Market Research Related Glossary

Access panels

A database of people who have volunteered to participate in surveys of various types and themes. Rising refusal and non-response rates make recruiting for a single survey more challenging; thus, sampling from a pool of potentially willing marketing research respondents might be viewed as an appropriate method of saving time and money.

Accompanied shopping

A sort of individual depth interview in which respondents are interviewed while shopping at a retail store, combining observation with extensive inquiry.

Alternative hypothesis

The hypothesis states that some difference or effect is expected.

Ambiguous question

A poorly designed question causes respondents and researchers to interpret what is being asked differently, leading to improper or unexpected responses.

Animatics

A sort of stimulus material in which crucial frames for a television advertisement are drawn or created using a computer and accompanied by a soundtrack.

Annotation method

An approach taken to analyse qualitative data using codes or comments on the transcripts to categorise the points being made by respondents.

Annotation method

An strategy to analysing qualitative data that uses codes or comments on transcripts to categorise the points stated by respondents.

ANOVA

Analysis of variance. A test for discrepancies between the means of two or more variables.

Area sampling

A type of cluster sampling in which clusters are formed based on the geographical location of the population of interest.

Artificial Intelligence (AI)

The use of computer algorithms and systems to replicate human intellect and carry out activities like data analysis and decision making. See Machine Learning, an important subset of Artificial Intelligence.

Audience's thinking sequence

The series of thoughts that people have when they are communicated with.

Audits

A review and verification of a product's movement and sale. There are three sorts of audits: wholesale audits, which evaluate product sales from wholesalers to retailers and caterers; retail audits, which measure sales to the end consumer; and home audits, which measure final consumer purchases.

Bar chart

A chart in which the values of several items are represented by a succession of horizontal or vertical bars.

Base

A chart in which the values of several items are represented by a succession of horizontal or vertical bars.

Bayes' theorem

Bayes' theorem is a mathematical formula that allows you to adjust the probability of an event depending on fresh data. In market research, Bayes' theorem can be used to evaluate the likelihood of a target population having a specific trait based on prior behavior or attributes. For example, if we have prior data indicating that 30% of females are likely to purchase a specific product, and further data indicating that 60% of people who purchase that product are female, we may apply Bayes' theorem to estimate the likelihood that the product will be purchased.

Beauty parades

The process of inviting a number of agencies to present their offers verbally to the client firm. The technique is designed to help clients choose the research agency that will conduct a research study.

Behavioral science

Behavioural science is an interdisciplinary field that draws on theories and methodologies from psychology, economics, sociology, and anthropology. Researchers frequently employ behavioral science to discover what consumers value and to propose answers for pricing, choice architecture (nudge theory), perceptions, and behaviors that are difficult to collect using traditional research methods. Also, consider System 1 and System 2 thinking.

Big data

A word used to characterize the large volume and variety of data available to businesses, as well as the increased frequency with which it is generated.

Biometrics

Biometrics is the use of physiological or behavioral features to identify and verify an individual's identity. Fingerprints, facial recognition, voice recognition, and signature analysis are among the features. Biometrics are increasingly being employed in market research studies to authenticate survey participants.

Blog

An abbreviated title for the word "web log," which refers to the frequent and chronological publication of personal thoughts and ideas. Twitter is a microblogging website where users may express their opinions and ideas in 140-character Tweets.

Brand Equity Modelling

Brand equity is the brand's ultimate strength. However, there are various perspectives on what Brand Equity is and how to quantify it in surveys. Brand Equity modelling entails creating a Brand Equity measure as well as conducting any Key Driver analysis to identify what drives Brand Equity (for example, which brand imagery claims are most related to Brand Equity).

Brand Fit

Brand fit assesses how well a brand's product quality profile matches the attractiveness of certain traits within a category. For example, if a brand does well on criteria relevant to a specific segment, it will be a good fit for that segment. An really useful analysis for improving brand positioning.

Brand mapping

A projective technique in which respondents are presented with a list of rival brand names and asked to categorize them based on specific aspects like as innovativeness, value for money, service quality, and product range.

Brand personalities

A projective technique in which respondents imagine a brand as a person and describe their appearance, clothing, lifestyle, occupation, and so on.

Brand Price Trade Off

Brand Price Trade Off is a technique for determining brand and pricing preferences. Respondents are presented with a selection of branded products priced at the lowest achievable price point for each of the brands under consideration. The respondent is asked to select which products they would prefer. The price of the selected product is raised to the next level, and they are asked again which product they would like. This process is continued until a product achieves its maximum price and remains selected. Competitive demand curves can be generated, as well as specialized pricing scenario testing.

Anchor 1

Anchor 2

Canonical Correlations

A statistical technique for determining how much one set of independent variables (such as age, gender, and social class) influences another set of dependent variables (such as snack choice). It is especially beneficial when the dependent variables are many or categorical (for example, age, gender). It can also be used in segmentation, such as to group people based on their beliefs and behaviors.

CAPI

CAPI stands for Computer-assisted Personal Interviewing. Face-to-face interviews are conducted using laptop computers, tablets, or mobile devices rather than paper-based questionnaires.

Car clinic

A car clinic is a market research technique used in automotive research to acquire information about consumer preferences and detect potential difficulties or problems with a vehicle before it goes into production. During a car clinic, attendees are invited to a facility where they can engage with a pre-production or prototype vehicle and provide input on design, features, and functionality. Car clinics are often held with a small number of participants.

Cartoon completion

A projective technique using a cartoon that the respondent must complete. For example, a cartoon may depict two characters conversing using balloons. One of the balloons represents what one of the characters is thinking or saying, while the other is left blank for the respondent to complete.

CATI

Computer-assisted telephone interviews. Telephone interviewers use CATI to type respondents' answers immediately into a computer-based questionnaire rather than writing them on a paper-based questionnaire

CATS

Completely automated telephone interviews that use interactive speech technology and do not require a human interviewer. The closed-ended questions are answered by respondents using their touch-tone telephones.

Causal research

Research that investigates whether one variable causes or influences the value of another variable.

CAWI

CAWI stands for Computer-Assisted Web Interviewing. Also referred to as online interviewing. CAWI entails a respondent filling out a self-completion questionnaire with questions and answers displayed on their screen via the Internet.

Census

Research entails gathering information from every member of the target population.

CHAID (CHi-Squared Automatic Interaction Detection)

CHAID is a form of decision tree technique that uses significance testing. It can be used to generate rules for classifying future responders into designated groups based on a variety of questions, as well as to find interrelationships between questions. For example, combining age and gender helps to explain the various types of food that people eat.

Chat rooms

A web-based platform that can be used for online focus groups in which people are recruited who are willing to discuss a topic online, typically via text.

Chatbot survey

A chatbot survey is a standard survey that is presented to respondents as an online conversation. Instead of responding static questions, respondents are encouraged to join in a conversational interaction or chat.

Chi-square

A statistical test that determines the 'goodness of fit' of a variable's observed and anticipated distributions.

Choice-Based Conjoint

Choice-Based Conjoint is a sort of conjoint analysis in which respondents are asked to choose between multiple sets of products/services in order to determine the overall appeal of each component portion. This can be given as a single choice or as a chip-allocation style response (for example, the number of upcoming purchases allotted to each product/service out of ten).

Closed question

A question that requires the respondent to choose from a prepared list of answers. There are two sorts of closed questions: dichotomous questions with just two possible answers and multiple response questions with more than two.

Cluster analysis

Cluster analysis is a statistical term for segmentation, which is the process of breaking markets into groups that are similar but not the same. There are a variety of various ways to segment. The two most frequent are:

Consumer segmentation is used to determine which consumers to target and serve with different marketing propositions, or to adjust brands, products, pricing, and communication to specific groups and make better use of marketing resources.

Occasion-Based Segments - utilized to understand needs on different occasions (e.g., drank a coffee to wake up in the morning, or had a social coffee with friends after work) to aid in new product creation in repertoire markets, or brand positioning for customers with several brands.

Cluster sampling

A probability sampling method in which clusters of population units are picked at random and then all (one-stage cluster sampling) or some (two-stage cluster sampling) of the units in those clusters are analyzed.

Coding

The techniques for transforming responses into an analysis-ready format. Normally entails assigning number codes to responses.

Coefficient of determination

The degree of linear relationship between a dependent variable and independent variables.

Concept boards

A form of stimulation material that uses a series of boards to depict various product, promotional, or pack designs.

Confidence level

The probability that the true population value will fall inside a certain range.

Conjoint analysis

Conjoint Analysis, an abbreviation for "consider jointly," is a powerful statistical technique for determining which combination of a small number of traits or features has the most influence on a consumer's purchasing decision.

Conjoint analysis

Conjoint Analysis is a multivariate technique based on the assumption that while selecting a product or service, customers will trade off attributes concurrently. This process is duplicated in a responder exercise, in which respondents are shown a variety of scenarios and asked to express their choice or preference among a selection of products/services with varying combinations of attribute levels. The resulting data is used to develop a model that simulates "what if" scenarios and evaluates the impact of each attribute on the decision-making process. Conjoint analysis is commonly utilized in concept testing studies and price research.

Constant sum scales

A scaling method in which the respondent divides a fixed number of points, typically 100, among a set of traits based on their relevance to the individual.

Construct validity

An examination of the underlying theories and prior studies that support the inclusion of the various elements on the scale. It is most usually categorized into two types: convergent validity and discriminant validity

Content analysis

Analysis of any type of communication, such as ads, newspaper articles, television shows, or taped conversations. Frequently used to analyze qualitative research data.

Content analysis software

Software designed for qualitative research that counts the number of times pre-specified words or phrases appear in text

Content validity

A subjective yet systematic assessment as to how well a rating scale measures a topic of interest. For example a group of subject experts may be asked to comment on the extent to which all of the key dimensions of a topic have been included.

Continuous research
See Longitudinal research.

Contrived observation

A study method that involves watching individuals in a controlled environment.

Convenience sampling

A non-probability sampling process in which possible respondents are chosen based on the researcher's convenience (i.e., the researcher approaches the most accessible people of the target group).

Convergent validity

A measure of how well the findings of a rating scale correspond with those of other scales or measurements for the same topic/construct

Web retailers place text files on a user's machine to identify the user the next time he or she visits the site.

Correlation

A statistical strategy for determining the link between two variables. Uses an index to express the strength of a relationship.

Cost per complete (CPC)

CPC is a typical word in quantitative research that refers to the cost per completed survey. This figure normally includes the cost of the sample that will be recruited to participate in the study, any associated fielding costs, and the cost of employing survey software for data collecting.

Critical path method (CPM)

A managerial tool for planning a research project. It is a network technique that entails breaking down the research project into individual components and estimating the time required to finish each component activity.

Cronbach Alpha

A statistical test used to determine the split-half reliability of a summated rating scale. Also referred to as coefficient alpha.

Cross tabulation (crosstab)

Cross tabulation (or "crosstab" for short) is a method for analyzing and comparing the relationship between two or more variables. Crosstabs are tables that display the distribution of one variable (the "row variable") across the various categories of another variable (the "column variable"). The table's cells display the number and/or percentage of respondents who fall into each category for the row and column variables. Crosstabs aid in the rapid identification of patterns and correlations in data, as well as the comparison of sample subgroups or the detection of differences and similarities among groups.

Cross-sectional research

Research investigations that are conducted only once, collecting data at a single point in time to provide a'snapshot' of the current circumstance. The reverse of longitudinal research

Customer database

A manual or computerised source of data relevant to marketing decision making about an organisation's customers.

CX stands for Customer Experience. Customer experience refers to how customers feel or perceive all aspects (touchpoints) of purchasing goods or services or interacting with a business

Data analysis errors

Non-sampling mistakes arise when data is moved from surveys to computers by inaccurate keying of information.

Data cleaning

Computerised checks are performed on data to identify irregularities and unexplained missing replies.

Data conversion

The transformation of secondary data into a format that allows estimations to be created to fulfill the researcher's requirements.

Data fusion

Data fusion is the process of merging various data sources to create a single, comprehensive representation of information. In market research, data fusion can be used to merge data sets from many sources, such as customer surveys, sales data, and social media analytics, to create a more full and accurate knowledge of consumer behavior and industry trends.

Data level

A data level denotes the sort of data to be analyzed in a hierarchical survey. A healthcare research, for example, could involve interviewing a number of doctors who provided information about a large number of patients who were prescribed a variety of therapy or drugs. Analysis of the survey findings might then be done at the doctor, patient, or therapy levels.

Data mining

Data mining is the process of extracting patterns and knowledge from vast amounts of data using techniques like statistical analysis, machine learning, and database systems. The purpose of data mining in market research is to extract meaningful insights and make data-driven decisions that can help with marketing strategy, product development, and other company efforts.

Data validation

The validation of the explanations and interpretations derived from qualitative data analysis.

Degrees of freedom (d.f.)

The number of observations (i.e. sample size) minus one.

Depth interview
See IDI

Descriptive statistics

Statistics that allow you to summaries the properties of enormous sets of data using a few numbers. Descriptive statistics are most typically used to measure central tendency (mean, mode, and median) and dispersion (range, interquartile range, and standard deviation).

Desk research
See Secondary research

Dial test

A dial test is a continuous assessment technique that collects input from participants while they watch or listen to content media, such as advertising, broadcasts, or speeches. Participants express their ongoing degree of agreement/like or disagreement/dislike with the topic being given. This used to be a physical dial (thus the name), but it is now typically done online with a slider control. The dial or slider movements are recorded and charted over time to provide insight into the participants' reactions and to assess their emotional engagement with the content under test.

Dichotomous questions

Questions with only two potential responses (e.g. Yes or No).

Discriminant analysis

Discriminant analysis predicts existing group membership (e.g., segments) based on replies to a set of questions (for example, attitudes). The results can then be used to divide future respondents into groups based on their responses to the same set of questions. Similar to CHAID, but utilized when all of the independent variables are scaled.

Discriminant validity

A measure of how well the outcomes of a rating scale do not correlate with other scales from which it is expected to deviate.

Discussion guide

A discussion guide is used to plan and guide focus groups or in-depth interviews with participants. It guides the facilitator or interviewer through the discussion by giving questions, topics, and suggestions. A discussion guide's function is to keep the discourse focused on the study objectives while also encouraging natural and spontaneous dialogue. Also referred to as a topic list.

Disproportionate stratified random sampling

A type of stratified random sampling (see Stratified random sample) in which the units or possible respondents from each population set are chosen based on their relative variability within each subset.

Do-It-Yourself (DIY) research

DIY, or "Do-It-Yourself," refers to market research approaches that can be undertaken without the assistance of professional researchers. This type of market research can allow organizations to make informed decisions about their products, services, and marketing strategies and is often more cost-effective and faster than traditional market research. Examples include standardized methodologies for product and concept testing. DIY is frequently referred to as self-serve research.

Double opt-in (DOI)

A double opt-in (DOI) panellist refers to a person who has agreed to join a research panel and has confirmed their agreement through a two-step verification process. The first step involves providing their email address or other contact information and agreeing to participate in the panel. The second step involves reconfirming their agreement by clicking on a link sent to their email address or by responding to a text message. This process helps to ensure that the panellist has given explicit consent to participate in the research panel and that their contact information is accurate and authentic.

Double-barrelled question

A badly designed question where two issues are raised inside one question.

Doughnut chart

A type of pie chart that displays many sets of data (for example, from separate years).

Emotion recognition

Emotion recognition is the application of artificial intelligence systems to detect and interpret human emotions, typically through the analysis of facial expressions, voice, and text.

Ethnography

Ethnography is a research method used to study cultural customs, rituals, consumer behaviour, routines, and social conventions. It aids in the discovery of previously unseen opportunities by taking a realistic look at people's lives and focusing the research on behavior. Ethnographic fieldwork frequently includes observation and empathic interviewing, as well as the creation of ethnographic films using video recordings.

Eye tracking

Eye tracking is a technique for determining and evaluating where and how individuals look at visual information. It employs a device, such as a camera or sensor, to track a person's eye movements while viewing stimuli. In market research, eye tracking is used to analyze how people engage with visual information such as commercials, product packaging, and website layouts. It can reveal which design components are garnering attention, where people are looking the most, and which are being missed.

Face-to-face survey

Face-to-face interviews with respondents using a paper-based questionnaire, a laptop computer, tablet, or mobile device are part of the research process.

Facial tracking

Facial tracking is a technique for measuring and evaluating facial expressions and movements. It employs a camera or sensor to capture and track a person's facial movements and expressions. Facial tracking can reveal a person's emotions, such as happiness, sadness, rage, and surprise, as well as more subtle expressions, such as furrowed brows, tightened lips, and elevated eyebrows. In market research, facial tracking is used to determine how individuals react emotionally to advertisements, products, and other stimuli.

Factor Analysis

Factor analysis is a statistical approach for determining the similarities between elements in order to produce a more concise summary of themes. For example, from a set of 20 comments about automotive images, we might find a factor about dependability, design, performance, environment, and image. This can be useful for organizing statements in a presentation so that comparable claims appear together, as well as for data reduction objectives, such as focusing a segmentation or accounting for bias in questionnaire design that includes too many statements from a single theme.

Focus group

A focus group is a research strategy for gathering qualitative data through group conversations. Participants meet in a moderated group environment to discuss a given topic, product, or service. The moderator facilitates the discussion by encouraging participants to share their thoughts, experiences, and attitudes. The focus group data is analyzed to learn about the target audience's attitudes, beliefs, and motives.

Frequency distributions
See Holecounts

Funnel sequence

A method of organizing questions in a questionnaire that progresses from generalities to details.

Gabor Granger

Gabor Granger is a pricing approach used to determine price elasticity for certain products. Respondents are asked if they are likely to purchase a product at various price points. The purchase intention metrics can be converted to predicted take-up scores and plotted to determine the optimal pricing point. The technique can be extended to present products in a competitive setting.

Galvanic Skin Response (GSR)

Galvanic Skin Response (GSR) is a technique for measuring variations in the electrical conductance of the skin that can reflect changes in emotional arousal. It employs a sensor that is placed on the skin, usually on the fingers or palms, to detect variations in conductance produced by sweat gland activity. When a person is emotionally stimulated, sweat gland activity rises, which can cause alterations in the electrical conductivity of the skin. GSR is used in market research to better understand people's emotional responses to advertisements, products, and other stimuli. It can provide information about the efficacy of commercials and product packaging, as well as the emotional impact of branding, pricing, and other marketing initiatives.

Gamification

Gamification, or the technique of incorporating game-like aspects into a research activity, is increasingly being utilized to engage participants and collect data in a more participatory manner. If a survey is interesting, dynamic, and fun, respondents are more inclined to participate, and data is acquired in a more natural and less intrusive manner. This should result in better quality data.

GANTT chart

A managerial tool for planning a research project. It is a type of flowchart that shows a schematic representation of the activity, time, and manpower needs for a certain research project.

Geodemographic profiling

A profiling method that uses postal addresses to classify various communities based on purchasing power and behaviour.

Grounded theory

A set of analysis techniques that were developed in the 1960s by two medical sociologists, Glaser and Strauss(1967). It is more commonly used by academic researchers rather than marketing research practitioners in areas where little is known about a subject or where a new approach to understanding behaviour is required. It is a systematic method of generating theory and understanding through qualitative data collection and analysis.

Group depth interviews
See Focus group

Group moderator

The interviewer responsible for the management and encouragement of participants in a group discussion.

Hall test

Research conducted in a central hall or venue to gauge respondents' initial reactions to a product, package, or concept. Interviewers stationed around major pedestrian thoroughfares recruit respondents into the hall. Also known as a Central Location Test (CLT).

Holecounts

Holecounts are the number of respondents who provided every conceivable answer to each question in a questionnaire. Also known as frequency distributions or topline numbers. The phrase originates from the days when punched cards were utilized and data was represented by physical holes punched out of the cards.

Hypothesis

A researcher makes an assumption or statement regarding a trait of the population under investigation.

IDI

IDI stands for in-depth interview (sometimes known as individual depth interview or simply depth interview). An IDI is a qualitative research method that uses a very open, discovery-oriented approach to elicit extensive information about a topic from participants.

IHUT

IHUT stands for "In-Home Usage Test," a market research strategy that allows customers to evaluate products in their own homes. Participants in an IHUT study are given a product to try and asked to rate its features, benefits, and overall satisfaction. This type of research assists producers and marketers in determining how a product will perform in a real-world situation and identifying opportunities for improvement. Also referred to as a placement test.

Impact indices

Impact indices assess how an independent variable affects a dependent variable. It is commonly employed when the independent variables are binary (e.g., Yes/No), and can be used to assess the impact of various product attributes on product preference.

Implicit Association Test (IAT)

An Implicit Association Test (IAT) is a psychological assessment technique that reveals unconscious biases. It assesses a respondent's automatic links between mental representations of items in memory and perceptions, attitudes, or stereotypes. The exam measures how quickly people classify diverse stimuli, such as words, brands, logos, faces, and so on.

Implicit assumption

A poorly crafted inquiry in which the researcher and the respondent use distinct frames of reference as a result of their respective assumptions about the question being asked.

Independent samples

Samples in which measuring the variable of interest in one sample has no effect on measuring the same variable in the other.

Internal data

Secondary data obtained from within the organisation that requires the research to be undertaken.

Interquartile range

A measure of dispersion that calculates the difference between the 75th and 25th percentile in a set of data.

Interval data

Similar to ordinal data, but with the added dimension of equal gaps between values on a scale. This means that on a scale of 1 to 5, the difference between 1 and 2 is equivalent to the difference between 4 and 5. However, ratios between distinct values on the scale are invalid (for example, 4 does not equal twice the value of 2).

Interviewer bias

Bias and inaccuracies in research findings caused by the acts of an interviewer. This can be modified by who the interviewer interviews, how the interview is conducted, and how replies are documented.

Interviewer Quality Control Scheme (IQCS)

A quality control mechanism for interviewers in the United Kingdom. The Market Research Society, the Association of Market Survey Organisations, the Association of British Market Research Companies, the Association of Users of Research Agencies, and a number of leading research companies collaborate on the scheme, which aims to improve interviewer selection, training, and supervision.

Judgement sampling

A non-probability sampling process in which a researcher intentionally selects a sample that he or she believes is most appropriate for the research project.

Key Driver Analysis

A non-probability sampling process in which a researcher intentionally selects a sample that he or she believes is most appropriate for the research project.

This word refers to a wide range of statistical approaches, including correlations and structural equation modelling. Various techniques can be utilized depending on the aims, data type, and intended application of the results.

Kiosk-based survey

A survey is typically conducted at an exhibition or trade show using touch screen computers to collect information from respondents. Such computers may be configured to give complicated surveys complete with full-color images, sound, and video clips. They can be much cheaper to administer than typical exit surveys conducted by human interviewers.

Kruskal's relative importance analysis

Kruskals' relative importance analysis is a sort of Key Driver Analysis that is used in place of other techniques such as simple regression analysis, which can produce deceptive results when there is missing data or when variables are strongly related to one another (as is characteristic with research data).

Leading question

A poorly written question that tends to lead responders to a specific answer. Sometimes referred to as a loaded question.

Least filled quota sampling

Least-filled quota sampling is a version of quota sampling in which the research team tries to fill the quotas as efficiently as possible by picking respondents from the sub-population with the lowest representation in the sample. This strategy is employed when the research team needs to ensure that the sample is representative of the population while simultaneously reducing the number of respondents required to meet quotas.

Least squares approach

A regression approach commonly used to get the best-fit equation of a line for a given set of data comprising a dependent and independent variable.

Lifetime value

The current worth of expected future transactions and net income associated with a specific client relationship.

Likert scale

A Likert scale is a rating scale that asks respondents to rate their level of agreement with a set of statements about a product, organisation, or concept. The descriptions used on the scale are Strongly agree, Agree, Neither agree nor disagree, Disagree, and Strongly disagree. It is based on a format created by Renis Likert in 1932.

Linear regression

Linear regression is used to determine the relative impact of various causes in order to replicate a dependent variable. For example, consider the effect of brand visual products on brand appeal.

Logistic regression

Logistic regression is used to determine the relative relevance of various factors in order to recreate a binary dependent variable. It is utilized when traditional linear regression cannot be employed, and it is especially effective in propensity modeling.

Longitudinal research

A research in which data is collected at multiple points in time, allowing trends across time to be studied. This may entail asking the same questions to the same or comparable responders several times. Also known as ongoing research. Longitudinal surveys are also called Trackers.

Measures of dispersion

Measures that show how'spread out' a set of data is. The most commonly used are the range, interquartile range, and standard deviation.

Median

When all the values in a data set are arranged in ascending order, the median is the value of the middle case in a series.

Mixed Mode Studies

To boost response rates, research projects employ a range of collection methods in a single survey (for example, administering the same questionnaire online and in person).

Mode

The value in a set of data that occurs most frequently.

Monadic testing

Monadic testing is a survey approach in which multiple concepts are tested, but each respondent only evaluates one. Monadic testing is widely employed in the early stages of product or concept development, when researchers are experimenting with various concepts or ideas and wish to collect data on their potential customer appeal. For an alternate approach, consider sequential monadic testing.

Multi-stage sampling

A sampling method in which a number of sequential sampling phases are completed before the final sample is collected.

Multiple discriminant analysis

A statistical technique for categorizing individuals into one of two or more groups (or populations) based on a set of measurements.

Multiple regression analysis

A statistical technique for investigating the association between three or more variables and calculating the likely value of the dependent variable based on the values of two or more independent variables.

Multivariate data analysis

Statistical procedures for analyzing two or more variables on a sample of objects. The most commonly used approaches include multiple regression analysis, multiple discriminant analysis, factor analysis, cluster analysis, perceptual mapping, and conjoint analysis.

Mystery shopping

Mystery shopping is a means of evaluating the quality of services supplied to clients. It is also used to determine whether employees are following company policies or industry standards. Mystery shoppers are paid to impersonate regular customers in order to gain an accurate understanding of the shopping/buying process. Mystery shopping can take place in-store, over the phone, online, or a mix of these to gain a comprehensive understanding of the customer journey.

Nat Rep

Nat Rep, an abbreviation for "national representative sample," is a research sample designed to be representative of a country's or region's whole population. This is usually accomplished by drawing participants at random from a sampling frame that includes all persons or households in the target population. The purpose of utilizing a Nat Rep sample is to ensure that the research findings may be applied to the full population.

Natural Language Processing (NLP)

NLP is a subset of AI that studies and generates human language, such as speech recognition, text production, and sentiment analysis.

Net Promoter Score (NPS)

Net Promoter Score (NPS) is a metric for customer loyalty and advocacy. It is a measure used to determine if a client will refer a company's products or services to others. NPS is computed by asking customers to estimate their likelihood of recommending a firm on a scale of 0 to 10, and then categorizing their replies into three groups: Detractors (0-6), Passives (7-8), and Promoters (9-10). NPS is extensively utilized in various industries and sectors because it is a straightforward, rapid, and easy-to-understand statistic that provides a comprehensive picture of a company's customer happiness and loyalty.

Netnography

Netnography is a qualitative research method that investigates online communities. It entails systematically observing and analyzing a group of people's online interactions, communications, and content. Netnography can refer to a variety of online venues, including social media, forums, blogs, wikis, and other virtual communities. The purpose of netnography is to learn about a certain online population's ideas, attitudes, behaviours, and motives, as well as how they communicate and engage with one another in a virtual setting. Also known as online ethnography and webnography.

Neuroscience

Market researchers employ neuroscience to provide an accurate and unbiased evaluation of consumer response. Researchers can use techniques like electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) to assess brain activity and gain a better understanding of how people respond to marketing cues. Researchers have used brain activity to discover the most successful sorts of commercials, marketing messaging, and design concepts for engaging and persuading people. The primary barrier to employing neuroscience in market research is the cost of the equipment and expertise necessary to operate it. However, costs are beginning to fall; for example, portable EEG devices are now available and can be used to detect brain activity outside of the laboratory setting.

Nominal data

Numbers assigned to items or phenomena as labels or identification numbers; they name or classify but have no quantitative meaning.

Non-probability sampling

A group of sampling procedures that use a subjective selection procedure, leaving the probability of selection for each member of the population of interest uncertain.

Non-response errors

An mistakes in a study occurs when some potential respondents do not reply. This could be due to respondents refusing or being unavailable to participate in the research

Non-sampling error

Errors that occur in a study but are not related to sampling error. They are typically categorized into three categories: sampling frame error, non-response error, and data error.

Normal distribution

Null hypothesis

A continuous distribution that is bell-shaped and symmetric around the mean. This means that in a study, 68.27% of the observations fall within one standard deviation of the mean, 95.45% fall within two standard deviations, and 99.73% fall within three standard deviations.

The hypothesis being tested is a statement about the status quo in which no difference or effect is predicted.

Observation

A data collection method in which information is gathered on the behavior of people, objects, and organizations without asking the participants any questions.

Omnibus surveys

A data collection strategy used at regular intervals for a shifting group of clients who share the costs of survey setup, sample, and interviewing.

Open-ended question

Questions that allow participants to respond in their own words. There are no pre-set answer options, and the reply can choose between a simple one-word response and something more elaborate and long. Sometimes referred to as unstructured inquiries.

Ordinal data

Numbers that have the labeling features of nominal data while also communicating the data's rank order. The numbers do not represent absolute quantities or imply that the intervals between them are equal. Participants type in their perceptions or remarks while taking into account the input of other participants.

Predictive analytics

Predictive analytics is the application of data, statistical algorithms, and machine learning approaches to predict future outcomes based on past data.

Price Sensitivity Management (Van Westendorp)

Price Sensitivity Measurement (PSM) is a tool for understanding price preferences. Respondents are asked at what price they believe a product is too expensive, too inexpensive, etc. The best price point is found by having an equal proportion of respondents say "too cheap" and "too expensive". Also known as Van Westendorp.

Primary data

Data gathered by observation, qualitative or quantitative research, either independently or in combination, to suit the specific objectives of a marketing research study.

Principal Component Analysis (PCA)

Data acquired through an observation program, qualitative or quantitative research, either alone or in combination, to suit the specific objectives of a marketing research project.

Probability sampling

A set of sampling procedures that employ an objective selection procedure, resulting in a known probability of selection for each member of the population of interest.

Programme evaluation and review technique (PERT)

A managerial tool for planning a research project. It employs a probability-based scheduling technique that acknowledges and quantifies the uncertainty in project completion times.

Projective questioning

This projective approach, often known as third-party techniques, invites the respondent to contemplate what other people would think about a certain circumstance.

Proportionate stratified random sampling

A type of stratified random sampling (see Stratified random sample) in which the units or potential respondents from each population subset are chosen proportionally to the total number of units in the population.

Purchase intent scales

A scaling approach which is used to measure a respondent's intention to purchase a product or potential product.

Qualitative research

An unstructured research approach with a small number of well chosen participants is used to generate non-quantifiable insights on behavior, motivations, and attitudes.

Quantitative research

A systematic research approach that uses a sample of the population to offer measurable insights on behavior, motivation, and attitudes.

Questionnaire design process

A phased approach to questionnaire design.

Quota sampling

Cells or subsets are chosen based on the characteristics of the population under study, such as age, gender, and income. A numerical quota is established for each cell, and the researcher conducts enough interviews in each cell to meet the quota.

Range

A measure of dispersion that computes the difference between the largest and smallest values in a set of data

Ratio data

Actual 'real' numbers with meaningful absolute values or zeros. This type of data allows for all arithmetic operations.

Regression

A statistical strategy for determining the link between two variables. The nature of the link is determined using an equation.

Reliability of scales

Refers to the degree to which a rating scale generates consistent or stable results. Test-retest reliability is the most frequent method for measuring stability, while split-half reliability is used to determine consistency.

Research brief

A written document outlining an organization's requirements from a marketing research effort. This specifies how the researchers will design the research study.

River sampling

River sampling encourages respondents to complete a survey by placing online banners, advertisements, promotions, discounts, and invitations on many websites and social media platforms. Once their interest is captured and they click on a link, they are asked a series of screening questions before being directed to a survey based on their responses. The research team does not know who will react. thus have no pre-existing socio-demographic information for these respondents, and thus are unable to contact them again after the survey is completed.

Role playing

A projective technique in which a respondent is asked to act out the personality of a brand.

Routing

When creating a questionnaire, routing refers to the survey logic that allows you to adjust or limit the material based on past responses provided by respondents. Branching is another term used to describe this.

Sample

A segment of the population of interest

Sampling error

The variation between the sample value and the true value of a phenomena for the population under study. Can be expressed mathematically as the survey result plus or minus a specific percentage.

Scaling questions

The variation between the sample value and the true value of a phenomena for the population under study. Can be expressed mathematically as the survey result plus or minus a specific percentage.

Screening criteria

Screening criteria serve to ensure that study participants are appropriate, qualified, and representative of the target community. Screening questions are typically conducted at the beginning of a study and can include demographics as well as questions about brand consumption and product ownership. Screening criteria are managed via quota sampling.

Screening questionnaire

A questionnaire designed to choose appropriate participants for a certain research activity, such as a group discussion.

Secondary data

Information that was previously obtained for a reason other than this research project. It could be data available within the organization (internal data) or information available from published and electronic sources outside the organization (external data).

Segmentation

The technique of categorizing markets into groups based on persons or events that are similar but not identical to the other categories.

Semantic differential scales

A scaling method in which respondents score a brand or concept using a set of bipolar adjectives or phrases (e.g., useful and unhelpful; friendly and hostile). Each pair of adjectives is divided by a seven-category scale that lacks numerical or verbal descriptors.

Semiotics

Semiotics is the study of symbols and signs, including how they convey meaning. Semiotics in market research typically entails analyzing the visual and linguistic features of product packaging, advertising, and branding to better understand the cultural and emotional associations that customers have with these symbols. The purpose is to gain deeper insights into consumer attitudes and behaviour, such as why they choose particular items or brands over others. Semiotics assists academics in understanding the unconscious reasons that drive consumer choices and how these choices are influenced by cultural and societal norms.

Sensory testing

Sensory testing is a technique for assessing the properties of a product or food by measuring how it is experienced by the senses of smell, taste, sight, touch, and sound. Sensory testing evaluates a product's qualities, such as look, flavor, texture, and scent, in order to determine acceptability and quality. It can be used to see how a product compares to competitors or to find areas for product enhancement. Sensory testing can take place in a laboratory or in real-world situations, with a small group of trained testers or a large panel of consumers.

Sentence completion

A projective technique in which respondents are presented with an incomplete sentence or group of sentences and asked to complete them.

Sentiment analysis

Sentiment analysis examines the emotion expressed in a text. It's a type of text analytics that employs NLP and machine learning. It is frequently used to analyze survey results, user/customer feedback, and product reviews. Sentiment analysis determines whether a particular text expresses negative, pleasant, or neutral feelings.

Sequential monadic testing

Sequential monadic testing is a survey approach in which each respondent gives input on two or more topics within the same survey. To avoid order bias, offer the concepts in a random order. Sequential monadic testing is widely employed in the early stages of product or concept creation, when researchers are experimenting with various concepts or ideas and wish to collect data on their potential customer appeal. Monadic testing is an alternate strategy.

Share of Shelf (SOS)

Share of Shelf (SOS) is a metric that measures how much space a product or brand takes up on a retail shelf relative to its competitors. This indicator can assist you assess a product's visibility and accessibility in the retail environment.

Share of Voice (SOV)

Share of Voice (SOV) is a metric that measures how much advertising a brand or product receives when compared to others in the same category. It's a way to determine how frequently a brand is advertised in comparison to its competitors.

Share of Wallet (SOW)

Share of wallet (SOW) is a metric that measures a company's market share based on consumer spending. It denotes the percentage of a customer's overall spending on a given product or service category that is allocated to a specific company. Share of wallet is frequently employed in customer relationship management and customer retention tactics, and it can be a useful measure of a company's competitiveness in a given market.

Shelf impact testing equipment

Used to assess the visual impact of new packaging when displayed on shelves alongside competitors' items.

Simple random sampling

A probabilistic sampling method in which every member of the population has an equal chance of being chosen for the survey. The respondents are chosen at random.

Simulated test markets

A study method used to forecast the prospective outcomes of a product launch and experiment with changes to various aspects of a product's marketing mix. Rather of testing in physical storefronts, simulated test markets focus on simulated or laboratory-style testing and mathematical modeling.

Snowball sampling

A non-probability sampling process in which more respondents are located and selected based on recommendations from previous respondents. It is typically employed when the population of interest is small or difficult to identify.

Social media analytics

Social media analytics is the utilization of data from social media platforms to better understand consumer behavior and attitude, as well as track campaign or product performance.

Spearman's rank-order correlation

A correlation approach for ordinal data.

Split half reliability

Measures the internal consistency of a summated rating scale, which refers to how well each item represents the broader construct of interest. The procedure consists of randomly dividing the various scale objects into two half. High correlations between the two parts indicate that the measurements are internally consistent.

Standard deviation

A measure of dispersion that determines the average distance between values in a dataset and the mean. The standard deviation of distinct sets of data can be compared to determine whether one is more spread than the other.

Stapel scales

A variant of the semantic differential scaling approach. It employs a single descriptor and ten response categories that lack linguistic labels.

Stimulus materials

Materials used in group discussions and individual depth interviews to convey the marketer's or advertiser's most recent creative thinking for a product, packaging, or advertising to respondents.

Stratified random sampling

A probability sampling approach that requires the chosen sample to include prospective respondents from each of the population's primary groups.

Structural Equation Modelling

Structural Equation Modelling (SEM) is a statistical technique that tests and estimates causal linkages by combining statistical data with qualitative causal assumptions. SEM approaches include factor analysis, path analysis, and regression, which allow for the development of variables that are not explicitly assessed. For example, it can be used to model and analyze the relationship between various characteristics of consumer satisfaction and how they relate to customer loyalty.

Structured observation

A research method in which observers utilize a record sheet or form to count phenomena or document their observations.

System 1 & System 2 thinking

Psychologists and behavioral economists have postulated a dual system of the mind: System 1 and System 2. In layman's words, this can be considered intuitive and intentional thought. System 1 acts automatically and swiftly, requiring little or no effort and providing no sensation of deliberate control. System 2 thinking is more deliberate, mindful, and reflective, with more involved thought processes. Researchers have developed a variety of ways for measuring System 1 reactions (e.g., Implicit Association Test, Facial Coding, Galvanic Skin Response, etc.).

Systematic sampling

A probability sampling strategy comparable to a simple random sample, but with respondents chosen using a skip interval (i.e. every nth person) rather than random numbers

T-test

If the sample size is too small to utilize the Z test, conduct a hypothesis test on a single mean.

Tabular method of analysis

A method for analyzing qualitative research data on a huge sheet of paper separated into boxes.

Test-retest reliability

Determines the stability of rating scale components over time. Respondents are asked to complete scales at two distinct times, under as similar conditions as feasible. Calculating a correlation coefficient determines the degree of similarity between the two measurements.

Triangulation

Using a variety of data sources, with the flaws of one weighed against the strengths of another. The term triangulation comes from the disciplines of navigation and surveying, where a minimum of three reference points are used to determine an object's location.

TURF

TURF, which stands for Total Unduplicated Reach and Frequency, is a tool for estimating media or market potential and developing appropriate communication and placement strategies. For example, TURF analysis may determine the number of people reached by a client's ice cream flavor combination, as well as how frequently they will be consumed - particularly valuable for determining which ice cream flavors to include in a range.

Type I error

Rejecting the null hypothesis when it is actually correct.

Type II error

Failing to reject the null hypothesis when it is clearly wrong.

Universe

See Population of interest.

Unstructured questions

See Open-ended questions.

User generated content

User-generated online content such as comments, profiles, and images.

UX stands for User encounter, and it relates to a person's total encounter with a product or service, such as its design, functionality, and usability. It includes the feelings, attitudes, and impressions that a person experiences when interacting with a product or service. In market research, UX research is performed to study how consumers interact with a product, website, or service and to find areas for improvement. It can include usability testing, in which users are instructed to complete certain activities while researchers observe and document their interactions. It may also involve surveys, interviews, and other methods for gathering qualitative and quantitative data about user attitudes and opinions.

Validity

Whether the subject that needed to be measured was really measured.

Verification

Data verification in market research is the process of evaluating and verifying the accuracy and dependability of data gathered throughout the investigation. This includes checking the data for errors, inconsistencies, and missing information. The purpose of data verification is to guarantee that the acquired data is comprehensive, accurate, and devoid of any biases or abnormalities that could jeopardize the validity of the research findings. Data verification may include analyzing survey replies and looking for "speeders" (respondents who give answers too quickly), straight-liners (respondents who answer grid/rating questions in the same way), and credible verbatim responses.

Viewing rooms

Specialized facilities/locations for group discussions. They are laid out in the style of a boardroom or living room, with video cameras or a giant one-way mirror placed into one wall. Some are owned by research organizations, but the majority are self-sufficient and accessible to anybody willing to pay the hourly room-hire prices.

Virtual reality

Virtual reality can be used in market research to provide immersive experiences for customers, allowing researchers to collect data on how they engage with products and brands in a simulated environment (for example, within a virtual store or car interior).

VoC

VoC stands for Voice of the Customer. This is a research approach used to gather customer feedback. A well-planned, continuous VoC program can assist businesses in capturing how their consumers perceive their business, product, or service, providing insights that can be used to improve the customer experience. VoC is typically an important component of a comprehensive customer experience (CX) strategy; see CX above.

Web 2.0

Web 2.0 is the second generation of the World Wide Web, distinguished by the transition from static webpages to dynamic, interactive, and user-generated content. The word gained popularity in the early 2000s and refers to a set of technologies and design ideas that enable internet users to collaborate, communicate, and share information more effectively. Web 2.0 characteristics include social networking, blogs, wikis, podcasts, video sharing, and online communities. These tools and platforms enable users to produce, share, and comment on information, as well as connect and interact with one another in novel and inventive ways. Web 2.0 has had a dramatic impact on the way people consume and create information online. It has also been a major driving force behind the expansion of

Web 3.0

Web 3.0 refers to the next version of the World Wide Web, which combines artificial intelligence, machine learning, and the decentralized web in an immersive manner, giving consumers more control over their data and online identity. It aims to create a more intelligent, rich, and linked web that provides a more personalized, frictionless, and secure user experience.

Web scraping

Web scraping is a technique used in market research to collect vast amounts of data from the internet, such as price information, product evaluations, and social media sentiment. This information can then be used to obtain insights into market trends, consumer behavior, and competitors' tactics.

Weighting

The practice of altering survey response values to account for over- or under-representation of various respondent categories. Weighting is employed when the sample design is disproportional or the final sample does not adequately reflect the population under consideration.

Word association tests

A projective technique in which respondents are asked to identify brands or goods that they connect with specific terms. In addition to the immediate results in terms of brand images, it is also an excellent strategy for establishing rapport inside a group conversation and getting everyone to contribute and participate.

Word cloud