Internet Panel Study
The second study uses the comScore 2002 panel data set to
develop switcher and loyal measures. Households in the
Internet panel have their Web-browsing and purchase activity
recorded. Several recent studies have used comScore
data (Danaher 2007; Johnson, Bellman, and Lohse 2003;Moe and Fader 2004a, b; Park and Fader 2004). The data
set we use contains 100,000 panelists in the United States
from June 2002 to December 2002. Data include site
domains visited, number of page views, duration visiting
the site, and transaction data if a purchase is made. The data
set allows us to formulate switcher and loyalty proxies
based on micro level browsing and purchasing behaviors.