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GLOSSARY OF TERMS (R - T)

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