Qks MR Glossary_F-P Flashcards
F-test
Test of the probability that a particular calculated value could have been due to chance.
Face validity
The intuitive test of whether a measurement seems to measure what it is supposed to measure.
Fact
Something that can be demonstrated to be true. A proven piece of information.
Factor
A variable that is controlled or manipulated by the researcher. May also be known as the independent variable or factor.
Factor analysis
Procedure for data simplification through reducing the many rating scales (or set of variables) used by the researcher to a smaller set of factors or composite variables by identifying dimensions underlying the data.
Factor loadings
The correlation between each factor score and each of the original variables.
Factorial design
An experimental design in which all levels of each independent variable are combined with all levels of the other independent variables. A factorial design allows investigation of the separate main effects and interactions of two or more independent variables.
False accuracy
An unwarranted illusion of accuracy provided by details, such as statistics quoted to two decimal places.
Family
As defined by The Bureau of the Census, two or more persons who are related by birth, marriage, or adoption and who live together as one household. Families do not include one-person households or those having two or more unrelated individuals.
Fertility rate
General fertility rate is the number of births a year per 1,000 women aged 15 to 44. Total fertility rate is the number of live births per 1,000 women in their lifetime
Field
The physical location where the interviewing takes place.
Field Director
The person at a research company responsible for the data collection phase of the survey. This includes selecting, hiring and training interviewers.
Field audit
An independent review and examination of system records and activities in order to test the adequacy and effectiveness of data integrity procedures, to ensure compliance with established policy and operational procedures, and to recommend any necessary changes. Sometimes called validations.
Field experiments
Tests conducted outside the laboratory in an actual market environment.
Field management services
An agency that provides research project coordination. Services may include questionnaire formatting, screener writing, and data collection.
Field recruiter
The person responsible for the process of screening and obtaining focus group participants who meet specific demographic or other project requirements.
Field service
A research service responsible for conducting a client’s interviewing project and collecting data. The service provider hires and trains interviewers, conducts the interviews and edits and validates the interviewers’ data for a client’s survey project. Also known as interviewing service.
Field work
Any process of data gathering.
Filter question
A survey question that is used to identify respondents who have the information required to answer the next question.
Final report
The document that the researcher develops at the conclusion of the research project. Its length varies, but a typical final report includes several sections: a summary of the methodology used, a review of the key findings, and the conclusions or interpretations of what the findings mean in light of the research objectives. Some final reports also contain a recommendations section containing suggestions for the client’s next steps based on the conclusions of the research. See also research report.
Findings
The portion of the final report wherein the facts from the research are summarized. The findings section does not interpret the information but reports the findings on which the interpretation will be based.
Finite population correction factor (FPC)
An adjustment to the required sample size that is made in those cases in which the sample is expected to be equal to 5 percent or more of the total population.
Fixed field
A way of laying out or formatting list information in a computer file that puts every piece of data in a specific position relative to every other piece of data. If a piece of data is missing from an individual record, that space is not filled. Any piece of data exceeding its assigned space limitation must be abbreviated or contracted.
Fixed personality association
A projective moderation technique in which participants are shown pictures of people, places or things and asked to interpret them in regard to the topic. Fixed personality associations use the same pictures over an extended period of time rather than varying them so that norms are created that may apply to a large number of sessions.
Fixed sample
The repeated observation of the same sample of respondents over a period of time.
Focus Group Facility Manager
The person responsible for managing all aspects of a focus group facility. This may include managing the facility staff, scheduling projects, overseeing client interaction, monitoring quality and budget, preparing reports for clients and marketing the facility.
Focus Group Facility Project Director
The person responsible for managing individual studies at a facility. Responsibilities generally include managing participant recruiting and screening, briefing facility greeters and managers, meeting with clients and providing client care.
Focus Group Recruiter
A focus group facility employee or independent contractor responsible for screening pre-recruits and ensuring that all recruited respondents comply with specifications detailed for the project and that they turn up at the correct place, at the right time, being fully aware of what is expected of them.
Focus Group Scheduler
The employee of a focus group that works with sales people and project directors to schedule workload and facility use.
Focus group
A qualitative market research technique in which a group of participants (approx. 10) of common demographics, attitudes, or purchase patterns are led through a discussion of a particular topic by a trained moderator.
Focus group Web conference
Live video transmission of focus groups over the internet.
Focus group facility
Facility consisting of conference or living room settings and an observation room connected to each other by a one-way mirror. In addition, a facility normally provides a variety of services such as recruiting the participants, providing food, procuring competitive product samples and videotaping the sessions. Known as a viewing facility in Europe.
Focus group moderator
The person hired by the client to lead the focus group.
Focus group recruiting
The process of screening and obtaining focus group participants who meet specific demographic or other project requirements.
Focus group teleconference
A small cross section of people who are in different locations brought together by telephone to provide feedback on marketing ideas and products.
Focus group transcriptions
A research service which provides a typewritten version of a audio or video recording of a focus group session.
Focus group videoconference
Live video transmission of focus groups directly to client video conferencing rooms. See also video focus groups.
Forced rating scale
A scale that does not allow a neutral or no opinion choice.
Forecast
An estimate, based on assumptions about future trends in births, deaths and migration, or of a demographic characteristic such as population or number of households. Forecasts and projections are terms that are often used interchangeably.
Forecasting (trends) research
Estimating the likelihood of current and future market trends using existing data and facts.
Forms processing
A service in which information originally in hard copy (print) format is converted to a digital file.
Frame error
Error resulting from an inaccurate or incomplete sample frame.
Frequency
A measure of how often an event occurs; a count of the number of subjects falling in the different categories.
Frequency distribution
An organized display of a set of data that shows how often each different piece of data occurs.
Fresh participants
Focus group participants who have never participated in a session previously, or not for several years.
Friendliness effect
The tendency of respondents to agree with whatever is presented to them. Sometimes called ‘yea saying’ or ‘Acquiescence bias’.
Full group
A focus group with eight to 10 participants. A less-than-full group is normally referred to as a mini-group.
Full service marketing research
A research firm is considered full-service if they provide research services which incorporate complete project management from start to finish including problem definition, design and planning, data collection, analysis of data relevant to marketing decision making, and the communication of the results of this analysis with actionable analysis and recommendations.
Full text database
Index containing the full text of source documents, such as articles.
Funnel approach
A questioning technique using general questions in the early stages to collect information and then moving the questions to those that are less open-ended and more specific.
Galvanic skin response (GSR)
A change in the electrical resistance of the skin that is a physiochemical response to an emotional change.
Generalizability
The ability to draw a general conclusion about the population at large based on data and conclusions from a study of a subset (sample) of the population.
Generation X
Generally describes people born between 1965 and 1980 in the USA and Canada.
Generation Y
People born in the United States and Canada from the early 1980s to the mid-to-late 1990s. The demographic cohort is also known as Echo boomers or Millennials.
Geocoding (or geographic encoding)
The process whereby addresses are segmented by county, MSA, postal route, etc., in order to compare them with information about the demographics and psychographics of those geographies. Geocoding is integral to demographically-enhanced mailing lists and cluster analysis.
Geodemographic segmentation system
A multivariate statistical classification technique for discovering whether the individuals of a population fall into different groups by making quantitative comparisons of multiple characteristics. The differences within any group should be less than the differences between groups. Often used for consumer segmentation and brand positioning. Often known as cluster analysis.
Geographic information system
A business tool for interpreting data that consists of a demographic database, digitized maps, a computer and software.
Geographics
Any method of subdividing a list based on geographic or political subdivisions
Geometric study area
A market site in the shape of a concentric circle or polygon that is to be analyzed.
Global focus groups
Focus groups conducted using satellite video technology in which participants are located in different places, normally in different countries. Also called video focus groups.
Goodness of fit test
A measure of how well observed data conform to a specified, expected, or theoretical probability distribution.
Graphic rating scales
Graphic continuums anchored by two extremes presented to respondents for evaluation of a concept or object.
Graphics research
Studies specifically designed to examine images.
Greenbook®
A Directory of research firms and a directory of focus group facilities published by the New York chapter of the American Marketing Association.
Grid
A graphic provided to focus group participants in conceptual mapping and attitudinal scaling exercises.
Grid test
A means of testing more than one variable at a time.
Gross incidence
The percent of qualified respondents reached of all contacts made.
Gross income
The total amount of money people have before taxes and necessities are paid for.
Grounded theory
A method of categorizing empirically collected data to build a general theory to fit the data.
Group bias
A situation in which group participants do not speak their true opinions in order to go along with a majority view of the rest of the group.
Group dynamics
The interaction among people in a group. An effective moderator can enable group dynamics to promote helpful discussion by various techniques, as well as minimize the potentially negative effects of group dynamics.
Group interview
A qualitative research technique involving a discussion among eight to 10 respondents, led by a moderator. Also called focus groups, group discussions, panels, and group depth interviews.
Group quarters population
Residents of military barracks, college dormitories, prisons, long-term-care hospitals, boarding houses, nursing homes etc.
Growth rate
The total increase or decrease in a population during a given period divided by the average population in that period.
HTML survey
A questionnaire that is hosted and completed online using HyperText Markup Language (HTML). Also called online interviewing, Web interviewing, Internet interviewing, Web survey or CAWI.
Hadoop
A free open-source, Java-based programming framework that supports the processing of large data sets in a distributed computing environment. It is part of the Apache project sponsored by the Apache Software Foundation.
Hall tests
When face-to-face interviews are conducted at one or more specified locations often a large room or hall.
Halo effect
Bias created by a tendency to rate, perhaps unintentionally, certain objects, products or persons in a manner that reflects what was previously anticipated.
Hand tab
A manual count of answers on a questionnaire.
Hard Goods
Tangible products that can be stored or inventoried, that have an average life of at least three years and are generally not destroyed by use. Also known as durable goods.
Hawthorne effect
A threat to the external validity of a research study that occurs when research subjects temporary change behavior or performance as a result of their assumption about the purpose of the study or as a result of their awareness of being studied. Also known as the Demand characteristics.
Head of household
A term no longer used by the U.S. Census Bureau (although often used in the research industry). The new term is householder. The householder is the person who completed the Census Questionnaire.
Health care research
A specialized area of marketing research that deals specifically with health professionals or health/medical related topics.
Hedonic scale
A scale for measuring general, overall opinion of a product.
Heteroscedasticity
In regression analysis the condition of nonconstant variance.
Hispanic Marketing and Communication Association (HMCA)
A US based association with the mission of promoting excellence in Hispanic marketing.
Histogram
A vertical bar chart where the height of the bars represents the data.
History
Things that happen or outside variables that change between the beginning and end of an experiment. See also maturation.
Home audit
A survey where an interviewer enters a home to take an inventory of specific products present at that time.
Home-use tests
A product is given to respondents of the appropriate gender, age, etc. much as it would be sold at retail. The respondents are subsequently asked for their evaluation.
Homogeneous groups
Groups in which the units or individuals have extremely similar characteristics.
Homoscedasticity
In regression analysis it is the condition of constant variance.
Honorarium
The payment provided to focus group participants. The amount varies dramatically, based on the difficulty of recruiting the participants. Also called the co-op payment or incentive.
Host/Hostess
The individual responsible for greeting the focus participants as they arrive at the facility and for preparing the room. The responsibilities of a hostess include providing food for the participants and the client observers, rescreening respondents when they arrive, preparing name tags, etc. Sometimes called a qualitative assistant.
Household
All persons who occupy a housing unit.
Householder
In most cases, the person in whose name the home is owned or rented. Also called head of household. In some cases, the individual who was surveyed or interviewed. The U.S. Census Bureau defines the householder is the person who completed the Census Questionnaire.
Housing unit
A house, apartment, group of rooms, or a single room occupied as separate living quarters.
Humanistic inquiry
A research method in which the researcher is immersed in the system or group under study.
Hypothesis
A tentative explanation based on a theory which is advanced as a basis for further investigation, validation or rejection.
Hypothesis test of proportions
Test to determine whether the difference between proportions is greater than would be expected because of sampling error.
Idea futures
Idea futures are speculative markets in which participants buy and sell prediction shares of whatever is trying to be predicted. The current market prices can then be interpreted as predictions of the probability of the event or the expected value of the parameter. Also known as predictive markets, prediction, markets, information markets, decision markets or virtual markets.
Idea generation
All of those activities and processes that lead to creating new product or service ideas that may warrant development.
Ideation
The process of forming and relating ideas. It is important in creativity, innovation and concept development.
Image studies
A study to determine consumer perception of a product, institution, brand, business, or person.
Image tracking
Studies repeated over time to monitor changes in a brand in consumers’ minds. Also known as Brand tracking.
Immigration
Movement of people into a country from another country.
Imputed response
A substitute for a missing response that is based on the pattern of other responses from a survey respondent.
In Case You Missed It
A digest of news and notes on marketing and research from a variety of print and online sources that has been a regular feature of Quirk’s Marketing Research Review magazine since 2005. Entries cover trends in consumer and business products and services, marketing research usage, and demographic developments.
In-depth interviews (IDIs)
A qualitative research technique in which a moderator interviews one participant. Generally lasting 30-60 minutes. Often there is a one-way mirror and observers watching the session. Also known as a one-on-one or diad.
In-home interview
Face-to-face interview in the home of a respondent.
In-house recruiting
The recruiting of focus group participants by people who are physically located within the focus facility.
In-house research
Research that is conducted by the staff in a client company (rather than by an outside marketing research vendor).
In-store research
Research conducted in establishments where a product is sold to the consumer.
Incentive
The payment to participants for coming to a focus group. The amount varies dramatically, based on the difficulty of recruiting the participants. Also called honorarium or co-op payment.
Incidence
Any figure referring to the percentage of people in a category. Examples: incidence of users, incidence of people qualifying for a study.
Income
As defined by the Census Bureau income is wage or salary income; self-employment income; interest, dividend, or net rental income; Social Security income; public assistance income; all other income, which includes unemployment compensation, veterans’ payment, pensions, alimony, etc.
Independent Field Director
An individual who is contracted to be responsible for the data collection phase of a survey including selecting, hiring and training interviewers.
Independent samples
Samples in which measurement of a variable in one population has no effect on the measurement of the variable in the other.
Independent variable
A variable that is controlled or manipulated by the researcher or one that exerts influence on another variable. See also predictor variables, or factor.
Inductive reasoning
A generalized conclusion is formulated based on observations or instances
Industrial research studies
Research studies of goods and services to business markets and generally conducted among respondents employed at a business.
Information markets
Information markets are speculative markets in which participants buy and sell prediction shares of whatever is trying to be predicted. The current market prices can then be interpreted as predictions of the probability of the event or the expected value of the parameter. Also known as predictive markets, prediction markets, decision markets, idea futures or virtual markets.
Initial refusal
When a respondent refuses to participate in a survey before he or she has been qualified to participate.
Instrument decay
The deterioration of measuring the dependent variable over time due to a reduction in the instrument’s (or observer’s) effectiveness and accuracy.
Instrument variation
Differences or changes in measurement instruments (e.g., interviews or observers) that explain differences in measurements.
Instrumental replication
A study which varies the experimental conditions of a previous study in an effort to duplicate the dependent measures used in the previous study. Study replication helps bring validity to the study results.
Integrated Interviewing Software
Comprehensive interviewing computer software which includes multiple data collection methods and analysis tools.
Intelligent data entry
The logical checking of information being entered into a data entry device by that machine or one connected to it.
Interactive Marketing Research Organization (IMRO)
A worldwide association of researchers dedicated to providing an open forum for the discussion of best practices and ethical approaches to research being conducted via the Internet.
Interactive electronic group research
Research in which participant’s hand held device relays their individual responses to a computer.
Interactive voice response (IVR)
A software application which enables users enter data on a telephone keypad or input information by voice. The software can then process the input and route the caller appropriately. IVR can be used for specific information lookup, call forwarding, polls, and simple order entry transactions.
Intercept
A recruitment method in which an interviewer stops people in a mall or other public location and administers survey.
Internal consistency reliability
Ability to produce similar results using different samples to measure a phenomenon during the same time period.
Internal database
Database developed from data within the organization.
Internal secondary data
Data generated or collected by a business during its normal course of activity and which is readily available.
Internal validity
The extent to which competing explanations for the experimental results observed can be avoided.
International Association of Service Evaluators (IASE)
An association of mystery shopping companies joined by the desire to improve the service they offer customers.
International Mystery Shopping Alliance (IMSA)
A worldwide alliance of mystery shopping companies.
International interviewing
Interviews conducted in multiple countries.
International research providers
Firms the specialize in studies that reach across national boundaries.
International research studies
Research studies that reach across national boundaries.
Internet focus group
Live focus group in which participation takes place over the internet rather than in a physical location. The sessions have a moderator and the scheduled parties interact by typing via a chat like interface. Also called an Online focus group.
Internet panel
A study in which participants are contacted and screened and then periodically sent questionnaires through the Internet. Also known as an online panel.
Interpreting services
Converting spoken communication to another language while keeping the same meaning as in the original language.
Interquartile range
The difference between the 25th percentile (first quartile) and the 75th percentile (third quartile) in an ordered array of data. This range contains the middle 50% of the data.
Interrater reliability
The extent to which two different researchers obtain the same result when using the same instrument to measure a concept.
Interrupted time-series design
Research in which the treatment interrupts ongoing repeated measurements.
Intersection
Is the event containing all simple events that are in both event A and event B. The concept can be extended to more than two events.
Interval
Taking a given number of units equally selected over the full population of study. The nth number interval is derived by dividing the total number of units by the sample number desired. Also known as nth selection.
Interval estimates
Inferences regarding the likelihood that a population value will fall within a certain range.
Interval scale
Ordinal scale with the additional property that the distance between observations is meaningful. An example would be the temperature. See ratio scale.
Interview
A data-collection encounter in which one person (an interviewer) asks questions of another.
Interviewer
The person responsible for administering a questionnaire. A good interviewer will understand the goals and purpose of research, have good reading and diction skills and an ability to interact with the public.
Interviewer error
Error that results from conscious or unconscious bias in the interviewer’s interaction with the respondent.
Interviewer’s instructions
Written directions to the interviewer on how to conduct the interview.
Interviewing service
A research service responsible for conducting a client’s Interviewing project. The service provider hires and trains interviewers, conducts the interviews and edits an validates the interviewers data for a client’s survey project. Also known as data collection field service.
Interviewing station
In a telephone interviewing facility, the actual cube, desk or location where the interviewer works.
Inverted funnel approach
A questioning technique using specific questions in the early stages and then moving the questions to those that are more general in nature.
Itemized rating scales
Scales in which the respondent selects an answer from a limited number of ordered categories.
Japan Marketing Research Association (JMRA)
JMRA endeavors to further the development of marketing research and its public awareness, to provide training and to establish a code of ethics for Japanese marketing research firms.
Journey Mapping
Journey mapping is a tool companies use to help document the customer experience from their own perspective. It documents the experience from initial contact, through the process of engagement and into a long-term relationship. The goal is to understand the customer’s greater motivation, What they wish to achieve and their expectations of the company.
Judgment sample
A sample containing certain types of respondents, who are selected on the basis of the judgment that their attitudes or behavior will be representative of the population.
Kano method
A systematic method to understand how a customer’s sense of satisfaction is affected when a product or service succeeds or fails to meet either spoken or unspoken customer expectations. This approach was developed by Dr. Noriaki Kano of Tokyo Rika University. Dr. Kano’s model is usually shown in the form of the Kano Diagram or the 3-Arrow Diagram.
Key verifying
Having two operators enter the same data to verify that entry is accurate. Also known as “Verifying 100%”.
Keypunch
Means of converting hard copy to machine readable form by punching holes in either cards or paper tape (rarely used anymore).
Kinesic analysis
Examination of body language and what it communicates.
Kitchen facility
A kitchen used for the purpose of testing food products, appliances or food preparation techniques with participants. Also called a test kitchen.
Kolmogorov-Smirnov test
Test of the goodness of fit between the observed distribution and the expected distribution using ordinal data.
Kurtosis
A measurement of the peakedness (broad or narrow) of a frequency distribution. Higher kurtosis means more of the variance is due to infrequent extreme deviations, as opposed to frequent modestly-sized deviations.
Labor force
All civilians who are working or actively looking for work, plus members of the Armed Forced stationed in the U.S.
Labor force participation rates
The ratio of the population working or looking for work in an age-sex category to the total population in the category.
Laboratory experiments
Experiments conducted in a controlled setting.
Laddering
A probing technique, used in one-on-ones and focus groups, designed to delve into the real reasons for participants’ attitudes and behavior toward the topic. It is generally considered to be an intensive technique. The moderator seeks the reason behind each answer until he or she arrives at a basic human need such as ego or status.
Latin square design
A statistical experimental design which varies the order of presentation of stimuli in such a way as to distribute sequence effects across the design.
Leading question
A question that is phrased in such a way as to suggest an answer. Also called a loaded question.
Legal research
A broad term encompassing various techniques (such as mock juries and opinion polling) that are used to develop and test legal arguments and opinions of legal issues.
Lelly triads
Also known as repertory grids. used especially by advertising agencies to elicit consumer language for the products in question. Products (or whatever) are written or pictured on cards which are dealt three at a time. The respondent is invited to pick the odd one out and explain why it is odd. The language and key discriminators are noted.
Length of interview
The time it takes to ask the questions and record the answers in a survey.
Level of significance
Probability of making a Type I error.
Lifecycle Research
Research which is focused on a group set apart from others because of age and/or because of the activities and events that surround that age. Examples include seniors, teenager, expectant mothers, empty nesters etc.
Lifestyle research
Research that attempts to explain behavior by analyzing people’s attitudes, hobbies, activities, orientations, habits and opinions. Often associated with psychographic research and clustering.
Lifestyle selectivity
Selectivity based on lifestyle habits of segments of the population, e.g., hobbies, interests, ownership etc.
Lifestyles of health and sustainability (LOHAS)
A demographic defining a particular market segment related to sustainable living, “green” ecological initiatives, and generally composed of a relatively upscale and well-educated population segment.
Likert scale
A scale in which the respondent specifies a level of agreement or disagreement with statements that express a favorable or unfavorable attitude toward the concept under study. See also semantic differential.
Linear regression analysis
A method of estimating the conditional expected value of one variable y given the values of some other variable or variables x.
Listed sample
A sample which contains only directory-listed telephone households.
Listed telephone households
Households which are listed in published telephone directories.
Literal replication
The exact duplication of a previous study including using the same techniques and experimental conditions.
Literature search
A review of all available data or source information on a particular subject.
Living-room style
Refers to a focus group room which contains sofas and chairs and is arranged into a grouping.
Loaded question
A question that is phrased in such a way as to suggest an answer. Also called a leading question.
Location studies
Research to help identify the best intersection or property for a retail outlet.
Logit model
A version of regression analysis using an S-shaped curve instead of a straight line. Used when responses are binary, e.g., yes/no, rather than continuous numbers.
Long census form
The decennial census questionnaire that was answered by a sample of the population. Data from the long form are available only for large geographic areas because the Census Bureau protects the anonymity of all respondents.
Longitudinal study
A long-term survey based on repeated analysis of either the same sample (called a panel study) or new samples chosen at regular intervals.
Low incidence research
Research focused on a group that occurs infrequently in a given population.
Low incidence screening
Checking, testing and questioning of individuals with the goal of identifying those with a particular trait which occurs infrequently in the population. Generally requires additional effort to locate.
M-Commerce (Mobile Commerce)
Using mobile technology for commerce and/or the ability to charge an amount of currency to a mobile device.
MAPPing
Mathematical Analysis of Perception and Preference. See perceptual MAPPing.
MCAPI (mobile computer assisted Personal interviewing)
Survey information collection in a face-to-face setting, where an interviewer enters respondent answers directly into a hand-held computer/tablet and a specifically designed program manages the administration of the interview. This is often referred to as a mobile survey.
MCAPI software
Computer software designed for interviewer-administered survey on a hand-held device or computer.
MCASI (mobile computer assisted self-administered interviewing)
A computer-based questionnaire which is delivered directly to the respondent via a wireless device such as a cell phone, PDA or tablet. Often referred to as a mobile survey.
MCASI software
Computer software specifically designed for the purpose of self-administered questionnaires delivered directly to the respondent via wireless devices such as cell phones and PDA’s.
MEG (moderated E-mail group)
A facilitator E-mails questions (which can be open or closed) to respondents who subsequently E-mail their responses back on an individual basis within a pre-defined time-frame. This process is repeated a number of times, with the interaction between facilitator and respondent proceeding in a similar manner to a one-on-one interviews. Respondents do not know who else is participating in the group, as others are copied blindly on E-mails sent by the facilitator.
MSA (Metropolitan Statistical Area)
A free-standing metropolitan area surrounded by non-metropolitan counties and not closely associated with other metropolitan areas. Each MSA is grouped by population size and coded using government FIP codes.
Machine-readable data
Imprinted alpha-numeric data that can be read and converted to magnetic form by an optical character reader.
Mail panel
A study in which participants are contacted and screened, then periodically sent questionnaires via regular mail.
Mail surveys
A questionnaire sent and returned by regular mail to designated respondents.
Mall intercept interviewing
Shoppers are intercepted in public areas of malls and interviewed face-to-face.
Mann-Whitney U Test
A non-parametric test proposed by Wilcoxon for comparing two population distributions by first ordering the combined observations from the samples selected from each population and then summing the ranks of the observations from the samples. The Mann-Whitney U test uses a function of the rank sums as its test statistic.
Mapping
The process by which a computer generates thematic maps that combine geography with demographic information and a company’s sales data or other proprietary information.
Margin of error
A measurement of the accuracy of the results of a survey used to say how close a calculation is to the predicted value by a certain percentage. The margin of error expresses the amount of random sampling error in a survey’s results. The larger the margin of error, the less confidence there is that the results are close to the “true” figures. The margin of error is computed on sample size and is only valid if the study was well designed and executed on a true random sample.
Marginal
A computer-generated frequency count of the number of people giving each answer to all the questions in a questionnaire. Also called an 80-column dump. Often used to monitor entry of valid codes and correct use of skip patterns.
Market
Total of all individuals or organizations that represent potential buyers.
Market (category) evaluations
A study of market information and product category information to identify appropriate market segments for products based on market size, market share, competitive intensity, market maturity, competing products and other significant factors for each segment.
Market Research
Market research is any organized effort to gather information about customers, competitors or markets for purposes of business decision making.
Market Research Society (MRS)
A UK based professional marketing research association representing providers and users of market research and business intelligence.
Market Research Society of New Zealand (MRSNZ)
The professional body for market researchers. Closely affiliated with the Association of Market Research Organizations (AMRO) which is the industry body representing the major research organizations.
Market feasibility studies
A study designed to provide detailed information about current service offerings of competitors and market demand information. The goal behind such studies is to assess markets so that a company can execute effective business strategies.
Market forecasting
An estimate of the maximum possible sales of a commodity, a group of commodities, or a service for an entire industry in a market during a stated period.
Market opportunity studies
The analysis and evaluation of probable future situations by a variety of techniques to identify profitable opportunities.
Market research apps
A software program (application – abbreviated “app”), especially a small one, designed for a mobile device with the purpose of conducting market research.
Market segmentation
The process of dividing a total market into sub-groups of consumers who exhibit differing sensitivities to one or more marketing mix variables. See also segmentation studies.
Market simulation
The formulation of mathematically-expressed variables to simulate a business decision environment. For example, a model could be formulated using demographics and a company’s financial data to select new markets that have the same combination of factors that are present in currently successful markets.
Market statistics
Numerical summary data about the demand, actual or potential, for a product or service category.
Marketing
The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
Marketing Research Association (MRA)
Based in the USA, the MRA is dedicated to advancing the practical application, use and understanding of the opinion and marketing research profession.
Marketing Research Sales Manager
The person at a research company whose primary responsibility or majority of time involves generating sales and managing client service and business development. The person must have general marketing knowledge as well a general understanding of marketing research.
Marketing Research and Intelligence Association (MRIA)
A Canadian association representing all aspects of the market intelligence and survey research industry, including social research, competitive intelligence, data mining, insight, and knowledge management.
Marketing concept
The business philosophy that a company’s effort should be adapted to the needs and wants of its customers.
Marketing information systems (MIS)
These systems create rather than simplify manipulated data, presenting data in a form useful to a variety of people within the organization.
Marketing mix
The unique blend of product pricing, promotion, offerings, and distribution designed to meet the needs of a specific group of customers.
Marketing research
The planning, collection, and analysis of data relevant to marketing decision making, and the communication of the results of this analysis to management.
Marketing research service provider
Companies that aid in the planning, collection, or analysis of data relevant to marketing decision making, and the communication of the results of this analysis to management.
Marketing research software providers
Any firm that produces or manufacturers software for the purpose of aiding the marketing research industry.
Marketing research supplier
A company that provides various forms of custom research services to clients.
Marketing strategy
Guiding the long-run use of the firm’s resources based on its existing and projected capabilities and on projected changes in the external environment.
Markov model
Sets out in matrix form the probability that the user of each brand in a category will switch next time to each other brand. Mathematically sound and now measurable through retail scanners.
Markt Onderzoek Associatie (MOA)
The Dutch Market research association based in The Netherlands.
Matched T-test
A statistical test used to compare two sets of scores for the same subject. A matched pairs T-test can be used to determine if the scores of the same participants in a study differ under different conditions.
Matching
A method utilized to create comparison groups, in which groups or individuals are matched to those in the treatment group based on characteristics felt to be relevant to project outcomes.
Maturation
Changes in subjects that take place during the experiment that are not related to the experiment but may affect their response to the experimental factor. See also history.
Maturation error
An error that occurs in experiments when there is a gradual change in the dependent variable over time that is not caused by the independent variable.
Mean
The sum of the values for all observations of a variable divided by the number of observations.
Mean deviation
The average deviation of scores in a distribution from the mean. It is determined by averaging the absolute values of the deviations.
Mean square error
The square root of the sum of the standard error squared and the bias squared. A measure of the total error to be expected for a sample estimate.
Measure of location
A quantity that locates a particular position in the frequency distribution. An example is the mean, which is a measure of the center of the frequency distribution.
Measurement
Process of assigning numbers or labels to things in accordance with specific rules to represent quantities or qualities of attributes.
Measurement error
Error that results from a variation between the information being sought and the information actually obtained by the measurement process.
Measures of central tendency
Numbers which tend to cluster around the “middle” of a set of values. Three such numbers are mean, median, and mode.
Measures of variability
General term for measures of the degree to which data in a frequency distribution depart from the central value. Common examples include variance, standard deviation, range and interquartile range.
Media marketing areas
The two firms which measure TV audiences, Arbitron and NPD/Nielsen, have slightly different definitions of media marketing area (television market), based on sampling, etc. Arbitron’s TV markets are called Areas of Dominant Influence (ADIs), while Nielsen’s are Designated Market Areas, or DMAs.
Media research
A study of radio, television and print media selection and frequency for the purpose of reaching the optimal consumer audience.
Median
The numerical observation that divides the distribution of observations in half. Sometimes referred to as the second quartile.
Medical interviewing
A specialized area of Interviewing which deals specifically with health professionals or health/medical related topics.
Mental model
An explanation in someone’s thought process for how something works in the real world. It is a kind of internal symbol or representation of external reality, hypothesized to play a major part in cognition.
Merchandising studies
An analysis of the productivity (performance) of various merchandise categories.
Method specific results
Research results that are not necessarily representative of the population but are specific to the research methodology employed.
Methodological log
A journal of detailed and time-sequenced notes on the investigative techniques used during a humanistic inquiry, with special attention to biases or distortions a given technique may have introduced.
Methodology
The research procedures used; the section of the final report in which the researcher outlines the approach used in the research, including the method of recruiting participants, the types of questions used, and so on. Methodology can also mean the approach a moderator uses to conduct focus groups.
Metric scale
Identifies categories of the variable in which observations can be ranked from smallest to largest and the distance between variables is meaningful and the ratios of the observations are meaningful. Also known as ratio scale. Examples include weight, height, age, etc.
Microdata
Census records of individual respondents stripped of their identifying information. Census microdata are available as public-use microdata samples (PUMS).
Midway term
Ending an interview before fully completed.
Migration
Movement of residence from one political area to another.
Millennials
People born in the United States and Canada from the early 1980s to the mid-to-late 1990s. The demographic cohort is also known as Generation Y or Echo boomers.
Mini-focus group
Essentially the same as a traditional focus group except mini-groups generally have four to six participants and often will be somewhat shorter than 90 minutes in length.
Minigroup
A focus group that contains between four to six participants. More than six is normally considered a full group, and fewer than four is a triad or a dyad.
Mixed groups
A focus group that contains both males and females.
Mobile Market Research (MMR)
A questionnaire or communication which is delivered directly to the respondent via a wireless device such as a cell phone, PDA or tablet in order to gather insight. Sometimes referred to as MCASI (mobile computer assisted self-administered interviewing).
Mobile Qualititative
Qualitative marketing research in which members participate from their mobile phone (through text message, mobile-optimized or native apps) in discussions, multimedia and/or diary activities. Sometimes this is referred to as mobile market research online communities (MMROC).
Mobile Survey
A computer-based questionnaire which is delivered directly to the respondent via a wireless device such as a cell phone, PDA or tablet. Sometimes referred to as MCASI (mobile computer assisted self-administered interviewing).
Mobile ethnography
With the use of smart phone, video camera, and YouTube ordinary people become participant observers of others and themselves in order to report and show to researchers what they actually do, see and hear.
Mobility
Geographic movement involving a change of residence.
Mock jury trials
Type of focus group research that allows lawyers to evaluate the potential reactions of jurors to their evidence and arguments before a case goes to trial.
Mode
The most frequently occurring measurement. The peak of a frequency curve.
Modeling
The formulation of mathematically-expressed variables to simulate a business decision environment. For example, a model could be formulated using demographics and a company’s financial data to select new markets that have the same combination of factors that are present in currently successful markets.
Moderator
The person hired by the client to lead the focus group or in-depth interview. Also called the focus group moderator, facilitator or qualitative consultant.
Moderator guide
The outline that the moderator uses to lead the discussion in the focus group session. It is developed by the moderator on the basis of the briefings and identifies the topics that will be covered in a focus group session, and the approximate emphasis that will be given to each.
Monadic
Test in which a respondent evaluates only one product.
Monitor
A quality control measure that may involve observing, auditing and checking the interviewing to ensure that the required procedures are followed and to give feedback and instruction to the interviewers.
Mortality
Loss of test units or subjects during the course of a study. The problem is that those lost may be systematically different from those who stay. Often called attrition.
Motivational research
A type of marketing research that attempts to explain why consumers behave as they do. It attempts to identify forces and influences that consumers may not be aware of (e.g., cultural factors, sociological forces).
Moving average
The mean of a series of measurements drawn over time.
Multi-client research
Studies in which the sponsoring research company defines the audience to be surveyed and the interval between studies and the questions to be asked. Clients share the same results and costs. More commonly known as syndicated studies.
Multi-item scale
A measurement scale that gathers opinions about an object on a number of dimensions and the data can be collated to produce a combined rating.
Multi-modal methods
A research approach that employs a variety of data collection methods such as surveys, interviews, and observations. Often used as a method of establishing the accuracy of information. Sometimes call triangulation method.
Multicollinearity
A problem that arises when at least one of the independent variables in a linear combination is in effect always a weighted sum of the values of the other independent variables. When this occurs, we are unable to separate its influence on the dependent variable from that of the others.
Multicultural Research
Research which is focused on a group set apart from others because of its race which includes common language, history, geography, kinship, national origin, skin color and/or distinctive cultural patterns. Also known as ethnic research.
Multidimensional scaling (MDS)
Procedures designed to measure several dimensions of a concept or object. Similar to factor analysis but mathematically purer. Factor analysis uses regular ordinal arithmetic, e.g., 2+2 = 4, whereas MDS requires numbers just to increase monotonically, e.g., 2+2 > 2. Provides perceptual maps and works from rankings (A>B). See also perceptual MAPPing.
Multiple answers
When a respondent is allowed to provide more than one answer for the same question.
Multiple choice questions
Questions that ask a respondent to choose from a list of more than two answers.
Multiple cross-sectional design
Research in which two or more samples are drawn from a population with each sample only drawn once.
Multiple regression analysis
Statistical procedure that studies multiple independent variables simultaneously to identify a pattern or patterns. See also regression analysis.
Multiple style room
Refers to a focus group room which can be arranged like a conference room or can be altered to accommodate sofas and chairs.
Multiple time-series design
An interrupted time-series design with a control group.
Multipurpose Room
A focus group room that is large and can be used for many different types of groups.
Multivariate analysis
Any statistical procedure that simultaneously analyzes several measurements (variables).
Music tests
A research method in which a precisely recruited group of listeners or potential listeners is assembled in a meeting room for the purpose of determining what songs to play on the radio. Also known as an Auditorium Music Test (AMT)
Mutually exclusive
Events are said to be mutually exclusive if they have no intersection.
Mystery Shopping Providers Association (MSPA)
A worldwide trade association dedicated to improving service quality using anonymous resources. Member companies work with their clients to establish mechanisms to measure and improve levels of service.
Mystery shoppers
People employed to pose as consumers and shop at the competitors and their own stores to compare prices, displays, etc.
Mystery shopping
The collection of information about service, cleanliness, knowledge etc. from retail outlets or other service providers by people posing as ordinary customers or members of the public.
Mystery shopping providers
Firms that employee or contract people to pose as consumers and shop at the competitors and their own stores to compare prices, displays, etc.
Name development research
A specialized type of marketing research that helps construct a name for a business, product or service that communicates the intended message to the target audience.
Name research
Research specifically designed to evaluate the strengths and weaknesses of a business, product or service name.
Names of Note
A regular feature in Quirk’s Marketing Research Review magazine, Names of Note contains news on hirings and promotions and research and client companies.
National Center for Professional Mystery Shoppers and Merchandisers (NCPMS)
An non-profit organization that strives to educate and empower the diverse online population of mystery shopping and merchandising professionals by providing internet based support.
National Network of State Polls (NNSP)
A confederation of organizations that conduct state-level surveys. The purpose of the network is to promote the collection and use of state survey data and to develop a comprehensive archive of the data.
Natural observation
The observation of behavior in a real-life setting
Net incidence
The number of respondents who actually participate in a research study.
Neural network
A computer program that mimics the function of the human brain. In marketing research, neural networks are used as data analysis tools. By harnessing a computer’s ability to process millions of calculations quickly, neural networks can identify patterns, draw abstractions and uncover relationships in large amounts of data.
Neuromarketing research
Using neuroscience and other cognitive science techniques to study consumer responses to marketing stimuli. Responses measured include eye tracking, heart rate, electroencephalography, functional magnetic resonance imaging, galvonic skin responses among others.
Neutral value
A value used as a substitute for a missing response. It is often the mean of all responses to a question.
New product research
Marketing research focused on evaluating product design, package design, product usage, and consumer acceptance of new products.
New venture analysis
A study to help shape a new product or business plan. May include market potential forecasts, strategy analysis, marketing analysis, operations and human resource analysis, financial, accounting and legal analysis as well as competitor analysis.
Nixie
Mailing piece returned to mailer by the Postal Service because of an incorrect or undeliverable name or address. The nixie rate varies widely depending on the source of the mailing list.
No-show
A focus group participant who agrees to come to a session and is confirmed the same day, but nonetheless does not come to the group. Facilities compensate for no-shows by over recruiting for groups by two or three people.
Nominal grouping session
Qualitative research method in which consumers, brought together in small groups, independently generate ideas about a subject and hence discuss the ideas.
Nominal scale
Identifies categories of the variable. Categories are called classes or levels. Examples: male/female, user/nonuser.
Nominal variable
A variable which can be identified and organized by category but which cannot be ordered. Hair color, gender and race are a few examples.
Non-durable goods
Tangible products that can be stored or inventoried but are purchased frequently and used in a short period of time (generally less than three years), such as beauty supplies and cosmetics. Also known as soft goods.
Non-family household
A household comprised of a person living alone or with non-relatives, as defined by the Census Bureau.
Non-random
Occurrences which do not have an equal probability of occurring; not mathematically predictable on the basis of the classical theory of probability.
Nonbalanced scales
Scales weighted toward one end or the other.
Noncomparative
A judgment made without reference to another object, concept, or person.
Nonmetric correlation
A measure for two nonmetric variables that relies on rankings to compute the correlation
Nonmetric data
Nominal or ordinal data which can not be statistically analyzed.
Nonprobability sample
Subset of a population in which little or no attempt is made to ensure a representative cross section.
Nonresponse bias
Error that results from a systematic difference between those who do and do not respond to the measurement instrument.
Nonsampling error
All the sources of bias or inaccuracy in a study besides sampling error. Examples: leading by the interviewer, recording/data entry errors.
Norm
A number, value, or level that is representative of a group and may be used as a basis for comparison.
Normal distribution
A statistical distribution based on a random process where observations are evenly distributed around the mean (shaped like a bell on a graph). Also called a bell curve.
Normative data
Data which represents the normal or average score for any given survey question across various levels of performance
Nth selection
Statistical means of taking a given number of names or units equally selected over the full population of study. The nth number interval is derived by dividing the total number of units by the sample number desired. Also known as interval.
Null hypothesis
The statement being tested in a test of significance.
Numeric database
Database containing original survey data on a wide variety of topics.
OCR (optical character reader)
Automatic computer input process whereby the computer scanner is able to read printed characters and convert them to electronic data.
Objectives
The information to be developed from a study to serve the project’s purpose.
Observation
The value that the variable assumes for a single unit of the sample; A non-verbal means of obtaining primary data.
Observation bias
An error that occurs because the research participant changes his or her behavior (either consciously or unconsciously) simply because they know they are being watched.
Observation research
Descriptive research that monitors respondents’ actions without direct interaction. Sometimes called a quasi-experiment.
Observation room
The room from which client personnel observe and listen to focus group proceedings through a one-way mirror. Also called the back room or viewing room.
Occam’s razor
The premise that when two or more theories explain the data equally well, the simplest method is the most preferable. Also known the Parsimony principle.
Occupancy status
Housing unit classification as occupied or vacant.
Omnibus surveys
Study over time in which the sponsoring research company defines the audience to be surveyed and the intervals between studies. Numerous clients participate by submitting proprietary questions. Generally clients only receive results from their proprietary questions and general demographic questions.
On-air testing
Testing used to measure the impact of television and radio after they have begun to run on the air.
On-site interviewing
A survey intercept that is located at the client’s premises – where the product or service is in operation.
One-group pretest-post test design
Pre-experimental design with pre and post measurements but no control group.
One-on-one
A qualitative research technique in which a professional moderator interviews (generally face-to-face) one participant in order to gain in-depth qualitative insight. Also called an in-depth interview (IDI) or diad.
One-shot case study
Pre-experimental design with no control group and an after measurement only.
One-tailed test
A significance test in which a statistic obtained from the data is compared to the critical value in a designated tail of the probability distribution. Used when the alternative hypothesis specifies the sign the test statistic must achieve.
One-way frequency table
A table showing the number of responses to each answer of a survey question.
One-way mirror
A special mirror that permits observers to watch the proceedings in the focus group without the participants being able to see the observers. Virtually all focus groups are conducted in a room separated from an observation area by a one-way mirror.
Online One-on-one
A qualitative research technique in which a professional moderator interviews one participant via the Internet in order to gain in-depth qualitative insight. Also called an in-depth interview (IDI) or diad.
Online communities
A group of consumers that that can be accessed for feedback (similar to a panel) but that also can talk with one another, exchange ideas and discuss issues. Also known as research communities.
Online focus group
Live focus group in which participation takes place over the internet rather than in a physical location. The sessions have a moderator and the scheduled parties interact by typing via a chat like interface. Also called an Internet focus group.
Online focus group (Bulleting board)
A focus group discussion in which participants post comments to the moderator or other participants via the internet over occurs over an extended time frame.
Online panel
A study in which participants are contacted and screened and then periodically sent questionnaires through the Internet. Also known as an Internet panel.
Online research
A general term used to designate any research conducted via the Web. Includes Online focus groups, E-mail surveys, Web surveys etc.
Open observation
The process of monitoring people who know they are being watched. Also called undisguised observation.
Open-ended question
A question that has no prelisted answers which requires the respondent to answer is his or her own words. Also known as a subjective question and unstructured question.
Operational definition
Defines which observable characteristics will be measured and the process for assigning a value to the concept.
Operational replication
Duplicating the sampling procedures and experimental procedures of an existing study to determine if the procedures produce similar results.
Opinion
A personal belief, assessment, judgment or evaluation of something that is not founded on proof or certainty.
Opinion poll
An inquiry into the views of the public on matters of general interest conducted by interviewing a random sample of people and then extrapolating the answers to the larger group.
Optical scanner
A data processing device that can electronically read responses on questionnaires.
Order bias
An error that occurs when respondents tend to favor choices or objects because of the order in which they were presented.
Ordinal scale
Identifies categories of the variable which can be ranked from smallest to the largest, but the distance between observations is not meaningful. An example would be a question which attempts to record the degrees of opinions using terms such as poor, fair, good and excellent.
Ordinal variable
A variable which can be ordered from lowest to highest but the distance between the different order is not known. Letter grades given in school (A-F) would be one example.
Outliers
Data observations that are far away from the rest of the data. They can either be large or small values.
Outmigration
Movement from a given area of a country to another area of the same country.
Over recruit
The extra people who are recruited for a focus group to compensate for the inevitable no-shows.
Overnight interviewing
Data collection using a questionnaire conducted within a 24 hour period for clients requiring fast answers to questions.
P-Commerce (Proximity Commerce)
Using bluetooth or infrared technology for commerce.
PAPI (paper and pencil interviewing)
Survey in which the respondent fills out a traditional paper questionnaire. usually administered by interviewer. See also SAQ.
PMSA (primary metropolitan statistical area)
Component of a larger area known as a consolidated metropolitan statistical area (CMSA) as defined by the U.S. Census Bureau.
Package development research
Study with the purpose of giving direction to the package designers.
Packaging testing
Tests used to gauge reactions by consumers to different packaging approaches.
Paired comparison
A test in which a respondent evaluates two products in a set based on some stated criteria.
Panel
A group of participants that are contacted and screened and then periodically invited to take a particular survey. Interested respondents who qualify then complete the survey. Group interviews (focus groups) are sometimes called panels.
Panel Manager
Management and maintenance of in-house sample source(s). Responsibilities generally include recruitment, data cleaning, care of panelists and balancing.
Panel study
A study in which the same group of respondents are interviewed several times over an extended period. Also known as longitudinal analysis.
Paper and Scan Software
Computer software which aids in designing printed paper based questionnaires and then aids in capturing the data using a scanner.
Parameter
Numerical summary measure of a population distribution.
Parent (underlying) distribution
The distribution of the measurements in the original population.
Parsimony principle
The premise that when two or more theories explain the data equally well, the simplest method is the most preferable. Also known as Occam’s razor.
Part worths
Estimates of the value or utility that people associate with different levels of product/service attributes.
Participant
A person included in a focus group, survey or study. Also called respondent, unit, subject, experimental unit or unit of analysis.
Pearson’s correlation coefficient
The most common measure of the strength of the association between variables.
Penetration
The proportion of a population of interest that has accepted a product or an idea in some way.
Penetration analysis
Study of the market share held by a given firm or product within various universes by classification or other demographic characteristics.
People Meter
An electronic metering device attached to a TV set to measure tuning status (set on/off, channel, time, and duration of tuning) as well as demographic data (who is watching). Household members and their guests push buttons to identify themselves. The People Meter is used by Nielsen Media Research to measure nationwide audience measurement in the US and Canada.
People reader
A machine that simultaneously records the respondent’s reading material and eye reaction.
Per capita income
The average amount of income per person in a population, regardless of age or labor force status. It is derived by dividing the total income by the total population.
Percentile
A value on the scale of 100 that indicates the percent of a distribution that is equal to or below it.
Perceptual MAPPing
Mathematical Analysis of Perception and Preference. A multivariate technique designed to represent consumers’ product perceptions and preferences as visual representations or points on a map or graph. Also called multidimensional scaling or MAPPing.
Periodicity
Any form of bias resulting from the use of a nonrandom list of subjects or items in selecting a sample.
Personal income
Money income plus certain non-cash benefits.
Personal interviewing
Face-to-face questioning of respondents by an interviewer.
Pharmaceutical Marketing Research Group (PMRG)
A US based association whose purpose is to stimulate improvement of marketing research and its utilization within the pharmaceutical industry.
Phenomenology
A qualitative research approach concerned with understanding certain group behaviors from that group’s point of view
Photo sort
The respondent sorts photos of different types of people, identifying those photos that respondent feels would use the specific product or service.
Physical control
Holding the value or level of extraneous variables constant throughout the course of an experiment.
Pilot questionnaire
A draft questionnaire used in preparation for a larger study in order to to refine or modify the research methodology and survey questions.
Pilot study
A small study performed in preparation for a larger study in order to to refine or modify the research methodology.
Placement interview
An interview in which a respondent is recruited and given the product to use in a product test.
Point estimator
Statistic whose value should be a close approximation to the true value of the parameter. The actual numerical value that the point estimator assumes from the collected data (the sample) is called the point estimate.
Point-of-Purchase research
Research conducted in establishments where a product is sold to the consumer.
Political polling
Survey of the public or of a sample of public opinion to acquire information in regards to a political candidate or issue.
Pop-up survey
A questionnaire or invitation to Participate in a survey that appears in a separate browser window when a user visits a Web site or completes some action on a Web site.
Population
The collection of all objects that are of interest to the statistician. The elements of a population may be called units or subjects. Also known as the universe.
Population Association of America (PAA)
A US based society of professionals working in the population field and promoting research on population issues.
Population centroid
According to the U.S. Census Bureau, the median central point of the population distribution.
Population distribution
A frequency distribution of all the elements of a population.
Population pyramid
The graphic representation of a population’s age-sex composition. It is a bar graph with the population divided into ages or age groups, represented from the youngest at the bottom to the oldest at the top, with males on the left and females on the right.
Population specification error
Error that results from an incorrect definition of the universe (or population) from which the sample is chosen.
Population standard deviation
The standard deviation of a variable for the entire population.
Positioning
Location of a brand or product in consumers’ minds relative to competitive products.
Positioning statement
A concise statement that clearly states a key message about a company or product relative to competitive companies or products.
Post hoc segmentation
The process of dividing a market or markets empirically.
Post-test
A test given to the subjects of a research study after the study has been completed. The post-test allows the researcher to evaluate the effects of the treatment, ad campaign etc.
Poverty
The income cutoffs used by the Census Bureau to determine the poverty status of families and unrelated individuals, based on family size. The poverty thresholds are revised annually to allow for changes in the cost of living as reflected in the Consumer Price Index.
Pre-Recruit interviewing
Contacting and qualifying people to participate in a research study scheduled for a future date and time.
Pre-experimental design
A design that offers little or no control over extraneous factors.
Pre-recruited central-location test
A survey conducted at a conveniently located site to which respondents - who have been previously contacted and qualified - come to be interviewed.
Pre-teen
A person between the ages of 8 to 12. Also known as a tweenager.
Pre-test (Pretest or Pre test)
A trial run of a questionnaire sent to a small sample to be sure that actual responses are clear and that any problems with the questionnaire are detected.
Precision (lack of)
If, in repeated sampling, the values obtained tend to be widely scattered or spread out (the results obtained from one sample usually cannot be duplicated with another sample) the sample has a lack of precision. Precise samples have low standard errors. Increasing the sample size often increases the precision.
Prediction markets
Prediction markets are speculative markets in which participants buy and sell prediction shares of whatever is trying to be predicted. The current market prices can then be interpreted as predictions of the probability of the event or the expected value of the parameter. Also known as predictive markets, information markets, decision markets, idea futures or virtual markets.
Predictive dialing
A computer automatically dials telephone numbers and passes connected calls to available interviewers.
Predictive function
Specification of how to use the descriptive and diagnostic research to predict the results of a planned marketing decision.
Predictive markets
Predictive markets are speculative markets in which participants buy and sell prediction shares of whatever is trying to be predicted. The current market prices can then be interpreted as predictions of the probability of the event or the expected value of the parameter. Also known as prediction markets, information markets, decision markets, idea futures or virtual markets.
Predictive validity
The degree to which the future level of criterion can be forecast by a current measurement scale.
Predictor variables
The variables that explain or predict the differences in dependent variables. Examples: demographics, attitudes. Also called independent variables or factor.
Prefix
The first three digits of a phone number. Also known as an exchange. It represents the town, community or neighborhood in which a telephone number is located.
Prerecruits (pre-recruits)
People contacted and qualified to participate in a research study scheduled for a future date and time.
Presentation software
Personal computer software that provides easy-to-use platforms for creating effective reports and presentations.
Pricing research
Research that aims to determine how changes in price affect the demand for a product or service.
Primary Metropolitan Statistical Area (PMSA)
A metropolitan area that is adjacent to another. Defined by the U.S. Census Bureau.
Primary Purchaser
The person in a household who is responsible for the majority of purchases.
Primary data
New data gathered to help solve the problem at hand. As compared to secondary data with is previously gathered data.
Primary income earner
The person in the household with the largest income
Primary research
Conducting research to collect new data to solve a marketing information need. See also secondary research.
Primary sampling units
Geographic area where a survey will be conducted.
Primary shopper
The member of a household who is responsible for the majority of household purchasing decisions.
Probability (or density) function
Gives the probabilities that the random variable will assume each of its possible values. It is usually described in the form of an equation or a table.
Probability Proportionate to Size (PPS)
Used in cluster sampling when each cluster varies widely in size. Each cluster is given a chance of selection proportionate to size. Within each cluster, a fixed number of element (e.g., 5) is selected so that the probability of selecting each unit from the selected clusters is equal.
Probability distribution
A table or function that lists all possible values of a discrete random variable and their associated probabilities.
Probability of a simple event
A number between zero and one that measures the likelihood that will occur when the experiment is performed. The probability of all simple events in a sample must sum to one.
Probability of an event
The sum of the probabilities of the simple events which make up the event.
Probability sample
A sample in which every unit has an equal (nonzero) and known probability of being selected. Sometimes called a random sample.
Probing
A follow-up technique for getting complete responses to open-ended questions by asking. Also see clarifying.
Probit model
A version of regression analysis, same as logit model except it uses a cumulative normal curve rather than a logistic one.
Processing error
Error that results from incorrect transfer of information from the data collection document to the computer.
Processing error
An error that occurs when information is incorrectly transferred (entered) from the measurement instrument to the computer.
Product (sample) pick-up
Obtaining competitive or benchmarking product samples for evaluation or research.
Product and Service Update
A regular feature in Quirk’s Marketing Research Review magazine, this column contains the latest on new products and services of interest to research.
Product concept testing
The testing of new product ideas before they have been turned into prototypes.
Product movement data syndicated services
Companies that collect, package and sell retail and wholesale sales data to many firms.
Product placement research
A type of test in which respondents try a product under normal usage conditions. Example: in-home test of a food product. Also called a product test.
Product positioning studies
Research used to determine how competitive brands are perceived relative to each other on key dimensions.
Product pricing research
Research used to measure consumer sensitivity to different prices for a product.
Product prototype tests
Tests conducted to obtain the reactions of targeted customers to early working versions of new products.
Product purchasing studies
A study of the factors considered by buyers in their evaluation of alternative products, such as dependability, product quality, cost, vendor production capacity, after-sale service, vendor reliability and integrity, reciprocity, and emotional factors.
Product testing research
Tests conducted to obtain the reactions of targeted customers to working versions of a product. The tests determine if the product performs as described and how and by whom the item is used, as well as whether it satisfies the market need.
Professional Marketing Research Society (PMRS)
Dissolved in 2004. Now part of the Marketing Research and Intelligence Association (MRIA).
Professional respondent
A participant who attends many sessions by volunteering for the recruitment lists of different facilities. Most moderators seek to eliminate professional respondents from groups, since they do not generally respond in the same objective way that fresh respondents.
Profile
A general term that covers the description of a population of interest according to certain characteristics.
Program effectiveness studies
Research study to determine the degree to which a system of service delivery attains the desired outcomes.
Programmatic research
Research done to develop marketing options through market segmentation, market opportunity analysis, or consumer attitude and product usage studies.
Project audit
Visiting a project site in order to test the adequacy and effectiveness data integrity procedures, to ensure compliance with established policy and operational procedures, and to recommend any necessary changes. Also knows as validation and/or field audit.
Projectability
The capability of research results to be extrapolated to the larger universe, on the assumption that the sample is representative of the total.
Projection
An estimate, based on assumptions about future trends in births, deaths, and migration, of a demographic characteristic such as population or number of households. Forecasts and projections are terms that are often used interchangeably.
Projective
A class of moderation techniques used to stimulate discussion among participants. These techniques force the participants to think about the topic in a more subjective or creative way than they might in a regular discussion. Projectives include sentence completion, expressive drawing, anthropomorphization and associations.
Promotion evaluation studies
An analysis of the targeted marketing communication events that are designed to drive sales. This may include analysis of advertising, and public relations as well as an evaluation of sales promotions such as coupons, premiums, rebates, etc.
Promotional feature benefit analysis
Evaluation of the value of advertising, displays, or other activity designed to call special attention to a product feature
Prompt
A situation in which the interviewer suggests possible answers to a question to the respondent.
Proportional allocation
Sampling in which the number of elements selected from a stratum is directly proportional to the size of the stratum relative to the population.
Proprietary technique
A research technique which is exclusively owned by the research company or supplier.
Pseudo research
Data or research results which are presented in such a way as to appear valid. In reality the results or techniques used to obtain the results are fake or not based on valid research techniques.
Psychographic research
Research that attempts to explain behavior by analyzing people’s personality traits and values. Often associated with lifestyle research.
Psychological research
The study of behavior, mind and thought as it relates to product or service marketing.
Public opinion studies
The study of the consensus view of a population on a topic. Also known as opinion polls.
Puget Sound Research Forum (PSRF)
The purpose of PSRF is to provide the means for professionals in the research community to enhance their professional skills, to meet and exchange ideas and information, to develop contacts, to lean about the skills and jobs of the members and to represent the research community.
Pupilometer
A machine that measures changes in the pupil dilation in response to some stimulus.
Purchase intent scales
Scales used to measure a respondent’s intention to buy a product.
Purpose
The reason a research project is being conducted; usually focuses on the decisions for which information from the study will be used.
