Resources

Glossary of Terms

Account Manager/Executive
Generally the person in any company responsible for selling or promoting the services which the company has to offer. In marketing research, this is typically the person at the research company who oversees the entire research process to deliver a project which meets the client's expectations. This person would normally be the client's key contact.

ACR
Association for Consumer Research

Aided Recall/Awareness
A technique used to aid memory, something that stimulates remembering, i.e., picture, words. Reading or showing the respondent the possible answers to a specific question.

Alert
Any means (i.e., telephone, fax, mail) of informing a Data Collection Company of the study authorization to include the starting date, delivery of materials, quota, timing, cost, etc.

AMA
American Marketing Association

Analyst
The person most responsible for reviewing, analyzing and summarizing the data from a research project.

Analyze/Analysis
To review information gained from the responses of questionnaires completed for a study; to arrive at conclusions and to make the necessary decisions and recommendations on the subject being studied.

Answer Cards
See Exhibit Cards

Anthropomorphic or Brand Personality Research
A research technique in which participants describe a product, service or brand in terms of a human being with personality traits so that the participants' feelings about the object/brand can be determined. Also called Brand Personality Research.Based on the premise that brands can have personalities in much the same way as humans, Brand Personality describes brands in terms of human characteristics. Brand personality is seen as a valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people. Much of the work in the area of brand personality is based on translated theories of human personality and using similar measures of personality attributes and factors.In today's market, the value of brand equity cannot be overestimated. The value that is added to a product by its brand name is of critical importance. While the building of a brand personality rests in the hands of those in marketing and advertising, the identification of the consumers' perception of brand personality requires the tools of marketing research. A large part of such research might utilize psychographic techniques to expose emotional associations that are relevant to the consumer. From this research should emerge a host of perceived and actual product personality traits that are unique to a particular brand.

APA
American Psychological Association

ARF
Advertising Research Foundation

ASA
American Statistical Association

Attempt
Every contact with a potential respondent; whether, or not, anyone is actually reached and whether, or not, a completed interview results.

Attitude Research
A survey conducted to obtain information on how people feel about certain products, ideas or companies.

Attribute
A word or phrase used to describe the idea, product or object being evaluated.

Audit
This word has two (2) definitions in the marketing research industry. The first is often referred to as a Store Audit. This is a method used to determine the number of units of a product sold in stores. It is the counting of units of specific products on the shelves in a store, along with knowledge of the number of products ordered and stocked. The second definition is often referred to as a Project Audit. This is the act of visiting a project site to ensure all specifications are being met and procedures are being followed.

Awareness (Recall)
A measure of a respondent’s knowledge of a particular product, company, service or commercial. Categories of awareness or recall often employed in marketing research include “top of mind awareness,” “unaided awareness,” and “aided awareness.”

Base
The required number of interviews requested to be completed.

Bench Mark
A study conducted to obtain a snapshot or reading of current conditions prior to some change in market conditions or the introduction of some test conditions. These results are then used as a standard for comparison. Often used to refer to the first study in a series of like studies to be conducted over time at some regular interval.

Biased Questions
Questions which are phrased or expressed in such a way that they influence the respondent’s opinion. They may provide information which leads the respondent to consider the subject in a specific way. Bias may be introduced through verbal or facial expressions, body language, or by paraphrasing questions.

Biased Responses
An untrue statement of an opinion or attitude given by the respondent. This biased or untrue reporting can be conscious or unconscious.

Biased Sample
A sample that is not representative of the Universe of the targeted audience.

Bid
Estimated costs associated with compliance to specifications.

Blind Test
A technique used to evaluate a package or product without benefit or influence of the brand name.

Brand Share
The percentage of a specific product or service sold from among the total products or services sold in a single product/service category. These percentages are typically based on the dollars represented by the sale of the product or service.

Brand/Brand Name
A product name, usually other than that of the manufacturer or company.

Briefing
A training session, prior to starting work on a study/survey, in which all of the survey specifications, questionnaire parts, and details of the interview are reviewed, explained, and clarified for all interviewers assigned to the project. This is generally followed by practice interviews being administered by one interviewer to another.

Busy (BZ)
The accepted abbreviation for indicating a busy signal when dialing on a phone survey.

CAC
Consumer Advocacy Council

Callback (CB)
Refers to interviewing a specific person following a product usage or refers to attempts, after the first attempt, to contact potential respondents who were not previously available for interview.

CAPI
The industry acronym for Computer Assisted Personal Interviewing.

CASRO
Council of American Survey Research Organizations

CATI
The industry acronym for Computer Assisted Telephone Interviewing.

Cell
A term used when referring to a subsample in a study. In a paired comparison product test, one subsample (or cell of people) tests Product A first and then Product B, while the other subsample (cell) tests the two products in reverse order. These subsamples may be referred to as Cell A and Cell B. It can also refer to geographic areas, North vs. South; demographics, old vs. young, and so forth.

Census
Generally refers to a complete canvas of the population being studied.

Central Location Test (CLT)
A term used to describe a study conducted at a selected test site or sites in an area. The interviewing method is usually in person and done one-on-one or in groups.

Check List
A list of items to be examined or things to be done. For example, a supervisor may receive a check list with the materials for a job listing the supplies enclosed. A questionnaire may contain a list of items to be checked off by the respondent or the interviewer during the interview.

Clarifying or Clarification
A technique used by an interviewer where the interviewer repeats an unclear phrase or word from the respondent's previous statement and then encourages the respondent to expand the answer to make their answer more clear.

Classification Questions
Survey questions designed to describe respondents in terms of demographics such as age, income, occupation, etc. Sometimes these questions are called “control questions” or “background questions.”

Client
Anyone who purchases the services of another. In marketing research, the client typically funds and uses the research data, and may be a full-service research company, an advertising agency, a manufacturer, a newspaper or another data collection company.

Closed-End Questions
These questions have the possible answers printed on the questionnaire. The interviewer is required merely to indicate the respondent’s answer from the possible choices.

CMOR
Council for Marketing and Opinion Research

Coding
Combining similar answers and assigning a numeric code so they may be processed by a computer. Usually done by a staff of people called Coders working from a code sheet of answers with their assigned code numbers.

Completion Rate (Completes Per Hour - CPH)
The number of interviews completed per hour of interviewing. Factors influencing completion rate are accuracy of sample, study incidence, interview length, screener length and cooperation rate (i.e. how many qualified respondents will actually complete the survey).

Completions
Questionnaires that are completed through a pre-determined question sequence and are included in the final data set for the study.

Concept Statement
A brief written description of a new product or service idea.

Concept Test
A test of consumer reaction to a description of a product or service rather than to the product or service itself

Confidentiality
Confidentiality refers to the act of not divulging two types of information in a research study. First, confidentiality is maintained when study information such as client name, brand name, purpose of the research, concepts and/or pro-ducts (except as directed by the study instructions) is only provided to those who have a need to know. Confidentiality also refers to maintaining the privacy of any information collected from or about any individual respondent.

Conjoint Analysis
A multivariate technique used for estimating the value people place on the attributes or features which define products and services. Conjoint analysis is a versatile marketing research technique that can provide valuable information for market segmentation, new product development, forecasting and pricing decisions. Respondents trade product attributes against each other to establish product (brand) preference and the relative importance of attributes. The advantage of conjoint analysis is that respondents are asked to evaluate products in the same manner as consumers; that is they trade off characteristics against one another during the evaluation process (the term conjoint is a contraction of CONsider JOINTly). The goal of any conjoint survey is to assign specific values to the range of options buyers consider when making a purchase decision.In a real purchase situation, shoppers examine and evaluate a range of features or attributes in making their final purchase choice. Conjoint analysis examines these trade-offs to determine what features are most valued by purchasers. Once the data are collected, the researcher can apply the known trade offs to estimate market share for products with different attributes/features.

Consumer
The ultimate user who purchases a product or service to satisfy their needs.

Contact
Interviewers interaction with a potential respondent to determine eligibility for participation.

Cooperation Fee (Co-op)
Money paid to stores, respondents, etc. for cooperation on audits, focus groups, etc. Also called an incentive.

Cooperation Rate
The percent of all qualified respondents who agree to complete an interview. The cooperation rate is impacted by length of interview, subject matter and type of person being interviewed.

Copy Testing
Method of determining the degree of understanding, impact, awareness and believability that an ad may generate. Respondent is shown the ad, then questioned about his/her opinions.

CPI (Cost Per Interview)
This cost is determined by dividing the number of completed interviews into the total budget for a project.

Cross-Tab (X-Tab)/ Cross-Tabulation
A table which shows the frequency and/or percentage of respondents, who gave various answers to a question in the survey, and which simultaneously shows these answers for various sub-groups of respondents.

Data
The term frequently used to describe the contents of surveys or polls. A group of facts or statistics.

Data Collection
The gathering of information (figures, words or responses) that describe some situation from which conclusions can be drawn. The gathering of information from administered questionnaires.

Data Collection Company
The enterprise or agency that supplies trained interviewers for clients and receives payment for services delivered. The service is responsible for hiring and training of interviewers, executing a client's job exactly as specified, editing and validating each interviewer's completed assignment. Services can operate with interviewers who work exclusively for them or interviewers who work with them as well as other services in the area. Also known as a "field service" or "interviewing service."

Data Collection Instrument
Any device used to gather information from a respondent, for example, questionnaires, computers, tape recorders, or video tape machines.

Data Processing
The counting and tabulating of raw information (i.e., Data) into table form suitable for future use. This term is usually associated with computer tabulations.

Deadline
The date when an assignment must be completed.

Debriefing
An in-depth conversation with interviewers at the conclusion of a study. The interviewer plays back his/her impressions of the respondent's feelings about specific questions. This technique is often used immediately after a pre-test of a questionnaire. The information provides the researcher with insights necessary to revise or refine the final questionnaire and/or future studies.

Demographics (Demos):
Demographics pertain to vital statistics, such as age, income, education and other personal characteristics of the respondent.

Diad
This is in-depth interview involving two people, the interviewer and the respondent. Also known as a "one-on-one."

Diary
A log, where information is recorded relating to respondent's experiences with a subject or product. Diaries can also be a record of regular purchases or viewing habits. Often given to respondents when they receive a product to use at home.

Dig
See Probe/Probing.

Disc (Disconnect)
The accepted abbreviation to indicate that a phone number has been disconnected, usually noted on the dialing report by the interviewer.

Display/Concept Board
Provided by the client to help the respondent picture or understand the product/ideas under discussion.

Disposition
The result of an attempt to reach or contact a potential respondent.

Distribution Check
A check and recording of the availability of specific items in stores.

DK (Don't Know)
The abbreviation recorded when a respondent lacks the knowledge to provide an answer to a question.

Door-to-Door Survey
Interviews conducted in pre-selected areas that involve knocking on the doors of homes to find qualified respondents.

Editing
The process of examining questionnaires to insure that all the questions have been answered properly and that all written verbatim responses are complete, meaningful and legible.

Eligible Respondent
A person who meets certain criteria set for a particular study and thus qualifies to be included in the study. Respondents may be qualified on such characteristics as age, income, brand used, etc.

ESOMAR
European Society of Opinion and Marketing Research

Ethnography
Ethnography is a qualitative method of studying and learning about a person or group of people. Typically, ethnography involves the study of a small group of subjects in their own environment. To develop an understanding of what it is like to live in a setting, the researcher must both become a participant in the life of the setting while also maintaining the stance of an observer, someone who describes the experience. Rather than looking at a small set of variables and a large number of subjects ("the big picture"), the ethnographer attempts to get a detailed understanding of the circumstances of the few subjects being studied. Ethnographic accounts, then, are both descriptive and interpretive; descriptive, because detail is so crucial, and interpretive, because the ethnographer must determine the significance of what she observes without gathering broad, statistical information. The term ethnography may be loosely applied to any qualitative research project where the purpose is to provide a detailed, in-depth description. This is sometimes referred to as "thick description." The use of the term "qualitative" here is meant to distinguish this research from more "quantitative" or statistically oriented research. The two approaches, i.e., quantitative and qualitative, while often complimentary, ultimately have different aims.

Executive or Business-to-Business Interviews
Interviews that involve talking with business men and women in companies of all sizes.

Executive Summary
See Management Report

Exhibits/Exhibit Cards
Printed cards, pictures, statements, actual products or advertisements given or shown to a respondent during the course of an interview, and usually relating to specific questions within the questionnaire. These aid the respondent in answering the question.

Exploratory Research
See Qualitative Research

Female Head-of-Household (FHH):
The woman most responsible for maintaining the household. May or may not be the primary wage earner.

Field
The physical location where the interviewing takes place.

Field Director
The person assigned to implement the design of a survey through data collection companies. He/she is generally responsible for selecting the data collection companies and preparing specific study instructions for the interviewers and supervisors.

Field Service
See Data Collection Company

Field Supervisor
The person responsible for the selection, hiring and training of interviewers. He/she is responsible for the data collection phase of the survey according to instructions.

Focus Group/Interview (FGI)
An unstructured interviewing technique where a small group (8 to 10) of eligible respondents are invited to participate in a discussion about a particular topic. A trained moderator guides the discussion of the respondent group. A type of qualitative research.

Frequency
The number of times a specific condition exists. This is usually recorded by number of times per day, per week or per month.

Full Service (F.S.) Research Company
A company hired by a manufacturer or service company to design and manage the implementation of a research project, as well as analyze and interpret the data. The full service company may collect the data themselves or hire a data collection company for this phase of a project.

Gratuity
See Cooperation (Co-op) Fee.

Grid
A chart that can be used to record responses to questions or track the progress of a project.

Hand Tab
The simplest type of tabulation possible; consists of a manual count of the answers to certain questions on the questionnaires.

Handout Cards
See Exhibits.

Hash Mark
A way of tallying or counting by accumulating identical lines into groups of five, i.e., 1111 1111. Each mark or line represents one respondent or item.

Head of Household (HH)
One person in a household is termed as the "Head." The Head is usually the person who has primary decision-making responsibility for the household and lives in the dwelling. When two or more people share this responsibility, the client will specify which individual should be surveyed. It may be the person earning the greater income in the household. Survey assignments will generally specify male or female Head of Household to be interviewed.

Home Audit:
A survey where an interviewer enters a respondent's home to take an actual inventory of particular products on hand in the house at the time of the interview.

Home Use Test (HUT)
The placement of a test product with the respondent to be used under in-home usage conditions over a specific time period. The test product may be "identified" or labeled as to what it is, or the product may be "blind," only identified by a code letter or number. Respondents may be questioned before they are given the product to use. They are definitely questioned about their reactions to the product after their in-home use experience.

Host or Hostess
The person whose major responsibility is the comfort of clients, guests and respondents at a focus group or central location test

In-depth Interview (IDI)
An interviewing approach which delves into the respondent's reactions to questions in an unstructured manner. In all in-depth interviews, a guide is essential, enabling the interviewer to direct the flow of conversation to relevant subjects. In many cases, the interviewer will be a trained focus group moderator. A type of qualitative research.

Incentive
See Cooperation (Co-op) Fee.

Incidence
The frequency of something occurring in the population. It usually refers to persons and is stated as a percentage (i.e., the percentage of people in the U.S. who eat cereal for breakfast). In marketing and opinion research, incidence is a measure of the level of effort needed to reach qualified or eligible respondents.

Industrial Survey
A marketing research study which focuses upon products and services utilized by businesses and manufacturing firms, conducted among respondents employed in such bus-inesses (as opposed to a consumer survey).

Initial Refusal
This occurs when a respondent refuses to participate in a survey at the interviewer's initial introductory statement.

Interactive Interviewing
Asking questions and recording answers via computer

Interactive Voice Response (IVR) Research
Interactive Voice Response (IVR) research allows respondents to take surveys by interacting with a computer using a telephone touch pad instead of a computer keyboard, incoming telephone call, direct mail questionnaire or face-to-face interview. Respondents call a toll-free phone number, enter a code and then take a survey. Respondents enter their responses by using the touch-buttons on the phone's keypad. If a "voice capture" feature is used, open-ended responses are digitally recorded when the respondent speaks into the phone's mouthpiece. The data captured are available almost instantaneously to the researcher. A common application of IVR is to combine the technology with a respondent incentive. For example, phone cards, preloaded with a given amount of phone time, are printed with the survey company's name and phone number for respondents to call. The cards are disseminated to the desired respondent universe with instructions that by calling the phone number printed on the card and completing the survey, the respondent will be given the activation number for the free phone minutes. Dissemination of the cards can be by mail or in person, the latter being of particular benefit when trying to research a universe that is gathered in one place for a brief point in time (car races, bars, mall openings, state fairs, etc.). The IVR application works particularly well among respondents who are less likely to be willing to accept telephone/intercept interviews and among respondents who do not have computer or Internet access. Additionally, respondents with literacy limitations and those with language barriers to English are easily accommodated by this technology. It should be noted that IVR research technology can be combined with more traditional research techniques to form a hybrid interview methodology. For example, if certain stimuli need to be presented, such as pictures of new package designs, the stimuli can be provided to the respondent on paper and then the survey administered via IVR.

Intercept Interview
A term used to describe a study conducted in person with respondents who are approached or intercepted in high traffic locations such as grocery stores or shopping malls.

Interview
The exchange of information between the interviewer and the respondent. A questionnaire is the vehicle used for this exchange. The interviewer records the respondent's responses to a question or series of questions. The exchange can be in person or on the telephone; answers can be recorded on paper or via computer.

Interviewee
See Respondent

Interviewer
The person conducting the interviewing by asking questions.

Interviewer Bias
An influence on answers to questions caused by the presence, attitudes or actions of the person asking the questions.

Key Word Recording
A method used by interviewers to record answers to open-end questions. Rather than recording the answer verbatim, only key words and phrases are written down, not complete sentences. This technique requires the skill of a well-trained interviewer so that important or meaningful words are not left out.

Leg
See Cell

Length of Interview
The actual number of minutes it takes to ask the questions and record the answers in a survey. This should include the time it takes to taste any products, review concepts, etc. Screening time should be shown separately so that accurate completion rates can be calculated.

Logo
A unique symbol, trademark or type style used to represent a company or brand name on packaging, in advertising, in promotional materials or other communications.

Mail Panel
A collection of respondents who have been recruited to participate in surveys conducted through the mail. The organization that has developed a mail panel generally has classification data about the household to allow the client to select a sample of respondents with whom to conduct a survey. Mail Panels can be local or national in scope.

Mail Survey
A survey conducted via mail. Respondents may, or may not, be recruited ahead of time to participate.

Male Head-of-Household (MHH)
The man most responsible for maintaining the household. May or may not be the primary wage earner.

Mall Intercepts
Interviews conducted in shopping malls by randomly selecting people from among those present to be screened. The main part of the interview can take place either on the mall floor or inside the offices of a data collection company located within the mall.

Management Report
A summary report of the survey data covering the highlights or key findings.

Market Research
A process used to define the size, location, and/or makeup of the market for a product or service.

Market Share
See Brand Share.

Market:
The geographic area or areas in which a research project takes place. A market may be a region of the country, a state, a county, a city or some portion of a city.

Marketing & Opinion Research
A process used by businesses to collect, analyze and interpret information used to make sound business decisions and successfully manage the business.

Media
This term refers to methods of message communication. Media is the plural of medium. Magazines, newspapers, radio, television and billboards are referred to as advertising media.

Media Research
Research that is centered on issues of media selection and efficiency

Media Test
Research method that examines the impact of advertising through various media.

Methodology
Procedure by which data are collected (i.e., mall intercept, telephone survey, focus group, etc.)

Moderator
Someone who is the leader of a focus group discussion, in-depth interview, or other meeting. Often works from pre-determined outline of subjects to be covered.

Monadic Evaluation
A study or part of a study in which the respondent evaluates only one stimulus on its own merits, rather than comparing it to other test stimuli. The stimulus can be a product, concept, advertisement, etc.

Monitor
A quality control measure which may involve observing, auditing and checking the interviewing for the purposes of ensuring required procedures are followed and to give feedback and instruction to the interviewers. Monitoring is one means of validating or giving assurance that data is collected from qualified respondents who are interviewed under prescribed conditions. Monitoring can be done in person for face-to-face interviews or by telephone for telephone interviews.

MRA
Marketing Research Association

MRCBOK
Marketing Research Core Body of Knowledge

MRS
Marketing Research Society

Multi-variate Techniques
Multi-variate Techniques are forms of statistical analysis that are used where there are two or more dependent variables to be analyzed simultaneously. These techniques are any statistical procedures that simultaneously analyze several measurements (variables). They encompass a range of analysis techniques which can examine quantitative data in more depth than can usually be obtained from a basic cross-analysis of the data by, for example, age, gender and social grade. The essence of this range of approaches is that the information is analyzed in a way that permits patterns to emerge from within the data itself - i.e. based on the responses of the informants - rather than being imposed in advance, perhaps incorrectly or simplistically, by the researcher.

Multiple Answers
When more than one answer is acceptable for the same question.

Multiple Choice Questions
Respondents are offered a check list of responses to a question and are asked to choose one or more that seem appropriate. Commonly referred to as closed-end questions in marketing and opinion research.

Mystery Shopper
A person sent into a business location to act in the role of a customer to evaluate business and/or employee performance. A type of observational research.

Mystery Shopping
Mystery Shopping is a research technique used by a wide variety of commercial, governmental and other organizations. Its purpose is to help to assess and improve the standards of service they provide to their customers by comparing their achieved performance against their own targets and against the standards provided by competitors and other organizations. Provided that it is carried out professionally and with appropriate safeguards, Mystery Shopping is a valid and legitimate form of marketing research. It does have certain unique characteristics that distinguish it from other types of research. In particular, “respondents” are not aware that they are the subjects of research. Also, contrary to other Marketing Research standards, identifying the respondent’s name to the sponsor is usually part of the process. This is because one of the most common uses of Mystery Shopping is to evaluate a company’s training program as it relates to customer service delivery. An individual respondent’s performance may be assessed as part of the process. Additionally, it is not unusual for companies to use the outcome of Mystery Shopping as a way to identify employees who need further training or who deserve bonuses or rewards. The approach involves the use of evaluators who are specially trained to observe and measure the nature and quality of the services being offered to customers. These evaluators, or Mystery Shoppers, pose as consumers and chronicle detailed information about their Mystery Shopping experience using questionnaires or narrative reports. Mystery Shopping is used not only by Marketing Researchers but also by merchandisers, security firms, private investigators and employee training groups and organizations. Provided that it is carried out professionally and with appropriate safeguards, Mystery Shopping is a valid and legitimate form of marketing research. It does have certain unique characteristics that distinguish it from other types of research. In particular, “respondents” are not aware that they are the subjects of research. Also, contrary to other Marketing Research standards, identifying the respondent’s name to the sponsor is usually part of the process. This is because one of the most common uses of Mystery Shopping is to evaluate a company’s training program as it relates to customer service delivery. An individual respondent’s performance may be assessed as part of the process. Additionally, it is not unusual for companies to use the outcome of Mystery Shopping as a way to identify employees who need further training or who deserve bonuses or rewards.

N.A. (No Answer):
The accepted abbreviation to indicate no response to a question because the respondent refused to reply, the question did not apply, or it was skipped for some reason.

N.H. or N.A.H. (Not At Home/No One Home)
The accepted abbreviation to indicate the respondent is not at home, there is no answer to the doorbell, or the telephone.

Non-Response
See N.A.

Observation Check
See Distribution Check.

Observational Research
A means of collecting data through watching the situation of interest and recording behaviors, pertinent facts or actions.

Omnibus Survey
A survey which examines a number of unrelated topics or issues. This may be a "shared expense" study in which a number of different clients participate.

One-on-One Interview (1-on-1)
An interview conducted by an interviewer with one respondent at a time.

One-Way Mirror
A sheet of glass which, when viewed from one side, appears to be a normal mirror, and when viewed from the other side, is transparent. Utilized in marketing research when observation of respondents is desired without their being aware they are being observed. A one-way mirror is often used in Focus Group Discussions.

Open-End (O.E.) Questions
Questions which have no set of anticipated responses listed on the questionnaires. The interviewer records the respondent's verbatim response. When the survey is interviewer-administered, the respondent is encouraged to respond completely and freely with the use of probing and clarifying techniques. These questions may also be self-administered.

Order Bias
The problem which occurs when the sequence of questions or answers on a questionnaire tends to influence respondents to answer in a certain manner.

Out/Outed
See Terminate

Package Test
A test that measures consumer reactions to a package or label.

Paired Comparison Evaluation
A study or part of a study in which the respondent compares two or more test stimuli (i.e., products, concepts, labels, etc.) according to some criterion, such as preference.

Panel Research
A general term used to describe a pre-selected group of homogeneous people used more than once over a period of time to collect information.

Pantry Check
See Home Audit.

Perceptual Mapping
A group of techniques for visually depicting where your products and services are versus the competition. You can see the product or service's image in the market and how it compares to that of the competition. The outcome of perceptual mapping, a "product map", provides a visual cue that often identifies an opening where there is little or no competition for a product or service. The product map produces a picture or map of a market. The map shows how products are perceived on specific features or attributes such as reputation, price, quality etc. Product maps show which products compete in the consumer's mind and suggests how a product can be positioned to maximize preference and sales. They can be used in a multitude of applications: Market Description and Segmentation: Product maps identify which products, companies or services compete in a market. Maps provide a clear description of the structure of a market and suggest possible segmentation strategies. Identifying Product Weaknesses: Maps show how products are viewed or rated on specific attributes or dimensions. Analysis of maps can identify weaknesses on attributes and suggest new advertising and/or positioning strategies. Concept Development and Evaluation: Proposed new product concepts can be developed and evaluated by examining how they stack up against existing products. Tracking Consumer Perceptions: Product mapping is an ideal way to track shifts in consumer perceptions of products or services over time. Identifying Differences Among Groups: Companies often want to determine whether distinct groups of people (ie. users vs. non users, men vs. women) perceive their products differently. Product mapping is an excellent way to determine if differences exist between the perceptions of distinct groups.

Personal Interview
Respondents are questioned face-to-face by the interviewer. The interviewer may cover any topic. The personal interview can be conducted in the respondent's home, place of business, or at a central location facility. These interviews can be long or short, depending on the topic to be discussed. Exhibits are often used in this approach to aid the respondent in answering questions.

Pilot Test
See Pre-Test.

Point-of-Purchase (P.O.P.)
The physical location where product is actually purchased. This term may be used to refer to materials used at the point of purchase to promote or call attention to a product or sale (P.O.P. Materials). It may also refer to conducting research at the point of purchase to obtain the purchasers top of mind reaction to the product just purchased.

Point-of-Sale (P.O.S.)
See Point-of-Purchase

Political Studies
Used by government agencies, officials, candidates and political parties to determine the opinion of the electorates.

Poll
See Survey

Population (Pop)
The total number of people in a country or region or any geographic area or political subdivision.

Pre-coded Questions
See Closed End Questions

Pre-Codes
The numbers pre-printed on a questionnaire for data entry and tabulation purposes. For closed-end questions, the number(s) can be circled as the answer.

Pre-Recruit
Consumers or business professionals are contacted either by telephone, mail or in person and invited to participate in a study scheduled for a future date and time, if qualified. People who agree and are eligible are often compensated for their participation in the interview.

Pre-Test
A phrase used to describe two different activities. "Pre-test" is used most often to describe a procedure where the design or questionnaire itself is tested on a small scale before it is put to use in a full-scale study. It is conducted to assure that the questionnaire and the actual study are designed properly to elicit the desired information. Pre-test is also a term used by many advertising agencies to describe a procedure where people are asked what they think of certain advertising headlines and/or advertising before they appear in magazines or on TV. Also referred to in this sense as a "Bench Mark."

Preference
The state of being preferred; i.e., chosen over another or others.

Probe/Probing
An interviewing technique used to obtain more information from the respondent. Often used on open-ended questions.

Product Category
The class of products to which a brand belongs, i.e., shampoo is a product category.

Product Placement Tests
Can refer to two types of tests. ¨Products are placed with consumers who "try" the product and give their opinion about the product. Products are placed on retail shelves to observe the rate of consumer sale.

Professional Researcher Association (PRC)
An application and exam based program designed to recognize the qualifications and expertise of marketing and opinion research professionals.

Project
A specific marketing research or opinion research study with its own unique set of specifications.

Project Director
The person who coordinates all phases of a research project.

Projective Test Technique
A method of getting the respondent to project himself into role-playing. Used in qualitative research.

Prototype
A model or mock-up of a proposed product or package.

Psychographics
A means of grouping people based on lifestyle and attitude characteristics, rather than demographic.

Purchase Intention Measurement
A measure of the respondent's attitude toward buying a product or service.

Purchase Panel
A sample of households which report their purchases of pre-designated items on a continuous basis

QRCA
Qualitative Research Consultants Association

Qualified Refusal
This occurs once all qualifying questions have been asked. The respondent is eligible for the test, but for some reason, refuses or is unable to complete the study.

Qualified Respondent
See Eligible Respondent

Qualitative Interview
See In-depth Interview

Qualitative Research
Research that yields an in-depth understanding about an issue. Qualitative research typically focuses on a small number of people. Since these people are interviewed in-depth, interviews tend to be longer and are often unstructured. An outline of discussion points, rather than a questionnaire, is often used. This type of research also tends to be conducted in person, either in focus groups or one-on-one interviews.

Quantitative Research
Research used to statistically estimate the viewpoints of a population providing estimates of percentages or averages. This research usually employs larger samples and takes less of the respondent's time. Telephone surveys, mail surveys, intercept surveys, central location studies, in-home use studies, door-to-door studies are all used in quantitative research.

Questionnaire
The printed or computer form or instrument used to ask specific questions. Questions are to be asked exactly the same way by all interviewers on a study.

Quota
The total number of interviews to be completed by a data collection company. Quotas may also be defined by market, by product, by interviewer, by rotation, etc.

Quota Sheet
The form used to track completed interviews on a study. Normally used by the supervisor.

Random Digit Dialing (RDD)
A selection of telephone numbers where the digits in the numbers are picked by chance--often by a computer. Allows listed, unlisted, and new numbers the chance to be called.

Random Sampling
Given a specified sampling procedure, all consumers within the universe have an equal chance for respondent selection.

Ranking/Rank Order
A procedure requiring the respondent to order a set of items with respect to some designated property of interest such as first, second, third, etc., on overall preference or a specific product characteristic. Note: Each rank level may only be used once by a single respondent.

Rapport
The level of cooperation achieved between the interviewer and the respondent.

Rating
A procedure used to evaluate the concept, product, advertisement, etc. being tested. It requires each re-spondent to select one response from a scale to indicate the degree of his/her opinion.

Rating Scale
See Scales.

Recall Interview
See Callback #1.

Recall Measurement:
A respondent recounting what he/she remembers about something they have read, heard or seen without the bene-fit of stimuli. The method is used in measuring brand and advertising awareness.

Recruiter
See Interviewer.

Recruiting
To invite respondents who meet specific eligibility criteria to take part in a research project. Recruiting can be conducted in person, on the telephone, or by mail.

Refusal Rate
The percentage of people who refuse to participate in a particular study.

Refusals (Ref)
Respondents who will not participate in an interview. Refusals are tracked at various points within a survey, i.e., initial refusal, qualified refusal, etc.

Representative Sample
Selection of a sub-set which proportionately represents the total universe from which it was selected.

Respondent
The person who is interviewed. No matter what type of survey is being conducted, the person being interviewed is always called the respondent.

Respondent Fee
See Cooperation Fee.

Response
A reply or answer to a question or statement on the questionnaire.

RFP
An RFP is a Request for Proposal. "Request for Proposals" is a system used to obtain bids (proposals) by invitation made by a prospective client to a vendor or vendors. The prospective client is "inviting" specific written offers from vendors, suppliers, contractors, etc. before awarding business to the lowest offeror/bidder. Sometimes, other criteria than "lowest bid" will dictate the award of a job to a vendor.

RIC
Research Industry Coalition

RILF
Research Industry Leaders' Forum

Role Playing
A term meaning that a person can pretend he/she is someone other than who he/she is to influence response. This technique is sometimes used by moderators while conducting qualitative interviews. Most often it refers to the procedure used by interviewers to prepare for conducting an interview.

Rotation Procedures
The manner in which various questions are asked or exhibits/products are shown in different order for every interview, as instructed. This process eliminates the possibility of order bias that could develop if all questions were asked and exhibits shown in exactly the same order for every interview conducted on a particular study.

Sales Waves
Sales Waves are respondent contacts that take place immediately upon the conclusion of a Marketing Research interview or in successive waves thereafter. A Sales Wave offers to the respondent the product or service that was the subject of the initial interview. The product or service is made directly available to the respondent at the regular or expected retail price and then is delivered to the respondent after money is exchanged via cash or the setting up of an account in the respondent's name. Almost always, at the conclusion of the Sales Wave portion of a study, all monies are returned to the respondent or the account is never collected upon. The purpose of Sales Waves is to gauge actual purchase intent and, ultimately, likely sales volume. Data gathered from Sales Waves are considered more reliable than data gathered from hypothetical purchase intent questions because the respondent is making an actual commitment with his or her own dollars. It is a discrete choice test where respondents can receive the product of service of their choice or, perhaps, no product or service at all. In this scenario it is essential that respondents have the mind-set that they are paying real dollars for whatever they order. Sales Waves are considered by some manufacturers and service providers to be required in Marketing Research projects that involve new food products, breakthrough products or services, or line extensions. Because the intent is to generate information and not sales, Sales Waves are considered legitimate Market Research. The controversy arises over respondent perceptions of sales vs. research: can respondents make this subtle but important distinction? There seem to be contradictions in the standard Marketing Research practice of utilizing Sales Waves. We make promises to respondents that we will not sell them anything and then we offer a product or service for sale at the end of the interview (or sometime thereafter). Marketing Researchers have worked diligently to differentiate between selling and researching; "sugging", or Selling Under the Guise of Research, is considered a violation of research ethics. However, there is a clear distinction in the motivation or underlying reason for sales vs. Sales Waves: sales are employed to generate profits; Sales Waves are employed to generate data and information. Measuring expected sales or sales volume is a legitimate Marketing Research outcome. With recent concerns over respondent cooperation and privacy, Sales Waves are not used as often as they once were. However, they continue to be used in our industry by many large manufacturers and service providers. Ultimately, the decision as to whether to accept studies that incorporate Sales Waves is a business decision that must be made on a case-by-case basis.

Sample
The statistical selection of some respondents to represent the opinions of many. The answers of the interviewed respondents (SAMPLE) are used to predict the opinions of the larger number of persons they represent.

Sample Size (SS)
The number of interviews to be completed in a study.

Sampling Instructions
Procedures an interviewer is to follow in selecting re-spondents to interview. These sampling instructions may also be called sampling plans or procedures or respondent selection. Must be followed exactly to assure accurate respondent selection.

Scales
A measurement device which allows a respondent to report the "degree" of his/her opinion. Scales are usually in the form of statements or numbers. Pictures may be used in face-to-face interviews. They are sometimes printed on exhibit cards for easier understanding.

Screening
The procedure which involves interviewers asking specified questions to determine if respondents are eligible or qualified for a particular study. Done at the very beginning of the interview.

Security
See Confidentiality

Security Screening
These are the questions, usually at the beginning of a survey, which determine whether a respondent is qualified or eligible to participate in the study. Some of these questions are intended to prevent people with special interest in the study's subject from gaining access to the study information through participation in the study.

Self-Administered
An approach in which the information desired is recorded by the respondent with or without the aid of an interviewer.

Sentence Completion
A questioning technique which uses an unfinished statement which the respondent must complete with the first words which come to mind.

Sequential Monadic Evaluation
Two or more similar stimuli (products, advertising, etc.) are each evaluated monadically, that is, separately, one after the other, by the same respondent. The stimuli are usually rotated so they are not evaluated in the same position (1st, 2nd, 3rd, etc.) by all respondents.

Shelf Check
See Distribution Check.

Show Cards
See Exhibit Cards.

SIC Codes
Standard Industrial Classification (SIC) Codes were developed by the federal government to classify US businesses by their type of activity. Similar companies are grouped together and assigned a code. It is important to be able to compare companies against similar companies in their industry. The Standard Industrial Classification (SIC) system allows researchers to make these comparisons. SIC codes are 4-digit codes, designed by the Federal government, to classify business by industry type. For example, SIC 3571, Electronic Computers, is the classification for companies that manufacture computers. Many business research sources are arranged by SIC. When beginning your research on an industry, it is important to determine your SIC code. In 1997 the North American Industry Classification System (NAICS, pronounced "nakes") was adopted jointly by the U.S., Canada and Mexico to replace the SIC. These codes were designed to be more descriptive than the SIC system and include emerging industries. However, many sources have yet to migrate to the NAICS system.

Skip Patterns
Skip patterns involve the process of skipping particular questions depending on how the respondent answers one or more previous question(s). These skip patterns (directions) will be pre-printed on the questionnaire or programmed into a computer survey.

Specifications
Details furnished by the client outlining the project. Generally, the specifications will include start date, deadline, respondent qualifications, incidence, number of surveys to be completed, interview length, etc.

Stimulus/Stimuli
See Exhibit/Exhibit Cards

Structured Question
See Closed-End Question

Survey
An interview conducted to collect information. The interviewer records facts or opinions from the respondent.

Syndicated Research
A single research study conducted by a research company with its results available, for sale, to multiple client companies.

T-Scope (Tachistoscope)
A timing device used in conjunction with a slide projector or illuminating mechanism to provide limited visual exposure to stimulus materials.

Tab/Tabulate
The process of counting the various responses to each question asked in a survey.

Tabulation (Tab Report)
Tables which show the results of each question asked in the survey and which are used for analyzing the data.

Tally
See Hash Mark.

Tally Sheet:
A form used by each interviewer on a job to track the result of each contact made on a study; whether it be by phone or in person. This form may also be referred to as a "Call Record Sheet," Contact Record," a "Dialing Record," or a "Tick Sheet." A new tally should be used every day of a job by each interviewer.

Target Audience
See Sample

Taste Test
Respondents evaluate the taste of a product, either absolutely or compared to something else. Generally, taste tests are conducted at a central location, but, if the product(s) can be shipped or carried home, the test can be conducted in the respondent's home.

Telephone Survey
Respondents are interviewed via the telephone. The telephone interview is normally conducted from a central telephone facility.

Terminate
When an interview is stopped before completion. This may occur for one of three reasons: 1) the respondent gives a nonqualifying response and the interviewer is instructed to TERMINATE AND TALLY; 2) the interviewer decides to terminate the interview because of a language problem or disability on the part of the respondent; or 3) the respondent refuses to complete the entire survey.

Test Product
The product being researched

Tick Mark
See Hash Mark

Top-of-Mind Awareness (TOMA)
A measure of a respondent's first mention to questions such as unaided brand awareness, unaided advertising awareness, unaided brands purchased.

Topline
A preliminary report showing the responses (frequencies and/or percentages) to all or a portion of the questionnaire.

Triad
An in-depth interview involving three people; two respondents and one interviewer.

Triangular Product Test
A blind test of two similar products to determine the degree to which consumers can differentiate between them. In actual practice, the respondent is permitted to try three products; two are identical, one is different. The task is to correctly identify the product that is different.

TTRA
Travel and Tourism Research Association

Unaided Recall/Awareness
A respondent's recall of a brand name, commercial, etc. without any cues or prompts from the interviewer. The answer list is not read.

Unbiased Questions
Questions that are read in such a way that they do not influence the respondents or provide information which may color the opinions of the respondents.

Usability Testing
Usability Testing is the assessment of a product or service's effectiveness and efficiency as viewed by a specified group of users. It is customer-focused and based upon actual product/service trial. Usability Testing is most frequently employed with Web site testing, but is also used for myriad other applications such as assembly instructions, packaging use, product preparation and other consumer-based actions. Usability testing is a technique for ensuring that the intended users of a system can carry out the intended tasks. During a Usability Test, feedback is gathered to improve product design. The immediate result of a Usability Test is a list of specific recommendations as to how to improve the product. Usability Testing is done in a Usability Lab. Although actual lab designs may vary, Usability Labs tend to have the following in common: There are usually two rooms, one for the Observer(s) and one for the Participant(s). A one-way mirror separates the rooms so that the Observer can view the Participant unobtrusively. The Observer side is where the Usability Engineer and other observers may view the study. The one-way mirror allows observers to clearly see the participant side during the study, while minimizing any distractions for the participant. The wall and the one-way mirror are sound-proofed so that observers can converse without disturbing the participant. The Participant side of the lab is designed to simulate an environment appropriate to the product or service being tested. For example, if a Web site is being tested there will be a desk and chair set up with a computer, keyboard, mouse, speakers, etc. There are at least two cameras that can be positioned at virtually any angle by the engineer on the Observer side. Cameras are used to record the participant's expressions and movements while participating in the actions required. Microphones and speakers allow for communication between the two rooms but are in the control of the Observer side. Usability Testing not only provides a disaster check, but also, when properly employed, can provide direction for appropriate product design and marketing.

Validate/Validation
The procedure used to confirm the fact that the interview was conducted according to all specifications and instructions, and with the person indicated by name, address and/or telephone number on the questionnaire. Validation can be performed by the data collection company and/or client in person, by telephone, or by mail.

Verbatim
Word-for-word. Questions on the survey are asked exactly as written and responses to a question are recorded exactly as the respondent says them, in the first person, without any omissions, abbreviations or interpretations by the interviewer.

Word Association
A research technique where the respondent is given one word or a name and asked to respond with whatever other words come to mind. This technique is sometimes used as a part of the evaluation of new product names.

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