This study assesses the efficacy of using an online panel to represent the views of participants in an annual proprietary multi-sports event. A mixed mode (online and mail survey) research design was used in an attempt to collect data from the entire client-base. While there were some demographic similarities between the online and mail respondent groups, there were also some significant demographic and behavioral differences and important product preference differences. Our survey findings are presented and discussed. In addition, we discuss the implications of our findings for panel selection in proprietary marketing research settings.

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This article describes a new marketine research technique for consumer mapping that is particularly useful in highly competitive professional servlces markets such as health care, financial 'services; and legal services. The technique is introduced and compared with its predecessors, and a case study of the financial services market is described. Strategic marketing implications of the results are discussed.