(A) study on network panel data management system for public sector: operation of panel data and strategies for service quality improvement

Abstract

In recent market research industry, a number of surveys are more often conducted to identify responses and needs of many kinds of customers with changeable mind and complex personality on a variety of products/services. As numerous surveys are conducted, the reliability of their results becomes more important. For better reliability, panel, which is the group of selected research participants who have agreed to provide information at specified intervals over an extended period of time, have been used widely. Panel data guarantee response quality with higher response rates and panel’s deep commitment, and recontact ability for tracking and follow-up surveying. Currently, government emphasizes the citizen(customer)-oriented service. Therefore, many public sectors, which are affected by government policy, have tried to investigate large-scaled surveys to their panel (i.e. customer) to improve the total quality service. However, even though there are 305 small and big public sectors in Korea (2008), they hardly share their panel information. In this research, we propose the network panel data management system (NPDMS) for the policy, opinion and marketing researches in public sectors. NPDMS is more appropriate to public sector than private sector because public sectors, which pursue public benefit, can obtain agreement of sharing panel information between public organizations easier from citizen than private sectors. The acquisition of reliable respondents supports the high-qualified data by sharing panel data among different public sectors. NPDMS analyzes survey data through not only cross-sectional study but also longitudinal study that involves observations of the same items over long periods of time and accordingly tracks the change of research result by using panel. NPDMS also offer improving strategies for TQM through analysis not only among departments in one organization but also among public sectors. Public sectors can conduct the large-scale surveys fo...