Glossary of Terms
N - Q
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.