Glossary of Terms
K - M
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.
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