comparative h a d be en adequate I n e a c h of two the p o p u l a t i o n c h a r a c t e r i s t i c s the the pa n e l we r e approxi mat ed The to c o m p a r e f a m i l i e s w i t h th o s e w ho re por ting over a l o n g p e r i o d expanded by 400 opportunity 26-28. at the in request - 447 - of a client a n d w a s purpose of the don e study wa s under cities 40 in w h i c h a n u m b e r bers lived. T e n to S o client's to e v a l u a t e The me t h o d w a s to p i c k 20 to large the the families in e a c h random and the o t h e r 2 0 w e r e selected members. s e l e c t e d as Graduate students, workers by m a r k e t i n g p r o f e s s o r s , with a recall ponses were difference questionnaire. compared in thes e the non-panel in or der recall case were from among I n the a n a l y s i s to d e t e r m i n e In t h i s case eight Panel m e m ­ s e l e c t e d at the pa n e l independent then surveyed The survey method. Consumer the fie ld tota l the r e c a l l if ther e r e s p o n s e s b e t w e e n the panel members1 . ey es . f r o m e a c h of of N a t i o n a l families watchful sam ple res­ wa s an y members and it w a s f o u n d th at b o t h 1 The a n a l y s i s h a d a n o t h e r i n t e r e s t i n g a s p e c t w h i c h fi t s into the d i s c u s s i o n d e a l i n g w i t h th e e v a l u a t i o n of th e r e c a l l technique. W h e n th e rec all q u e s t i o n n a i r e s of the p an el members w e r e c o m p a r e d w i t h the p u r c h a s e r e c o r d s it t u r n e d out that t h e r e w a s a c o n s i d e r a b l e d i f f e r e n c e . The r e c a l l re s p o n s e s o m i t t e d a p p r o x i m a t e l y 30 p e r c e n t of the p u r c h a s e s with as h i g h a s 70 p e r c e n t in the l e s s f r e q u e n t l y p u r c h a s e d commodities. A t th e same time; "T he b r a n d p o s i t i o n s w i t h i n each c o m m o d i t y c l a s s i f i c a t i o n v a r i e d wi d e l y , w i t h the m o r e popular b r a n d s r e c e i v i n g a far g r e a t e r share of the total commodity u n d e r the rec al l s y s t e m t h a n was a c t u a l l y r e ­ corded as p u r c h a s e d i n the w e e k l y d i a r y . . . . (Store A u d i t studies a n d o t h e r r e l i a b l e m a r k e t i n g su rve ys c o n f i r m the brand p o s i t i o n a n d v o l u m e a s d e t e r m i n e d by the C o n s u m e r Diaries.)" I n d u s t r i a l S u r v e y s c o n c l u s i o n s w e r e that; "A recall sys t em o f o b t a i n i n g a l ev el of p u r c h a s e s is not efficient. T h e p e r c e n t of l o s s due to m e m o r y v a r i e s w i d e l y by c o m m o d i t y c l a s s i f i c a t i o n , but e v e n in the mos t f r e q u e n t l y purchased p r o d u c t c l a s s e s , 2 0 ^ to 3 0 % of the p u r c h a s e s will be fo rg o t t e n . " W h i l e " b r a n d sh a r e as s h o w n on a re c a l l basis g r o s s l y i n f l a t e s the mor e p o p u l a r or m o r e w i d e l y adv e r t i s e d b r a n d s . " - 448 - groups r e p o r t e d essentially alike. The c o n c l u s i o n d r a w n was that: K e e p i n g the c o n s u m e r d i a r y d o e s n o t a p p e a r to aid a f a m i l y in b ei ng more a w a r e of th e i r a c t u a l p u r c h a s e s . T h e r e is no e v i d e n c e th a t C o n s u m e r P a n e l f a m i l i e s we r e a n y m o r e p r o f i c i e n t in r e c a l l i n g a c t u a l p u r c h a s e s t h a n a f a m i l y who did not k e e p a di ary. This is a n o t h e r does not m a k e indication that keeping a purchase the p a n e l m e m b e r If this is true there is l e s s unusually basis for record c o n s c i o u s of p u r c h a s e s . worrying about the l o n g run c o n d i t i o n i n g e f f e c t . Needed Research There is a n o b v i o u s l a c k of r e s e a r c h of the var i o u s a l t e r n a t i v e tailed st ud ies are with some duced by idea of needed consumer the v a r i o u s of techniques products and ty pes recall m e t h o d is still th e one put to some exacting tests ap plicabil ity to consumer recall q u e s t i o n s h o u l d most lik el y to give the of which in o r d e r tested accurate of troduced can be studied trol one of the techniques reporting errors pro­ varying conditions an d to r e a l l y The in o r d e r ways. known to be it s h o u l d be evaluate variations One of the its of the to d e t e r m i n e Evaluations the m a g n i t u d e in two S i n c e the is m o s t u s e d results. De­ s u r v e y r e s e a r c h wor ke r information. research. be methods an d m e a s u r e m e n t s the under for different the a c c u r a c y survey techniques. to p r o v i d e the m a g n i t u d e into the of the errors is to use a s a more one accurate and in­ con­ then - 449 - compare the r e s u l t s of o t h e r This type h o w e v e r , is v e r y e x p e n s i v e a n d of study, types with of many of the t e c h n i q u e s w o u l d ha v e extended p e r i o d of time. Another in respon se data practices and would tend to r e d u c e type of study. be made of the the continue to sp end based upon data suggests thousands without to that is a v a i l a b l e , studies purpose of e v a l u a t i n g the of similar it dollars the v a r i a t i o n of d i f f e r e n t technique of th i s studies in should the p r a c t i c e s . ) on market specifically to research and unevaluated percentage of d e s i g n e d for the survey techniques and these r e s u l t s p u b l i s h e d . case i m p r o v e m e n t an d e v a l u a t i o n . be m a d e were pa id to the r e p o r t i n g a c c u r a c y A n analysis the v a r i e t y reports nique in c o n s i d e r a b l e de t a i l upon which the m e t h o d c o u l d be a c c u r a t e l y offers contribu­ if some a t t e n t i o n survey of a l ar ge necessary. in e a c h ca se and a major in e v e r y that the i n v e s t i g a t o r 1 This is the ty p e of which r e f e r e n c e has in the is u n r e a s o n a b l e questionable tion to r e s e a r c h m e t h o d o l o g y w o u l d of studies w o u l d p r o v i d e the use spending a reasonable the mone y on m e t h o d o l o g i c a l In a d d i t i o n is that with variations c o l l e c t e d by the survey t e c h n i q u e s fr om method1 . c o n d u c t e d ove r a n with a particular technique Yet, with w h a t e v i d e n c e be co n t r o l v a l i d i t y an d a c c e p t a b i l i t y (It a l s o sa m e to problem which would result field procedures this on the study nu m b e r This requires survey te c h ­ comparative evaluated. statistics So me s t u d y c o n d u c t e d by M a r i o n H a r p e r b e e n made. to - 450 - or ga ni zation o u g h t have a speci al to be interested research project reports and to s t i m u l a t e the of d i f f e r e n t designed to coordinate common acceptance Common t a b u l a t i o n u n i t s m i g h t the results e n o u g h in the p r o b l e m to also surveys be of th e suggested dealing with the idea. in or d e r the th at same a r e a might be c o m p a r e d 1 . The st u d y of chase panel the r e p o r t i n g p r o b l e m of is a c o m p l i c a t e d one. to set up that no on e w a n t s to any tests w h i c h m i g h t a f f e c t ported in the following reporting p e r i o d are The studies cite d abo ve , established panel, are to be type so e x p e n s i v e pre-panel of t y p e s operators to Th e r e s e a r c h r e ­ of di a r y a n d the good e x a m p l e s by I n d u s t r i a l examples and should be m a d e by p a n e l on the i n the ma d e is consumer p u r ­ subject an operating panel chapters done p an el it a d v e r s e l y . believed of thing w h i c h ca n be Th e the of the type r e s e a r c h ph ase. Surveys w i t h their of s t u d i e s w h i c h can w h e n th e opportunity The D e p a r t m e n t of S o c i o l o g y a n d A n t h r o p o l o g y a t M i c h i g a n State C o l l e g e has a p r o j e c t of s u r v e y m e t h o d e v a l u a t i o n , the sole source of i n f o r m a t i o n b e i n g the s u r v e y d a t a pro vided by other p r o j e c t s o p e r a t e d w i t h i n the d e p a r t m e n t . The p r oj ec t u n d e r the d i r e c t i o n of Dr. D. G i b s o n w o u l d appear to s er ve a v e r y u s e f u l p u r p o s e in a d d i n g i m p e t u s to the m e t h o d o l o g i c a l e v a l u a t i o n a s p e c t of the other studies an d m a k i n g m e t h o d o l o g i c a l r e p o r t s f r o m these studies w h i c h m i g h t n ot o t h e r w i s e be made. It m i g h t be that such a s t u d y or p r o j e c t o u g h t to be o r g a n i z e d w i t h ­ in every r e s e a r c h o r g a n i z a t i o n . Th e f a c t that the p r o ­ ject is o p e r a t e d w i t h a to t a l g r a n t of @3 00 a year, however, l i m i t s its e f f e c t i v e n e s s . - 451 - arises. Th e study especially in n e e d of the conditioning effect of a t t e n t i o n by independent is one w h i c h is research men1 . Ea r l y in the s t u d y of th e pane l the a u t h o r ha d t h o u g h t that the obvious w a y to te st t he c o n d i t i o n i n g e f f e c t w o u l d be simply to do a l a r g e r e c a l l s u r v e y e v e r y few y e a r s to be compared w i t h the p a n e l r e s u l t s . It is ob vi ou s, h o w e v e r , from the da ta p r e s e n t e d in t h i s c h a p t e r that this w o u l d not re s u l t in a s a t i s f a c t o r y test si nce the d i f f e r e n c e in the r e p o r t i n g e r r o r b e t w e e n the p a n e l and the r e c a l l t e c h ­ niques w o u l d a l m o s t s u r e l y be l a r g e r t h a n a n y p o s s i b l e long run c o n d i t i o n i n g effect . (This is e q u a l l y true w h e n the p r o b l e m of s a m p l e bia s is c o n s i d e r e d . ) It is t h e r e ­ fore ev i d e n t th at in e v a l u a t i n g the panel some other mor e reliab le t e c h n i q u e w o u l d have to be u s e d as a control. CHAPTER XVI THE CONSUMER DIARY Introduction The con s u m e r diary member r e c o r d s her form is a m a t t e r is the report family's purchases. of g reat importance yet it has h a r d l y b e e n m e n t i o n e d ference in d i a r y fo r m s identification and This ran ges f o r m u p o n w h i c h a panel T h e ty pe in c o n s u m e r classification of de g r e e of the diary, items where reported by s i m p l y w r i t i n g in a d e s c r i p t i o n under a single the heading, ized, r e q u i r i n g the chased and p r o v i d e chase such as p r i c e number of items first a p p ea rs to its r e l a t i v e panel some and are to that to the panel in the l i t e r a t u r e ^ . is p r i m a r i l y one from a j o u r n a l - t y p e of r e p o r t research, The dif ­ of p r e ­ to be r e p o r t e d . all it e m s are of the p r o d u c t form w h i c h is c o m p l e t e l y member to additional check onl y the statistics about quantity purchased. i tem s W h e n a la rg e such as all journal-type form w o u l d be best, It w a s de ci ded, pur­ the p u r ­ be r e p o r t e d , simplicity^. item­ food, ho w e v e r , it at due that, 1 The only m e n t i o n of r e s e a r c h in to r e l a t i v e e f f e c t i v e n e s s of different ty pe s of d i a r y form s w a s f o u n d in an I n d u s t r i a l Surveys C o m p a n y , I nc ., m i m e o g r a p h e n t i t l e d E x t r a c t fr om M e t h o d o l o g i c a l P r o p o s a l P r e p a r e d f o r U. S. D e p a r t m e n t of A g r i c u l t u r e . A u g u s t 22, 19 49. Th i s r e s e a r c h has b e e n re ferr ed to on p a g e 5 0 0 of t h i s chapter . Q This type of d i a r y w a s c o n t e m p l a t e d as the f o r m be s t s u i t e d to the M S C C o n s u m e r P a n e l p r i o r to the d e c i s i o n to ma k e the e x pe ri ment s a n d a n a l y s i s of v a r i o u s d i a r y f o r m s p r e s e n t e d in this ch ap te r. - 453 - due to the a l m o s t complete comparative m e r i t s of the decision as diary to the l a c k of e m p i r i c a l various possible form should r e s e a r c h in t o types not be m a d e th e of for ms, without the fur­ ther e x p e r i m e n t a t i o n . The p r i m a r y p u r p o s e present a n a n a l y s i s of the types of di a r y f o r m s those consumer di a r y form. is type wa s limited r e s o u r c e s general areas, an a t ­ the a n a l y s i s , so as to be of of d e v e l o p i n g a however, to p r e s e n t form f o r m . - The --what form of d i a r y wi l l of Therefore, of r e p o r t Selecting diary to th e goes ev e n b e y o n d not w i t h o u t a p p l i c a t i o n to n o n ­ panel r e s e a r c h m e t h o d o l o g y . jective of t h i s c h a p t e r d e c i s i o n as Panel. problem Its p u r p o s e , to the M S C C o n s u m e r the a n a l y s i s f a c e d w i t h the this since the a n a l y s i s fluence of the for therefore, of v a r i o u s p o s s i b l e in the objective to p r e s e n t is, merits to a i d suitable the p r i m a r y tempt has b e e n m a d e value to all relative in o r d e r type of diar y f o r m m o s t While this was of t h i s c h a p t e r provide available? on the basic the be more general an analysis ob­ of the in­ su rve y r e s u l t s . q u e s t i o n was, be st r e s u l t s T h i s ma y e a c h of w h i c h m a y the be d i v i d e d indicated of for into cour se, the four by a q u e s t i o n or two. 1. a. Are homemakers more diary b. form Is one tive to r e t u r n one type of than another? type of diary in the likely form likely population w h i c h wi ll to be mo r e selec­ be w i l l i n g to - 454 - complete 2. Will the and return ty p e an d a c c u r a c y courages What 3. is of d i a r y of the the m o s t the Is ther e it t h a n a n o t h e r report? of the a difference different types cheapest and f o r m a f f e c t th e complete extent Is there of d i a r y a difference m u c h time maker would of fo rm en ­ an d a c c u r a t e r e p o r t i n g ? cost forms? of p r o c e s s i n g the 'Which type How much would is be saved of items r e p o r t e d ? in the l e n g t h complete be completeness s av ed the of time different for e a c h it ta kes forms? Ho w cooperating home­ by u s i n g a l i m i t e d f o r m of d i a r y ? In o r d e r to a n s w e r hypothesis, to type of f o r m ? difference? by h o w m u c h ? the h o m e m a k e r What in the by l i m i t i n g the n u m b e r 4. type these q u e s t i o n s a n d test th e f o l l o w i n g p r o c e d u r e Five d i a r i e s were developed. we r e The the amount of r e c a l l stimuli p r o vi ded, of the h o m e ma ker developed. - Five different as to n u m b e r of necessary compared the a m o u n t in was used. fo rm s v a r i e d as of the a m o u n t diar y for ms ^ i te ms c o v e r e d , to the r e c o g n i t i o n judgement required classifying, the com plexit y of i n s t r u c t i o n s the i m p l i e d on the par t of w r i t i n g r e q u i r e d , n e c e s s a r y and, finally, in the amount of p r e - c o d i n g p o s s i b l e . ^ A com pl ete set of the five e x p e r i m e n t a l may be f o u n d in A p p e n d i x B. diaries (A,B, C, D, & E) - 455 - D i a r y fo rm A c o n s i s t e d of the panel m e m b e r was to l i s t al l giving a d e s c r i p t i o n of preservation, and amount paid. This required the m o s t sheets upon which food i t e m s p u r c h a s e d , c h e c k i n g the m e t h o d i nd i c a t i n g the quantity purchased diary relied a l m o s t e n t i r e l y for porting h o m e m a k e r ; a complete simple of the the p r o d u c t , ha d six major w r i t i n g on cation or h u n t i n g several the pa rt on r e c a l l ; th e proper (3) It r e q u i r e d space simple (1) of the h o m e m a k e r ; for a r e p o r t (6) It r e q u i r e d r e l a t i v e l y the characteristics: (2) It of th e r e ­ possible; on all It no c l a s s i f i ­ on the par t (4) No p r e - c o d i n g w a s diary calling an d of (5) It wa s fo od p u r c h a s e s ; instructions as c o m p a r e d to D and E dia ries. Diary f o r m B c o n s i s t e d of items. The h o u s e w i f e of five p a g e s wa s to cate the q u a n t i t y p u r c h a s e d , cost, and give chase, specific some of the p r o d u c t s . characteristics: (1) c h e c k items p u r c h a s e d , state the p ri ce information stage of p r e p a r e d n e s s This of a l i m i t e d num be r per un it c o n c e r n i n g place type of diary had the It r e q u i r e d v e r y l i t t l e appropriate placed on r e c o g n i t i o n did requi re he r to h u n t possible to p r e - c o d e It was a short f o r m blanks; stimuli required no c l a s s i f i c a t i o n the for or total of p u r ­ or m e t h o d of p r e s e r v a t i o n for part of the r e p o r t i n g h o u s e w i f e — a s k i n g on ly be placed in the indi­ as w r i t i n g on the for fi g u r e s (2) M a j o r emphasis to p r o d u c t p u r c h a s e s ; on the part of the the a p p r o p r i a t e identity following of all providing a record was (3) homemaker, spaces; (4) items recorded; of p urchases to It but It was (5) of o n l y - 456 - dairy pr o d u c t s , fats and eggs and f i s h ) , - - t h i s a complete r e c o r d of oils, wa s the and meats (including poultry, only calling form food purchases; (6) for les s It r e q u i r e d the th a n sim­ plest of i n s t r u c t i o n s . Di a r y fo rm C c o n s i s t e d o f s i x p a g e s under w h i c h the h o m e m a k e r was specific p r o d u c t b e l o n g i n g cate the duct. quantity, This c os t diary had in t h a t and other for her were itemi zed ); (2) T h i s nition stimuli, t h r o u g h the form the nece ss it y of r e c a l l i n g simp le plexity b e t w e e n those Diary fo rm D c o n s i s t e d forms. For d a i r y p r o d u c t s , was co mp letely of the diary diary A. i t e m i z e d the for Thus, all these other the p u r c h a s e d p r o ­ of the in the (l) It homemaker name or descrip­ combined the features use of p r o d u c t to put cl a s s to d e s c r i b e for the it u n d e r of r e c o g ­ headings, th e homemaker to the p r o p e r h e a d i n g ; was i m p o s s i b l e , of all and specific except foo d p u r c h a s e d ; i n s t r u c t i o n s w i t h a deg ree of A indi­ fats a n d oil s w h i c h (5) It w a s a r e c o r d It re quired r a t h e r class an d for (4) P r e - c o d i n g of s p e c i f i c p r o d u c t s fats and oils; name the (except in o r d e r in o r d e r or characteristics: (3) It w a s n e c e s s a r y item for to w r i t e tion of e a c h p r o d u c t p u r c h a s e d classify ea c h da ta w r i t i n g on t h e pa r t necessary items p u r c hase d; to d e s c r i b e particular its p e c u l i a r required c o n s i d e r a b l e since it was supposed of classified headings of for (6) com­ and B diaries. of a c o m b i n a t i o n of the A fats and oils, and meat s same as B diary. fo od s w a s different parts j ou rnal The type, and B the diary sec on d p a r t the of d i a r y D h a d same as sim i l a r - c h a r a c t e r i s t i c s to th e s e those r e q u i r e d for Diary f o r m E, forms. Thus, for the B, D, w a s a d i a r y - - f o r all similar The total e f f e c t of co urse, The complexity similar to th o s e r e q u i r e d The v a r i a t i o n in the This is sh own in Table di ari es census survey. sus was t e n d e r e d were the case a n d m e a t s the for B and D. foods--was form C. of the He r e of the The classi­ a g a i n the fr o m a n y of the required i n s t r u c t i o n s wa s diary D 1 . may diary be further s u m m a r i z e d by t o o k for e a c h p r o d u c t c lass . 25. then used Each household in c o n n e c t i o n w i t h the i n t e r v i e w e d for a diary and asked week f o l l o w i n g the complex than and oils, different diaries of f o r m e a c h The d i a r y v a r i e d w i t h the p r o d u c t . fo r showing the ty pe The fa ts to d i a r y of th e other forms. characteristics. c o m b i n a t i o n of two p r e v i o u s other major c h a r a c t e r i s t i c s Th e tota l and C - i t e m i z e d a s wa s was, forms. t h i s d i a r y w e r e mo re dairy products, fied h e a d i n g type diary of t h e s e diaries A, diary was c o m p l e t e l y remainder of for like - respective effect w o u l d be a c o m b i n a t i o n instruct ion s r e q u i r e d 457 interview. graphically s t r a t i f i e d r a n d o m This to k e e p the in iti al sample*5. the sample sam ple c e n ­ r e c o r d for the sample was a g e o ­ The h o u s e h o l d s r e c e i v - 1 The i n s t r u c t i o n s for e a c h di a r y fo rm ar e i n c l u d e d in the ap pend ix w i t h the d i a r y w i t h w h i c h th e y were used. The com­ plexity of the i n s t r u c t i o n s is, of course, d i f f i c u l t to analyze. The e v a l u a t i o n us e h e r e is s i m p l y a ge n e r a l i m p r e s ­ sion as to the a m o u n t of d i f f i c u l t y the h o u s e h o l d e r w o u l d have in u n d e r s t a n d i n g the i n s t r u c t i o n s i n v o l v e d . ^ For a d e t a i l e d a c c o u n t Chapter VI II. of t h e sampling procedures refer to - 458 - XJ ro CD N •t—I a CD +3 cd so w CO «0 tsj p <4 o p o o pH CO t=> •H S 03 +3 IH XJ CD tsi o t-t pa 0 xj CD N t—1 CO cd rH o a CD +3 IH XJ CD 1—1 XJ 0 rH •rH a CD +3 IH E 0) -P> S —1 m CO bO d •rH xs cd CD jd CO CO cd r—i o N •HI bO d •rH T3 cd CD jd cd d d PS o X> N •H bO d ■H xs cd CD jd CO CO cd i—i o rH cd d d d cd d d d a CD +3 1—1 o X> o X> pa M P o CO bO d •h XI (4 «D XJ CO to 03 W & eS ca £> a, X P o pp Si o d •* •rH a xj CD cd XJ CD ISJ •i— 1 o p o < w Ph Eh P O p so cd PS CO CD O * o X) o X) a d d o x> * CD cd cd bD 0 bO rH o a cd CO bO d +3 “•i—1 *iHt xj d d *iH XS cd d CD *n Jd •» CO CO +3 CO »rl cd d rH d O Vt to d 5 bO Jp O CD On-P> 03 -H CO +3 cd rH o cd cd d CD xs jd •rH CD +3 to cd ^ CO CD Cd +3 o CO bD d •H rH XJ bO d fc> 03 03 03 •rH cd xJ cd rH O d rH JH O 03 CD CD d o 1 —I cd d ■rH +3 XJ rH r d XI cd d d d o X) rH co to CD d o CD +3 IH CD d o r 1 rH cd d d d o h~z rH rH cd cd C d d o X) d d d o X> 1—1 — s pa f=5 CO CO sp 1—1 S CD £J oa p o> jp CO bO > , ra ^ cd i—i rH *rH O B CD pa bO « o TP •H > •r— 4 XJ d i—i | cd o -P> CD d O bD d •H XJ cd 0) jd jd 1 O +3 X -rH CD x l • o g bO d •H xs d -r-4 03 bO to d d •rH O ^ > o cd O i —1 O &4 a d cd P-» CD Cd CD bD P> d cd -H Or d > CD rH > •* cd t—1 00 CT> cr> 00 p to 03 O o to CT> ,—1 03 o • o o 1—I in 00 co p CM • o m P3 • o os o pt, PS PS P PL, CO PS o • £ d o Cm Q * o SI >, d cd *rH Q o • o • o *=3 & 93 03 CO to CT> P CO «—1 00 P CO IV CO Q0 • 03 03 • LO cO * IV p 03 • cr> P p • 03 . xl 0 xl p p cd •=5 xl • 03 Oi 03 LO to CO to CO • p CO • CTi CO tv to to • 03 P CM CM CO CO 03 zv 00 CO tv 03 • CO p • co • IV rHI CO • i— ! in CO CO 03 i — l tv • H in in • CO p o p XJ 0 >i c d 0 Cd pL,P CSXJ cd O • CM CM CO • to i-H O CO p 00 • CM • o o • p O • o 03 CO PCI 03 to • £V • «tji o o PS 00 1 —1 03 * CO P p • 03 "d4 m so C5 13 P ps ns Id o Eh p w ^ PS P tiJ Si cr> IV co cr> 0 cr» a> 03 CO to o • p ip o o • o o rH <5* CD to XJ 0 d d d p 0 d XJ 0 P Cd 0 o o --s XJ 0 p Cd 0 o o cd P o £1 CD 5 PS P I O d 0) Cd <0 XJ 0 0 ^ X3 & d CD o XJ d d x i CD p co d O CD XJ CD X * d d d XS d cd CD d CO 3: P O xl d CO CD to d CD 3: 3 O Pd d P a o CD +3 HJ Xl s ^ d O CD V i *n •rH d CD cd CO -‘— I d XJ o Xj XJ O CD cd xl > XS 0) d CD XJ CD +3 X> p Gj - xJ - 13 d o CD d -r-t •l—t Vl XJ Xl £ cd S o o s d o Xl XS (D XJ V i d d CD d >-» d t>D d +3 -r-I Cd CD CO -f—I d CD XJ XJ XJ d CO o cd p P p s xl p d d d -rH £ d xl co cd d O P 3: P O o d v CD >> d VI CD X l O > i g CO O > , d cd cd co - cd •I— I 03 XJ 0 ^ cd xs Cd O «i—I XJ p d d to CD CD a xl d o CD cd CD O h XJ 0 xl p XJ CD cO xl o p p tn cd xl o co - cd • p d CD P d «rl *r-t CD XJ X l tlOxl CD d p •rH s v cd o to d CX, cd P d CD CO x> CD Cd d +J co d d d cd cd v x l 3= c=» p p xl d cd o P O «rl xl o p p x l xl CO s *rH ^ CD I—I >~>P cd u o cd CD x l o to P -M CD cd XJ X l P CD cd P P O &, d xj o p cd d xj d -m •r—l CO d xs O XJ • cd cd d o P CD CD Xl p CD X j XJ On XJ d CD o ^ 5 CD O O h P 03 p a xl p d XJ X l O :% x t cd d •m cd CD V g: -M d _ o d £ cd CD cd d xl XJ CD 55 CD o CD CO XS d P - . o _ d Vl CD O Xl d o o d cd o CD V i x l CD xl CD d Jd P cd P p , 3 P XJ P P d CD >> CD £ 03 xl d d o xl o o o d d o o v - cd d p (D d d XJ CD CD £ o d xj & d d ■I— t c d CD d CD d d Q-, 08 XS 0 p Cd 0 • p «p CD x: Xl P 03 0 cf P 0 d 0 d o ■'d* p a s: 0 d 03 0 P 0 o d d o 0 cd aa) x 0 d p o d d cd |P "P XJ P x l d xl d o cd 3 O V m xi d xj 0 0 o XJ d P p xl & d d cd CO P d tO T3 XJ (0 CD CD p CD l . G g •rl (D V CD L, XJ 3 O C0 g p L, •rl CD CD • «0C to * oo to 00 to in co co rH 03 co to "■0C Cto 03 00 to Vl o XJ XJ CD CD p P G g O h L. o> CD £3 o O P u o CD CD C CQ O-i • to LO rH • 03 CO in ♦ in LO • rH m o • 03 in O • m in 00 to to co 03 to in 03 to cO rH to to to CO CO rH i—1 to rH CO 03 rH co H to to < —i CT> in rH o in t> to £rH o 03 00 r -1 o> tv rH 03 O 1—1 cO i—I o> o a txj rH C0 P o E-« • o is Vi o c— t • 00 CO to Vi O 03 • m m XJ w CD V i CD L, O •rH CD L. 'O • C0 £3 o •H CD E-* S CO • CD XJ o •H CD is l . p C0 Cti H •H CD (0 CJ O P O O V i <0 E-* o to o • o is XJ 0} CD P CD p O *r*H P h c L. CD «0 O XJ •H O g C0 XJ CO CD CD G •rH V Jh G C0 p •H CD Q cq L. s C0 L. •H O « bn XJ XJ CD CD P a CD V H 3 & P S CD O Oh O < 1—1 03 CQ p P C0 g cd cd u p V bD <0 CD Vl V i i—l •rl P £3 x j; C o C0 Li > ) O V i P a •rl C2 C0 G CD o bO L, •rl CD V i m Vh •rH Vh £3 CD •H bD L. XJ *rl CD CD 9t XJ > •V X) XJ CD rH u CD o CD rH Li O g d CD CD CQ 00 o x i •rH Li G o P i—1 CD CD »o V i CD L, o O O o x : CO bO CD •rl a p P c Vh -M Vh CO CD XJ P i—1 •rH XJ CJ XJ g •rH CL.XJ CD U •f—1 C0 E p !> d V i rH C0 P O P G CQ V CD O C O G C D x» C0 > CL, CQ o G CD > *rl P 00 P •rl Q> U O rH CD X I d rH G 00 G CD XJ o CD d bD O o •rl •rl CD > (0 XJ XJ CD CD o L, •H ,—1 O p CD CD a, Pi 3 o CD V i CD CD Xi G P XJ c P O G Li 3 rH CO p O CD CD XJ o Vh CD o C0 e o Vh u Vh o X i d S P l . O CD *rH o XJ CD Vi P iX J rH P rH c L. 0 C0 CD CD CD rH CD V i C X i Xl O G > CQ rH E-* L, CD CD Eh P 00 3 rH X l 3 s CD P P • • O o Li CD P CO V C P rH Li CD 00 CD CO Vh CO CD •rl S CD O > CD •rl xi CD 3 P «—I •rH G CD ■P ID p P CD O CL.XJ L, d O G P CD <1) CD 00 P in 00 a o 00 CD 03 P P n rH j> 00 &□ - 462 - addressed s t a m p e d e n v e l o p e brief i n t r o d u c t i o n person i n t e r v i e w , to th e returned. housewife diary a n d t h e n was The only h o m e s w h e r e the r e s p o n d e n t a diary definitely In those said, provided. ca ses “W el l, Each respondent received a at the e n d asked of if they w o u l d a c c e p t wa s not l e f t wer e stated th at the di a r y w o u l d not where t he re tendered. was no diary significant that, be O f the to a c c e p t difference the the di a r y in the a c c e p t a n c e forms. Relative P o p u l a t i o n S e l e c t i v i t y The in w h i c h m a y b e . . . , 11 a d i a r y was left. 21 9 or 1 1 . 6 p e r c e n t r e f u s e d of the five those it. was a c h a n c e — w h e r e 1,885 cont ac te d, T her e the p e r s o n - t o - first h y p o t h e s i s given a n equal of the V a r i o u s D i a r y F o r m s s u g g e s t e d by chance, the sented by the five ty p e s fluence h o m e m a k e r s sufficiently the q u e s t i o n s f o r m of the diary, heretofore discussed, to r e s u l t p o s e d was, as r e pre­ would not in­ in s i g n i f i c a n t l y different total r e t u r n s . This hypothesis in Table 27 . Nine wa s hundred left, and of the 1 , 8 8 5 Thus 48.6 p e r c e n t of all significant d i f f e r e n c e and an d th e r e s u l t s diaries le ft form, diaries c o m p l e t e d and r e t u r n e d . were returned were b e t w e e n th e received summarized were returned. returns the h y p o t h e s i s w a s n o t p r ov en . fully itemiz ed are s i x t e e n of the 1 , 6 6 6 tendered, of the di ar ies w h i c h w e r e Thus, te s t e d B a n d 55 p e r c e n t There of the diary, t h e be st r e t u r n s . wa s a five the dia rie s. short Of the and B - 463 - diaries, 62.1 percent were r e t u r n e d as compared cent average . T h e r e t u r n of B d i a r y p r o v e d different fr o m that of d i a r i e s A , nificant d i f f e r e n c e four d i a r i e s 2 . This suggests to be D and E 1 . in th e r e t u r n s two amounting to a r o u n d percent, who w o u l d to k e e p a short effort necessary (2) that one to expect one to receive These receive ever, would not be w i l l i n g to k e e p wou ld, th e l o n g e r , on th e b a s i s l o n g a n d at l e a s t " b e tt er " da ta a gr e a t e r a previous returns indicate rate study, a of r e t u r n five f o r t h that more of this th e r e difficult data, partially have short-form sig­ other is a to s e v e n itemized diary additional form, and no r e a s o n n o n - i t e m i z e d , fo rm than any other long that form. diary is l i k e l y to tha n a l o n g - f o r m c o n d u c t e d as a p r e - t e s t living in the M i c h i g a n S t a t e ^ See footnot e to put no of the (l) th at group of h o m e m a k e r s , form, but who significantly two marginal be w i l l i n g 55 p e r ­ There was b e t w e e n an y t h ings : to the diary. among C o l l e g e h o u s i n g area, How­ families lead to no to T a b l e 26. 2 In this c h a p t e r th ree l e v e l s of c o n f i d e n c e h a v e b e e n used. The "1 p e r c e n t l e v e l of c o n f i d e n c e " w h i c h m e a n s th at a difference of th e m a g n i t u d e b e i n g d i s c u s s e d w o u l d not be ex p e c t e d to oc c u r more t h a n one time out of a hu n d r e d , the 2 > 5 p e r c e n t le v e l of c o n f i d e n c e m e a n i n g that there are m o r e than two a n d l e s s t h a n five c h a n c e s out of a h u n d r e d that the di f f e r e n c e c o u l d ha ve b e e n due to chance a n d the 5 p e r ­ cent level of c o n f i d e n c e . T h e 1 p e r c e n t le ve l of c o n f i d e n c e is the one m o s t g e n e r a l l y used. Th e c o n f i d e n c e le ve l is us ua ll y sta te d in the t a b l e s but s e l d o m r e p e a t e d in the text. U nles s o t h e r w i s e i n d i c a t e d , e i t h e r in text or f o o t n o t e s to table, the s t a t e m e n t "no s i g n i f i c a n t d i f f e r e n c e " m e a n s at the 5 p e r c e n t l e v e l of c o n f i d e n c e wh i l e the s t a t e m e n t "it proved to be s i g n i f i c a n t l y d i f f e r e n t " r e f e r s to the 1 p e r ­ cent level of c o n f i d e n c e . - 464 - such conclusions^- • used, I n tn e one l o n g a n d t h e of the short fo r m s the l o n g form. other O b v i o u s l y no conflict in vesti gat ion w h i c h when the L a n s i n g the e d u c a ti on al was achievement excess of r e t u r n s Th ere turns to the fi v e a high school tency in the diaries education for 59 . 6 p e r c e n t percent for stimulated additional into It was found, two g r o u p s b a s e d u p o n that the l o n g - f o r m the less en t i r e diaries fro m h o u s e h o l d s difference was with than high between the r e ­ the h o u s e h o l d s of h o m e m a k e r s w i t h or a b o v e . Th u s findings achievement were were e xi ste d. achievement significant case contradiction. returns B received w a s no forms to 6 0 . 0 the h o m e m a k e r , ov er homemakers w i t h a n e d u c a t i o n a l school. compared divided of di a r y In this in e v i d e n c e of B d i a r y greater two difference e x p l a i n e d the sample study short. were r e t ur ned This a p p a r e n t due to the first when homemakers o compared. there was of s i milar no inconsis­ educational This s tudy was m a d e in N o v e m b e r of 1 9 49. It was m a d e in c o o p e r a t i o n w i t h a cl a s s in i n t e r v i e w i n g u n de r the D e p a r t ­ ment of S o c i a l S e r v i c e an d was p r i m a r i l y for the p u r p o s e of giving the s t u d e n t s a u t h e n t i c i n t e r v i e w i n g e x p e r i e n c e . The sample r e c e i v i n g d i a r i e s c o n s i s t e d of 112 f a m i l i e s , l i v i n g in the college o w n e d a n d o p e r a t e d h o u s i n g area, s e l e c t e d at random. T h e l o n g f o r m d i a r y u s e d r e q u e s t e d i n f o r m a t i o n not only as to foo d bu t i n c l u d e d all oth er e x p e n d i t u r e s . Food was the on l y c a t e g o r y w h i c h w a s i t e m i z e d . Th e p r o c e d u r e f ol low ed wa s to ma ke a n i n i t i a l i n t e r v i e w c o n t a c t at w h i c h time a ba s i c q u e s t i o n n a i r e was c o m p l e t e d a n d one of the two diary forms w a s i n t r o d u c e d and l e f t to be f ill ed in for the f o l l o w i n g w e e k a n d t h e n to be r e t u r n e d by m ai l. Several weeks l a t e r a n u m b e r of the o r i g i n a l r e s p o n d e n t s were r e i n ­ t e r v i e w e d in or d e r to get t h e i r r e a c t i o n to the form s us ed , the i n c e n t i v e n e c e s s a r y for c o n t i n u o u s c o o p e r a t i o n , a n d to de ter mine the r e a s o n the d i a r y was not r e t u r n e d if th at wa s the case. 2 This al s o indicates the difficulty of u s i n g such select - 465 - This introduces the s e c o n d in s e l e c t i v i t y b e t w e e n is— is one d i a r y the phase different form more other? Th i s groups respond is i m p o r t a n t some types of p a n e l s possible for a n y type s of selective form b e t t e r of sample five to the bi a s to type fo r m s following in tha n to a n ­ in sample. of d i a r y f o r m other fac tors: of h o m e m a k e r , (3) p r e v i o u s g a i n i n g r e s p o n s e wa s size of the f a m i l y (9) p l a c e of f o r ­ of d i s p o s ­ r e c o r d k e e p i n g ha b i t s , in the h o u s e h o l d , the n u m b e r of p e r s o n s (1) l ev el (2) level (5) groups as th ose of p r e - t e s t i n g . differ­ f a c t o r s . - The r e l a t i v e of the family, an d Wi l l as c o m p a r e d to the ployment of other m e m b e r s (7) in the p o p u ­ the m a j o r p r o b l e m s if the sever al diary achievement able fa m i l y inco me, homemaker, question diaries^# effecti ve ne ss of the mal e d u c a tion al one therefore, Effectiveness relative studied in r e g a r d The the o t h e r s ? to one since s t u d y of v a r i a t i o n is to m a i n t a i n a r e p r e s e n t a t i v e It is d e s i r a b l e to know, is r e s p o n s i b l e of the diaries. l i k e l y to be lation r e s p o n d i n g to it t h a n o n e ent p o p u l a t i o n of household besides fo od bill, of h o m e m a k e r ' s (6) age (8) (4) e m ­ the head, of the type of bi rth . l i v i n g in c o l l e g e h o u s i n g for the p u r p o s e s ^ It should be n o t e d th at no c o n s i d e r a t i o n is b e i n g made he re of the bi as c a u s e d by d i a r i e s in general , si n c e on l y the r e l a t i o n s h i p b e t w e e n th e d i a r y forms is of i n t e r e s t a s ar as the p r o b l e m of w h i c h d i a r y to u se is c o n c e r n e d . - 466 - Level of e d u c a t i o n a l relative effectiveness response from h o m e m a k e r s of achievement^. Th e that the l e a s t difficult complicated for ms percent bett er the fiv e with table response different indicates, diary, rate B, greater d i f f i c u l t y might in cent of the l e s s t h a n h i g h school ceeding hi gh ^ 3.4 percent - 2.8 percent diaries of B diary the d i f f e r e n c e diary C, fact for s c h o o l - - a r e t u r n rate for all in w h i c h case an d the shows the in gaining of e d u c a t i o n a l to the more that a 10 to 20 from the h o m e ­ by u s i n g a short bec a u s e i n d u c i n g the le ss the 28 p r e v i o u sly s u g g e s t e d , be e x p e c t e d important diary as is i l l u s t r a t e d by compared to 63 . 8 as levels is s u p e r i o r education level T h i s is e s p e c i a l l y - Table d i a r y form s in g a i n i n g r e s p o n s e makers of the l o w e r form. achievement. that group those of the a p p a r e n t e d u c a t e d to r e t u r n a on l y 4 7 . 3 - 1 . 9 p e r ­ r e t u r n e d a d i a r y as with education differential combined. ex ­ of a b o u t 16 However, in the is onl y 8 ^ 7.6 pe r c e n t . bias appears itemized to be worse, While the case for differ ^ For this p a r t i c u l a r a n a l y s i s , in e a c h case the c o m p a r i s o n was made on the b as is of th e n u m b e r of d i a r i e s r e t u r n e d as compared to the n u m b e r left. Th e n u m b e r left was u s e d in preference to the n u m b e r t e n d e r e d b e c a u s e of the jud g e m e n t that the type of d i a r y was no t an i m p o r t a n t f ac to r to those who r e f us ed to a c c e p t the d i a r y in the fi rst place. M o s t of those who r e f u s e d to a c c e p t a d i a r y e i t h e r s h o w e d o p e n h o s ­ tility to the i d e a or e x p r e s s e d the ide a that th e y w e r e too busy to be b o t h e r e d w i t h a n y t h i n g l i k e this. A l s o , th ere was litt le d i f f e r e n c e b e t w e e n t h e d i a r i e s in the p e r c e n t A - 1 0 . 9 percent, tendered a c c e p t e d . T h i s wa s as fol lows: B-11.5 p e r c e n t , C - 1 2 . 2 p e r c e n t , D - 9 . 6 p e r c e n t , and E - 1 3 . 5 percent. It will be n o t e d that the g r e a t e s t d i f f e r e n c e is between d i a r i e s D a n d E w h i c h w o u l d have s e e m e d a l m o s t exactly the same to a h o m e m a k e r b e f o r e e x a m i n i n g the d i a r y closely,. - 467 - fa CD ^ CO • o PS LO 03 O CT) • -p O fa in rH z> co CD CO 03 CO CO 1— I fa aj •Cf O CO O £ CD CD

m o t—iPS n fa fa fa pc, fa fa H CP EH Q fa i—i (P. PS CO O b S t—I CQ ^4 CQ CO fa s 94 O fa *=^ * •=vh LO 03 CO co o- CO •=4' 03 i— 1 rH • • 03 CO 02 LO 00 CO 00 CO rH rH CO O CO CO CO • • PS CT> CO CO LO CO • 00 LO • fa O CD fa PS LO LO oo co • fa O fa fa CD fa 'Ct* rH fa CD PS rH • 00 • 0 LO Cm O CQ d CD s 0 x: cm O CQ CD •rH Lh cd •rH XJ CD x i -p O CO rH co LO £> cm LO CQ d d d CO O fa ^ cd •H Q O • CO LO • LO LO CO CO O oco O CO 1— I CO LO C"1 • fa O Cm fa CD fa LO CO i— 1 CO r— 1 4-* CD PS r4 • cr> LO • 03 CO CO « CO Z> 03 * i— 1 CO CT> CO 0- LO co £> O 03 lO 03 i— 1 02 LO CO CO CO • •ct* 03 • 00 LO CO • 03 CO • CO LO 03 CO 0co CO CO • fa • fa O cm !fa CD fa ^ fa CD PS * fa <$ O CD fa PS fa fa cd d a CD o s •rl csS CD o •rH PS xl 73 o fa < O LO CO pq O CD fa PS EH fa &H < 00 • * fa O CD fa as ^ PS fa • CO fa >; g I—t'-jj £h ^ O fa fa US fa o > PS a) fa PS ^5. CD CO fa fa O fa o fa PS o • fa O fa fa CD fa i— t > < PS pH 00 i— 1 i-3 i —Iih PS E-i O LO «1 < I—tO CT> Q fa rH Q fa fa * LO rH CD 03 CO 0 rH CO CO i— 1 LO rH i— 1 d cd xl & fa & XX cQ bO CQ .H CD PS fa rH O O xl xi bO o •rH CQ PS CD CO d cd xl fa fa 0 CD O Xi -1-3 Cm 0 d CD CD & X> CD fa rH CD > CD t— 1 fa d CD O Sh X CD CD O h CQ fa CQ *H CD O d CD d CD CM CM -rH XS H CD XS fa fa ccJ rH CD fa > d CD aj 1— I 0 03 CO xi CD bD U *H O PS CD d • CD O d a> XJ -rH *H d •pH d o LO co o> «H to 1—1 o o 1—1 o 00 rH t> CQ CO co • co LO CQ • 03 in 00 • 03 LO CM • rH CO CO CO £> C-* CO c— o CQ • -p O CfH a <» hQ rH O rH o to rH CO i—1 00 CO CO -p feS. CD Pd • O CD Is pc; 03 * CQ in to • rH CO i—1 • in *sh • to LO CO CO I> i—i in CO *> rH o00 ^4 CQ i—1 to rH i—1 CQ CO ^ rH CIS • •P O O la Eh • O la % s Qh CO ^ CQ Pd cq p ^ la o M O ci> CQ s! CQ <0 o cr> CQ CU f—1CQ cd i—l o c Q in i —i cr> —i Q Ct| , O hQ od CQ CU hQ co CQ cd fQ P, X PQ g CQ e s cm m hJ E-* - 3 !a CQ P*4 o Q ^ cq Cd « ;d e-* o E-t H S Bs: tH (Q CQ O CQ 3 Q 3 M O E-* W O e o < g • -P o Cm 3 CD M 5 CQ Pd •p o> Pd +3 CD Pd -p *P <» -Q Q O 3 Sh cd ^ CD •rH Pd Q • -p o O CD 5a pd cq Pd cd ^ CQ CQ CQ CD od -p CD Pd -4-3 • cLO "Q* CD CO rH 03 • o LO • o in o1—1 LO H1 to o o • LO o • LO in o o in ^ CD > o jd c O -P 03 O 03 o o ■O' CO >3 f | a 0 >3 rH rH id S3 XJ •rl i> •p xS sd •p cd CD M cO -p R 01 CD •(— 1 u ed •P XJ u CD JCJ P O CD xi p .

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CO o 1 sd CD '1— 4-3 Q IH 43 oS U (D 03 XJ 03 a 03 3 CQ i—1 cd •p o Eh cd ^ CD xi CQ -P - 470 - P r e vi ous r e c o r d - k e e p i n g h a b i t s . tive e f f e c t i v e n e s s of the from r e c o r d - k e e p i n g a n d data indicate t ha t was proved the t y p e of d i a r y from those who ha d the case wi t h the previously kept di d the diaries, almost as u n s e l e c t i v e as B. between the r e t u r n does No of the e ffect for the records. by u s i n g the in fa vo r the fiv e diaries were m u c h m o r e the other selective on non-record keepers This is not the w i t h the e x c e p t i o n of C w h i c h A significant di a r i e s , not kept, difference is existed f r o m .the h o u s e h o l d s in w i t h B r e c e i v i n g the This indicates diary. relative diary forms in g a i n i n g r e s p o n s e is employed a n d h o u s e h o l d s One of the i m p l i c i t difference of r e c o r d k e e p e r s c o u l d be e l i m i n a t e d short B - t y p e Ta ble 31 sh o w s The the rate However, best rate of r e t u r n a n d D an d E the l o w e s ti. that the bias the r e l a ­ ha d p r e v i o u s l y record keepers. five which p r e v i o u s r e c o r d s wer e not significant Fo r B a l m o s t as m a n y di a r y as shows in g a i n i n g r e s p o n s e s the h o m e m a k e r e s p e c i a l l y D an d E, ot h e r form s between the returns this factor t h a n B. returned where of k e e p i n g r e c o r d s . to e x i s t diary forms, diary 30 non-record-keeping homemakers. of r et ur n fro m h o u s e h o l d s made a p r a c t i c e five - Table where effectiveness of the fr o m h o u s e h o l d s the wife w he re five the wife is not em pl oyed . hypotheses b eing tested here was th a t the 1 B was fo u n d to be not s i g n i f i c a n t l y d i f f e r e n t from C, s i g ­ ni fi can tl y d i f f e r e n t f r o m A b e t w e e n the 5 and 2 p e r c e n t level of c o n f i d e n c e a n d s i g n i f i c a n t l y g r eate r t h a n D a n d E at the 1 p e r c e n t l e v e l of c o n f i d e n c e . - 471 p a> OS • 03 CO CO • 03 to LO r-l flS • -p "P O 03 O 5s; as E-* • +3 O P ^ CO OS CO 03 as 03 c- as <13 X} P co < —i CO r— 1 P flj ^ P 1 —1 c1 —1 r-l •h rq • p o <1> ^ Pi a> co CO 03 • p O P S 03 as LO O £03 as 03 as • 03 CO CO • p as 03 0} £: G O • p O <1) S Pi • P o P ^ 03 03 CO > G cs5 ^ a> Pi Q •r-l Q w o P 03 Pi co r— 1 • £- to • P O 03 S PI 03 CO *P CO O p ^ 03 P co p co • o p as E> 03 CO • to oo p to o to to co c- CO o • to in CQ P 03 Pi •P O 03 ^ Pi • +9 O <1-1 S 03 O co 1—1 03 CO 03 rC5 G O O CO tco 0- 00 to 03 • 03 o • 1— 1 o o- p— 1 03 o CO ao 03 CO CO o CO CO • CO CO • r-l LO • CO LO • P O 03 & PI CO CO I> CO r-l CO £> P • P O P S 03 c— to CCO 03 stf 03 CO P ^ < 00 • CO cO 03 PI O* 03 03 03 T3 03 G O CCS o x: <1— 1 O O 03 G 1—1 P P P G G 03 03 O G G 03 03 P P-> P *c-t l—1 rO 03 >>Xl P P P a p cd kJ co • * 0"sH p 'feS. v Pi CO to • CO cO ^ o co .* G CO p p •c P 03 G G 03 03 G P 03 P P -r-l P TS •H rO T3 G >, aJ i— I P 03 G O aJ G O 03 -H T5 P -r-l •H <1— 1 G G tsD O •r— 1 O 03 P P o o G i—1 03 03 t> G 03 Cti P O P G G O ctf G 03 PQ P* no 03 i—1 03 03 >-* Sjt O $25 aJ P o E~1 ❖ 472 CT> • o to rH i—1 cr> rH CO rH •cj* GO 03 CO o CO rH X\ 1 O ^ in pa ca Q t6 i —i< 4 CO 03 Pa > CU > ( - 1 IH S 5 S > -• _ Q Q Pa 03 &3 t>* W m >h O O 06 J £ a * TABLE 31 H pa KJ ■P <13 06 ^ 03 '0* CD +* Q pa >h c5 .-6 >•< ,- a ^ < X* t- 3 f-H f-e?! ^ > h—V O ph O ph s Pm S 03 s !6 i —ii—i 06 <6 2? 06 w cii CL. C 5 S x a 5 tzj m S6 M K 1—406 O VH 1-4 < S E Pm 0 6 * O < 2 3 ca O 06 l- l 06 B-i (H 03 03 O 06 Pm Q 06 < ° g 03 ^ m 06 Q 03 ca J &a 03 O ^6 03 06 pa o p a 03 a Sh o o- CT> rH CO cD • o 03 • !> CD in rH rH cr> 'a1 * -P O CD 06 06 LO co 03 rH o > —I • +3 O * rH a) 03 Xi > Sh aj ■i— i Q ^ o -X CD 06 to • rLO o in LO LO *a< co o> • -P O 03 S 06 to * H3 O cm 06 CD -a CO LO 03 cCO •a* CO CO LO CD co •sj* rH CO 03 CO 03 i—1 rH o 03 CO h w HH g g g g Pm sa ^ -H> CD 06 * -f3 CQ O CD 06 06 4 iJ O 16 CD O O aj pa 'O £6 cd Q • • • e'­ en CO CD 03 a o Ph O CD 06 06 1 —1 rH £6 O CO .6 Cm •rH £6 00 C ►a ca 06 D- O CD 03 X -rH 03 & X" -V T3 CD O >j Cf O rH 'O CD CD >> CD O O Eh CQ vv. X T - 473 - households in w h i c h the wife to re s p o n d to the forms due to the shor t time form, There was no significant the hou s e h o l d s diary, in g e n e r a l diary forms from not of the the l o n g for group but B this not p ro v e d * acceptable* in the r a t e of r e t u r n this short in the r a t e likely was gr oup of h o u s e h o l d s . form was conta i n i n g a working wife difference be more however, of b e i n g more difference The greater a c c e p t a b i l i t y would t h a n to one of This, show any evidence between the five significant d i a r y B, el em en t. The rate of r e t u r n w a s l o w diary did not was employed of re tu rn , c o n f i n e d to in w h i c h case a in favor of B did exist. Number of p e r s o n s relative e f f e c t i v e n e s s ponse from f a m i l i e s sis being c o n s i d e r e d in h o u s e h o l d * of the five of d i f f e r e n t here wa s - Table diaries sizes. th at the A tentative h y p o t h e ­ short-form of r e t u r n of five and more m e m b e r s t h a n the l o n g forms, homemaker* of c o m p l e t i n g This appears the returns of the five indicate a v e r y this size simpler however, difference slight of h o u s e h o l d . diary fo r m s No to exist b e t w e e n the r e t u r n s with for the b u s y family f r o m th e B d i a r y the difference other size small nu m b e r Nevertheless, significant for due to th e difficult the consisting can be p r o v e d to ex i s t typ es . advantage di ary B from h o u s e h o l d s to be the m o s t to induce to k e e p r e c o r d s ; cases no s i g n i f i c a n t the shows the in g a i n i n g r e s ­ would have a b e t t e r r a t e greater ease 32 size the of between data in r e g a r d to was p r o v e d of h o u s e h o l d 474 ^ CD P5 r- • -p cd O 0) P £5 05 c P • -P O P s CD 1-5 o s p £5 i—i 3 03 to M CQ < 0_5i CO ffi w CA 1-1N1 P5 i—l <5 m p Q £-—• o is to •-5w 03 c5 1-1 P s Pm c!5 n 1—1s f-HQ 1—1 PC P5 1*1Pm lit o 0. CO X P£J CO A Q s i!s3 g t§ c i —ica 1-1 Pm 35 CO O &a 1-4 K o r^t p Em <53 O o s 05 1-1 CO Pm co CO s m CO <5 s to 31 M co > S p o P o« O co &q w Em 05 Pm 1*1 > E-* <5 W 05 -p ^ i S-. cj ^ CD •i-4 05 n rH •p o O <33 £5 05 ♦P O Pi IS <33 P 03 05 •

P 1 —1 p LO to • to LO O- O * O LO to O c— • o •'d4 p to £> 03 CO co o LO 1-1 LO to 03 • 03 LO 03 LO * 03 sjl to • 03 03 LO 03 e> to • 03 LO p -tt* • o 10 *51* CP LO O i —1 LO p CO o~ LO 'tt* CO P • rLO 00 to • «vf LO c*- o • co LO O00 'tf4 • 03 'ti4 00 to o • LO LO o 00 p to oo o LO i —1 £>c- £>03 CO • CO CO <0 i —1 o* 00 to to to to • oo LO i —1 03 p • LO LO 03 c03 to LO i —1 1—1 to 03 • ■—1 to £> O 03 CO to CO St* • o• to LO to 00 • 03 03 P 03 • to LO to o £>03 to 00 1 —1 *^< p O fP 03 o P 00 • r—1 LO rH rH 03 u o to to o CO Sh 03 !> O <# LO * CO 10 CO L> P ^l4 03 CO p CM C- O CO LO CO ■—1 CO OcO o r• CO CO i —1 • rH o CO to • oLO L H> ^ © pc; • +3 • CO • LO CO ■*sjt 03 CM • CO CO LO H4 £> • ■—1 CO CO O CM i —1 LO i> CO CO CM PS • -P O o o- CM rH 5L. © TO SO SO 08 LO CO H4 rH O +3 CO CO rH CO LO aj +3 O e-* TO a aj © o SO © TO •rH © rH +3 d © O U © sa, of level rH CO better tcO or 00 o LO cm *H no 5 percent o • £- the 33 i-, © •H c» • +3 O H S © -3 LO • O LO CM E at S PS CO S U o co • CM co CO s o s_ CM ' +3 SO © u © rH ■P © • i —1 o © > £ © O rH u Cm +3 a p> © £0 O © H S-t © © Pi Vt © PS • +3 O © LO o from +3 ^ © pc; • +5 te} o © S pc; * +3 O «M 0) oo in to a> CM m H* LO iH 03 CO CO LO CO rH CO • different rH • -P csS o © •P £5 pc; o EH • -P O S © *-5 03 • CO LO 03 LO r-4 LO 03 significantly © • CO LO •rH © Q is ^ CM • LO in confidence - 476 - CO <4 CQ T4 & - 477 - e• 0 in e'­ o to CD to CO • 00 00 -1 m sa i—i PS < CO 1-4 pa 0-i i-l < Eh £3 fVI n pa W a. X ra to w 1-1 PQ |h > 1-4 [t| L +* X-& © pa • -p pa 0 © S3 oa • +3 O «M S3 © ►a en in 03 co to c- to i> O to 0 0 in * © oa a> • 03 in • +3 O') CO Eh J=H t-1 1-4 O in <5 CD P*« rH Eh tffc C5 sa S3 1 pa —1 pa pa PU pH co M Q •t g <£ EH O o pa i—i Ph pa O o CO 1-4 SO ca co CO *• ea s o tD M a , S3 > 03 EH IH pa CO Eh ca J2S O <$ »a i—i Pa sa 1-4 W < > i—I Eh < 1-4 rl w pcj ^ Q 0 © sa pa CO • +3 s O cm u o S3 © T*« *4 >■. u L -p ^ © pa • +3 0 O © s pa • +* O Cm S3 © i—l 1 -P ^ © pa • +3 PQ 0 © s pa * -p O Cm 13 © r-l *4*3 ^ © pa * -p <$ 0 © £3 oa • -*-> O cm S3 © rl <♦—1 o 1—1 > ocS Eh t i to to 03 0 CO rH rH CD • 0 10 00 CO rH O to to rH • to • O in oo O to to e'0* to to in co rH t> i —i to CD CO co 00 CO in • to LO • in • CO 00 • in in o o 03 to 0 CO CO rH O 03 to to • 03 • r-H rH CO CO to • CO in O i—4 1—1 t> O • CO cO CO rH • rH £> LO in 03 » ■O4 03 ■ —1 co • to CD LO I—I 00 * o CD o <—I in to CO CO 1— 1 CO 00 • in in (T> 0 CO CO CO t> cO 03 00 to to CD • to • to in CO to e- CO 03 co CO 'H4 cO 1 T5 d cs3 n CO d I d CD T3 d d ro © © rH jQ < H - r t CO -r-l XI d o na rH C- 03 d © O (—1 © bO d d © •r-l P h CO cd oa —i to 1 03 03 d © XI -p 0 r-H rH confidence. CO • LO in in i—4 00 CD of to rH 0 level —1 0 1 CD in ■— 1 1 percent co 03 to the 03 in E at o to co in to • D and O 03 CD • CO from in • different 0 • CO in significantly CO • in in is +3 ^ © oa r-l • +> aJ 0 © sa oa O Eh • 4-3 O .H <— I O O 00 LO to rH o> in CM O CD • -p £3 O O ^ CD G CM CX 1—1 1—1 1 CD a H O G O G *H • O o G P G CM in <—i • 00 to t• CM o CD "d4 • 00 • CD in o> • in • b• rH o CD CD b- rH • CO in CD G CD P P G >i i—I P G cd o •H CM CO rH rH O') cr> i— i G CD bCb to o in 00 bD •rl CO CD X> o 4 +3 ^ o> OS CO m o to CM • CM LO rH V in ■d4 c• CD LO tn rH * O G P cd G CD Ph o 0 1 G o G S o G P P G 03 G CD P P *i—c G G O P in xl bC •rH p o 03 * CD o o G a> G G P P O G G •H G 03 g G CQ o G G O P Or C7> co 05 G O *H p P O G G O cx, a CQ P G O o p 1 —1 cd CD G > CD O P, r H o o o O o X X r-H - 563 - TABLE 50 R E T U R N O F E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO DISPOSABLE F A M I L Y INCOME LANSING, MICHIGAN, 1950 Income (Dollars) Percent C o n ­ tacted Who R e t u r n e d D i a r i e s xx Over 7,000 49*0 102 5,000 - 6,999 56.1 287 4,500 - 4, 9 9 9 56.2 137 4,000 - 4,499 50.9 169 3,500 - 3, 999 56.5 207 3,000 - 3, 499 52.8 284 2,500 - 2 ,9 99 43. 9 155 2,000 - 2, 499 53 *8 130 Less than 2,000 38 .4 229 Unknown 26 . 5 185 48.6 1 ,885 Total To t a l N u m b e r of C o n t a c t s ** Cooperators proved to be significantly different from non-cooperators at the \% level of confidence#- - 564 - * p ^ LO • • CO CO O -P CM 03 G LO 00 P G • p CD PG * • • • • • 03 • o 00 « CO LO CM • 03 to 03 • o to ■i—i cd rcs Td g CD -M {> P rH C D Cb O O 0 1 LO • m to O G G O a, o sap G O g o o 1 P G T3 01 G O 03 P • • • LO 03 e o o CM i —! • • p CD pd ^ • • • • • • • • CJ3 LO in • p LO LO • CD in 00 • 03 LO Cb • n* • • • * • • * • • • • • <1-1 P to ud • • • • • • p o 1— 1 o> CO P o o CM co CM cb co m m • • • * • • • • • • ud • o o • o LO o CM 3 O CO CQ LO ■h 03 • • • • o- • • • • • • • • • • • • • • * • • • CO m m m • bO cd £ O o CD G £ to P x> ■M G o bD p 00 CO to • • • • • • a • • • • m • • * LO P 03 • 03 Cb Cb 03 <%> O O O o —1 cr» cr> o> «» o- Cb Cb •» CO i 1 o o o Cb o> Cb a. o o o LO 1 o o LO a* t O o o •* o> Cb 03 rCO 03 CD P P •rH G 0b 03 CT> o> cr> p CD • T3 X> CD P G Td G P > G G G G o o 1 1 1 I 08 P o o o <33 03 03 e-< o o o o^ O O co o x a' to Ol O o o *» 03 [—\ G G cd G xl CD P O G G G G r> CD CD CD CD O rH O rH t~ CM la O P cd G p •rH cd Ph O O • cd £ Td P G P G CD G i—I -P -H CD o CQ CD CD X I > G G P bD G I CD O P a O o O G CM CD > p > £ i —I M rH • • • O P a cn bG CD H CD CD X3 O P Td o ■rH • cd *3) ^ CD CD G P i—( O o £ O m P i G id • S-e r—I P Td G • Go G cm Is: CD H • O P CO CO O CQ G % • • • bD CD LO o o oo O -P Is RETURN OF EXPERIMENTAL BY DISPOSABLE FAMILY P •H cd CD * * o •rH Cu 01 o g is; ^ cd p cd -p 0) * C G Xl 1 G *t3 O CD O P O * cd O P P to CQ 0) -p -p ( I INCOME o d rH cd o X O P X I o CD CQ d ^ CD 03 O CD • O CD LO 00 LO 00 o tD CD d P X O h CD £ CD a o O CD D tD CO c - • • ■'d1 D CD CD 03 CO 03 CO • cb o • 0- LO CO LO CO rH o co O o LO • o • CD LO Cb • rH 00 O * o CO CO CO -st» O D ■sp co rH o *i—i p •H d bD RETURN cn CD Cb Cb > O Cb cb «» Cb Cb Cb Cb Cb Cb Cb Sp •* •* CO Cb cb Cb CO •» 03 Cb Cb "vP ■* > O d Ph p o d 03 CQ CD S as O O rH £3 O M Q ' o o o O o o LO c- LO o •ftp •» o o o 1 l i 1 O o ID *» to o o o O o LO •» to 1 1 o o o m. CM 03 o o •* 03 d n> d cd p o Eh Cf2 d o p cd d CD CL, o o 0 1 d o d £ o d p p d CD d P X *I —I o d d o X P d o o cd 03 03 d p CD **P rH -p cd P CD Cb d • i d x O d o • Cco P (D X O OF X P 00 CL, o o o h O 03 P d o o P cd P CD d > CD CD PH o o^ O CM - 567 tyi O O S IH * p CD Ph s i* • t> 'S f CO • 03 CD -3 * • 00 CD • 00 03 CD ■ si* in O X CD +3 o cd P o 1— C■sf* 1-- f o• a> • CD CD in in 00 03 CO 03 s i* 03 in to !» f—i S O rH &q J CQ ^ co *=a* rH 00 03 i— i rH cr> o 1—1 to O rH si* !H S cn o << ^ E-* O S i—i jq E-* n co pp £> PQ Q Pm pa X pa >h • CD ^ X5 O cd CD P CD cb CD i P ob O +3 P O 00 o • O X P CD oa in • £- o • to *s^ s j* H* O • CO s i* • o z> o si* 1— 1 * 03 in CD to in rH rH o CD ■^ji co rH si* P p p PCi CO P> 03 cd ■ —i PC a CD P CD p o X a o p *m P sb CD P CD C m C m *H to 1— 1 p sb cd o -r—1 C m ■M cd p CD P h O O Cb o tiD •M P CD n o p • CD TS o CD £b > p O T3 P -rH P-s CQ EH a o p C m CD r-O C K (—1 Q Pm O a -M CO X 1—1 P -P cd p CD Ph O o a i p o ■ 03 si* p £q PQ • CQ P P C m cd o P CD i— 1 P h CD O > O CD O XX o H C2 o ^ cd O ab X P O CQ 1 P CD p _d O O O M ^5 *H Ph • O rH - 568 - TABLE 55 RETURN OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO D I S P O S A B L E F A M I L Y INCOME BY SI ZE OF H O U S E H O L D , L A N S I N G , M I C H I G A N , 1 9 5 0 Income Class N u m b e r in H o u s e h o l d 1 - 20 3 - 4 o 5 and O v e r 0 No. C o n ­ No. C o n ­ No . Con - £ Ret . tacted R e t . tacted Ret. tacted Upper o n e - f o u r t h 115 55.7 201 53.2 109 52.3 Middle one -h alf 238 52 .5 428 54. 9 184 51.1 Lower o n e - f o u r t h 249 44.2 125 44 . 0 51 39.2 98 32.7 64 18.8 23 21.7 700 47.3 818 50.0 367 48.0 Unknown Total 0 Cooperators d i d not non-cooperators. prove to be significantly different from - 569 - TABLE 56 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO SIZE OF HOUSEHOLD, LANSING, MICHIGAN, 1950 Number in Household Percent C o n ­ t a c t e d Wh o Returned Diaries0 Total Number of C o n ta ct s One 42.1* 145 Two 48.6 555 Three 48.2 469 Four 52.4 349 Five 52.0 196 Six or more 43.3* 171 Total 0 Cooperators d i d not prove from n o n - c o o p e r a t o r s • 48.6 to be 1,885 sign!ficantly different * When combin ed, s i g n i f i c a n t l y fewer h o u s e h o l d s of one and six or more m e m b e r s r e t u r n e d the d i a r i e s tha n was true of households of o t h e r sizes. S i g n i f i c a n c e was at the 2% level of c o n f i d e n c e . - 570 - TABLE 57 RETURN OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO SIZE OF H O U S E H O L D B Y N U M B E R OF H O U S E H O L D M E M B E R S LANSING, MICHIGAN, 1950 Number in Household Number 2° 1 No. C o n ­ fo tacted Ret. of H o u s e h o l d M e m b e r s 3 - 4° 5 and O v e r 0 No. C o n ­ No. Co n /o £ Ret. tacted tact ed Ret. One 145 42.1 ••• •#• ••• **• Two 555 48.6 •• • •** •• • ••• Three *•• •** 469 48.1 ••* * ** Four ••» ••• 34 9 52.4 • *• •** Five ••* •*• a•* • *• 196 52.0 Six or more •• • •** *•• • •• 171 43 . 3 7 00 47.5 818 50.0 367 48 . 0 Total 0 Cooperators did not prove to be significantly different from non-cooperators. - 571 - TABLE 58 R E L A T I O N S H I P OF R A T E OF P A N E L C O O P E R A T I O N TO SIZE OF H O U S E H O L D , L A N S I N G , M I C H I G A N , 1951 Number in Household_________________ Percent C o ntacted Who Cooperated T ot a l N u m b e r of C o n t a c t s One 34.4 32 Two 49.5 95 Three 5 8. 8 80 Four 55.6 54 Five 61.3 31 Six and over 54 .8 31 Total 52.9 323 - 572 - TABLE 59 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO TYPE OF F A M I L Y , L A N S I N G , M I C H I G A N , 1 9 5 0 Percent Con­ t a c t e d Wh o R e t u r n e d Diaries*"* Tvoe of F a m i l y Total N u mber of C o n t a c t s Single p e rs on 43.1 144 Husband and wife 4 9. 6 452 Typical family, 3 or m o r e related p e r so n s 51.6 1 ,020 Broken and u n u s u a l 38.9 265 25.0 4 4 8. 6 1 ,885 family Unknown Total Cooper a to rs p r o v e d to be s i g n i f i c a n t l y d i f f e r e n t n o n - c o o p e r a t o r s at the 1 % l e v e l of c o n f i d e n c e . TABLE from 60 R E L A T I O N S H I P OF R A T E OF P A N E L C O O P E R A T I O N TO TYP E OF F A M I L Y O R G A N I Z A T I O N , L A N S I N G , M I C H I G A N , 1951 Type of Famil y____________ alone Typical f a m i l y , 3 or r el ate d p e r s o n s Broken and more unusual Unknown Total Cooperators proved n o n - c o o p e r a t o r s at • to Single p e r s o n Husband and w i f e Percent C o n ­ t a c t e d Who Total Number C o o p e r a t e d xx________ of C o n t a c t s 32 50.7 73 60.0 170 42.6 47 100.0 1 52. 9 to be s i g n i f i c a n t l y d i f f e r e n t the 1% l evel of c o n f i d e n c e . 323 from - 573 - TABLE 61 RETURN O F E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO T Y P E OF F A M I L Y B Y SIZE O F H O U S E H O L D L ANSING, MICHIGAN, 1950 Number Type of Family 1 - 2° No. C o n ­ £ Ret. tacted in ]H o u s e h o l d 5 a nd O v e r 0 3 - 4 xx No. C o n No. Con % £ Ret. Ret. tacted tacted Single per so n 144 43.1 •*• ••* •* • **• Husband & wife 452 49.6 •*# *•• ••• • •• Typical family, 3 or more related p e r s o n s ... • •• 697 52.9 323 48.9 Broken and unusual 102 44.1 11 9 32.8 44 40. 9 2 50.0 *•• •« • 8 18 50.0 367 48.0 Unknown Total 2 700 ••• 47.3 0 Cooperators d i d not p r o v e from n o n - c o o p e r a t o r s . to be significantly different xx Cooperators proved to be significantly different from non­ cooperators at the \% level of confidence. H O to o O o M*rJ Cfi 0 0

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• p p) 3 H <1 CU p P 0 c+ O P O PJ o p P o O T3 o P a c 0 p 0 *-9 P oo 'Or; 0 *t3 H* O H* P P O c+ 0 0 3 t—’ P O P Hi no 0 0 0 *-5 Ui o W so Ui o' 0 p m* i—1 P 0 P era i— * np R° m M* 0 3 *<; oo » P3 0 O P 0 p 0 o P k m to a c+ H oo to CD cn CJI Mi 0 "5 0 P C+ H* era P H- 0 • CD c+ 0 o HO h-1 *< h-1' Ml M> P c+ 1 o P 0 P 1 o Pi o o P3 P f» C+ O P 0 P> c+ c+ cr 0 0 0 CD CD 00 p CJI o P3 co co o o 0 p c+ 0 0 O f to > > c+ CD <2 03 X 50 0 O tXi CD 03 * £=> M cn 03 50 0 6^' c+ CO 0 O P -o CD 03 -<2 rx; *-■■ o ra o 0 03 00 O CD c+ cn o c+ i—». O P 03 CD o 3 0 3 p 3 TJ CO I—’ 0 O 0 p p OO cn co cn to CO cn CD CD to 03 > CD CO —I CO 50 to p; p Q 5^- *-3 td O O t-9 iJ5 (P l—l Q *-3 P • X P 0 ^1 X 0 c+ p O P M p* £r=* O S CD cn O 5 c+ PI CO CD p p 0 P 1 O P • 50 P 0 0 • 03 CD hJ 0 0 3 o o CJI M1 X t—) I 0 Q a U> ) pp 0 CO 3 P -a 0 P> P 0 P" I >F=* o oo CO cn O c+ P C+ CO CD • •—1to O 50 c+ § i Ci gi P 0 cn O J> X *-3 *Xl CD 0 *■*> P 0 o o P) P O O P p p © c+ o to o O to P 0 | Pi P) o 0 U) H* 50 PJ *-3 P 00 50 0 B i-i. p o c+ *-3 fC ■p CD CO • CO 03 03 o • o o in • CO 03 X m CO ■ —i X == t o d a "cs X o a> c O -P o x> • oeJ O P i—1 to to m in cO rX • 03 X • IH co • co --1 1 X in CO ■-3 i—i o IX in CT> EX pH X1 - *=£ X IX CQ os < CO .-1 TABLE ** CO EX x o EX o *4 < P— 1—1 i—1 Q X X XI X *=-H -~ J Eh F X X M fcH IX IX EX (X .X EX DQ EX <3^ X CO EX o X EX CO h-! O Q X Oh >-i X CQ Eh EX EX m <0 to to rH 03 00 r—1 in 03 03 • X’* in CO * to • X* H* • • • • CO in • • • o in I—t o 0-3 H 00 in in 00 00 o o• X< in i—i • cO LO X • • • • in •'H cO CXI O CO 03 • LO X in co be $5 • • • X CO • CO in | X d xj CD O CD O P o • cd X O P X X1 CT* CQ pH *r*l e cd IX a O a> X 50 C •iH CO o CO X CD Ph CD X •X & <# ra CD & t>3 X > CQ « —1 -i— i X id — 1 CD cd CD Oh X X O T3 D rH S C P n o X cd ■H o i— O h CD Ih c o X X I—1 cd n CO did o o • -P CD 0^ from o • o different a to • oo 03 significantly O to • 03 to to CD cr; prove ^ d d d T3 d cd d CD X o X CO X cd d p & o o X d X d td Cooperators • non-cooperators. - 575 - - 576 - TABLE relationship of MEMBERS AGE rate of panel cooperation TWO A N D UNDER, Number of F a m i l y Mem b er s i£ge Tw o and U n d e r 64 to number LANSING-, M I C H I G A N , Percent C o n t a c t e d Who Cooperated of family 1951 Total Number of C o n t a c t s One or more 60.9 64 Zero 51.6 256 O • o 3 52.9 323 Unknown Total 0 C o o p e r a t o r s did not prove fr om n o n - c o o p e r a t o r s . to TABLE be significantly different 65 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO N U M B E R O F F A M I L Y M E M B E R S A G E TV/0 A N D U N D E R L A N S I N G , M I C H I G A N , 19 5 0 N u m be r of F a m i l y Members A g e Two and U n d e r Percent Con­ t a c t e d Who Returned Diaries0 Total Number of C o n t a c t s One 48*4 322 Two and over 50.0 50 Zero 48.6 1 ,507 Unknown 50.0 6 48 .6 1 ,885 To t a l ° C o o p e r a t o r s d i d not non-cooperators. prove to be significantly different from - 577 - * CQ • o rH p c o Vi 0 0 O OS -G xq p o CQ I 0 G 'O I- XJ O 0 O be O P o S -H * 0 W O P is >-* h—1 H p4 < os (S w o m 04 lO « co to O • o to cO * LO g o p 0 g 0 co 04 i> 03 02 04 to cO Pi O o 0 1 c o c s O rS; ps s &3 o CQ G 0 TABLE 66 G> Ex4 iS O o iS E-< O O H ID « IH 04 rH £4 O < ip ,GJ Q m pq < P S . c!i i>H i— i CD CQ ix; o < PS i— I co &q &q C* * fH ^ PS £> C5 is < f— i n (H « is CQ E-* M PS s 0 B o OS • O rH p G O Vi 0 0 o PS P G 0 O rH CQ t G T3 P4 B G O 0 o be O P o O -H w • 0 O P is O « rH LO 03 • to LO o O m o in O • g 0 ^ G • B O o 0 ^ S3 i-3 eh CD > O G a< G o e o g 0 P O Eh g 0 *r4 > <+-4 o G g O P, O ca 3 ■— i •H 0 G s bD 0 0 S T3 G IS 0 1 ■1 -4 o • o o •r4 C • • • g Q -P 0 G a> P. 0 O t»o O CQ 0

0 0 04( t O o Vi o 10 X - 57 8 - TABLE 67 R E L A T I O N S H I P OF R A T E OF P A N E L C O O P E R A T I O N TO A G E OF H O M E M A K E R L A N S I N G , M I C H I G A N , 1951 Age of H o m e m a k e r Percent Contacted Who Cooperated Total Number of C o n t a c t s 25 and un d e r 65.6 32 26 - 35 60.3 73 36 - 45 51.3 78 46 - 55 57*1 63 56 - 65 50.0 46 66 and o v er 2 4 . lx 29 Unknown T otal 0. 0 2 52.9 323 x Homemakers 66 yea rs old and over proved to be significantly less cooperative than other age groups at the 5% level of confi d e n c e . - 57 9 - TABLE 68 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D T O A G E LANSING, MICHIGAN, 1950 Age of H o m e m a k e r Percent Contacted Who Returned Diaries# OF H O M E M A K E R Total Number of C o n t a c t s 25 and under 46.9 226 26 - 35 55.1 468 36 - 45 49.0 445 46 - 55 47 .6 3 49 56 - 65 43.0 235 66 and over 41.6 14 9 Unknown 38.5 13 48.6 1, 88 5 To t a l # Cooperators proved to be significantly different from noncooperators at the level of confidence. - 580 - p x:- CD cd E CD s O od cv a xi O O t£ O S O T3 CD P n o • cd ffi o p 1=3 o • 00 q* cn -qc •qc cn z> cn 02 CO LO CM L> rH LO o * to LO to • 00 LO co «r o LO CO cn CM • CO o p LO • CM •q* tO rH r-H cn LO CN2 CJ CO rH CO co CD <4* LO • o • o LO CM cn LO to • o lo CO CM O • *4* LO 00 cn co p p r-4 CQ co fa CQ < P fa Xd Pd P CQ o sd o •r-t +:> cd o C5 '-a CQ rq t-H oa ^ Pd pq X ^ xd tq rH f£« PS o CQ PI p o X cq Xd o 1—1 1—1 cd p cq Cd X cq fa O 125 Pd -d O P> Q pq rq ^ £d o CD CM CD rH • -p CD Pd to 1 +3 1 cd t5 CD O cn to be pq e> p ^ CD XSO ^ cd m • • • * m S-. to CD fa C5 P 00 CO 1—1 -41 did n non-cooperators O rH CO • o from pE4 — O ^ < rq O C5 n < 'CQ O O p P • CO • CO LO prove 1 0 o •—i T3 O ^ CD O P 4d CD O rH CO i T3 CD P O cd P CO • o CO not o • c o LO LO LO id sd to LO cd 1 ■4* i 1 1 cd d LO CO CO CO CO cO CM CM c ro to qc LO CO •a o LO CO sd & o P cd p o P Cooperators Pd pq X ■t* f==5 w ^ o tr j • •p CD Pd different i—i c; o ^ 00 o CD CM in 05 i— ! O S O O o 05 p CD ■P * aj •H p bQ •H CO n> o p a> t> o p Ph 1 CD O «5 O * 1 —I * 4 —I CD CO CXI O hP CO 1 —I i —! in to CD in to CO in CM p o p 03 •(—t TO P5 -s; CQ I CQ 05 !n !H 05 05 o « _} i —i f-5 f=3 05 -^ P CD Ph P CO in co o CO h5 ccJ 05 i—i IH OQ p o -p c3 P O O ai P Pd o CO • i CD 8 T3 p4 .V.i O CD pq 36 Pd • CO 2> o cs 9 •Q4 P O 0 1 d O Q <$ o PQ Pd O id Cm cr> O rH Cm O * S LH ■Q4 o H4 CO O LO an CM ^t4 CM CO co sd 00 CD Cn S-r cm cm CO cO CO O cn • • •Q* • CM -P ■Q4 a cd o I -M CD CQ CO cO CQ H4 CO LO 03 ■Q* 03 CO 03 CO CO O CO o 03 Cm O X H 4 bO •M Z13 CD •X3 O O CO CT> CM CM rH CO CQ O LO O CO • cd O P to CO 03 S-r CO H4 CO O h H4 i—I -Q4 -P o c, Pd OP Q CQ CQ cd X •rH O CQ CQ Cm O E> Eh CQ cd rH CJ o cd sd o •H Cm P O rO p cd P S3 o o O CD 03 C cd O 5Q Cd fn » u u a •rH TJ rH cd O CD 13 cd tn ra u sd CD *|H o o TJ sd cd bO PM CO T3 -m (D 5-h CD CQ cn T3 CD 1--- 1 1-- 1 •t—! & CD 03 t •M s CD CQ p T3 CD rH rH •rH 13 CD I> i O H o , 03 s CD 5d Pd PD sd T3 a u •r-{ P o c p CD Pd pp > CD c r—i cd cd p p CD o Eh Or O O o CD O £ O a 34 G - 00 rH CM CM ■M4 * in CD • CM ■ DO • CM in CO CO co DO DO LO • CO CM <— 1 to rH to 05 • rH o CD a O p . 1=5 P o • O o d CO rH r-H cd -P to CM d V ; to a i prove o o CM V did o not s significantly o 1— 1 73 CD cd ‘i 1 — 1— ) C! o •r-4 -p cd G o •r-1 cd cn cn rs C|—t a a CD O o O (U G o •1 i — «+-! P O • u m *e3 73 CD 73 G •rH 34 i —1 73 CD cd O ■H 73 G cn G -rH CD CD rH o u M —1 rH i •H CD O rH •H > U cd CD CO CO i 34 CQ 1 rH •H 73 CD —1 H 34 CO 73 CD i—t rH •rH —1 aj -P O r—I Ou S CD CD CQ g CO V> r=> s i 73 CD G 73 CD G •iH P CD cd G o a 34 G !=> O E-4 Cooperators EXPERIMENTAL DIARIES AS RELATED TO OCCUPATION OF BY DISPOSABLE FAMILY INCOME, LANSING, MICHIGAN, • 1 G O O • o OF 05 • CD G £> RETURN oo • from "p different HOUSEHOLD • . non-cooperators - 586 - - 587 - TABLE 76 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO O C C U P A T I O N OF H E A D OF H O U S E H O L D B Y SIZE OF H O U S E H O L D LANSING, MICHIGAN, 1950 Occupat ion N u m b e r in H o u s e h o l d 2 xx 1 3 - 4° 5 and O v e r 0 No. C o n ­ No. C.on No. Con-- £ 7o Ret. tacted Ret. tacted Ret. tac t ed Profess ional 67 58.2 100 Mgr. 77 45.5 125 Clerical & kindred 80 48.8 68 Sales Sc k i n d r e d 42 40.5 Servi ce 31 Skilled 5 2.5 52.9 13 69.2 57 61.4 14 50.0 35.5 44 50.0 23 47.8 70 61.4 119 47. 1 75 40.0 12 0 48.3 222 45.5 100 48.0 Unskilled 19 2 6. 3 23 52.2 9 33.3 Unemployed 33 69.7 11 36.4 6 33.3 Retired 86 40 . 7 21 47.6 8 62.5 Unknown 75 34.7 28 2 1. 4 13 30.8 7 00 47.3 818 50 .0 367 48.0 Semi-skilled T ot al 0 C o o p e r a t o r s d i d not prove from n o n - c o o p e r a t o r s . to be • 61 o 55.6 LO 45 & official 64.0 significantly different Cooperators proved to be si gnif icantly different cooperators at the \% level of confidence. from non­ - 588 - TABLE 77 R E L A T I O N S H I P O F R A T E OF P A N E L C O O P E R A T I O N TO M E M B E R S OF THE H O U S E H O L D EMPLOYED L A N S I N G , M I C H I G A N , 1951 Percent Contacted Who Cooperatedx T otal N u m b e r of C o n t a c t s None or o nl y h e a d em ployed 58.3 1 99 Wife 50.0 44 44.3 61 31 .6 19 52 . 9 323 employed Others employed Unknown To tal x Cooperators proved n o n - c o o p e r a t o r s at to be s i g n i f i c a n t l y d i f f e r e n t the 5fQ level of c o n f i d e n c e * TABLE from 78 RETURN OF EXPERIMENTAL DIARIES AS RELATED TO M E M B E R S OF H O U S E H O L D E M P L O Y E D L A N S I N G , M I C H I G A N , 1 95 0 Percent Contacted W h o R e t u r n e d D i a r i e s xx Total Number of C o n t a c t s None or on ly h e a d em p l o y e d 52.8 1 ,187 Wife 40.5 326 42 .2 372 48.6 1 ,885 employed Others e m p l o y e d T otal C o o p e r a t o r s p r o v e d to be s i g n i f i c a n t l y d i f f e r e n t n o n - c o o p e r a t o r s at the \% l e v e l of c o n f i d e n c e . from 589 - o cd O 03 si si pq -+^ o -p x i O o CD in CO CO * • CQ in u o 03 x j .1 TTJ o 03 ■H *H Ph • CO in i a fc»E o ^ • in O • cn o cd s_. O 03 CO fc - CO n cd rH cn 03 rH in P h CO O P o o o •4-5 03 -f-3 !2S CQ 1 4-q i—i o cn U 03 O pq rH s S cn in in 03 in x l M o 03 o • cn co CO cd a CQ < Eh 03 a 03 0 3 x cd 03 «H o in PS & -t-5 1 03 cn 03 03 •4-5 O 03 o • cc5 i—1 co O CO P in cn 03 1 —1 P h 02 Ph Cx o a xs cd 03 a) >> i—1 a P. o n P h O a • 03 o -4-? 'p*l Oh CD 03 X> H *4-5 pq o PO -r-4 03 i—t Q PQ cd X i CQ o CD X >> i—1 -4-5 U) -rH XJ o o • CrH -rH CQ 1 —1 ^4 C 1 o f----♦ CD cd -H a O Q a P «n O • in pq Cd -P -4-5 to +3 • on >5 H to 03 +3 O cn pq Ph S_r C r— i 03 cn s L-^j pq s o •rH cn O • CO l=^H pq d *o XJ o 00 — < 03 • • t a §q X cn • pq CO Ph < i—i o- •H •rH pq pq i—i a rH +3 -P cn -H* 00 o c±> pq CO P- t*— t pq 1 —! 1 —1 1 c o <+H x> o o CQ < d Eh P I o +3 o • cn z> P h o o S-H tfH +3 o CJ cq s o I 4H CQ i—i Eh in ra *H tn P 03 o CJ * qq CQ o O • 1 a o CO i—i -sp O CO O O to O different s oo cn • significantly 03 o in proved to be confidence. Ph co • x ! cn cd — 03 03 i—i m O -P 03 P h O O o X -p H o Eh P t i—I O o o o o X ^ in Cooperators lf0 level of PQ o CO LO cn X o • X at . in non-cooperators p m CO • from CO q> co • the • rH a X X d O Jr-l o ex, d d Co &3 Q PI O K LO w cn CQ <—I P> o — pq PQ C£} r" Ci S-H 80 o CQ e-« Q tq — w.—* t — 11=4 pq o o s W (—1 < 1^1 TABLE EH O V i CD Pd d •pH o * cd d JH • JH • 'H •q* LO £H • LO • LO • to >5 r—1 +3 d cd LO o Cm •rH CM CO LO LO rH L> i—I ■—1 i—1 i—1 •rH d o LO CO w •H CQ -H CD d X X pq Id rH rH rH CO &q S-H i—i /- PC o • < s=th d CD -P o -P cd JL« CD p . • Od O H-3 o Cm c!5 O 1—1 ffi CQ o I—1 i d O O • CQ • +3 Vi a> Pd CO • i—1 to CO to • rH CO cn CO LO to LO CM rH CM CM i—t i—1 cn 00 CO LO CM H< • * (O m to O +3 CD > O d Ph 1—I i d d CD O CD P . O -H O P• cd d> O +1 at to LO « CO CM non-cooperators ■—t 00 • from CD • different V?. 0 Pd O • CO rH d -P o d d •rH d d cd CD Jd •>■> i—1 d d O ; tQ d o o 1—1 Oh s CD CQ d 0 i—S cd -p d & o d d -p d o d d +3 cd d 0 P h O o EH o o o sigaificantly Q IH ■ CO (X I Cooperators proved to be 1% level of confidence. * +3 the - 590 - - 591 - TABLE 81 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO M E M B E R S H O U S E H O L D E M P L O Y E D B Y SIZE O F H O U S E H O L D LANSING-, M I C H I G A N , 1 9 5 0 Number 1 - 2° No. C o n ­ t Ret. tacted in : Household 3 - 4 XX No. C o n tacted fo Ret. OF 5 and O v e r 0 No. C o n ­ 7o tacted Ret. None or o n ly head e m p l o y e d 431 50.1 546 55.1 211 52.6 Wife 14 9 45.0 133 36.1 44 38.6 49 55.1 138 43.5 110 42.7 71 2 9 .6 1 2 5 0.0 700 4 7. 3 818 367 48.0 employed Others employed Unknown Total ° C o o p e r a t o r s did not p r o ve from n o n - c o o p e r a t o r s . xx C o o p e r a t o r s cooperators proved at the to be * *• 50.0 significantly different to be s i g n i f i c a n t l y d i f f e r e n t 1 % level of c on f i d e n c e . from n o n ­ of - 592 - 1% ■ to g m o TABLE 82 w 03 m o O ID PC CTi rH pH o Is; CO < pcj ci« « •—• PQ PC S3 o W 1—1 ,rr"d o E-* O tzCi fn i—i W co £H is; <; < pq pd ~ Q 03 J <$ O 03 pq W 03 1 —1 pD o CD ^ PC > 1 XJ «H G CD O -P O O ^ Cd =fc-p • •T3 ^ rH O X Ph 1 XJ CD G G CQ o O P=H o G O =te m Is; pq Pd P-H pq pc; X5 CD +3 o cd -p • ■P Pi ^ CD CD o Pd CD X> s gs C CD O -H O O cd =fe +3 Ph Q X pq pq >h O Ph r— l O Oh CD Ph o• o cq » CO -4* • • * o • cq LO cq co rH o 03 o co • • • CO cn rH rH • cn ID O • cq co CO • CO • • • • cq D ID to 03 o ID • • • cn •q* EO CD • ^ o CD Pd CD 1 X* c G CD o O +3 O O . cd =ifc-p •H • cq ID i—1 i—1 CO CD ■ CD CO CO CD cq • cO •q* • • • rH o o H-3 cd G CD Ph O o o 1 cl o G S O G Ct-H +3 G IH C3 &h O pq IS3 Is; h-t pq 03 1-3 l (H pH PC PQ W +=> H PC o < m < +3 CD co • CD ID 03 • U CD 1 rH cn CD +3 G cd o •H C m *H 1—1 m cn • o ID o z> CO rH i—i • ID ID o • CD cq CD • CD cn q* cq rH ID ID ID G tao •(— i CQ CD X> O +3 > o o « o LO CD O • o ID 03 • • • to • o CO rH • cq * • • cn ID to ra rO CD I>~> I^-j rH O G rH O Ph S G CD O XJ CD cd G CD O XI Id X3 CD >> O rH Ph s O cd +3 co • ID CO PC o o o o to p. 1 o G O X O •rH _ CO ^ CD * ID ■q* Cooperators proved confidence. • CD ■p Sh o V l CD S3 Pd level o - 593 - • ■P Q> oq o G ^ CD L K 1 xj O G CD O -P °8 O O oO o o LO uq CFi i— 1 P>H o co pq CQ CQ Is; CQ -} Ch P h o G CD & erf E CD s o pq Cm O a) bC c • -P CD pq LO * 1 G O CD o 1 pq G> E-* CQ pq Xt CD P o erf =fep X X ^ in 1 t G O CD o CO • P CD pq Xf CD P a erf p • i&e ^ in to CD pq 1 XJ i C pq CD o * in H1 o ^ o LO C* CD CD 03 rH rH P o V i CD LO pq CO 1 TP 1 G CD O -P> CO O O to ocS ^Jfc +3 t=> s CD • CO rH LO ■—1 LO CO cO CD rH 03 LO CXI CO i— I CD CD CO * LO o sjt • C~~ to LO to CT> rH * CD rH CD ■'3* • trH CO OJ c• in CO rH st1 * sjt H1 CD rH 'Q1 • rH rH 02 CO • Cb in CO • o • CO CD CD • rH i— 1 o CO 0- O o in o • • *vh o to o * 03 ■'rf1 • CD ■si1 CD 03 • • • ’'Q1 rH 1 G o C £ o G >5 LO ■'d1 • LO LO P G erf o •M Cm •l—1 G bO *M CQ t>"S t>-> rH O G i—l O Ph E G 0) O XJ <~H -p -p G -p erf CQ tn o -p G G CD CQ G o -P erf G CD Ph P o o o o o 0 G o G G o G S o G Cm S o G Cm -P G CD G CD Cm -p G CD G CD Cm Cm -M XJ h 1 cm ~t—i XJ ♦rH CD > o G CD n CD n P o -p o ■ p •1—J XJ p > o G XJ p > o G XJ P CQ G O CQ G O -p o p h P O G XJ -P rH erf P O 03 *i—l G bO •i—1 CQ CD n erf G Ph S CD I~f >> rH -P G erf O *1—1 Cm CD >i O rH i— I >» rH -P G G o 03 • CD CD 03 03 1 -p G CD G CD Eh pq Pm h to • to to to OS • o LO m LO o • rH to O cq to • to to 1 —1 cq • 0 • cq c• in CO ■—i • CO to rH cq cq • to H4 to rH CO • cq • • • rH o • in cd cq < —i • o to 1—1 OS C• to -q1 o CO CO cq 1—t • in CO to ■—i as • CO to -q* in to • to q* os to o• o in cq cq • as in cq to O • o LO CO rH o • as to as cq o • o o ,_1 to rO CD IH O i—1 Oh S CD CD 5 O ( -1 PC CD CQ d CD jd -p o o n cd d CD O SC cd £3 as * CO ■q< 'q* tO cq as • q4 CO as cq • cq in CO I—I rH cq • cq to i —i to i—t # as H4 to to cq • o to cq ■—t cq d & o d -X d pn i—i cd -H o E-< level as • rH ■q* to h4 d CD d a) nw' " d D-, -h> O d O •H rCJ CQ d O -H cd d CD Ph O O O o h% £"• • to CO o to • CQ d O -H cd d CD Ph O O O 1 d o d e o d O O —I 1-tH I SH fJ-t |Jh o pH h o s 03 C£ CJ pq is ca p^j CO PQ I?H S rH i—1 +3 a (D •H • d CO .X o o CO m o • X ‘H T3 VI CD ■r—1 *d CC o o CO Hq o m o CD ^ +o d •d CD o o cO ^ o • °BO +3 T3 V. CD CQ CD Pd• CD d rH T3 -p> •d cd d CO -H o o ts; o • rH O -H cd ts ^ CD o CD Pd • •t—i d d eg T3 -H d *d CD rH *i—1 o o o ^ o * o rH +=> 4J cd ^ CD •H Pd• •O -H Jh *h tO o 03 +3 XJ CD O i—1CO 1 On d xj a xj O CD O GC O P O O H tU * aS O P S3 to m CO to 00 m co to co * in co oo • 03 in ■—i • CM in i —i • i—i in O • in rH • in CO o • in a o d «n P d CD d I —1 csa c~co o in p co rH •—i CM rH co CO o in CO co 03 CO CD C—t •M XJ V) • p> ^ CD ao 03 CD CM CD i—1 I P 1 d xj CD O CD CQ CO O P o • cd O P o • o in CO i —i CM • CM in CO CO * CM "■=4* 00 I> O • CM O o in « o ■si* 03 co • CO rH t—I to • in m to CO • i—1 CO co ■—i 03 • CM o i —1 P d Cd o •i—i cm •H d tiO •t—t C/3 CD S3 X> • p CD VI CD tso 03 cd CO O 03 C5 CD 1 m ! d xj O CD XI -P d o p CO O o • cd O P Is; o ♦ o LO O') • O * CO '=d' 03 • in to o • o LO CO * 00 CM to « to to CM • CO rH o • o -d* o p (7> CO O o rH CM 03 in 00 CM to to CM CM CO p 'd1 > O d P O d xs ■H XJ d I—I' s (—1 03 *H Si CQ cd 1 —1 XJ i—I o o o n fX, w rH O r-l in i—i cd 1 i in CO rH i —1 O CM 1 CO rH in CM i i —! CM o to I co CM o to d CD > o d o d X a cd P o fH CD d O P cd d Oh O o O 1 d o CD d a o d cm P d CD d 0) cm cm •H Xt 1-1 d cd o *i—i C m ■i—i a P tn •i—i CD CD 03 Cfi CD rH XJ d P C O d O Oh o d CD C m O O P i I cd CD d — d > CD x x x O O fciCO 53 *«H IX • -p CD Pd cd o X X * o LO * CO LO i—1 • to LO o m Cd to f—t to Cd CD X x CD P O LO • CQ X o X CD IP ID LO i—1 CO cd o * lO LO a> O i—i fr* oo LO o> • to LO •tH IP IP Cd • to to co to P • •P CD ^ to cd x © -p o • i—! CO • i—t CO OT> rH IP to r—1 O -P I X O ^ CD O P x x CD CD O jD 1 5*J i—I C CL, x cd S e x O CD O tiC O O -rH s o • X O K -rH • CO to p X O CO 1 -P 1 x x CD O CD CQ CO O P a • cd O P o * o LO CD • in co CO LO rH • CO i—l to I—1 • CO LO i—! CO cr> • ip to CO Cd cn • CO CO IP • i—1 LO to i— H rH CO ■ LO co o ■ to to o cd CO • CD to CO o • LO X O o o 1 X o X s o X Ph CO CD to CD • Cd rH P X CD X CD P-t P-H •rH X !>•» i— t (P o r—! 1 —1 V I CD CD XO pc: cd 05 X CQ ti? co •—i • to CO IP • ,—I LO O • 1—1 co 1—I • Cd • 00 co i—1 • i—t i—t o • o •sl< bQ •rH to CO o to LO 00 Cd to 1 — I cd CD 00 rH ip CQ cd CD x CD X o p CQ a. CD t)0 o x w p CD 5*1 X cd H p CQ P XJ ‘J —I E XJ o CQ X X •rH C D cd X X CD PH CD XJ x f—4 X o X CD X P o cd X ES o c X X X P o s o X P X CD X X cd o X CQ CD Oh CD X • pH CQ Ph X O p O P i— ! X X > cd rH (=U o o o 1 X o X tiD •H X o CQ CD 5*1 X CD O P CQ P cd X X O P p •rH Ph •rH X LO CQ X o >> rH P > O t—i cd X CQ o P 13 ■< sm W O EH q cr> Q iq c5 E-« Sq *q i—i m? CQ rq Cd <*J C/3 M m! DQ EH c K o i—i S -< .q - ex CO iq rq W IH <£ PJ si O 0 O rH o cb CO • • q rH » q 10 0 d o cd 0 to to 03 CF> o 03 LO CO q ■ p ftJ?. 0 Pd P XJ (D i— I CQ cd £ XJ O taDl O *H d £ 0 £ o CT> ■ to to to q • rH CQ • CT> i— t o O r O o o 1 d • £ O q LO Ch 0 o d q* Pd q t—i r— t CO q (T) Ik <— t CO 03 d 03 i— t q d o O i to CV3 CO to o rH q :-q xj PC t, o rH . -p 0 ^ 0 od TJX d 03 03 o ■ c ri i— ! « o q H H P tlD •H 0 (-1 H xJ o p o d D i »q d 0 o •rH cm ■H c? bO •H 0 0 > CQ cO 0 cq < Cd o X ,‘3 cq Q CO q« 03 <• cd 0 iq fcH ^ /■-% F=S O Pd EH • w P o *i— i— • p Q O £ o d o o o 1 d t CQ 00 o 0 d 0 P L, 0 d 0 03 i P d O p XJ 03 • i— I 0 o d Pd 0 03 0 • to q CQ cm •rH l O p -p d CO o o to co £H 03 rH CO co i— t q cq pH O PQ -P o d XJ PL, O -p 0 0 0 -p •H 0 Pd X J o 5= 0 -P •iH d XJ BS f ?=■ o d d o is ,X d X> cd -P o EH 0 X 3 r0 0 p t=» c m o d o ■— t O d X3 'H 0 d Pd d> tH tq nd * 0 d 0 Ds C O d o 0 Cm d o o p 0 1— 1 0 d > 0 0 Q -i t— i o o O o X LO - 604 - • 4^ ^ CD d od o g I M Eh pq n a o Ph cq pq W o Eh < ciJ t— 1 W O 1—1 ^ ** Cj S l —4 CQ S < J CQ CO cd rH o • ^ „ H3 o ^ CD sH Cd \ rH 1 d G XJ CD O CD £=*■ O 43 o o hQ • cd O 43 O CO LO CO rH on • c\2 03 in • CO •=3* LO CO CO Sp c\3 C£> CO LO 03 • 43 CD cd co * CO LO O * LO i—1 o• CO i—1 • CO to 00 00 O 02 02 •d* o PQ < Eh CQ O ix] O h S PI t i H Q kQ 1—1 • « • CD g xj O CD P=> O +3 o * cd O +3 P» W Eh -< hQ ;Q Cm pq Oh X H • • • g Pm *• o s M O << Oh rH • rH co 0) s o o o cd g 1—I rH O ^ •Sp r—1 1 Sh G CD O P- O P- |P> 43 CD cd C00 to 00 * cd O 43 o S-* -f3 c CD d tO ^44 to • • • LO LO CM rH O tO CO in to LO 03 •vt< CO cr> CO cm O •+J • xj CD 43 o s CD t> O £-1 Oh +3 O d XJ •rH Pq XJ >< CQ d m C cq o Pc5 Eh +3 Co xl CD 43 •r4 XI ^ 1 C o ^ is; PQ oq CD O cd w CD 43 *H cd d G *3 O d ^ d pd rH cd 43 o Eh CD G, O o o - 605 - TA B L E 96 RETURN OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO RACE B Y SIZ E OF H O U S E H O L D , LANSING-, M I C H I G A N , Number 1 - 2° No. C o n ­ Ret. tacted Race in H o u s e h o l d 3 - 4 xx No. C o n ­ tacted % Ret. OF R E S P O N D E N T 19 50 5 and O v e r 0 No. C o n Ret. ta c t e d 614 50 .5 752 52.7 332 52.1 Non-whit e 18 33.3 21 23.8 17 11.8 Un k n o w n 68 22.1 45 17 .8 18 5.6 70 0 47.3 818 50.0 367 48.0 White Total 0 C o o p e r a t o r s d i d not prove from n o n - c o o p e r a t o r s . xx Cooperators proved cooperators at the to be significantly different to be significantly different from non level of confidence. 1% - 606 - TABLE 97 R E L A T I O N S H I P O F R A T E OF P A N E L C O O P E R A T I O N TO H O M E M A K E R ' S P L A C E O F B I R T H , LANSING-, M I C H I G A N , 1951 Place Percent Contacted Who C o o p e r a t e d 0 of B i r t h North C e n t r a l St a t e s 55.2 Total Number of C o n t a c t s 279 Other U .S .A * to CO . 23 F o rei gn c o u n t r y 45.0 20 0.0 1 52.9 323 Un k n o w n To t a l 0 C o o p e r a t o r s d i d not p ro ve from n o n - c o o p e r a t o r s , to be TABLE significantly different 98 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO H O M E M A K E R ' S P L A C E OF B I RT H, L A N S I N G , M I C H I G A N , 195 0 Percent Contacted To tal N u m b e r Who R e t u r n e d D i a r i e s x of C o n t a c t s Place of B i r t h 50.5 1 ,260 48. 9 280 Other U.S.A. 43.1 232 Forei gn c o u n t r y 3 9.6 106 Un kno wn 1 4.3 7 48.6 1 ,885 Michigan Other N o r t h C e n t r a l To t a l x Cooperators cooperators States p r o v e d to be signi f i c a n t l y d i f f e r e n t f r o m at 5$ level of co nf ide n e e . non- &4 o o a P-4 o P < 03 1 —1 ru o 1I cd — !sn s S2 o HI cb <4-1 i— 1 CQ G Q PQ < CT> a CQ <; G E-i hQ Gi — nq PQ M X CO *< fa c H F=4 g CO < 1 3 G tic -rH • S o cd o G T3 GO 03 0 3 C D rH 3= s Gl o l—l Eh E-i < o <3; Q M Q os &q M 04 X CQ £0 Q P pc; cn o 03 cr> 0• o • <£> • o LO in £> 03 CO P H< o> in CO O • • • H1 in • • <7> H1 03 • 03 G O P cd j_, 03 P-4 o o O I c o c e CO o CO G p +3 i— 1 * CO P • C- in • ■ — t CO <£> in CO cO i— i a a a 03 m 03 H< i 1 P G T3 03 O 03 CQ co O P CJ • cd O P 03 G 03 P P •H X3 >i o 03 pci o 1 — 1 rG o ^ 03 O -P XI C D O 03 • o in O • o H4 03 G <0 & 03 P CT> • CO H4 i hQ G d3 O 03 G O P O CO o o p CO oin 00 I--1 •r—1 CQ P O i—I • cd P p C 03 03 O 03 P < m CO • G> G o o X I cd g O P P G CO O 03 XI p O 03 G O t^4 PL. G > O 03 P P a Q) cd d ■n o 03 O P G O Oh p * in prove < <£> • not O cJ • • • did CO O • in co Cooperators P cc; M CQ O• rH different C C J O W t 03 XI XI QG P o co 1 03 G rc5 G XI O 03 O fciCO P O P P • cd w O P « Cin sigtiificantly * g o be O p H non-cooperators - 607 - - 603 - pH e> —I o 1 CQ E Ps a < CQ (-Q E“* — ££i M ,=^H PS O o co PS I—1 CD CQ •Q I—I 1 —^ XL; ps f 1—1 Q fQ H-S CQ E-» < CQ C O o Ph f-H C Q PS t—I CQ Q Q, !TQ CQ fQ TABLE 100 h 03 05 O -t-3 cd i —I o • rO a •H * cd O X JQJ • +3 o ^ 05 PS \ 1—1 1 £h C X J 05 05 O n O -H p. a p3 • cd O rH C \3 • » • m U • 05 • * • •—I CO • in CO o in 00 Ph O o 0 1 CJ o cl g o u Cn -P C 05 P cn Cn xs >> 1 —1 -p c id o ♦H cn 0) •H a bO *i—i 05 05 X 01 • tDO o • in in 05 DO c- 03 • in 03 rH 03 o • o LO 03 to • DO in to -sj’ 1 03 DO O -n> 0) > o p Oh X o CJ +3 Xj -p *r”i i —1 cd P. O CQ -P Cq OS 03 &-H CQ OS Cn 05 O a> o cd ■ —i Ph at o* in CJ O 03 05 +3 xl cd -P +3 Sh CQ o JQ * <* CQ * X U 05 XJ X o x> *1—I id >> U +2 CJ p o o CJ 00 •H 05 u o Ph 05 Jh X cd C. O CJ £» o CJ ad C! m 1—1 cd -P o Eh 05 P h O O O O non-cooperators • +3 o ^ 0) ■sjt PS \ ■—1 I Sh CJ T P Q) O 0 5 & O -P O O tA - cd • 00 from CD • e 03 different t-H CQ a PS o I CJ C T5 Pd O 0 ) G O -P > P3 a * cd O H ps PS CQ o o> ,=23rH CQ — Q £s PS < co Ph 1 —1 o PS o TQ n O f=H 0) significantly CJ w Eh CO -P ^ 05 Cooperators proved to be 1% level of confidence. o 03 the • * - 609 - TABLE 101 R E T U R N O F E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO P L A C E OF H O M E M A K E R 'S B I R T H B Y SI ZE OF H O U S E H O L D L A N S I N G , M I C H I G A N , 195 0 N u m b e r in H o u s e h o l d o 1 - 3 3 - 4 XX 5 and O v e r 0 No* C o n ­ Y No. C o n ­ No. Con YO / % Ret. tacted Ret • tacted Ret * ta cte d Place of B i r t h North C e n t r a l States 599 48 * 6 695 52.7 315 49*8 Other U .S *A* 52 38.5 79 36*7 32 31.3 Foreign c o u n t r y 45 44.4 43 30*2 18 50.0 1 100.0 2 818 50.0 367 Un k n o w n Total 4 700 * •• 47 *3 ° C o o p e r a t o r s did not pr ove from n o n - c o o p e r a t o r s * to be significantly *«• 48.0 dif f e r e n t Cooperators pr oved to be significantly different cooperators at the 1 % level of confidence* from n o n — - 610 - I—I PQ .Q CQ < E-* X Pd CQ Eh Pd CQ i—i O m W> Pd P3 &h CQ Pd a ■rl Sh CD Q S PQ * ■p ^ CD O Pd CD 05 1 XJ Eh cd • Cn CTi cr> to * -P ^ CD Pd O O 1 Xi cd CD E-* O -P o o cd =tfc -P to 9 CTj Q* • 4-3 > U SZj -P w a 3 O Eh Oh 4-3 O cd xJ •i—i x) CQ S-. O +3 cd Eh CD Oh O O O O from • -p ^ CD X Pd X S-, 1 X* ps Cd Ph o o cd =4fc +3 i —i i> i—i • • • different o XJ i—1 O xd o *—i pr; hQ o Ph HH F=-i o e-i *C5 « H CQ HH E-« CO & »Q CQ ►Q cd CO Q < »Q O CO Pd CQ CQ i— ICO Pd JO < CQ (Q » 4-3 Vt CD o Pd 1 rO •HI Cd CD EQ o o> o o Cd 43 o * LO CM be s CQ o LO O O') PQ 1-\ IQ ** o Q* Qc i —1 o to CO • OS CQ PQ i—t • LO *Qc Cooperators proved of confidence. m 4-3 ^ CD Pd o X 1 T3 •HI C 0) CO O Q> O o cd “Ifc-P - 611 - O Ci ^ © • -P © on o o • rH « O1 Q4 LO CO i—! > 1 TO SQ © eg o p o o cO © CO ~¥fe P • o • • • • rH • • • CQ to rH 1 —1 © > o cn t-i CQ X X ^ LO CO cn M S H o o fc! sS; o 103 Eh ** C?3 £5 l-H CQ X P © 1 © s O cn P o •» < on CQ to X PQ IH cn CQ p i—i O Q cn PI to o 1 TJ O © O +3 o o LO co CQ ^ ^ ,_( • rH LO 1 TO a © O *P to O o © CO nc= -p £" co co • -p © cn 1 xj o © O -P to O o CQ © -p t p © ^ x$ c Co 1 c* O o LO CQ =te • -P © cn o CO CO co 1 —1 to rH o CQ o ^t4 • G1 CO LO CQ CO CO • O CO • to 03 • • • « * « -sp to CO CQ • UD t—| to • £P ^t4 to cr> -Q4 CO 00 CO o • o © -P o © P CQ cn P O XI © -P o P © *|H i—1 CQ P o p © p © Ph O o o | • * • O • 0> ■Q4 « • • LO ■Q4 • 00 Q4 CT> CO CO to % CO • CO *Q4 CO CO Q4 • P •vf4 rH O 00 i—I CO O CQ • i—1 © P -P •? rH • LO LO o i—♦ CTi • o CQ LO • • * • • • • to •ti4 to CQ CQ !>> sn p < • CO o © o o • n> n © xi p 00 to "tt4 o o ttO ■H CD O r^H a 5£ o a X c n> rH © P O £ 4 p © 02 a o sn P s o p t|H P c © © tM Pi *H o l^s i—i a © o •fH tfH -rH c CO • LO LO © jn p p o p © p © p o CQ xj p cn o cr> • u • ■p V I © LO cn o 00 • p X X o ^ LO CO co • CQ to • rH LO 1 CQ < bfl rH ■ to • p © cn LO to © (D < © cn a X o 46 o to cr> CQ i—i Cm •* tn CQ < o cb << n rJ cn Ph p 1 XJ © O 4-5 CO o o LO © ^ p t TABLE © ,—1 02 • co Q CQ tH ’'tLj f—5 CQ cn o> CO i—1 no •rH © © o o p © > o p Cu p o c h O o O 1 C! o o £ O P <+H P P © P © t|— 1 P •rH XJ >S P P P © O •rH P •rH P bO *(— I © © O o p XJ © > XJ •rH xs © p o p © p © CL, o o o o o m p Pr © o © P p © o XJ p *—K © P p P © O Ph o O o p o L o X X - 612 • +> CD o u rH CD iH co oB -rH * o CQ ^ Q> CJ o o C D OS p * CJ o CO ^ o o • TO PLACE LANSING, AS RELATED HOUSEHOLD, o S-t ■t— i CD p CO oj CLj r-J XJ O (D CQ P O " o cd Cl DIARIES HEAD OF CO CO 03 o> co • o LO 03 03 03 03 03 "vfC CO ID rH • * • O o {> rH • < vfC • LO CO * 03 • to LO XJ CJ P cd S • • p V i. CD OS * o CD • a o o o CD C\J i—1 CO CD ^ o o * 1-1 • CQ n o p cd P CD Cu O O O i CJ & o P P C- * O <4* CO rH i—I * * i—1 • ID 03 • 03 LD 03 • 03 LD o • rH P CJ CD rH sn i rH P CJ cd O •l— J p -H P bO •h CQ to • CO • 00 LO o p CD • 00 CD * p o o co CD O • o 1 — t CD PS • • o o CD •rH o • CD (D o U o to p XJ ^ (D > 0) 1---1 cj CO 03 O rH O CD o o £s o 03 • • • 00 CD * CD • tD 03 • • CJ •rH O o t—1 OS » • O S-, ■rH W Cm C m O o ■ LO CO CO •P rH cd o rH ^ P O CO • 03 to p • CJ O O £S O • cd o •rH P oB CD i—1 O < —1 CO 03 O • o i—i C o5 •rH I— 1 03 i—1 03 CO CO • O to CD PS CO cr> • o CO • rH r— 1 ■rH O • o LO CO • p OF EXPERIMENTAL BY OCCUPATION OF CO • CD • * o XJ o o CO 03 PS -P ^3* LO • i> CO rH • i—1 • rH OS P RETURN C- rH rH CD • CO CO • * • CD *=4< CD X o P CO 03 rH * • 03 CD 03 CD f> O V I i—1 CD xj P P cd CO P. O P cd u 5 i—H P CJ rH CQ CD X P • tO CO i—I CD 05 «M CJ o O U •H Ph C Q p V® CD OS • p * P o o ^ o O • 03 CD O • o- t> 0i—i CO p p CD CD O CD > S-, Cl "P tso a •rH H3 CD O in o O Ph S ^ O P CJ ;d i—1 cd P o E-* XJ CD xj r* o sn cn CQ CQ XJ •rH cd U • a) o CJ cd cd i - XS CD CD - H Pi O o u Pi P O P o o o o in o P * CO o p O n o P X X - 613 - TABLE 105 R E L A T I O N S H I P O F R A T E OF P A N E L C O O P E R A T I O N TO W H E T H E R O R NOT H E A D S OF F A M I L Y H A D E V E R L I V E D ON A F A R M L A N S I N G , M I C H I G A N , 1951 H av in g F a r m B a c k g r o u n d Percent Contacted Y/ho C o o p e r a t e d 0 T ot al N u m b e r of C o n t a c t s H o m e maker 50.0 72 Husband 60.0 50 Both 54.5 99 Neither 50.5 101 Unk nown o • o 1 52.9 323 Total ° Cooperators did not prove to be from non-cooperators. significantly different - 614 - TABLE 106 RE T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO W H E T H E R OR NO T THE H E A D S OF F A M I L Y H A D E V E R L I V E D Oil A F A R M L A N S I N G , M I C H I G A N , 195 0 Having F a r m B a c k g r o u n d Percent Contacted Who Returned D i a r i e s 0 Total N u m b e r of C o n t a c t s 389 Husb and 53.4 283 Both 47.6 47 5 Neither Unknown To tal 01 48.6 « Ho mem aker 45.5 48.6 727 11 1 , 385 0 Cooperators did not prove to be significantly different from non-cooperators. - 615 - TABLE 107 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D T O W H E T H E R O R NO T M E M B E R S OF F A M I L Y D R I N K M I L K LANSING-, M I C H I G A N , 19 5 0 Members Who Do Not Dr i n k M i l k Percent Contacted Wh o R e t u r n e d D i a r i e s 0 Total Number of C o n t a c t s Wife 4 7 .1 210 Other th an wife 4 4 .7 369 None (XI • o in U nk n o w n 1 1 .1 9 4 8 .6 1 ,885 To tal 0 C o o p e r a t o r s did not pr ove from n o n - c o o p e r a t o r s . to be TABLE 1 ,297 signific a n t l y different 108 R E L A T I O N S H I P OF R A T E OF P A N E L C O O P E R A T I O N TO W H E T H E R O R N O T M E M B E R S OF F A M I L Y D R I N K M I L K L A N S I N G , M I C H I G A N , 1951 Members Wh o Do Not D r i n k M i l k Percent Contacted Who C o o p e r a t e d 0 To t a l N u m b e r of C o n t a c t s Wife 49.2 65 Other th an wife 48.8 43 None 54.9 215 Unknown • « • • • * 52.9 323 Total 0 Cooperators did not prove from non-cooperators. to be significantly different - 616 - TA B L E 109 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO W H E T H E R O R NOT M E M B E R S O F F A M I L Y D R I N K M I L K BY SIZE OF H O U S E H O L D L A N S I N G , M I C H I G A N , 19 5 0 Members Who Do Not D r i n k M i l k Wife Other than wife None Unk nown Tota l N u m b e r in H o u s e h o l d 2° 1 3 - 4X 5 and O v e r 0 No. C o n ­ fo No. C o n ­ No. C o n ­ - '% tacted Ret * Ret. tacted tacted Ret. 169 4 3.2 140 45.7 61 45.9 78 53.8 86 38.4 46 52.2 447 48.1 590 52.9 260 47.7 6 16. 7 2 * • » • • • • • • 700 47.3 818 50.0 367 48.0 0 C o o p e r a t o r s did not pr ove from n o n - c o o p e r a t o r s . to be significantly different x Cooperators proved to be significantly different cooperators at the 5% level of confidence. from non - 617 - TABLE 110 R E L A T I O N S H I P O F R A T E OF P A N E L C O O P E R A T I O N TO U S E OF H O M E - C A N N E D F O O D L A N S I N G , M I C H I G A N , 1951 Percent Contacted Who C o o p e r a t e d 0 Used h o m e - c a n n e d last w e e k food Used no h o m e - c a n n e d last week food No h o m e - c a n n e d fo od u s e d last w e e k and d i d n *t c a n food last y e a r Total Total N u m b e r of C o n ta ct s 58.3 156 54 .1 61 44.3 106 58.9 323 0 Cooperators did not prove to be significantly different from non-cooperators. - 6 18 - TABLE 111 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO U S E OF H O M E - C A N N E D F O O D LANSING-, M I C H I G A N , 1 9 5 0 Percent Contacted Who R e t u r n e d Diaries-** Used h o m e - c a n n e d last w e e k foo d To t a l N u m b e r of C o n t a c t s 54.5 872 47.4 392 No h o m e - c a n n e d fo od u s e d last we ek and d i d n ’t ca n food last y e a r 41.3 612 Un kno wn 22.2 9 48 . 6 1,885 Used no h o m e - c a n n e d last week To t a l fo od xx Cooperators proved to be significantly different cooperators at 1 % level of confidence. from n o n ­ 61 9 - P cd Q O O +3 O - JxJ !3 <$ o i —I ro (q o CQ I—I P> ^ O CM &q ffl < o H rq Pd • cd CQ fq O 31 *3 3 3 i —I rq 6-t 13 iq Q Ph tq X cq >h PQ Ph 3> ffi « IP IP CO • i—1 • % CO IP to to • •H4 LO 1 CO i—1 to o to CO rH CJ> LO CO 1' rH xs o CD o 3 +3 x l CD CD o X cd S CD S o jnrj * +3 CD tx; i XJ o CD r-H CQ p Ph e* X l o o +3 60 o •rH O * cd HP o q1 cn • to O • CD IP • IP to • to q* CO £3 03 O 3 cd o zs X5 3 O +3 O H-3 cd 3 3 CD Ph O O 0 1 CD P h O O 0 1 p o p • q4 LO P o p s 1 ■ — CO < — t o r-H co ■q4 cq to 03 CO cn to s o o 3 *m V 3 Cm h «M •rH +3 +3 P Xl +3 P CD CD 3 3 1— 1 CD O P to O o cm O •rH +3 +3 P CD O 03 (D Xl +3 3 cd Is; • +3 CD X P X ^ CD cm CD i— t as +3 CD PP cn CO • o • 03 CO q4 LO cn < — i » CO • * • • 03 q4 3> P CD Cm Cm cm Cm 0$ -M -rH xs O X} -i— 1 Cm 1 i P o CQ CO o XJ CD +3 CD o 1— 1 • cd o +3 53 03 CQ CO 02 E'­ en o i—1 q4 rH ■M i—I i— i +3 •r-t flj cd -c—i CD CD P XJ 3 X l O CD O taC o +3 Sn •M • iq cq O O CQ O r-H +3 CD *' o i —t iq m E-i < 31 • .c xi E3 Pk rxi s is < o o m I CT> W i —I *r=r* e-* o i- i o o to 3 O +3 «J -6> x: +3 CO +3 CD Ph I H p XJ o CD 3 O +3 O O • cd o +3 cn • • CO • • • • CO ■q* O to to 00 o to CO o • to +3 -rH *rH cn to o CD q> > CD O 3» CD X> • 3 cn — 1 1 02 CO O XJ CD Xl CD X I P CD P CD Cd ^ o I +3 CD CQ S O o p o cd cd r-H XJ O CD 1 CD CD ?' b xl O P XJ CD < M X> M XJ CD CD CD *5 o o 52 C CD XJ np CD - !> *M O Cm 3 O O Ph P P 3 O h O I—I CD CD CD 3 O O 3 > 3 O cm P P P cd -P cd 3 o CO o cd I cd CD — i-P CD < — B o XJ P +3 X I CD XJ CD in • M cd o zs rH CD O O +3 CD 03 CD CD cd P cd P h P h P h i— I O O P O o o xl o OO-P O rH - 620 - CQ * RETURN OF EXPERIMENTAL DIARIES AS RELATED TO USE OF HOME-CANNED FOOD BY DISPOSABLE FAMILY INCOME, LANSING, MICHIGAN, 1950 o P CD p DcJ to CO • 1—1 to • 03 CO - i—1 • • CTl • • P LO 03 O p P rC5 O CD p O P O * cd O P to 00 O i— t 00 CO oO tO LO 00 P * ^ •' Oi CO • CO • * X X \ i— 1 O 03 ^ p CD PC 1 P P rP CD O CD O O P P o to • CCS O P 1st • o LO CO CD « £ X o 03 P o \ ^ CO • CO CO 03 • • CO CO • CO LO o CO CO 03 o LO CO CO » CO LO xs CD P CD P CD cd P o p CD CQ £ > rP P P oj o •r~t P *i-4 C tiD ■1— 4 CQ CQ CD > CD O X> P CD • JO CD (D CD CD o O o O p P p P o 'D rO T3 TJ p CD •i—I CD -i-l > P > P o p O P •rH p o P o "O Ph O Pu a xs o o co 05 p m 3 “i—1 r—S P P tiD P -iH cd to o ■(— i CD p P •r-1 P O W ~r~3 *1—1 CL, i— I CD P p P p 03 P CD p *>• co • p LO • t> LP p cd to^ P xs i— l o -P-P H +3 H p > I 15 O C CD c^5 O +3 O O AD cd CD +3 RETURN OF EXPERIMENTAL DIARIES AS RELATED BY AGE OF HOMEMAKER, LANSING, TO USE OF MICHIGAN, HOME-CANNED 1950 • -P O V?. CD ID OS CD 1 15 1 d (D O +3 CD O O ID cd =*fc +3 • d O ^ ID ID cd M +"* CD cd S CD # o CD AO • CD 03 to to CO rH O fr- to to cD LO CO 03 cD (--I fr• fr- ID *H 1 —1 1 —1 o • ID CD CO to * 04 to 03 to •=* CO ID • O » 03 CO CD CO CD £H i—1 • •p CD Od CD • frID fr• 03 CO 03 03 CO qD| CD r—I 03 ID CD jd 0 43 43 CD DJ -H cd d CD CD O O O f d 43 cd 43 cd CO d CO d CD > • O * to •d* ID to 03 tD • fr- CO u 0 d 0 rH t• CO to f> CO 1 —1 02 o> •Ht to CO • CO CO • o> "d* to ID 0 d Cf-4 43 d CD d CD • ID ID O ^ ID DO • • • Hi O s 1 13 d CD O +3 CO O o cd 1 cd CD • 03 H1 1 LD • CO LD I—1 • 03 ID • • • cn H^j-t 1--\ 04 1 —1 • ID LD CO )— 1 d 0£) •H CD CD r—f O 43 0 43 0 -p cd d CD Ph O O 0 1 d cd d CD Ph O O O 1 d 0 0 d d s E 0 0 d • CD a 1 13 d CD O 43 o o ID Cd 03 ^ 43 CD CO ID ID 13 cd d d cd o 1 CD S O r_v; CD CD ^ CD 03 03 d cd CD ^ tD 43 O d u • 1 — 1 43 43 co cd O rH c 13 13 O CD O CO C m si 43 CD cd i—I 15 CD d a u O 1 CD s O ,d o CD I> O d Oh 'O CD CD ,0 D 0 43 43 D CD > O d P, 13 CD > O d P. O 43 u CD d d cd a i CD CO d Cd 13 ■ —1 13 13 CD 15 CO d P cd S 43 CO cd rH d 0 43 1—I U O O H o 13 si O CD O CD o Ct-4 ■5 CO cd d O d cd 0 43 0 EH cd d CD Ph 0 0 a CD c O CO * d CD O O 43 c cd CD d 13 CD -r— I P hCf-4 0 d 0 0 0 0 CO d CD 0 43 cd d CD P4 O O O X O C - 623 - ♦ o p CD ^ i * CQ o s E-* < E-* <$ O Hr—I J-M CQ M Ph —Io 1 < H Q Q '< CQ g o *fH += cd P-| rj o o O • H—* CD Ph • CQ • CO LO 00 • si* st* O O st* « • 43 CQ CQ 1 —1 0 10 LO t> • o K ■G tp H* O CQ pq J=^HC) t—jI—I m-j Eh rH cd •rH • O p »rH hO CM X oq o o Ph O O >4 ^ CQ Cd P> Eh CD PC • 43 • C O O S25 O 43 CD OP O 1X CQ CD cm O Sh Oh fH cd G O *rH CQ O C\3 c • G •rH O O ■v-4 !G O PH • 43 VS. CD pp • 43 • G O • V I CD PS • 43 •G O O pq O CD > CD in r—I CO CT> CO CD P JH o +3 +3 cd +-3 43 00 st* si* CD CQ co • tsi* c~• si* si* • • • s j* a> to -1 CQ I 00 to » • • G> CO • in 00 * to st* CO • CQ in LO st* 03 to CD to CT> • • • • si* 00 CQ • CQ CD _G 43 cd CO p o O o 0 -H> 1 cd 43 o CD a s o P cd P P CD Ph O h O o O O 0 1 0 1 G G O O +3 G c CD £ p £ O P o CD P O • CD in cO • Cd to t —1 in to in <— 1 1 —t in • st* • -O -r-4 • CT> si* ft CD I—1 rH CD 1 HI CO CD si* * CQ LO to • iH LO 00 cr> O to 0 0 LO —1 to CD 1 CQ 1 CD G 43 d e w cd cd cd ra t=> 0 h CD •G £ O O O M «m CD (D O rO G CD G 43 G CO T5 CD Cd cd CD 0 ■— l O 43 G cd o •rH Cm •rH G bO •rH CO rO 43 43 g G O CD 43 O — G G -p CQ cd •rH r H "O no T5 O C O oi CD > > O o p O G U P h CO CO P h « CO * P P CD P CD o o o O O 43 +J G 43 G G i"* 43 G cd H3 O CQ 1 cd CD rH £ O G .G O O O *M o G CD i—I G O cd cd CD CD 0 CD CD CD o n si* CQ CO CD CQ M JG >■> i —I G CsO p Oh O # rH TO O 1 O ttO G •rH cd CO o •i— I CD c m * m CQ CQ in 0 43 CD > CD VI ^ «m O O 0 0 43 X .-3 m O CO CQ si* to rH 0 0 • o T5 ^ CD *—1 CO O rH • i— 1 Cd O •rH p c& si* si* 43 ^ cr> CQ O LO CV3 si* • o to • si* to « O in st* • to LO • G O O Ss; 0 O CD O •iH > P CD CQ O • si* si* • 43 CD PP • (—1 Ph ^ cd •H O Eh cd CD g CD CD -rH CD -rH D h f t p O h Cm cd P P ro p O o o o O P O c o o O o o o O o X X X - 624 - TA BL E 117 R E L A T I O N S H I P O F R A T E O F PANEL C O O P E R A T I O N TO W H E T H E R OR NOT H O U S E H O L D H A D A H O M E V E G E T A B L E G A R D E N LA S T Y E A R L A N S I N G , M I C HI GA N, 1951 Percent Contacted Who C o o p e r a t e d 0 Had garde n Did not have garden Un k n o w n Total 0 C o o p e r a t o r s d i d not prove from n o n - c o o p e r a t o r s . Total N u m b e r of C o n ta ct s 61.4 83 49 . 8 239 10 0.0 1 52.9 323 to be TABLE s i g n i f i c a n t l y di f f e r e n t 118 W H E T H E R OR NOT RETURN OF E X P E R I M E N T A L D I A R I E S AS R E L A T E D TO ' H O U S E H O L D HAD A V E G E T A B L E GA R D E N LA ST Y E A R LAN S I N G , MI CHIGA N, 195 0 Percent C o n t a c t e d Who R e t u r n e d Di aries Had g a r d e n Did not have U n kno wn To tal 50.8° garden To tal Nu m b e r of Conta cts 577 47.9 1 ,294 21.4 14 48.6 1,885 ° Cooperators did not prove to be from n o n - c o o p e r a t o r s * significantly different - 625 - • -P P Q o ^ p g: O l P P T3 Q O CD P O -P o P> • <3 n Q O Q SQ Os q o CO o 3 Q O I —I ,,x! ^ tx £h Q O i" t o PC Ph CQ O HH LO o CQ CP EH Q E-* CQ ffi ■<$ g Q CQ I —l CQ [jh n; Ph o Eh CO CQ < CQ CQ i-Q CQ pa CQ CP Q aa M CQ CQ cd 1 —1 o i p P Q CD O CD S O -P O o Q • erf O -P to e• o H4 Q oa to 03 Q* rH CO rH •P cd P. a) P h o o 0 1 p o Cd • Q1 H4 4 LO • • H1 CD a o o CXI o ^ p rH 1—1 (D i P T3 O O •H * O H --P. r1—t oa T? P -P o cd -P ^ CO CXI rH r~i lO rH o LO CM pa Q O ■p p p > +3 I—I rH • CM LO O • i—1 LO o LO H4 • JO LO p cd Q •f-H H ‘ I--- I CO a> CM to to o LO 00 P fcO •rH Cfi o ■ c- LO CO • CM LO • • • LO • CO LO -P o • cd O -P rD O •P CD > O 1 P P Tp CD O P P P E-« IQ LO • LO CM p £i_i X IQ Q S O Q W O pa q Q ^ • -P P o q CQ q < £h CQ CQ 40 cn lO • £> CM s pa Pm o ty Q 5 LO • LO CXI CQ P O P P i -P O P p TP P TP td • cd rH Q P P td W) O P p IS Q Q o p Q cd PP Q Q P Cd -P o Eh P CD P. O o o - 626 - TABLE 120 R E L A T I O N S H I P OF R A T E OF PA N E L C O O P E R A T I O N TO THE K E E P I N G OF H O U S E H O L D A C C O U N T S , L A N SING, M I C H I G A N , 1951 P e rc en t C o n t a c t e d To t a l N u m b e r _______________Who C o o p e r a t e d ^ _______ of Con tac ts Keep a c c o u n t s 68.3 60 Do not ke e p ac c o u n t s 49.2 260 Un kn ow n 33.3 3 52.9 323 To tal xx C o o p e r a t o r s p r o v e d to be s i g n i f i c a n t l y d i f f e r e n t n o n - c o o p e r a t o r s at the \% level of confidence. T AB LE from 121 R E T U R N OF E X P E R I M E N T A L D I A R I E S A S R E L A T E D TO THE K E E P I N G OF H O U S E H O L D A C C O U N T S , L A N S IN G, M I C H IGAN , 1950 Percent Contacted Total N u m b e r Who R e t u r n e d D i a r i e s ^ ______of Co ntacts Keep ac cou nt s 59.8 311 Do not k e e p a c c o u n t s 46. 5 1 ,560 Unknown 28.6 14 48 . 6 1 ,885 Total xx Cooperators proved to be significantly different from non-cooperators at the level of confidence. <■ i i • i i ,0 -aO, ' 1 ! CO I. , CO CO: f - i—l o tu £3 co o to LO o cr> ffi P=H *• o s Hj Ci Ci i —i n tn a, o £*q ih ££i m M Ci tG 53 i—1 to o Sh cd O CO -G X P o i CO G XJ CD O CD G X O -P a O tie fO *|H • cd to O P to X X • rH XJ o -p LO to Ph O O 0 1 C o G CM • Cto LO rH i— 1 LO » 1— 1 LO LO OLO cr> • CM o • LO O CO cr> LO H O G «m P g a CD X P P OS CQ G O P cd g CD Oh O O 0 1 G O g s S-i o CD G Cm (m cm i —I P C CD G CD G cm Cm •i— i LO m rH LO CO LO CQ • rH o o • o LO CM to cn • CM O ■— 1 -si* t>> P G O •M G -P •H cd 00 CD xJ G o •rH co to I—l o Cj 1—1 &H m3 -< o E-* to Q ro ro LH |>l « OP CO CO CO tO £—1 £0 to &H O o o o < CD XJ O V i cd CQ G m ti CD i m3 G O X -P G O 00 O * O to • P CD to CM • CM LO CQ • x— \ LD o • • • O a o H -1 Cm X> •M c O P t>0 •iH CQ CD XJ O G On CD X o -p P CQ *P G G Gh O O O cd X Oh CD CD to o G CQ P G G O O o cd XS *i—■ 1 XJ CQ G O P CD CD P O G O Q G 5; o G X G G> I— 1 cd p o Eh xs CD > o G O-i CQ G O -P cd Cd G CD &t O o o O o • confidence w fH f— » o CD G CD Oh of to 52 CO to Eh CO CO CO LO • to LO level 123 TABLE Eh LO • o LO - XJ Cm O &H <3? « LG 628 O X r-t - 629 - TABLE 124 R E T U R N OF E X P E R I M E N T A L D I A R I E S AS R E L A T E D TO K E E P I N G OF H O U S E H O L D A C C O U N T S B Y SIZE OF H O U S E H O L D L A N S I N G , M I C H I G A N , 1950 Num ber in H o u s e h o l d 2x x 1 3 - 4 Xx 5 and O v e r 0 No. C o n ­■ % No. Con% No. Con% tac ted Ret. tacted Ret. ta c t e d Ret. Do not ke e p accounts Un kn ow n 61.7 151 62.3 66 51.5 595 45.4 664 47.3 301 47.2 11 27.3 3 33.3 • * • •• • 700 47.3 818 367 48.0 o . o Total 94 LO Keep ac coun ts 0 Cooperators did not prove to be significantly different from non-cooperators* Q f-3 V o 03 CQ x o > *r"l i—i 1 £3 O o XJ CD P o ^ cd M fc p "P V i CD TO CQ O i— I O p i—1 03 in in co in o JO <13 CQ d O co CD CO EQ 03 CO in CD CO 'Qi 03 in 03 in o> CO CD CD 03 DO V i CD d a n is; X CD CD I T3 d d CD in XI CD O P O Em LO in 'd* 03 CO 03 O in 03 co -P V i CD 03 X o & Em S o d P •r-? xs >> •rM o P o in ■H d CO bO -i—i E> CO 00 co to CO d cd cd •i— i CO d cd P to X rH P d cd a -r-H CD I x3 d o CO P-h CO 02 X 03 Ph CD I TO £3 d CD o -P O O o CO CO LO CD X d p V i CD 03 O to £'- 03 in cd ~4fc: -P O P p o d XJ td O •H XS P CD > d • P CD O CQ 03 1 d o d p d to CO . 03 Em PQ S is: -3 In Em m Xh O P co P o o CO Q Id O', f—l d Pi 03 O < 03 X o p c d d ^ te P I —I Em ISJ o 0 P (—t o> < &q Ph O d cd d •iM <0 XJ * 03 d 33 I TJ O C CD Xh O P o o in 03 X> p XI d p p o o Em o o d o c d o ci cd d o d X! d X> O XJ P -rM d CD cd p d d p o PH CL, O o o o o O P O O X Cooperators proved confidence. Oh o CD 03 CD o lo 03 cd CO 03 *p i CD > in . O 03 nj* level I XJ d CD <=8 o P o o co 03 ^Jfcp to Z% o in tO 03 at the > o o non-cooperators +3 d V ^ CD Q) 03 from o of - 630 - - 631 - • O d 'c> ° CD t> o i d O o P CD CQ • Q4 04 LO cd • O vQ CO P P 03 in r—1 d O o r-H tO • CQ Q 4 co 03 • Cb • • • to Q 4 • • • • Oi O 03 c r> • Q4 Q* LO CO 03 JQ O £4 S p c !3 p rxj W O fQ p cd « ^ O E -* C i> h to 03 m j-i CQ Eh £Q p CQ CQ Eh S < MJ CQ 04 CO <4 <$ ! m d CD .X CtJ S CD S o 04 p CD X ^ X LO LO 04 Id 1 d cd O P CO o o Q 4 H )— l C Q 04 CQ Od CO Eh X CQ S d O E i O o o O Q 4 Q 4 to C- CO Q 4 O cd CLO 02 • to CO LO Qt 03 CO to c r> co 03 d CD Ph O O 0 1 d o • • • • 00 to • • • 00 CO o • o> *P X ^ LO to 1 i d O CO 03 O CO CT> P ■ in in 00 CO CO Q4 p cd cd cd CQ cn d d o o -P cd d p cd d p cd d O to d d d d o d d CD S o s s o CD d d o d P Cm Cp •I— 1 d P d cd o Cm d bfl ■M CQ d O P P Ph o o f d o O 1 1 o Cm cm cm P d CD .; P d P ~3 d p d h o o o d d P CD > i— t P >> p p d cm cm cm p M T5 d cd cd o •i— I P *1— 1 d bQ •rH CQ cd o o •M •M Cm cm d d •r—t •M bD tiD •M •rH CQ cn CD o m • CO co 03 o CO Q 4 m Q 4 CO CO 03 CO > O d P-. P p P ,Q d d o O o P p p d P d p d p > > o > o P d CD P o o LO CO o o Q4 03 03 t> 1—1 cd QE p d d •M d Eh CQ 04 p d CD CO p p •d d o •M CO • p -d p p i—I Q 4 Q 4 CD p d O Q 4 LO CD p P, o o o d Q 4 CO > •+-3 *i— I < 04 CD P CO to * d d d m £h Id> Q 4 CO to cd ■ -Ife p Cd p • p p S» to CO CD p CO o cd = * fc p to cn p Q 4 03 ld 1 d> o O LO ffl ■P ^ ID CO » O d P o cO ccS CO = ? fc p Q (J O K 03 CQ CQ d d o o o «S 04 CD CD d p cd d o P Ph CD CQ CD P P p CD O h Eh o o -<—t o CD td ■r-4 LO q 03 to cO 02 S o G p CO O• CD LO q q q to CO 03 03 CO 03 CO O q q q 03 oo > Oh G > i— i p G cd o •rH P •rH G 80 i •i— CQ CD q * o CD q q c.O to op CO q CO 03 00 00 co LO LO q CQ P d o o O h O CD o CD cd X o« o 03 p X o d cd o •i— i CD P CD p Xi^. CD p p LO to CV2 p d CD G CD P P •rH XJ p 03 cd rq -rH to XJ • -r—T i— 1 G O o o £r. o ^ O 03 o {> • ^ d O o 1 d o d • i CD Ph q o Hp ^ cd to o o rH • OO lid in at the ❖ XJ o XJ Cd P cd co • CQ G O P cd non-cooperators o E-< cd tO from o to to different • P d significantly OS o O c o d X d d> cd p o E-h o o CD be co tq E-» t—!PD rH > O o d CD CO e g rH q P O P to < CO PS p lo ffi E-h Oh 1 q cq XJ CD > O G Ph CQ • d CD O O P cd CD d XJ CD ■rH O hP O d o o o o o o X CD Cooperators proved confidence. O q c§ os co ^ o I —l ■< 'O—ts C O rq S O I—I < p o CO Q o fe; q >- q o CD O ' CO CD • • • (D p -rH sn h —• Q fq i rq < E h tq E « d> PS • &H O Q ^ i—1 C5 O f—ipq 0-. co fq P pq O Xi m o On o fxl )— 1 PQ > I O • • LO • <+H CD X ■=q* X CM * rH • xs -P G X CD G <+H C)—I O CO •rH CD P to cd cd ■r^ o x <+H > •rH XJ 1-1 "fc"^ G cd O CD X x: CD Eh cd o • s p P h g •rH G * CD bO •rH P G !-1 CO • CO H cd o o• i—1 rH CO CO • 40- iH • *dH CO • CO CO c» o CO CQ O P G -P cd • O x! X cd p Ul o CD o CM 3tITM P T ^ T d JO squxd0 i— 1 CM 4 0= 311TH p i n i d aoj eamjxpusdxgQ > O X G x j CD rO XJ o CD *P cd x CD P o O -P O X G h o o XJ •i—l Q E o •r~i X o o G X cd CD -P cd CD P h O i— 1 •rH CD XJ PhP G p O X o o -p P h 03 O CD CD X CD rH P h CD CD CD ai cd 1 o P X* X CD ■ p CO X> -0 CO o o p O CO in — h • rH p 1 1 C-i P O cd 8J n q x p u 0 d x a o rx Eh G p X O r o f-H 1 CD X ! •rH > xs C Ph o P h o o o x j ■fe^= to o cd X CD •rH P CO cr> CO LO w o -p P h 4-q CO ro «! rH to o P X CD • e'­ • ■G co > -sq^o o O CM significantly IIV cLO • P to be rH XI XI to w M Ph G •rH > prove %vsn I I V -roj 9-inqipu8dxa0 o non-cooperators. rH O CO Ph P h cd cd X o o > CD o i—1 X not o in i—i did o Cooperators S 9ST3Q jo asquint ©q.'Btuxxo Jddv^- - 634 - sas^o jo JEoqiunjsj 9%*ei«ixo JtcTdv^ ¥■-*■' pq CO CO • 0Jnq. xpusdxgo o X> lo Eh Crf W rH pq -sqq o Eh O LO • 03 m ;x ffi ds Eh S t—II—I CQ pq - 3 J90Q jo *sqix 9 U i j ^3 -JT9M JOJ O • eanq. ipuadx^o a a ^ n g joj 0Jtnjipu0dxgx 03 Eh Ph TTY ~ i° j P3 pq Q s pq X o < o pq V—!Eh pq o pq pq Ph _q X PS pq CQ c!j X X pq o X hh Eh Eh X 1 -----\ TO 03 X LO • *=3' • LO LO • 03 o CO ■ 03 X X CD CO CD CD X crf O X X crf CQ CD d d d CD o co d O o X X crf d CD Oh C l, rH CO O rH CD O o crf • CO CO oH d d CD -rH o LO CO CD CD O erf Cl O 1 d d —t • 1 i— 1 • i— 1 • £ o co a Crf CD o d d X Cm Cj-h 0j n q - x p u e d rH C rf LO CO • CD * • <0= 03 x ^ • CO O X d • CO i— 1 • 03 -.,> O • 03 o rH • 03 X O d -iH •H CQ X crf XJ *H O d CD X crf Oh > d pq Ph O o LO CD Pi X O i —i | VI CD CD s%onpojj jCjet^CI E-* CD X X =50= pq co Q < 03 CO i—i ~ •— q E - O Eh CQ Crf •rH CD Crf l-H pq to o O I—l cr> s 03= LO JIJoj jo 03 O CD X ^© H TTY J o j 5s; t-t co C 02 CO CO o X 03 ^ T T i t P T ttT d JO S % U X d o • CO 03 o• 03 03 £O • rH CD CO XJ 03 *r“I > sq d crf TO XS CD d Pi d X CD pq d CD rH CD Q, S cc3 d CO d x -f-3 »>} o d d CD o X d •r-4 C l, CD rH aT3©K T T Y JOJ ©anjipuodx^Q 44 to H O pq o 04 w Eh o kH a ►Q KH rq ’r~? CQ <* o cq HI E-» cq .-0 rq CQ E-* < CQ O O to Ol, CD CQ rH cq H o to 3 cq ss < <« i—i Q a <4 K C5 J <4 tH ro |H CQ o —i f=—1 n i o s o o * ** 04 & pq Q Ph pq X £-« CQ cq O Ph &q cT? qc l-J pq lh m rq 04 Ph q> o E-* cq ^2; 04 sjaod: j o j©0Q jo *sqx *sqn;0 ouxa^S JOJ 8vinJ Ipl30dxjT[o *J-H ! J H CQ Hh a a jjrig aoj 8Jnjxpu9dx3;0 I IV *^oj eanqipuedx&o ra-osao Joj ejtnqipuedxg0 < Ph o O CQ LO 'Cf • • • LO LO LO ■g=f= rH CD eg 00 O CD • • LO CO IN CO i— i eg • • • to to CO CO eg 00 IN eg CO • • • CO to CO o o o LO CD CD • • • to eg eg CO CO CD IN CD CO * • a eg eg eg eg LO eg eg o rH • • * eg eg eg rH co CD CD to to • • • i— 1 rH rH CD rH O CD i n IN • • • *^t* ■st* LO IN rH to eg • • , 'vt1 co CD CD CD to IN • • • eg eg eg CO co o LO IN o • • • CO eg CO eg o rH i— t rH I— 1 * , • CO CD IN i— 1 i— 1 rH m * a CD LO CD rH rH rH • • • t— 1 H I— 1 t— I rH rH • * • IN CD 00 i n C- IN • • • CD IN I— I LO CD CD • a * CO LO *g( ’Cf • • • eg IN CD CD CD CD • • • LO CQ CO CD CD CD « • • CO cO CO CO rH CD LO CD LD a • • CO to CO CD LO CO *=4l • • • eg eg eg IN CO rH 00 IN CO ■ ■ * eg eg eg eg i n O to cg CO • • • CD CD CD rH ■— 1 r—t • • • O IN ■— i rH ■— i • • • IN CD rH cq ■— i eg • • • • (0 JH O -t-3 cd U CD Q-, O O 0 1 c o d E: O U N> G CD S-, CD > rH -H a cd o O H> 9 J H J X p U 0 d X |7 T o IN eg eg to • * • (X? eg eg CD i— 1 to eg CO a ■ • eg eg eg eg i— 1 O IN lO CD • * * i— I 1— 1 i —1 CD eg rH CD IN IN • • ■ i— t ■— t l— i CD > O S-, o , 3tTTW P T m U JO SJUXJo eg ■— i eg m • • LO i n cD eg co eg LO CD IN eg eg eg • • • LO LO LD eg eg eg CO CD • IN rH rH CD • CD rH CD CO eg LO to O CD -H O c IN i— 1 IN CD CO i— t i— I rH p-cniji joj cd <*H . —1 cd xl XJ <0 CQ 04 in sjonpoag P, o o o X o l-H IN CD CD O LO -f rH 1 €0= o pq H CQ Ph o ; h; eg tO to IN to o i— 1 eg cd I u CD XJ cd <1> CQ £ CQ O cd O rH £4 O £4 XJ CD a o Eh • • • Xl -H XJ CD £4 P. O CD a CD CD JH u ■— i rH 0 cd rO + = >+3 -p> XJ *rH P4 ' O • O o Nh XJ CD a 1 p. CD XS 0 a CD -P o C CD XJ CD £4 sn XS 0 CD -p C a CD —1 u U rH Sh S-, i 0 cd o 0 cd CD -H H> -H ci -p -H -H CD O O CD O o o □4 Eh £4 04 P4 EH v-q xs -rH xs CQ S-, o H cd G CD C l, O o o o product the actual number of The variation is due to the t-±7v * » to CO CD IN rH CO 00 For each individual this approximation. CQ O c- IN eg UJ o eg 1— 1 cases equalled response rates S0S^O jo aequmjq ©q-euixxojddy-£ sa pq 3 !>* or exceeded between products - 635 - %T39W TIV JOJ ©an jipu9dxg;0 CO L O CO CO CO CO t - LO LO 0 2 ^ 'sJ4 02 'S 4 r H -s i4 0 2 i— t cO P j> L0 0 2 02 • • • L O L O LO c'O* co 03 03 02 O CO 0 2 B B LO CO O ^ 02 B CO t rH 03 B ^ S B C O CO CO LO i—i rH C - B CO 03 CO CO C O to 02 02 B • CO 0 3 CO to P O P * s q nQ TIV *> LO LO LO * • • i—I • co CT> CT> 0 2 00 rH ^aod: j o rH 03 • •s q q Q O CO CO LO 02 • 02 02 B B CO 02 ^ }4 C O ^ 02 k B CO tH rH B CO CO t O * • B n CO r— 1 O B CO 02 LO • lo lo 'lJ* 00 c B LO tH m ic- co lo o o o B B B 02 03 1-- 1 r H 03 02 CO B rH 03 • B LO CO 02 • rH crf P CD Ph O 0 O 1 p o p jo©g jo oo i> co 02 r H O • B B ^ to LO *sqgQ LO CO 02 ’v}4 cO B B -si* ^ B C O C O co rH L O C O B B B H 4 CO 0 2 02 o LO H 4 r~CO B B B C O CO CO o ©U I J(v3 00 £> t> -anpi a o j ©an q i p u s d x g CO ^ crH i—i i—i B B B o o o * • • 00 02 to i—1 O i—1 B B B O rH B 02 02 o o B B E o p c)-i p p CD P CD «+H

in o in 1-- 1 o o LO LO iCai'ea TI V *— I q-D a tO00 O • • crf O o o LO o to H • ^ W CO • ^ ■^h ©anqipu©dx&0 T3 LO 0.0= sqonpoag ■r-4 * P LO o * • ^ CO CO CO * • 02 tO 0 2 02 CT> 0 3 CO LO B B B 03 03 02 o O P P jo CO 02 £> i> O 00 • m B CO P 03 03 03 squid, P P O CO 02 IO rH CB B • £> O ’sT 03 03 02 LO p • • P p i—I p LD P B P P p 03 • LO P p LO lO O B B P p P 1 —1 h P o p XJ XJ •i— I a) co S c o O crf CO i —t p o XI p p p o

CO p O P crf P C .H CO P O P crf P CD P O o o i—! 1 crf p P o O #=^H p an individual is due to the COMPARISON OF COOPERATORS WITH NON-COOPERATORS BY AVERAGE WEEKLY CONSUMPTION OF SELECTED FOODS AND DISPOSABLE FAMILY INCOME, FIRST SAMPLE MSC CONSUMER PANEL LANSING, MICHIGAN, 1951 Q^'eiuxxo jddv-£ number of cases for two. The variation S0ST3Q aeqraruj CD P O P U7 crf P P O O O ► r— m Jp p p p o P 1 CD P O CQ P O p CQ Crf P P O CD PL, P crf o P o — 1 CD o 1 Ph 1 crf O p p o o o O EH co P o p crf p CD Ph O O O la no case does the actual approximation by more than rates between products. jo product vary from this difference in response - 636 - - 638 - TABLE 133 C OM P A R I S O N OF C O O P E R A T O R S W I T H N O N - C O O P E R A T O R S A V E R A G E W E E K L Y C O N S U M P T I O N OF S E L E C T E D FO OD S A N D SIZE OF H O U S E H O L D F I R S T SAMPL E MS C C O N S U M E R P ANEL L A N S I N G , M I C H I GA N, 1951 ... — ..1 S-i o Vl Vl o Number in House­ hold One Coop, Non-coop. Total u o^ net CQ ■rH r-J A! -p rH d 1-1•rH •rH o Vi . TO d •rH CD • i —1 f-MrH -rH F'H o '— ' a s CD cd P. cd X u M o o 5-^ ^ • m d CD CD h> Pi 4-3 X ZS &i PQ o O V u ' u O CD o Vl SJ V t u CQ •rH V> •H . cd o * u d Q o a cd CD f ctO CD ■o O h i—1 o Oh U X Cd X rH o &q P-. ~A Vi o o . V o V o Vi u V O cd CD • CQ rH rO |-1 Hi -4 o o Vc . d O -H> cd CD S * X O m CD to cd o CD Oh I—1 ^ Oh Vi Oh o 4 i —i O X p— 1 vA ^ 6.43 8.00 7.47 .59 .78 .71 .07 .05 .06 .54 .31 .39 .13 .02 .06 .59 1. 00 1.73 1.63 1.67 1.11 1.41 1.69 .93 2.47 1.31 11 2.99 1.79 21 2.81 1.62 32 Two Coop. 12. 98 N o n - c o o p , 13.11 Total 1 3. 05 1.16 1. 3 0 1.23 .23 .18 .20 .43 •64 . 54 .08 .08 .08 2.25 2.98 1.95 2.33 2. 84 2.31 2.29 2.91 2.13 5.33 3.31 45 5.87 3.63 45 5.60 3.47 91 Three Coop, 19. 91 N o n - c o o p . 20.07 Total 19.97 1.79 1. 80 1.79 ,25 .14 .21 .62 .55 .59 .14 .09 .12 3. 2 9 4.20 2. 97 2. 96 3.95 2.08 3.16 4.10 2.62 8.28 4. 85 48 7.07 4.44 31 7, 81 4.69 79 Four & five Coop. 34 .7 3 Non-cooj 31.18 Total 33. 22 3. 22 3 .19 3. 21 .23 .30 .26 .64 . 89 .75 .22 .10 .17 5.02 4. 93 2. 98 5.05 5.66 2. 88 5.03 5.23 2.94 8.94 5.36 49 9.48 6.11 34 9.16 5.67 83 Six or more Coop. 46 . 7 9 Non-coop. 3 9.17 Total 43.35 4 .34 3.61 4.01 .17 .28 .22 .70 .93 .80 . 23 .28 .25 6.39 5.45 3.6 9 10. 84 6.26 17 5.27 5.94 5.14 12.69 7.31 14 5 .8 8 5.67 4.34 11.64 6.72 30 1 In no case does the actu a l number of cases for an i n di vi du al duct vary from the a pp r o x i m a t e by more than two. pro­ 0 Cooperators did not prove to be significantly different from non­ cooperators , 0 - 640 - TABLE 135 C O M P AR I SO N OF C O O P E R A T O R S W I T H N O N - C O O P E R A T O R S BY A V E R A G E W E E K L Y C O N S U M P T I O N OF S E L E C T E D F O O D S BY E D U C A T I O N OF H O M E M A K E R F I R S T S A M P L E , MSC C O N S U M E R PANEL LANSING-, MI C H I G A N , 1951 Education of H o m e — n ° “ le maker rH < + 1 ■--rH Om o C CD OT n3 cJ +3 « •• hl C P • r 1i — 1 t * it 1 P-« C P 0-7 years Coop, 1 5. 99 Non-coop. 19 .3 9 Total 18,12 8 years Coop. 18 .39 Non-coop. 23.68 Total 21.56 9,10,11 years Coop. 2 5.86 Non-coop. 20.47 Total 23.46 12 years Coop. 2 5.45 Non-coop, 19 . 4 3 Total 22.91 13-15 y ea r s Coop. 25.66 Non-coop. 1 8 . 3 0 Total 23.56 16 & over Coop. 2 7 .2 0 Non-coop. 20.90 Total 23.81 Don *t know Coop. 8.40 Non-coop. 20.34 Total 18.35 p P Oi —1 o ^ ' M -rH C m .... ^ • / ■ * —V . pprO^ R e s i g n e d x x Low 189 40.21 L ow middle 182 33. 51 High middle 17 9 35.20 High 161 24.22 711 33.6 Total xx R e s i g n e r s p r o v e d to be s i g n i f i c a n t l y different r e s i g ne r s at the 1% le v el of c o nf i de nc e. from n o n ­ 1 A d a p t e d from m a t e r i a l p r e s e n t e d by E l e a n o r G ilbert “B u d g e t 11 Yo u r C o n s um er S p a r e s . M i m e o g r a p h - 1949, T AB LE in 142 C O M P A R I S O N OF F A M I L I E S W H O D I D A N D DI D NOT R E S I G N FRO M P I T T S B U R G H CO N S U M E R P A N EL B Y TYPE OF D W E L L I N G 1 Type of D w e l l i n g Single family Multiple Total family Total Cases f Resigned-^* 336 28.3 37 5 3 8.4 711 33.6 R e s i g n e r s p r o v e d to be s i g n i f i c a n t l y differ en t r e s i g n e r s at the \% level of co nf idence. from n o n — ^ A d a p t e d from m a t e r i a l p r e s e n t e d by E l e a n o r Gi lbert “B u d g e t “ Y ou r C o n s u m e r Sp ares. M i m e o g r a p h - 1949. in - 646 - T A B L E 143 C O M P A R I S O N OF F A M I L I E S W H O DI D A N D D I D NOT R E S I G N F R O M P I T T S B U R G H C O N S U M E R PANEL B Y HOME O W N E R S H I P 1 Total Cases_________ % R e s i g n e d * * Rent 397 3 8 .2 9 Own 314 27.71 711 33.6 Total yy " R e s i g n e r s p r o v e d to be s i g n i f i c a n t l y different r e s i g n e r s at the lf0 le vel of c o nf i de nc e. from n o n ­ ^ A d a p t e d from m a t e r i a l p r e s e n t e d by E l e a n o r Gi lbert "B u d g e t 11 Yo ur C o n su me r S p a r e s . M i m e o g r a p h - 1949. in T ABLE 144 C O M P A R I S O N OF F A M I L I E S W H O D I D AN D D I D NOT R E S I G N F R O M P I T T S B U R G H C O N SU ME R PANEL BY F A M I L Y S I Z E 1 Family S i z e _____________________ Total Cases__________ R e s i g n e d 0 33 48.48 57 35.09 5 - 6 149 31.54 3 - 4 300 32.67 2 135 32.59 1 37 3 7 .84 9 or more CO i 711 Total R e s i g n e r s did non-resi gners not prove to be 33.6 s i g n i f i c a n t l y d iffer en t • ^ A d a p t e d from m a t e r i a l p r e s e n t e d by E leanor G i l b e r t "Budget" Yo u r C o n s u m e r Spares. M i m e o g r a p h - 1949. in from - 647 - T A B L E 145 C O M P A R I S O N OF F A M I L I E S VxHO D I D A N D D I D NOT R E S I G N F R O M P I T T S B U R G H C O N S U M E R PANEL B Y A G E OF FEM AL E H E A D Age of Female Head Total Ca ses fo R e s i g n e d 0 21 3 8.09 25 - 44 y ears 416 33.41 45 - 64 y e a r s 245 31 .42 24 45.83 No female h e a d 4 O O • 10 No .answer 1 1.00 Under 24 ye a r s 65 a n d over Total 711 33.6 ° Resigners did not prove to be significantly different from non-resi gner s . - 649 - T A B L E 147 C O M P A R I S O N OF F A M I L I E S W H O D I D A N D D I D NOT R E S I G N F R O M P I T T S B U R G H C O N S U M E R PANEL BY RACE OF F E M A L E H E A D 1 Race T otal Cases % Resigned** Negro 99 64.6 White 612 28.6 711 33.6 Total xx Re signers p r o v e d to be s i g n i f i c a n t l y d if f e r e n t r e s i g n e r s at the 1% level of co nf id e n c e . from n o n ­ ^ A d a p t e d from m a t e r i a l p r e s e n t e d by E l e a n o r Gi lbert "Budget" Y ou r C o n s u m e r Sp ares. M i m e o g r a p h - 1949. in T A B L E 148 C O M P A R I S O N O F F A M I L I E S WHO D I D A N D D I D NOT R E S I G N F R O M P I T T S B U R G H C O N S U M E R PANEL BY A G E OF CHILD R EN IN F A M I L Y 1 Total Cases f0 R e s i g n e d 0 No c h i l d r e n 306 35.62 Under 3 y ears 152 32.89 3 - 1 4 360 3 1.94 818 33.6 years Total 0 R e s i g n e r s d i d not pr ove to be s i g n i f i c a n t l y d i f f e r e n t non-resi gners. 1 A d a p t e d from m a t e r i a l p r e s e n t e d by E l e a n o r G i l be rt “B u d g e t 11 Y o u r C on sumer S p a r e s . M i m e o g r a p h - 1949. in fr om - 650 - T ABLE 149 C O M P A R I S O N OF F A M I L I E S W H O D I D A N D DID NOT R E S I G N F RO M P I T T S B U R G H C O N S U M E R P ANEL BY TELEPH ON E O WN ER SH IP * Total Ca s e s % Resignedx Have t elephone 599 31 ,88 Do not have 112 42,85 711 33.6 Total telephone x R e s i g n e r s p r o v e d to be si g n i f i c a n t l y different r e s i gn er s at the 5% level of confidence. from n o n ­ A d a p t e d from m a t e r i a l p r e s e n t e d by E l ea n or Gil be r t HB u d g e t 11 Y o u r C o n s u m e r S p a r e s . 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V,r36 Yvr39 w iiO 7/2. From what sources did members of your household receive income year, and what was the amount received from each source? AMOUNT ____________ last ITEM Wages, Salary Profits from business or professional services Profits from Real Estate Rentals Interest, stocks, bonds Pensions, allowances, retirement compensation Social Security Unemployment Gomperwa tion Relief Payments Government Pensions 0 ther W3. Pas the total income figure you gave me for before or after income tax deductions? Before After______ 'ftk. If before— can you tell me what your household’s income was after income tax deductions? ______________ Did any member of the household receive any other income not included above? Yes No__ ^6 . If yes— how much? ______________ - 659 - Page 1; Now we need to know the same information about year income last month. XI. Keeping in mind all these possible sources of income what would you estimate was the total net income of all members of the household ______________ last month? rJj2 XU3 xU x!5 X2. TJas this before or after income tax deductions? Before After X3. If before— can you tell me w hat your household’s income was after income tax deductions? Xln Did any member of the household receive any other income not in­ cluded above? Yes _____ No _____ X5. If yes— how much? ________________ II. CONSUMPTION: Now we would like some information concerning the food consumption of your household. A. Are any of the members of your household on a special diet which makes them eat more cf' some foods and les^ of others, etc.? No _____ Yes _____ a. If yes— how many members are on special diets? b. If yes— what foods does the special diet call for? Ai|6 ___________ A-k U7 AbU3 1. More of: 2. Less of: B. Are there any members of your family who do not drink milk? No _____ (If yes) a ho? __________________________ Yes _ Blf? C. About how much was your food bill last week, including milk? _____ Interviewer1s note: (last week is last 7 days ending with yesterday.) C^O Did you use any food last week that you canned yourself? Yes _____ No ___ J}$2 D. — did you do any home canning last year? Yes No _____ S. Did you have a home vegetable garden last year? F. How many meals did each member of your household eat away from home last week? (A meal is either a breakfast, a lunch, or a dinner eaten b y one person.) F. L o y many meals did you serve to guests last week? guest is anyone who does not eat wi th you regularlyT7 D. Do you have a frozen food locker or freezer? H. Yos Yes c£l No E53 15h (A No Ahai is the name of die store where you b uy most of your groceries9 Gp6 ;97 • 660 - Page 5 Now I have some questions about specific foods you used last week. DAIRY PRC DU C IS— M ILK— C R RAM— CHEESE— -ICE CR EMii: '"there bought? 1. Delivered A. VJhat kind or kinds of milk did you use last week? 2. Grocery 3. Cash & Carry MILK: 1100 Kind of milk: No* o f qtg. Price per qt....... Dairy...Store...... 1110 Homogenized V. D. 1120 Homogenised Plain 1130 Regular Pasteurized 11U0 Jersey or Guernsey 1150 Buttermilk IloO Chocolate 1170 Skim milk Al. Did you use any canned milk last w :ek? Canned Milk: .No... of cans Total...anit.....-_pd.,.... Size...of....can 1180 Evaporated-unsweetened 1190 Condensed-sweetened B. Did you use any cream last week? (If yes) what kind or kinds did you use? CREAM: 1200 Kind of cream No. of J pts. Total amt. pd. 1210 Coffee Cream ................................ 1221 IVhipping Cream-bottle ................. ............... 1222 Ready Shipping Cream-can ............ .................... 1230 Sour Cream................. ........... .. .I ............... C. Did you use any dried milk last week? (if yes) what kind or kinds did you use? DRIED MILK: No. of l b s . ... Tptal.^it.^pd... 1300 Kind of dried milk i 1310 Powdered skim 1320 powdered whole - 661 * Page 6 0. Did you use any cheese last week? (if yes) what kind or kinds did you use? CIIEESF-:?J*00 Kind of cheese Mo. of lbs. Total amt. pd.___ llilO Cottage cheese 1U20 Cream cheese 1U31 American Processed 1U32 Bleu 11x33 Grated IL1 .3 I4 Swiss 1U33 All Other E. Did you use any ice cream last week? ICE CREAM lpOO Kind of Ice Cream (If yes) what kind or kinds did you use? No. ox pts. Total amt. pd. 15I0 Brick Ice Cream 1320 Bulk Ice Cream F, Did .you use FATS: any margarine*, -butter, lard, or vegetable shortening? 2100 Kind of fats M o . of l b s . Total amt. pd. 2110 Butter______________________ _____________ 2120 Oleo-hargarine_____________ _____________ 2130 Lard________________________ _____________ 2lliD Vegetable shortening______ _____________ 21^0 OILS: 2200 Kind of oil 2210 Cooking oil 2220 Mayonnaise 2230 Salad Dressing 22LO - __________________________________ Mo. of pts. or o z s . (Indicate which) To ta 1 am t . p d . - * Page 7 No. of pts. or Fluid o z s . (In­ To tal am t. p d . Canned Frozen dicate unit) FRUIT JUICES 3700 Kind of juices 3711 Apple 662 juice 3712 Apple cider 3720 Berry 3730 Cherry 37UO Fig 375>0 0-rape 3761 Grapefruit 3762 Lemon 3763 Lime 376U Orange 376B Citrus-mixed 3771 Pineapple 3772 Prune 3780 Tomato 3790 Other fruit juices MEAT— POULTRY— EGGS— FISH I. Did you use any beef last week? BEEF: (If yos) what kind or cuts did you ^se? I4IOO Kind of cut of beef No. of lbs. Total amt. pd. Bone •in Boned A110 Roast 1|.120 Steak Ul30 Ground IjlIiO Stewing, boiling, soup lil£>0 Corned or Chipped beef 2*160 Liver (If they I t PreF k g 'd . - 663 - No. of lbs. PEEF. ocnTt, Total amt. paid Page 3 Bone Pre­ in Bor>ad t Pkg'd. ini 1 — rffr— 1 in V" ■! 11■■- 1170 Other organ parts as heart, tongue, etc. Il30 Canned beef 1|190 All other b eef j. Did you use a ny lamb or mutton last week? (If yes) what cuts did you use? Total amt. Bone LAMB & Boned MUTTON 1*200 Kind of cut No. of lbs. paid______ in PreP k g ’d, 1*210 Cfcops-steak 1.220 Roast 1230 Stevri. ng-Soup, e tc . 1210 Ground or grinding 12^0 Heart, Liver & other organ parts 1260 Canned 1270 Other C Did you use any pork last week? PORK: (if yes; what cuts did you use? Total amt. Bone in No. of lbs. paid 1300 Kind of cuts of pork 1311 Chops-steak 1.312 Roast 1321 Ham 1322 Picnic ham, shoulder, butts. 1323 Bacon 1321 Canadian Bacon 1331 Sausage 1311 Liver 1312 Sparoribs Boned m e ­ P k g ’d, • 664 — Total amt. Bone No. o f lbs._____paid in Bon ad FORK, con’t. Pag 3 9 FrePkg*d. U3i+3 Heart, tongue, other organ parts U331 Canned pork U360 Other Pork ! L. Did you use any Veal last week? VEAL: IxuOO (If yes) what kinds of cuts iid y ou use? PreTotal amt. Bone Kind of cuts of veal No. of lbs. paid in Boned Pkg'd, LtUlO Roast hU20 Cutlets, chops, Sc steaks I4U 3C Stewing-soups UUI4O Ground UU^l Liver hh$2 Heart, tongue, other organ parts UU61 Canned veal Iili-70 Veal loaf UI48O Other Veal M. Did .you use any other meats last week such as cold cuts, weiners, bologna, (if yes) what kinds did you use)? OTHER MEATS: VARIETY MEATS: R^OO Kind of variety & luncheon No. of lbs. Total amt. pd. mea ts 1511 Wieners & Franks, etc. . _________________ U512 Bologna, salami, etc. _____________________________ U5>20 Cold cuts, etc.___________________ _____________ __________________ U530 Rabbit, turtle, 4 other_________ ._________________________ _ garne-like meat U5U0 Other Meat ______________________ _ etc.? - 665 - Page 10 POULTRY: I46OO Kind of poultry No. of lbs. & ozs. charged for •h Total Amoun t Paid V > V > R k s Cj (tfj pel OJ 0J +3 1 is 0J X I d 1 to Cvj c3 0 fH 0J P i O R iS R O -a •rH CJ is. CO CO-H d O m Canned-boned CD d 13) Parts y°u use any poultry last week? (If yes) what kind or kinds did you use? (7/as it purchased on the bas:' . of live weight, dressed feather weight, drawnready-to-cook weight, boned weight, selected parts, frozen, canned-boned, or canned-bone in?) cj ■D Erl0I •H 4-3 Selected N. pj OJ N O Pi R QJ d 0 r° 1 aj d d 0 1*610 Chicken 1:611 Broilers or fryers, 2*612 Roasters 24.613 Stewing j [|620 Turkey 1 i U63 O Duck I46I4O Other poultry ,No._^^doz. Total amt. pd. ..... I................. !.... Did you use any fish or other sea food last week? Check One | P. 1*700 Eggs d *rH tJ FISH & SEA­ FOODS; 2*800 Kinds of sea food G r a d e . No. of lbs. Total a m L paid aj s> P-l+3» p4-t» ►rH Cj •tS CJ r—J 1—CJ! R to c 'U CSJ 0 M R :Canned EGGS: Size ~ ~.I.~........ Fresh How many eggs did you use last week? Cleaned 0. 1 1*810 Pish 1 1 1 1*820 Shell fish as: 1 1*821 Oysters i i 1*822 Scallops 1 1 1*823 Shrimp 1 1*821* Other shell fish i 666 - Pass 11 0. Ha3 anyone in your family purchased any flowers or potted plants during tha'past month?. Yes No______ a. (If yes)— f^r w h a t .purposes or cn what occasions? R. -''Does anyone, in your household- keep- any -accounts or records ox your food R$3 N o ______ purchases? Yes _____ INTRODUCTION- if DIARY: As'I" toll you-before we a re making a do tailed-study of the r ala ti.on ship ’between' people’s food consumption and other family charac ter is tic-s... Y/e therefore need more detailed informs oicn a b out y our 'family's, food,, purchases for a-week’s time. I have here a -diary in w h i c h 1wo would like you to record, ycu^ .food, pu^-chan-es for-one week. After it has.been .coupleted you can return it in this self-addressed, stamped envel­ ope.. Soma .instructi-ons accompany the diary w h i c h will, help you. to fill it out in the-least possible time. (Then explain how to f*11 .out the diary.) 3. ''-Did they accept -the diary? T, Yes. . N o JKGOiViF. Q U E S T IO N N A IR E : 1- Left the -questionnaire and re darned blank 2 . I,oft the -quo old onnaj re .and returned co.npleted Sf>9______ ' T 6 0 _______ - 667 If no one is at home, go to -the house next doer and get the following information about the family. 1- Number in family? _____ 2 ■ Occupation of head of h o u s e h o l d ? ________ ______ ___ 3- Does the wife work? __________ u, ’ jtfhsn would we be likely to find someone at home? - 668 - TELEPHONE FOLLOW UP OF UNRETURNED DIARIES Questionnaire Number Phone interviewer Date o f I n t e r v i e w ___ Date of phone Er. Phone n u m b e r ________ Name ___________________ Address ________________ 1. Reason a diary was not returned: 2. What could we have done to make it easier for you to complete and return this record? 3. Do you still have the diary form? Yes ______ No If yes, will you send it in now? Yes ______ No If no 3 If we mailed you another diary would you keep such a record new? If no againj Could you tell me the reason you will not complete this record for us? _____ _____ ___ **» 669 *>* __ Family. Humber Date________ _______ Time of day SUPPLEMENTARY QUESTIONNAIRE I, Has there been any change in your household's membership since last June? If yes: Relationship to homemaker Age _________________________ I D _________________________ I D I D How many in the household now?______________ If logical, ask: Has any member who was in household last June been married since last year when you were interviewed? Yes N o _____ If yes: W h o ? Y.'here do they live now? £, ,'hat is the present occupation of the head of the household? ________ ___________________________________ How often is he paid?___________ ______________ __ Yfien is pay day? 3. _ Are any other members of your family employed? Y e s If yes: Who are they_, and what is their occupation? _____ ____________ I4. What was the total income last year after Federal Income tax deductions? 1. 2. For the male and female head of the family?_______________________________ For the other members of the family?______________________________________ 5. Who does most of the shopping for groceries in your family? 6. _____________ tfhat ney\rspaper(s ) do you read regularly?________________________________________ 7. What magazine(s) do you read repularly?_________________________________________ 8. 9. 10. Do yeu have a: Telephone________ Radio________ Television S et __________ Mechanical Refrigerator____________ Do you own your own home?______ Single dwelling___ Duplex___ Multiple Dwelling Do you have an automobile(s)?_______________ Year and make ^____________________ _ One____ or more____ _______________________________________________ FOR REFUSALS 1* Why do you refuse to keep the diary?_______ 2. What would be the necessary incentive payment to induce you to keep it? _ _ E X P E R I M E N T A L D I A R Y FORM A AND INSTRUCTIONS MICHIGAN STATE COLLEGE E AST L A N S I N G d e p a r t m e n t o f a g r i c u l t u r a l b c o n o m i c s Dear Gooperator: As adults, we spend the greater share of our time and energy either in getting income or in deciding how to spend it. Most of the emphases of past scientific studies, however, has been on better methods of making money with little study on how it can better be spent. In other words, past studies have been forgetting you— the consumer 1 We propose to try to determine some of the principles governing the spending of the family income. This will be begun b y studying food pur­ chases in considerable detail as well as the relationship between people's food consumption and some of their family characteristics such as family size and income. It is expected that this information will make possible a more common sense approach to the problem of family finances and will help people budget their money more wisely. The information will also give producers and distributors a better understanding of their market making it possible for them to better supply the needs of the consumers. Frankly, we have tried to find a w a y to get the information we need with the least possible effort on your part and at the least expense to us. ii/e appreciate your cooperation and will welcome any suggestions you may have after completing the week's record. Respectfully, G. G. Quackenbush Assistant Professor - G 72 - FOOD PURCHASE BIAR i INFORMATION SHEET In this diary we would like you to include all food purchased for one week, please start keeping the diary the day you are interviewed and record all food pur­ chased for six more days. For example, if you are interviewed on a Tuesday, you would record all food purchased that day plus all food purchases up to, but not in­ cluding, the following Tuesday. In the upper right hand corner of the first page of the diary, please write down the dates of the week for which you have recorded your food purchases. For instance, May 1— May 7, May 10— M ay 16, etc. By food, we mean everything that is taken into your mouth to satisfy hunger or thirst including all meats, potatoes, vegetables, fruits, etc., as well as tobacco (cigarettes, cigars, pipe tobacco, etc.) and all beverages such as milk, soft drinks (coca cola, orange), beer, wine, whiskey. Food also includes any vitamins you take but does not include medicine. Thus your food purchases would include all such items. Following are instructions which will help you fill out the diary. Please read these instructions carefully as they will help you to fill out the diary in the short­ est time. In the first column headed "Description of Product Purchased", we would like to have the name of the product and a short description. Examples are: homogenized vitamin D milk, carrots, white bread, plums, raspberry jam, American processed cheese. In case there are a number of similar products with the same name, please give a longer description so we will know exactly which product you purchased. Milk is one example of such a product as there is regular milk, plain homogenized milk, homogen­ ized vitamin D milk, jersey premium milk, buttermilk, skim milk, chocolate milk, and so on. In some cases a product has received extra preparation so it is ready-to-cook or ready-to-serve. Examples are fish dipped in batter and ready to fry, packaged apples ready for the pie, pre-cooked ham, pre-cooked rice, and so on. In such cases please give a more detailed description of the product. In the second column titled "Method of Preservation", will you please indicate the form in which you bought the product. Me wish to know whether it was fresh, fresh and pre-packaged, canned, frozen, or dried. Fresh and pre-packaged refers to food products that are wrapped (usually in cellophane) and placed in show cases so you can make your selection without the aid of a clerk. Place a check mark in the column under the description of the form in which you purchased the product. Under column three, "Amount Purchased", we would like you to write down the num­ ber of units of the product and the size of the unit. Examples are 3 quarts, Ii-l6 ounce cans, or 2-No. 2 cans. Wherever possible, please give the unit in terms of pounds, ounces, quarts, and so on— that is, in weight or liquid me a s u r e s . If you just write down one can or one bunch we cannot tell what is the size of the can nor will we know the size of the bunch. For products which are not sold by exact weights, will you please write down whether it is a can or a bunch, and estimate the weight or liquid quantity. In column four "Total Amount Paid for Purchase", we would like to know the total cost of the product; that is, the total amount of money you paid for that food item. We ask for total cost rather than for the price of each unit as it is usually easier for you to remember. In case you don't know the total cost and d on1 t like to do arithmetic, just put down the price times (x) the quantity and we will do the arith­ metic. For example, if eggs are 33i cents per dozen and you bought £ dozen eggs, you could indicate the total cost as £ x 33ls0 rather than as $>1.67^. Do which ever is easier for youl Please do not include sales tax this column and add 3% for sales tax the week. in this column. 7fc will add up all the items in in order to determine your total food bill for The first page of the diary is filled out as an example which will help you. shows some of the items you might not think to include. It Before you return the diary would you please answer the questions on the last page. This information is needed so we can determine the amount of your total food bill for the week as well as the number of meals served at home during the w e e k . On the last page of the d i a r y , is a space for any comments, suggestions, or criticisms you would care to make. Tve will welcome any such comments as they will help us improve the diary. when you have completed the diary please put it in the self-addressed, stamped envelope and return it to us . It will not be necessary for you to return the intro­ duction or instructions attached to the diary. T7e realize that this diary will take some time and thought on your part. RTe have found, however, that it does not take long to fill out if you write down your purchases after each shopping trip. Very few families purchase more than UO food items each week. THANK Y O U ! S A M P L E METHOD OF -PRESERVATION ! TOTAL AMOUNT No. & Size of units in: PAID FOR lbs., ozs., q t s ., etc. PURCHASE IN $ & $ Dried j p** •a a> 0 U o3 fn Pi Frozen Pu a>. nj DESCRIPTION OF PRODUCT PURCHASED Canned AMOUNT PURCHASED y If y v7 P-. - Go'fcd-tfA- C-KiiEWlCL - C 0, O'lL' 1 P/ r?i ofiZL- C. Suu^cjl. y A-cya- O y y 1-?. )b o j y y A8 * y y y .21 -i? X,n }- 1 y * 1 2 -liter?. zx.n* '&................ ....... 2 - /*-/ y (Xy'ULSYXAg ^ n n ..... .59 X JU- y j8/vxA* iJf /L/P^ • /- O-^ . C3 5 1 Other pork h360 Cuts of Veal No. of lbs. Total amt. paid Roast Cutlets, chops, Bon In Boned PreP k g ’d .hhOO hhlO steaks hh2i St ewin g— so up k 130 Ground UUUo Liver UU91 Heart, tongue & other organ parts Canned Veal Uk$2 Veal Loaf UU70 Other Veal 1*1480 OTHER MEAT: VARIETY Sc LUNCHEON MEATS: Kinds of Variety & Luncheon Mea ts Wieners & Franks, etc. UU6- No. of lbs. Total amt paid U50C L511 Bologna, salami, etc. Lilt Cold cuts, etc. h>2 turtle Sc other game meat Other meat 1*530 Rabbit, U5Uo — 684 *-< - 5 - Check one “«■ No. of l b s . & ozs. char ged for POULTRY: Kind of Poultry 0 1 pq P A A s y g s Pi ,1 0 s T0ta1 amt * paid P p i-i if. Q o h rpr\ go <3 d p i 1 1P > •H Total cost Total cost cj s cd 5 h O xJ o C V 3 o 0 CO 0■^ 'f f T3 0 a) Pj crl ce> o Grade xJ 0 c cd 0 1— 1 o T5 0 r-H i— 1 0 o XJ 0 Cl o PQ Size •H 0 XJ -P 0 P Cl,05 P-..-0 ■H Q o 0 CO -P-P C O S h 0 cd to o i —1 0 (a. CO bone POULTRY: Kind of poultry in Tj 321 Picnic Ham, Shoulder, butts >322 Bacon >323 Canadian Bacon >321* Sausage >331 Liver >311 Spareribs >31*2 Heart, tongue & other organ parts h3hj 702 -uTotal amt.. Cuts of Pork, con't. Bone Pre- No,. of lbs. Canned pork 1*351 Other pork T - 1 . ' 1" j i i i ZEAL: Cuts of Veal No. of lbs. Total amt. paid Bone In Boned PrePkg'd. 1*1*00 Roast >1*10 Cutlets, chops, steaks >1*20 1*1*30 Stewing— soup >U1*0 Ground Liver l*l*5i Heart, tongue & other organ par ts Canned Veal >1*52 11*61 .* Veal Loaf >1*70 Other Veal 1*1*8*.- OTHER MEAT: VARIETY & LUNCHEON MEATS: Kinds of Variety & Luncheon Meats lieners & Pranks, etc. Bologna, salami, etc. No. of lbs. Total amt. paid 1*5oc l*5ii . 1*512 Cold cuts, etc. 1*5 2 c; Rabbit, turtle ~* 50ULTRY: Kind of Poultry No. of lbs. & ozs. charged for Total amt, paid P 8 CO g i-i P P 1 Is jc 81 I 1S !« R op as § P r 1 | g § to Chicken 1*600 1*610 Broilers or Fryers U611 Roasters 1*612 Stewing 1*613 Turkey 1*620 Duck 1*630 Other poultry 1*61*0 EGGS: No. of doz. To tal amt. paid Grade Si£e Eggs 1*70( Check one FISH & SEA FOODS: Kinds of Sea Food N o . of lb s . Total amt paid Q o o 1*800 Fish 1*810 Shell fish as: 1*820 Oysters 1*821 Scallops 1*822 Shrimp 1*823 Other shell fish 1*821* - 704 -6ALL OTHER FOODS: Method of Preservation Description of product purchased EXAMPLES: Bread-white Amount purchased No. & size of units in: .lbs®, ozs., qts«> etc. Total amt. paid 2-18 oz. loaves 2 x .190 £ Peas 2-li* oz. pkgs. .520 Carrots 2-8 oz. bunches .19^ Orange Juice 1-8 oz. can .290 Potatoes-Michigan 1 peck .kM Coffee 1 lb. .790 Coca-Cola 6 bottles Cigarettes 1 carton 1 SI § % o o w V 7 >/ x/ — .250 1.65 V t 1 1 ! !. • t i L■ ! .. L !_. - 705 -7Method. of Preservation i S Q Ph po Amount purchased No. & size of units in: lbs., ozs., q t s ., etc. Description of product purchased * Total amt. paid C s i 1 PH Ph 8 o r—4 s f^i o i—i s -■ - f 1 - '706 PLEASE ANSWER THE FOLLOWING QUESTIONS BEFORE YOU RETURN THE DIARY: 1, How many people were in your household during the week for which you have kept the diary? That is, how many people ate their meals with you regularly during this week? 2, How many meals did each member of your household eat away from home during the week for which you have kept the diary? A meal is either a breakfast, a lunch, or a dinner eaten by one person. 3. How many meals did you serve to guests during the week for v/hich you have kept the diary, keeping in mind the previous definition of a meal? if.. t*hat was the total amount of money spent by all the members of your household for food consumed outside the home during the week for which you have kept the diary? ______ 5. About how long did it take you to record your food purchases in this diary? COMMENTS, SUGGESTIONS, AND CRITICISMS ABOUT THE DIARY: THANK YOU ONCE AGAIN E X P E R I M E N T A L D I A R Y FORM E A N D I N S T RUCTIONS - 700 - E FOOD PURCHASE DIARY INFORMATION SHEET In this diary we would like you to keep a record of your food purchases for one week. Please start keeping the diary the day you are interviewed and record all food purchased for six more days. For example, if you are interviewed on a Tuesday, you would record the food purchased that day plus food purchases up to, but not including, the following Tuesday. In the upper right hand corner of the first page of the diary please write down the dates of the week for which you have recorded your food purchases. For instance, May 1 — May 7, May 10 — May 16, etc. By food we mean everything that is taken Into the mouth to satisfy hunger or thirst including all meats, potatoes, vegetables, fruits, etc., as well as tobacco (cigarettes, cigars, pipe tobacoo, etc.) all beverages such as milk, soft drinks (coca-cola, orange), beer, wine, whiskey. Food also includes any vitamins you take but does not include medicine. Thus your food purchases would include all such items* Following are instructions which will help you fill out the diary. Please read these instructions carefully as they will help you fill out the diary in the shortest time. For your convenience we have made a complete list of the major food items you will purchase during the week. This list includes Milk, Cream, Dried Milk, Cheese, Ice Cream, Fats, Oils, Meat, Poultry, Fish and Sea Foods. It will just be necessary for you to look over this list and check the items you purchased and then go on and fill in the other columns. The remainder of the food products are listed under general headings, such as Nuts, Fruits, Fruit Juices, Mixtures which are chiefly meat, poultry, and fish£ Grain Products, Baked Goods, Bread; Sugar, Sweets, Candy, etc.; Vegetables? Cooking Aids, Flavors, and other foods; Beverages, Tobacco, Vitamins, and Mineral prepara­ tions. Under each heading, will you please write down the name of the product pur­ chased? For instance, -under '‘Fruits” you would write down the kind of fruit you bought — apples, peaches, pears, and so on. In the second column we would like you to write down the amount of the product purchased. For instance, if you purchased 10 quarts of regular pasteurized milk, write 10 in this column. It is possible to buy some products b y the pound, by the ounce, or b y the pint. In such cases, will you be sure to indicate the weight of the product as well as the amount purchased. For example, lU ozs., 2 pts., or 3§ lbs. In the third column, please write down the amount paid for each product. Some­ times it may be easier for you to write down the total cost of the product and in other cases you may wish to write down the price per unit. Do whatever is the easiest! Please do not Include sales tax in this column. IVe will add up all the items in this column and add 3% for sales tax in order to determine the total cost of these products. We have included a fourth column for some products. For rrilk, please indicate whether it was delivered, bought at a grocery store or purchased at a Cash and Carry Dairy Store at a discount, B’or canned milk, please write down the size of the can, that is, the weight of the can by ounces. For nuts, please indicate whathor you purchased them shelled or in shells. For fruits and fruit juices, please indicate whether they were fresh, frozen, canned or dried by placing a check mark in the proper column. Under "meat” , please write down whether it was boned, or had the bone in and if it was pre-packaged. Pre-packaged refers to meat products that are wrapped (usually in cellophane) and placed in show cases so you can make your selection with­ out the aid of a clerk. For poultry and sea food, please check in the proper column the way the product was prepared when you purchased it. Please write down the grade of eggs, for instance, Grade A large. For vegetables, place a check mark in the proper column to indicate whether they were fresh, frozen, canned or dried. Before you return the diary would you please answer the questions on the last page? This information is needed so we can determine the amount of your total food bill for the week as well as the number of meals served at home during the week. On the last page of the diary is a space for any comments, suggestions or crit­ icisms you would care to make. We will welcome any such comments as they will help us improve the diary. When you have completed the diary please put it in the self-addressed, stamped envelope and return it to us. It will not be necessary for you to return the intro­ duction or instructions attached to the diary. We know that this diary will take some time and thought on your part. We have found, however, that it does not take long to fill out if you write down your pur­ chases after each shopping trip. Very few families purchase more than forty food items each week. THANK Y 0 U 1 TABLE OF CONTENTS TO FOOD FURCHASE DIARY Products Page Dairy Products 1 & 1 Milk, Cream, Dried m i l k , ................... Cheese, Ice Cream . . . . . . . . . ......... 2 Fats— Oils— Nuts— etc. 2 & Fats— Butter, Margarine, Lard, Veg. Shortening 2 Oils— Cooking, Mayonnaise, Salad Dressing . . 2 Nuts . . . .................................. 3 Fruits ............................................ 3 Fruit J u i c e s .............. '...................... 3 M e a t ..................... ....................... Beef U Lamb & M u t t o n ............................. U Pork It & V e a l ........................................ 5 Other meat— Variety & Luncheon, Game, etc. . . S Poultry..................... 6 E g g s .......................................... 6 Fish h Sea f o o d ................................ 6 Mixtures— Chiefly meat, poultry, or fish . . . . 6 Grain Products— Baked goods— Bread, etc. . . . . 7 Sugar, Sweets, Candy, Jellies, Jam, etc. . . . . 7 Vegetables 7 & Potatoes 7 Other Vegetables 8 Cooking Ards— Flavors, Other foods ............. 8 Beverages— Tobacco— Vitamins Mineral Preparations 9 2 3 5 8 ^~~TTO — RECORD OF FOOD PURCHASES DATE: E From DAIRY PRODUCTS— MILK— CREAM— CHEESE— ICE CREAM: MILK: to ■Where bought 1. Delivered 2. Grocery- Homogenized V. D. 1110 Homogenized plain 1120 Regular pasteurized 1130 Jersey or guernsey .. ..... -..... .. -......... ... ........ — ..... ... *.— ll2;0 Buttermilk..... 1150 Chocolate 1160 .„..Skim.. .... ..... ... . Canned milk: No. of cans Total amt. pd. Size of can Evaporated-unsweetene :d 1180 Condensed-sweetened 1190 CREAM: Kind of cream: No. of J- pts. Total amt. pd. 1200 Coffee cream____ 1210 Whipping cream-bottle 1221 Ready W h . cream-can 1222 Sour cream 1230 DRIED MILK: Kind of dried milk: No. of lbs. Total amt. pd. 1310 Powdered whole 1320 -2CHEESE: Cottage Cheese 1U10 Cream Cheese 11*20 American Processed 1U31 Bleu 1U32 Grated lh33 Swiss lh3h ..^.All....other... ...... ICE CREAM: Kind of Ice Cream 1U3S h o . of p t s . Total a m t . p d . 1510 Brick ..teirk.. .... ...... .......... 1520 FATS— OILS— NUTS— NUT PRODUCTS: FATS: Kind of Fats No, of lbs. Total a m t . p d . Butter 2110 2120 .„..Qleo-^r^ar.ine ... ..... . .... . 2100 Lard 2130 Vegetable Shortening 2llj.O OILS: Kind of Oils Ho. of pts. or ozs. (Indicate -which) Total amt. pd. 2200 Cooking oil 2210 Mayonnaise 2220 Salad Dressing 2230 - 712 -3 NUTS: Kind of Nuts: Total amt. Dd< No. of lbs. or ozs. !—I t~i -3 0) CD & jH ca i—I 2300 CD i —i co FRUITS: Kind of Fruits: No. of lbs., o z s . or p t s . (Indicate) Total a m t . pd. Method of Preservation .c C D F t Fm ■— .. — .. -— ... ... “— *.. ... — — .... .— FRUIT JUICES: Kind of Fruit Juices: -— .— ... .... -. ... No. of lbs. Total amt. pd. or ozs. (Indicate which) C D N 3 O U Ph G > C P i O ■ * < 0 a ) ■H U o ... .. -... -hJJEA.T--POULTRY— EGGS— FISH & THEIR PRODUCTS: BEEF: Cuts of Beef . -sH Wo, of.lbs, _ _ .... * „{____ _ j. j I.. .. .....Ground....... Stewing, boiling, soup ,Corned or, Shipped beef i ^ 4 | } __........... .. | ; [ |....... i j.............. _ ........ I Other organ parts 3.S heart. tongue __________ ? I _ I : | ; S 1 * 1 7 0 i..|.J ....... 1090 A ^ No. of lbs. 'S § pj i “ Total amt. pd. O PQ ^ CL, | 1 Ground or grinding j Heart* liver* or other organ parts j j Canned ’" ....**' j f ' I* | U2 . 1*230 f j : | 1*21*0 ; ; 1 ! 1 ? \ \ i i ; 1 : 1 : 1*2$0 * | ; 1*260 1 1*270 Chops-Steak i : I 0 to O, 1*300 1*311 \ j j Roast S .. .... ... ...... .............. .. .. ..... ..]...... ......... .. Ham | | ! ] Picnic ham* shoulder* butts 1 (•”V'5 I i i \ i Bacon \ * ' ! Pre- Total amt. pd. Boned Bone PORK: No. of lbs. 2 0 ! ! in Other | I4.2 IO \ Stevring-Soup* etc. i .. I lt.200 P< ^ Roast Canadian Bacon 10^0 ljl80 w Cuts of Pork l|ll;0 I ___ .... 1030 j j j j...... ...-.... 11120 !O60 ! !__ |__ j,... .. O *”*”'M _ i I i ; ........ 5 j__ j.. I • j.____ __ Canned beef Chops-3 teak 10-10 ........... _J..... ...... _.... j..j.. j... .... : ~" 4 ”: i ;4 Liver LAMB-MHTTON: Cuts of Lamb &. Mutton IfLOO |.____1,.. ; Steak ........ CD .Total amt. pd, §. S ij? _ ti(St§ £ ^ 1 Ro ast T5 TJ j 1*312 1*321 1 ; ! : I | i 1*322 1*323 U32U - Y JL^t “ -5No, ox lbs. .3 "d CD T3 I b o Oh Sausage 1+331 Liver 1 3 1 + 1 + Spareribs 1+31+2 Heartj tongue, or other organ parus. 1+31+3 Canned pork 1+351 ___ 1+360 No. of lbs. *r4 D Total Amt. pd. < CJ o .m. Boned VEAL: Cuts of Veal Prepkged Other pork 1+1+00 Roast 1+1+10 Cutlets ,....Chops j,.Steaks___ __ 1)1+20 Stewing-soup 1 1 + 3 0 Ground , .. „... + ........ ... Liver 1+1+51 Heart, tongue & other organ parts 1+1+52 + _uiC a m e d veal... ...... 1 1 + 6 0 1+1+70 Veal loaf ; : Other veal + 1 1 + 8 0 OTHER MEAT: G VARIETY & LUNCHEON LiEATS: Kind of variety & luncheon meats Wieners & Franks, etc. ■H No. of lbs. Total Amt. pd, 03 Pi O __ g a m e ...... ... ... .. Other m e a t ..... U£ll ...... ... .. -.... -...... .. -.... ---- ----- U530 .— L I Z ......... . U5U0 - YJLb - -6(Check one) POULTRY: Kind of Poultry: No. of ?ubs. and ozs. charged for Total amt. paid CD 0) T3 oJ (D Ti o > •H Chicken Tl O CD 1) 1O W C Ofl ? id otatpjes ____ ..... . H^o^gp^tatoe^s.... ...Other state grown__ Potato chips and sticks Sweet potatoes ____ Total Weight or Fluid Measure OTHER VEGETABLES & VEGETABLE PRODUCTS: Kind of Vegetables: Total Weight or Fluid Measure Total amt. ^ ^ ^ ^ paid S P. SO S£ -^H CL f-< C= Jh -i zcj 3 £-1 pi .— .. .... .-................. . .— ..-. .. . .— — ... ..... ........ .....-.............-.— . . .— . ...........-... . . ...... . .— ....------------ — — — —.. t cooking a i d s — f l a v o r s — o t h e r foods: Kinds of Aids, Flavors, & other foods: Total Weight Total amount paid -9BEVERAGES— T0BACC0— VITAMINS — MINERAL PREPARATIONS: Beverages (Except milk and fruit juice) Total amt. -ourchased Total amt. paid 9100 ■....... Kind of Alcoholic Beverages: 9200 ... -... Kind of Non-Alcoholic Beverages: 9300 ...-..... .. .. " Kind of Soft Drinks: 9h00 Kinds of Tobacco: 9f>00 , Kind of Vitamin and Mineral Preparations ---------- ------------ ------------ ----- .------------------- ------------r— r---------- ---------------- — 9600 ---------- ----------------------- ---- - 719 - PLEASE ANSWER THE FOLLOWING QUESTIONS BEFORE YOU RETURN THE DIARY: 1, How many people were in your household during the week for which you have kept the diary? That is, how many people ate their meals with you regularly during this week? 2. How many meals did each member of your household eat away from home during the week for which you have kept the diary? A meal is either a breakfast, a lunch, or a dinner eaten by one person. 3. How many meals did you serve to guests during the week for which you have kept the diary, keeping in mind the previous definition of a meal? in That was the total amount of money spent by all the members of your household for food consumed outside the home during the week for which you have kept the diary? ______ !?, About how long did it take you to record your food purchases in this diary? COMMENTS, SUGGESTIONS, AND CRITICISMS ABOUT THE DIARY: THANK YOU ONCE AGAIN THE D I A R Y F O R M U S E D FO R THE MSC CONSUMER PANEL - 721 - M IC HIG A N STATE COLLEGE WEEKLY CO NSUM ER FO O D PURCHASE D IA R Y This d ia ry is fo r reco rd ing a ll fo o d purchases fo r th e w e e k o f Sunday........................................th ro u g h S a tu rd a y .................................. 1. May we emphasize that each of your diaries is important to us, whether your food purchases are many or few. Your diaries will be of most value if made out accurately and returned promptly — every week. 2. We suggest that you enter food items in the diary each day as you make the purchase. 3. If a food item that you use is home-grown or a gift, show this by writing “ home­ grown” or “ gift” in the price column. 4. If you don't know under which heading to enter a food item, you can list it in one of the blank spaces on page 15. 5. At the end of the week check through the diary to make sure you haven’t forgotten any purchase or made any incomplete entries. 6. As you are checking the diary also V the squares (Q] None) if appropriate. 7. If you want any information, call us at the college— number 8-1511, extension 7364. INDEX PAGE BAKED G O O D S ........... . . . 12 BEVERAGES ................ ... . .1 4 BABY F O O D S ............... . . . 1 1 CANDY ........................... . .1 3 COOKING A I D S _____ . . . 14 DAIRY PRODUCTS . . . 2 & 3 E G G S ............................. 10 PAGE FATS and O IL S ____ ____ 3 FISH and SEA FO O D ____ 10 F R U IT S ........................ . . 4 & 5 G R A IN PRODUCTS . ___ 11 M E A T ........................... . . 8 & 9 POULTRY ................... ____ 10 13 NUTS ........................... SUGAR, SWEETS . V EG E TA B LE S........... VITA M IN S ............. MINERALS .............. VITAL DATA Q u e s tio n s ........... PAGE ...........13 . .6 & 7 ...........14 ...........14 ...........15 W H A T Y O U C A N EARN BY KEEPING THE D IA R Y If you return the diary for 52 weeks or more without missing a week, you earn 40 points for each diary returned in the sequence, or If you return the diary for 12 to 51 weeks without missing a week, you earn 35 points for each diary returned in the sequence, or If you return the dairy for 5 to 11 weeks without missing a week, you earn 25 points for each diary returned in the sequence, or If you return the diary less than five weeks in a row, you earn 10 points for each diary. PLUS 1. A bonus of 5 points for each diary returned on time (postmarked before Tuesday noon of the following week). 2. A bonus of 7 0 points if you return every diary on time for a year. 3. A bonus of 10 points for each diary returned, during July and August. 4. A bonus of 5 points for each diary returned after returning 52 diaries. You can earn 2500 points the first year and 2 760 points for each additional year. (2) D A IR Y PR O D UC TS NONE □ MILK SI FRESH noo Homogenized— V it. D. N um ber o f Q u a rts Price per Q u a rt T o tal A m t . P a id W h ere P urc h a s ed 51 * B rand 1110 F 1 12 0 -c a> _o Homogenized— Plain - - ■■ Regular Pasteurized 1 14 0 Buttermilk 1 150 Chocolate 1 16 0 Skim 1 170 Sour Milk, Yoghurt, etc. 1 18 0 Egg nog, etc. 1181 Other M ilk 1 190 CANNED 1200 Evaporated— Unsweetened 1210 Condensed— Sweetened 12 2 0 DRIED 1300 Powdered— Skim M ilk' 1310 Powdered— W h o le M ilk 1320 Powdered— B aby Formulas 13 3 0 Ice Cream M ix 13 4 0 M alted M ilk Pow der 1321 CREAM NONE □ 1400 Coffee Cream 1410 Whipping C ream — bottle 1421 o c (/) 1 130 Jersey or Guernsey Num ber o f C an s S ize o f C an In d ic a te O z s . N um ber o f P ounds P rice p er P o u n d To tal A m t. P a id N um ber o f Vi Pints Price p er T o tal A m t. P a id Vi Pint Price per C an T o ta l A m t. P a id B r^n d B rand W h ere P u rc h a s e d * B rand "3 0) c 4> W hipping Cream — can 1422 Sour Cream 1430 (A *For Fresh M ilk and C re a m — Please indicate from whom it was bought in the fourth column as follows^ 1. -------- If d elivered b y milkman 2. If bought from grocery store 3. 4. If bought If bought from cash and carry specialized d a iry store from other source - 72 3 - DAIRY PRODUCTS (cont.) f3) 51 ICE CREAM none □ 1500 Hand Packed 1510 Pre-Packaged 1520 Other 1530 CHEESE none p Natural American Cheese 1610 Processed American Cheese 1710 Cheese S pread 1720 Other Cured Cheese 16 2 0 Cream Cheese 1810 Cottage Cheese 1820 N um ber o f Pints N u m b e r of Lbs., O z s . Price p e r P in t Price p er P ou nd T o ta l A m t . P a id 12-53 W h ere P urc h a s ed T o ta l A m o u n t P a id B rand C heck on e: 51 B ulk Jar PreP kgd. 1 2 3 FATS A N D O ILS FATS NONE □ 2100 Butter 2110 Oleom argarine 2120 Lard 2130 V egetable Shortening 2140 Other Fats (name kind) 2150 OILS NONE □ 2200 Cooking Oils 2210 Mayonnaise 2220 Salad Dressing 2221 Salad Oils, French Dressing, etc. 2230 Other Oils 2240 Tartar Sauce 2241 Sandwich Spreads 2242 Whips and Toppings 2250 Num ber o f P ou nds N u m b e r of P ints o r O z s . P rice p er P o u n d T o ta l < A m t. P a id Price p er U n it T o tal A m t . P a id The extra spaces a re fo r additional purchases o f listed items and fo r items not listed. spaces on the classified pages, turn to the last p a g e . If there aren t enough e xtra - 724 - S « “ FRUITS Blueberries S ize o f U n it P rice p er U n it T o t a l; A m t. P a id 3110 Cranberries 3120 Currants 3121 Dewberries 3130 Raspberries 3140 Strawberries 3J 5 0 Other Berries (name kind) 3160 CITRUS N um ber o f U n its no ne □ 3200 G ra p efru it 321.0 G rapefru it Juice 3219 Lemons 3220 Lemon Juice 3229 Limes 3230 O ranges 3240 O rang e Juice 3249 l Tangerines 3250 --O ther Citrus (nam e kind) 3260 Other Citrus Juice (name kind) 3 2 -9 M ixed Citrus Fruit 3290 M ixed Citrus Juices 3299 OTHER FRUITS none □ Apples 33-35 3310 Applesauce and A p p leb u tter 3 31 1 A pple C ider 3318 A pple Juice 3319 Apricots 3320 Apricot Juice 332^ Please don’t forget to enter home grown, home canned, and gift items. Dried 3100 Canned none □ Fresh BERRIES Frozen J■ o E = o o FRUITS (cont.) (5) Num ber o f U nits Cont. Avocados 3330 Bananas 3340 S ize o f U n it P rice per U n it -- Cherries— Sour 3351 Cherries— Sweet and Maraschino 3352 Dates 3360 Figs 3370 Fig Juice 3379 Grapes 3380 G rape Juice 3389 MELONS 3410 Cantalope 341 1 W aterm elon 3412 Other Melon (name kind) 3410 Nectarines 3420 Olives 3435 Persimmons 3430 Peaches 3440 Pears 3450 Pineapple 3460 Pineapple Juice 3469 Plums 3470 Prunes 3480 Prune Juice 3489 Raisins 3510 Rhubarb 3520 All O ther Fruit (name kind) 3530 All Other Fruit Juice (kind) 3 5 -9 M ixed Fruits (except citrus) 3590 Fruit Cocktail 3590 T o ta l A m t . P a id * 5 u *T OJ c £ O u *3 Dried F R U IT S Frozen OTHER Fresh “ SI 3 E= o o —> —» ' --- -------- In reporting Fruits and V e g e ta b le s please indicate, w here possible, the actual quantity purchased in weight liquid measure. of (6) VEGETABLES Brussel Sprouts 4110 C abbage 4120 Sauerkraut, C a b b a g e " S a la d , etc. 4121 C elery 4130 Celery C a b b a g e 4140 Endive, Chicory, Escarole 4160 Lettuce— H ead 4210 Lettuce— Leaf 4220 Mustard 4240 Parsley, Swiss C hard, W a te r Cress 4250 Spinach 4260 M ixed L eafy V e g e ta b le s 4290 Other Leafy V e g e ta b le s 4300 GREEN A N D YELLOW VEGETABLES no ne □ 4 4 -4 5 Artichokes 4410 Asparagus 4420 Beans— Lima 4430 Beans— Snap 4440 Beans— Sprout 4450 Broccoli 4460 Carrots 4470 Corn— S w eet 4480 Peas 4530 Peppers 4540 Pumpkin 4550 Squash 4560 Sweet Potatoes and Yams 4570 Num ber o f U nits N um ber o f U nits S ize o f U n it S ize o f U n it Price p e r U n it P rice p e r U n it T o tal A m t. P a id irt A m t. P a id Urn « 4 1 -4 3 Canned □ •* no ne Frozen GREEN LEAFY VEGETABLES Fresh 51 4 .2 o c o N o u. "a a t c c V T3 "C 4> a 5 a 9 P t/k Q. 3 CS) M ixed G re e n and Yellow V egetables 4590 O ther Be sure to fiill in the "size o f unit column/’ and a t least two o f the other three columns, as well as check the method o f preservation. - 727 - 7 Beans— N a v y , B aked, White 4701 Beans— Kidney 4703 Beets 4710 Cauliflower 4720 Cucumbers 4731 Pickles and Relish 4732 Egg Plant 4740 Garlic 4750 Mushrooms 4780 Onions— M a tu re 481 1 Onions— G re e n 4812 Oyster Plant (Salsify) 4820 Parsnips 4830 POTATOES 4840 Michigan Potatoes 4841 M aine Potatoes 4842 Idaho Potatoes 4843 California Potatoes 4844 O ther state grown Potatoes 4845 Potatoes (Don’t know state) 4846 Potato Chips and Sticks 4847 Potato S alad 4848 Radishes 4850 Tomatoes 4871 Tomato Catsup and Sauces 4872 Tomato Juice 4873 Turnips and R utabagas 4880 Other V a g e ta b le s (name kind) 4900 M ixed V e g e ta b le s 4990 Chop Suey, Chow M ein, etc. 4990 M ixed V e g e ta b le Juice 4999 V e g e ta b le Soup 4991 V e g e ta b le and M e a t Soup 4992 Please don’t forget to enter home grown, home canned, and gift items. T o ta l A m t. P a id » 4 7 -4 9 P rice p e r U n it 5 C Dried □ 'Size o f U n it , u none N um ber o f (Jnifs 51 7 Canned ALL OTHER VEGETABLES Fresh VEGETABLES (cont.) 1O/1 0 H o U- Q. 3 « 728 (8) M EA T 51 52 53 C heck if: BEEF none □ N um ber of Lbs., O z s . 5100 Canned Beef 5110 Corned or Chipped Beef 5120 Ground Beef, H am burger 5130 Liver 5141 Heart, Tongue, other O rg a n Parts 5142 Roast 5160 Steak 5170 Stewing, Boiling, Soup 5180 All Other Beef (name kind) 5190 Price per Pound T o tal A m t. P a id B oped Fro ze n 1 1 P reP kg d . 1 ---- C heck if: PORK Bacon NONE □ N u m b e r of Lbs., O z s . 5300 ^ '5 3 1 1 Canadian Bacon 5312 Canned Pork 5320 Chops 5330 Steaks 5335 Price per P ou nd T o tal A m t. P a id B oned Fro ze n P reP kgd. ---Ham 5341 Picnic Ham— Shoulder— Butts 5342 Liver 5351 1 • Heart, Tongue, other O rg a n parts 5352 Roast 5370 v Sausage 5381 Spareribs 5382 Other Pork 5390 Side or S alt Pork 5391 - 7r ci9 - M E A T (c o n t.) 51 52 51 C heck if: LAM B-M UTTON none □ 5200 Canned 5210 Chops-Steaks 5220 Ground or Grinding 5230 Heart, Liver, O th er O rg a n Parts 5240 Roast (Leg, etc.) 5260 Stewing, Soup, etc. 5270 Other Lamb-Mutton (kind) 5280 VEAL NONE □ Canned V ea l 5400 5420 Ground V e a l 5430 Liver 5441 Heart, Tongue, O ther O rg a n Parts 5442 Roast 5460 Stewing, Soup V e a l 5470 V eal Loaf 5480 Other V eal (name kind) 5490 none □ 5500 Wieners and Franks, etc. 5510 Bologna, Salam i, etc. 5520 Cold Cuts 5530 Rabbit and O th er G a m e 5540 Other M e a t (name kind) 5550 Prem, Spam, Treet, etc. 5551 Chop Suey M e a t 5552 Be sure to □ Price p e r P ou nd T o tal A m !. P a id B oned 1 N u m b e r of. Lbs., O z s . Price pe r P o u n d T o tal A m !. P a id B oned F ro ze n PreP kgd. 1 Fro ze n 1 PrePkgd. 5410 Cutlets, Chops OTHER MEAT N u m b er of Lbs., O z s . N u m b e r o f Lbs., O z s . if m eat is frozen, boned or p re -p a c k a g e d . T o !al A m i. P a id O ther meats, poultry, eggs, fish, and other sea food are ‘on p age 10. too not include sales ta x in reporting price or to tal amount p a id . Report p re p a re d b a b y food on p a g e 1 1. Price per P ou nd M E A TS , P O U L T R Y , FISH , EGGS 5590 Chili Con C am e 5591 Hash 5592 Soup 5593 Mincem eat 5594 N u m b e r o f Lbs. a n d /o r O zs. Pric e p er P ou nd T o ta l A m t. P a id 51 52 Broilers or Fryers " Fresh Selected Parts T o tal Am ount P a id 5 61 1 Roasters 5612 Stewing 5613 TURKEY 562 0 DUCK 5630 (kind) 5640 ---- MIXTURES— CHIEFLY CHICKEN 5690 5691 5800 Tuna 5811 Salmon 5812 O ther Fish 5813 Oysters 5820' Scallops 5830 Shrimp 5840 Other (name kind) 5850 MIXTURES — CHIEFLY FISH 5890 Price p er D o z e n Price per P ou nd To tal A m o u n t P a id T o tal A m ount P aid 51 52 S ize G ra d e C heek if U n g ra d e d 51 52 C heck O n e C heck O n e --------- Frozen N um ber of P ounds a n d /o r O zs. FISH A N D SEA FO O D NONE □ Num ber of D ozen Fresh 5700 * NO N E" □ Other EGGS w 5694 Cleaned Chicken Chop Suey, etc. ---- “ 5692 5693 Shelled Chicken a la King Soup Dipped | i n Batter Chicken N oodle Dinner Canned OTHER POULTRY Price per Pound Boned 5 6 io Num ber of Lbs., O z s . Ready to Cook CHICKEN 5600 Dressed none □ A liv e POULTRY C heck O n e » « C heck O n e Canned hone q Frozen MIXTURES — CHIEFLY MEAT - 7 31 - PREPARED BABY F O O D N um ber o f U nits FRUITS S ize o f U n it Price p e r U n it T o tal A m t. P a id 51 C ode Applesauce 331 1 9 Apricots 3320 9 Bananas 3340 9 O range Juice 3249 9 Peaches 3440 9 Pears 3450 9 Plums 3470 9 Prunes 3480 9 Other Fruits 3530 9 M ixed Fruits 3590 Puddings 7420 9 9 9 9 9 VEGETABLES 9 Beets 4710 9 Carrots 4470 9 Green Beans 4440 9 Peas 4530 9 Spinach 4260 9 Squash 4560 9 Sweet Potatoes 4570 9 Other V e g e ta b le s 4900 < 9 M ixed V e g e ta b le s 4990 9 9 9 M IXED VEGETABLES AND MEAT 4992 9 9 9 9 MEATS, CHICKEN AND FISH 9 Beef 5150 9 Chicken 5610 9 Lamb 5250 9 Liver 5141 9 Pork 5360 9 Tuna 5 81 1 9 V eal 5450 9 O ther 5500 9 - 732 - 12) BAKED G O O D S A N D O THER G R A IN PRODUCTS NONE □ K in d o f B read N um ber of Loaves BREAD P rice p e r Loaf T o ta l A m t . P a id 6100 W h ite Am ount QUICK BREADS AND ROLLS 6200 CAKES 6310 COOKIES 6320 DOUGHNUTS 6330 PIES 6400 W h o le W heat R ye O th e r T o tal A m o u n t P a id W h e re convenient TOTAL Amount Paid m ay be reported as price X quantity. (name kind) That is, if you buy 3 doz. cookies a t 3 5 £ per doz. you m ay rep o rt it in the PREPARED BAKED GOODS M IXES to ta l amount p aid column 6500 Cake M ix 6510 Cookie M ix 6520 Quick Bread M ix 6530 Pancake M ix 6540 Pie Crust M ix 6550 W hole Pie M ix 6560 Other (name kind) 6570 as 3 doz. X 3 50. PLEASE Check Type o f G ra in Below ’ Check O N E NONE □ OTHER G R A IN PRODUCTS N u m b e r Lbs, a n d /o r O zs. Price per P o u n d T o tal A m t. P aid 6600 Breakfast C ereals All Other (name kind) (Includes crackers, m eal, popcorn, spaghetti, pretzels, .noodles, etc.) Be sure to record your purchases on the same d a y they a re m ade so that you don’t fo rg e t any of them. Chec p ackage fo r w eight, etc. Be sure to record the p ro p e r price. Use the extra spaces for additional purchases. iPlease don’t fo rg e t to fill in the V ita l D a ta Questions on p a g e 1 5. t e - 733 (13) S U G A R , SWEETS, C A N D Y SUGAR none □ 7 io o W h ite or Pow dered 7100 Brown 7120 M a p le 7130 SYRUP A N D HO N EY NONE □ 7200 Corn Syrup 7210 Cane Syrup 7220 M a p le Syrup 7230 Molasses 7240 Sorghum 7250 O th er Syrup 7260 Honey 727JD CANDY NONE □ 7300 PREPARED DESSERT MAXES none □ 7400 G elatin, Jello, etc. 7410 Pudding 7420 O ther M ix (name kind). 7440 ALL OTHER SWEETS none □ N u m b e r o f P ounds Price per P ou nd T o ta l A m t . P a id N u m b e r o f P ounds a n d O z s . or Pts. P rice per U n it T o ta l A m t . P a id N u m b e r o f Pounds a n d O u n c es P rice p e r P ou nd T o ta l A m t. P a id 7450 N U TS A N D N U T PRODUCTS C heck O n e NONE □ 7500 Coconuts 7530 Peanuts 7541 Peanut Butter 7542 O ther Nuts (name kind) 7570 N um ber of Lbs., O z s . Price per P ou nd T o ta l A m t. P a id H ave you included all o f the food purchases b y other members o f the household? Do not include sales ta x in reporting price or total amount p a id . In Shell S h e lled 51 C anned - 7 24 (14) BEVERAGES NONE □ 8100 N um ber o f U nits S ize o f U n it S p e c ify O z s ., Lbs., efc. P rice p er U ni* T o tal A m o u n t P aid Beer Liquors 8120 W in e 8130 Cocoa 8210 Coffee 8220 Tea 8230 Soft Drinks— bottled 8310 Soft Drinks— p ow d ered 8320 V IT A M IN S A N D M IN E R A LS NONE □ V IT A M IN S (name kind} 8400 MINERALS (name kind) 8500 Q u a n tity P u rc h a s ed T o ta l A m o u n t P a id C O O K IN G A ID S NONE □ 8900 Baking Pow der 891 1 Baking Soda 8912 Canning Aids (Certo, etc.) 8969 Chocolate— Baking 8921 Extracts (name kind) 8930 M e a t Sauces (name kind) 8940 Salt 8950 Spices (name kind) 8960 Pepper 8961 V in e g a r 8971 Yeast 8972 Num ber o f U nits S ize o f U n it Price per U n it T o tal A m o u n t P a id - 735 - EXTRA SPACE (fo r ite m s n o t lis te d in d ia r y ) Num ber o f U nits D e s c rip tio n S ize o f U n it P rice p er U n it 115) T o ta l A m o u n t P a id V IT A L D A TA Q U E S T IO N S 1. Has there been any change in your household membership since your last reporting week? YES If yes, what was their: NO (circle one) Relationship to homemaker Age How many are there in your household now?________ ___________ ________________ _ 2. How many regular meals were eaten away from home by membersof yourhousehold last wRflk? (One meal consists of either breakfast, dinner or supper for ONE person). Total amount spent __ — ------------ — ------- 3. How many guest meals were served during the past week?— ------------- --------------------- (A guest is anyone not a regular household member). 4. W hat was the total income payment actually received duringthe diary week by: The male and female head of the household?------------------------------------— ----------------Other members of the household?--------------- — ----------------------------- ------------------------Check if none __ 5 . Was this before or after Federal Income Tax deductions? Before ( ) After ( ) (In reporting income payments, please keep in mind that they might come from many sources. These include wages, salaries, commissions, pensions, interest and dividends, annuities, profit from business and professional services, profit from rent, government payments, gifts, and any other sources. This information will be held strictly c o n fid en tial, and your name will not be associated with it. It is necessary to ask these questions in order to get the greatest value from your diary. 756 - U D B iip jw a 6 a ||O 0 j 6 u |S u d -j 4 5 0 3 34049 u o B jip iy y lauo^j jauinsuo0 *3 *9 *yy qsnquajponQ ‘ O *0 Jossajo-M [9 J3 H NO d d | -| p a lu ui n q 34504) POSTAGE STAMP NECESSARY POSTAGE HAS BEEN PREPAID BY Professor G erald Quackenbush M . S. C. Consumer Panel Michigan State College East Lansing, Michigan APPENDIX C A SP ECI AL NOTE ON CONSUMER E D U CA TION APPENDIX 0 Special Note on Consumer Education Agricultural economists consumer education programs little objectives special Since tion been methods to a of are of tion programs lack of this same area. clearly supporting discussions law, with following major One to be of t he to p r o v i d e paper a will basic objectives consumers also with of these with the of appropriate consumer report. consumer be re­ educa­ limited to a Education An educators, either to the research examination objectives, first limited objectives. consumer of in their operation appears in eval u a t i n g providing cursory it of evaluating effective of C o n s u m e r difficulties stated to newness this methodolo gi ca l presently this in the engaged been provided reasons in food or become the r e l a t i o n s h i p to the they the these Objective O ne for of of in r e s p e c t have education programs in res pe ct discussion For discussion consumer these nor recently Because done necessary programs. include search programs. has research extension to and have consumer for them examination of the explicitly information is revealed or t he the literature however, consumer of educa­ and t he implicitly. education concerning appears the - 739 - purchase and use of food in order to aid them in m a x i m i z i n g their sat i s f a c t i o n s from a given expenditure. This is based on the premise can make choices w hi ch result that only the informed consumer in the optimum allocation of his income. In order for the consumer to maximi ze his satisfactions with a given income goods it is necessary for him to know the relative values in use of and in exchange within his time and space e n v i r o n ­ ment • This is closely related to the general goal of the ec o n o ­ m i s t — to increase the efficiency of the economic system. In a free ex ch an ge economy these decisions determine to a large extent the pro duc ts which are produced and therefore direct the a l l o c a t i o n of res ources w it hi n the economy. consumer is well mize his Unless the informed he cannot make decisions that m a x i ­ sat isfactions and as a result the economic system / fails to wor k at optimum efficiency. An ot he r more specific a p pea rs to be to encourage diets. the The the total of the social he al th y citizenry. objective The case is not only to increase individual families, but also to in­ welfare as a result of havi ng a more desirability of obtaining this latter is emp has iz ed by the present The healt h of the nation's people in periods of international of vie w of the number education the adoption of more nutritious social goal in this satisfac tio ns crease objective of consumer is of the utmost importance conflict, of physical national emergency. not only from the point rejections from the armed - 740 - forces, but also, and pr ob ab ly just as important, since the he a l t h of the w o r k i n g p op u l a t i o n affects output of goods and services of the nation. ut il izes its total The eff iciency with w h i c h a nation resources, incl uding human resources, is always v i tal ly influenced by the health of its citizens. A spe cif ically stated objective of consumer education programs is to expand the market for agricultural products through "education" directed toward the consumer of p r o m o t i n g a sound and prosperous agriculture; income for agricultural lation of the purchase producers.This of agricultural with the goal i.e., includes increased the stimu­ products whic h are sel l­ ing at dep ressed prices due to abn ormally large supplies of the commodity. of consumers This might be done to the advantage and produc ers alike, and because of more perfect knowledge on the part of consumers would presumably lead to a more efficient ut i l i za ti on of resources. The att ai nment of these goals has been establis hed as national p o l i c y 2 , and there is little doubt but what these are 3- A n o t h e r po ss ible objective of consumer education, which could be very imp ortant if any headway were made toward it, might be to teach cons umers to consume in such a way as to reduce the business cycle. This would be quite an undertaking, but would bear much fruit if accomplished. It would involve a change in what seems to be basic human behavior. It involves the p r o m o t i o n of habits of thrift and saving in times of in fla ­ ti o n and the p r o m o t i o n of thriftlessness in other times. If the economic p h e n om ena were properly underst ood by everyone and all acted in the best interest of the community then each individual w ou ld be better off as an individual. ^ Eit her directly or implied in the R e s ear ch and M a r k e t i n g Act and other Public laws. - 741 acc epte d social educational goals. programs. Public funds are being spent for the It is therefore a legitimate function and o b l i ga ti on of pub li cl y supported research in sti tutions to p r o ­ vide the consumer res ea rc h necessary for the ef fec tive development of consumer educ at io n programs* The C o n trib ut io n of Consumer Re sea rc h to the Consumer E d u c a t i o n Pr ogram In p l an ni ng a consumer education program consistent wi t h the above objectives, the consumer educator will of infor ma ti on about the his activities. present The situation. consumer of value to him in direct ing first thing needed is a description of the Thus, consumer research, e x i s t i n g c o n s u m p t i o n patterns, is starting. make find all kinds by describing the can show the educator where he This is the basic information needed by him to the first policy decisions required to carry out the ed u c a ­ tional program. l at io n group, A summary of purchase patterns for each p o p u ­ when compared with established nutritional sta n­ dards, and other es ta bli shed norms, would point out the p o p u ­ lation groups mo st needing the education— it would point out where the e d u c a t i o n a l effort would be most wisely spent. same time, this At the inventory would indicate what type of in f o r m a ­ tion Is roost n e e d e d - - i . e . , where It wo u l d help locate educati ona l effort, the the deficiency is the greatest. groups most likely to respond to the perhaps quite unrelated to nutrition. fails to take adva nta ge of seasonal ..‘ho food bargains and the like? - 742 - How do the various co nsu mpti on patterns pec ted for the well deviate from that e x ­ informed and educated consumer? A detail ed study of actual consumpt io n patterns is req uir ed to answer these questions so fundamental It is not enough, what however, to the educational program* for the educator to know just is be ing pur ch as ed at what prices — he must know the 11w h y ” behind the purchases* cern itself, Consumer to a large extent, relative to foods. as elsewhere, education must therefore con- with beliefs and valuations The consumer behavior in the market place, is governed by the beliefs and values held by the consumer. 1 The function of education is essentially one of j i ! c or re ct ing those beliefs and values inconsistant with scientific fact, whic h will The place to start, in turn influence the behavior pattern. in this case, is to find out what beliefs and values are hel d by the consumers. Thus, can contribute, study of the behavior both through an actual and related inquiries behavior, and into consumer resear ch the reasons for the particular ) j th rou gh direct inquiries into the existi ng b e ­ lief s and values. An ot he r poli cy decision in consumer education, to wh ich \ \ consum er re se arch can make a contribution, the choice of educational Besides is that related to techniques and media of communicationl givin g an indicat ion of the effectiveness of the total educational program, i w h ic h is of course aesirable, the e ffec­ tiveness of v a ri ou s techniques on various pop ulation groups for different could be evaluated. types of information The final ~ 743 ~ ev a l u a t i o n must be me a s u r e d in terms of the induced change in the con sum ption behavior of those at whom the educatio nal effort is directed* A t the same time, this provides the basis up on which p re dicti on s can be made as to the probable of future ed uc ational Consumer effects effort* res earch may also contribute to the normative aspec ts of consumer education. It is often stated in farm man agement e x t e n s i o n that it would make a major contribution if it did not hing but inform the other farmers of the better p r a ct ices be i n g carried on by the better farmers. Every ex­ tension man knows that much can be learned from the progressive farmer; therefore, stu dyi ng the possible economic behavior that of actual farmers. is spent It is quite inf or mation of similar value in rel ation to the ec ono mi c behavior sumer research. empirical a good deal of time and effort of consumers could be obtained through con­ In addit ion to this, any contribution of consumer r e s ea rc h to the theory of demand woul d also aid the consumer educator which he works *1 in under st an di ng the phenomena with * 1 Consumer r e se ar ch may also be the cheapest and best way to get an accurate r ef le ctio n of retail prices. In other words the consumer wo ul d be working as a price reporter. It would appear that retail prices should be studied by the consumer educator in additi on to wh olesale prices, in order to advise the consumer prop erl y of the best buys, since there is considerable evidence that wholesale prices are not a c c u r a t e l y re f l e c t e d in the retail prices for some of the foods. In the case that considerable effort were spent inform in g consumers of the seasonal fluctuations in price due to seasonal p r o d ucti on and the retail price was not « 744 - Th e est ab lish ed goals of consumer stated p r e v io us ly in the discussion, that consumer res ea rch attainment butions of these education have been and it might be assumed should simply be directed toward the ends. However, one of the major con tri ­ of consumer re s e a r c h in this field might be related to the de velopmen t of a program with consistent ends. The nature of the economic pr obl em often leads to conflicting ends as policy objectives; For example, it is quite possible ed ucat io n le a d i n g to the m a x im iz ation of consumer tions from their is little As has been pointed out by T. W. Schultz'*', evidence that the general adoption of more nutri tio us diets would increase by inhance the satisfac­ food expenditures would reduce the income of the food producers. there that the demand for food and t h er e­ income of the producers. no necessary relationship There appears to be between the increased consumption of food so as to result in higher incomes to producers, and the welf are of the consumer and optimum allocation of resources. It is only the increased consumption of certain foods by certa in peo ple that will increase consumer welfare. However, con sum er ed u c a t i o n has not yet progressed to the point where, with adequate information, a consistent program contributing adjusted, the program could actually do a job of m i s i n f o r m ­ ing and red uc e the effec tiv eness of the whole program due to the loss of prestige. 2 T. W. Schultz, A g r i c ul tu re In A n Un sta ble E c o n o m y , McGrawHill, New York, 1945, p. 74. - 745 ~ to bo t h these ends Beyond this, could not be worked out. it is not even certain that induced increases in c o n s u mp tion of co mmo dities in "excess" period would supply during that increase the y e arly income of the particular p r o ­ ducers of that product. A n d even if it did help out the p r o ­ ducer whose product was in excess supply it is far from evident that the income of producers of agricultural would be increased. In fact, demand for any one product, products in general it is quite likely that increased stimulated by consumer education, will result in a red uction in the demand of some other ag ri ­ cultural product and thereby worsen the position of its p r o ­ ducer . If an intelligent be deve loped and consistent consumer education is to consumer research must provide the policy makers with the i n f o r ma tion (such as the income elasticities of various foods for different groups, price elasticities, most of all marginal consumption) and rates of substit utio n between foods in from which the total effect of the induced changes in co nsu mption can be predicted. B I B L I O G R A P H Y OF R E F E R E N C E S PERT AI NI NG TO THE SURVEY RE S E A R C H PANEL BIB LIO GR AP HY 1, Anon . 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