Qks MR Glossary_Q-Z Flashcards
Q-sorting
A sophisticated form of rank ordering using card sorts.
Q-spread
The distance between the first and third sample quartiles.
Qualified refusal
Eligible respondents who will not participate in a research project.
Qualitative Assistant
The individual responsible for greeting the focus group 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. Generally called a Host/Hostess.
Qualitative Research Consultants Association (QRCA)
A US based not-for-profit association of consultants involved in the design and implementation of qualitative research — focus groups, in-depth interviews, in-context and observational research.
Qualitative consultant
The person hired by the client to lead the focus group or in-depth interview. Also called the focus group moderator or facilitator.
Qualitative research
Research data not subject to quantification or quantitative analysis; characterized by the absence of empirical measurements and an interest in subjective evaluation. Qualitative methodologies include focus groups, mini-groups, one on-ones and open ended-questions.
(Vs notes:
Qualitative research is a methodology designed to collect non-numerical data to gain insights. It is non-statistical and unstructured or semi-structured. It relies on data collected based on a research design that answers the question “why.”
Qualitative research typically involves in-depth interviews, focus groups, or observations in order to collect data that is rich in detail and context.
Qualitative research is a type of research that explores and provides deeper insights into real-world problems. Instead of collecting numerical data points or intervene or introduce treatments just like in quantitative research, qualitative research helps generate hypotheses as well as further investigate and understand quantitative data. Qualitative research gathers participants’ experiences, perceptions, and behavior. It answers the hows and whys instead of how many or how much. It could be structured as a stand-alone study, purely relying on qualitative data or it could be part of mixed-methods research that combines qualitative and quantitative data.
Qualitative software
Computer software designed to help code and analyze text - such as transcripts of focus group discussions, field notes or of open-ended interviews.
Qualitative variable
A variable whose values are classifications or categories and are not subject to quantitative interpretation. Examples include gender, occupation, marital status, etc. Also called a categorical variable.
Qualitatively Speaking
A column in Quirk’s Marketing Research Review magazine that acts as a forum for focus group moderators and other qualitative researchers to sound off on issues related to qualitative research.
Quality control
The set of procedures for insuring that interviewers comply with relevant standards and for identifying ways to eliminate causes of unsatisfactory performance.
Quantitative research
Research conducted for the purpose of obtaining empirical evaluations of attitudes, behavior or performance. Designed to generate projectable numerical data about a topic.
Quantitative variable
A variable whose values are numerical in nature. Examples include weight, age, income, etc. Quantitative variables are further classified as being either discrete or continuous.
Quartiles
The division of the observation distribution into quarters (in the same way the median divides the distribution in half).
Quasi-experiments
Studies in which the researcher lacks complete control over the scheduling of treatment or must assign respondents to treatment in a non-random manner.
Questionnaire
A set of questions designed to generate data necessary for accomplishing the objectives of the research project.
Questionnaire administration
The process by which the questions will be delivered and the answers recorded (e.g. mail, Web, telephone). Questionnaires can be self-administered or administered by an interviewer.
Questionnaire analysis
The analysis of a questionnaire to determine if it will yield the desired information without confusion or ambiguous data.
Questionnaire design
The process of creating a document that contains questions to be asked respondents and in what order, and sometimes lists the alternative acceptable responses..
Quintiles
The 20, 40, 60, and 80th percentiles. In other word, the 20, 40, 60, and 80th percentiles.
Quixotic reliability
An error in which a single method of observation or study yields unvarying but inaccurate measurement. This may be due to the fact that the response is rehearsed.
Quota
The total number of interviews to be completed.
Quota sample
A sampling procedure that includes specified numbers of respondents having characteristics known or believed to affect the subject being researched. Selection is by nonprobability means. A moderator might set a quota of having half the group be users of Brand X, or one-fourth be aware of Product Y.
Race
As defined by the U.S. Census Bureau: Aleut, American Indian, Asian, Black (or Negro), Chinese, Eskimo, Filipino, Guamanian, Hawaiian, Japanese, Korean, Samoan, Vietnamese, White, or “other.”
Vs add:
each of the major groupings into which humankind is considered (in various theories or contexts) to be divided on the basis of physical characteristics or shared ancestry.
Random
Being or relating to a set or element in which each set or element has an equal (non-zero) probability of occurring.
Random error
Error that affects measurement in a transient, inconsistent manner.
Random sample
A sample in which each unit has an equal and independent chance of selection. Also known as probability sample.
Random sampling error
An error caused when the given sample is not representative of the population being studied.
Random variable
A variable whose value is determined by the outcome of an experiment in which the outcome is subject to chance. For example “heads” or “tails” is a random variable for a coin toss.
Random-digit dialing
A telephone sampling procedure that generates random combinations of telephone numbers in order to include unlisted numbers in a survey sample.
Randomization
The random assignment of subjects or treatment conditions to ensure equal representation of subject characteristics in all groups.
Randomized block design
In this design subjects are assigned to blocks on the basis of their characteristics and then randomly allocated to a treatment group within their block. In this way like is matched with like, and not only will the mean value of each confounding factor be similar in each group but the distribution will be identical in each treatment group. This means that the situation cannot arise in which two groups have the same average age, for example, but one comprises middle aged people and the other comprises half younger people and half older people.
Range
The highest value for a variable minus the lowest value for that variable.
Rank-order scales (ranking)
Scales in which the respondent compares one item with another or a group of items against each other and ranks them.
Rate
A fixed ratio between two things.
Ratio
A measure that expresses the relative size of two numbers.
Ratio 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. The ratio scale is for variables that have a uniquely defined zero. Examples include weight, height, age, etc.
Raw data
Information that has not been organized, formatted, or analyzed.
Reach (advertising)
The percentage of the target audience exposed to an ad at least once during a defined period of time.
Readership
The number of people reading a particular publication. This includes both the individual subscriber and others who have read the publication.
Readership studies
A quantitative print media test of advertising effectiveness in which actual advertisements are shown to a sample of readers, who are then asked whether they “saw the ad,” “read the ad” and/or “found the ad useful” etc. Also known as a recognition test.
Recall
In marketing or audience research refers to the concept of a respondent being able to remember a particular event or experience. It can be aided with stimulus material or unaided.
Recognition test
A quantitative print media test of advertising effectiveness in which actual advertisements are shown to a sample of readers, who are then asked whether they “saw the ad,” “read the ad” and/or “found the ad useful” etc. Also called a readership study.
Recommendations
The section of the final report that suggests the next action steps a client could take, based on the conclusions of the research.
Recruitment
The process of securing participants for focus groups who meet specific demographic or other project requirements.
Referral sample
Samples in which selection of additional respondents is based on referrals from the initial respondents. Also called snowball sample.
Refusal
Respondents who will not participate in a research project – either initially or after being qualified.
Refusal rate
The proportion of eligible respondents who refused to give an interview.
Regression analysis
A multivariate statistical technique applied to data to determine, for predictive purposes, the degree of correlation of a dependent variable with one or more independent variables. In other words, a technique to see if there is a strong or weak cause and effect relationship between two or more things.
Regression coefficients
Values that indicate the effect of the individual independent variables on the dependent variable.
Regression to the mean
Tendency for behavior of subjects to move toward the average for that behavior during the course of an experiment.
Rejection region
Those values of the test statistic that would lead to the rejection of the null hypothesis.
Related samples
Samples in which the measurement of a variable in one population may influence the measurement of the variable in the other.
Reliability
Measures that are consistent from one administration to the next.
Repeat rate
The proportion of first-time users of a product who purchase the product at least a second time.
Repeat-pairs technique
A product testing procedure in which respondents express a preference between two products, then repeat the task with an identical pair of products.
Replicate
Geographically representative subsample which is systematically selected from the entire sample.
Replication
Multiple test trials under repeatablity conditions used as an independent verification of a research study.
Report writing services
Research service which involves writing a comprehensive document at the conclusion of the research project. Generally contains methodology overview, a review of all findings, detailed analysis, executive summary, and a clear set of action items as well as suggested next steps.
Repositioning studies
Research designed to give an existing business, product, service or brand a new position in customers’ minds and so expanding or otherwise altering its potential market.
Representative sample
A sample in which each unit has an equal and independent chance of selection. Also known as probability sample or random sampling.
Rescreening
A brief interview conducted with potential participants when they arrive at a facility to ensure that they really qualify for the session. Rescreening normally uses some of the questions that were originally asked when the participants were originally recruited.
Research Assistant
Responsible for assisting project directors with the project fulfillment process, including survey design and fielding, data collection and review, report preparation and client communications.
Research Director/Manager (Client Side)
The person responsible for working as a partner with internal clients on marketing research projects. These individuals help take data to conclusions and recommendations. May be responsible for conducting all aspects of research internally or may work with internal clients to outsource parts of a project.
Research Director/Project Director (At A Research Company)
The person at a research company responsible for managing individual studies from inception to completion. They acts as the primary lead contact for assigned projects. Responsibilities generally include survey design and fielding, data collection and review, report preparation and client communications. Related titles: Research Manager, Project Analyst, Research Associate, Senior Project Director
Research Industry News
A regular feature in Quirk’s Marketing Research Review magazine, this section includes company earnings, address changes, strategic alliances, new accounts and information on new start-ups.
Research agency
The company acting as a supplier of research services.
Research client
The consumers of marketing research, who hire the research firm and pay for the research that is conducted.
Research 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 online communities.
Research company
The company acting as a supplier of research services.
Research design
The structure or framework to solve a specific problem or answer the research objectives; the plan of what data to gather, from whom, how and when to collect the data, and how to analyze the data obtained.
Research question
The main question a research project aims to answer; a clear statement in the form of a question of the specific issue that a researcher wishes to analyze.
Research report
The document that the researcher develops at the conclusion of the research project. Generally contains methodology overview, a review of all findings, detailed analysis, executive summary, and a clear set of action items as well as suggested next steps. Also known as final report.
Researcher SourceBook™
The most complete worldwide directory of marketing research product and service suppliers. Lists more than 7,000 firms in more than 100 countries.
Residual
The difference between the measured and predicted value.
Residual error
What still cannot be explained, after estimating the coefficients of the independent variables. Usually blamed on measurement or omissions.
Respondent
The individual from which data are collected. Also called participant, unit, unit of analysis, subject or experimental unit.
Respondent Fee
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. More commonly known as incentive.
Respondent level data
The data from one respondent.
Response bias
Error that results from the tendency of people to answer a question falsely, through deliberate misrepresentation or unconscious falsification.
Response latency
The time that elapses between a question and a response (answer).
Response rate
The percentage of persons in a sample who completed an interview out of the total number of eligible respondents.
Response style
The tendency of a respondent to answer in a specific way regardless of how a question is asked and/or what the question was asking.
River Sample
An online sampling method that is wholly and solely sourced from online promotions (e.g., banners, pop-ups, hyperlinks). This method of random recruitment drives potential respondents to an online portal where they are screened for studies in real time. Qualified respondents are then randomly assigned to a survey.
Role playing
A projective technique in which participants adopt characters, or parts, that have personalities, motivations, and backgrounds different from their own.
Rotation procedure
The process of asking questions in a different order for each respondent in order to minimize a the tendency to of respondents to favor choices or objects because of the order in which they are presented.
Rule
A guide or a command that tells a researcher what to do.
Rustbelt
States in the Great Lakes region.
SAQ (self-administered questionnaire)
A questionnaire completed with no interviewer involvement.
SIC (standard industrial classification)
Classification (in a four-digit code) of business as defined by the U.S. Department of Commerce. Pseudo SICs are SIC modifications which add a fifth or sixth character to allow for greater specificity.
Salience
The degree of prominence of a brand in the user’s thoughts.
Sample
A subset of the population of interest selected for a research study. It is a finite portion that is used to study the characteristics of concern in the population.
Sample control
The effectiveness of the sampling approach at reaching the target units.
Sample definition
The description of the ideal sample for the project
Sample distribution
A frequency distribution of all the elements of an individual sample.
Sample population
The population from which the sample is obtained.
Sample size
The number of participants in the trial or study.
Sample space
The collection of all possible outcomes of an experiment.
Sample specific results
Research results that are not necessarily representative of the population but are specific to the research sample used.
Sample unit
An individual member of the sample.
Sampling
The method of selecting a specified portion, called a sample, from a population, from which information concerning the whole can be inferred.
Sampling company
The firm that provides a specified portion from a population from which data is collected and information concerning the whole can be inferred.
Sampling distribution of the proportion
A frequency distribution of the proportions of many samples drawn from a particular population. It is normally distributed.
Sampling distribution of the sample means
A frequency distribution of the means of many samples drawn from a particular population. It is normally distributed.
Sampling distribution of the sample statistic
The probability distribution associated with the various values that the statistic could assume in repeated sampling.
Sampling error
The estimated inaccuracy of the results of a study when a population sample is used to explain behavior of the total population.
Sampling fraction
The proportion of the number of sample elements to the number of population elements.
Sampling frame
A listing of all elements in the sampled population.
Sampling 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 or interval.
Sampling software
Software designed to obtain information about a large group by examining a smaller, randomly chosen selection (the sample) of group members. If the sampling is conducted correctly, the results will be representative of the group as a whole.
Satisficers
The less-than-dedicated survey respondents who are dishonest or simply benign and inattentive in providing their answers.
Scale
A closed-ended question for measuring attitudes. A set of symbols or numbers so constructed that the symbols or numbers can be assigned by a rule to the individual (or their behavior or attitudes) to whom the scale is applied.
Scaled-response questions
Multiple choice questions in which the choices are designed to capture the intensity of the respondent’s answer.
Scanner panel
A consumer panel where participants use a bar-code scanner to record purchases.
Scanning
A service in which information originally in hard copy (print) format is converted to a digital file.
Scatter diagram
A graphic display of data plotted along two dimensions. Scatter diagrams are used to rapidly screen for a relationship between two variables.
Scientific method
A systematic method of hypothesis formation, hypothesis testing and hypothesis evaluation based on the assumption that all true knowledge is verifiable using empirical evidence.
Screener
Questions used to check for appropriate respondents.
Screening
The process of choosing research participants who meet the established criteria of the research project.
Second lifetime value (SLTV)
The value of a lost customer once the customer is regained.
Secondary analysis
The use and analysis of information from previously conducted research projects.
Secondary data
Data that has been previously gathered.
Secondary research
Analyzing information from previously conducted research projects. See also primary research.
Sectional center facility (SCF)
Geographic areas represented by the first three digits of a ZIP code.
Segment
Portion selected on the basis of a special set of characteristics.
Segmentation studies
A study to determine similarities and differences among target groups in order to divide a market into segments. These segments are comprised of purchasers who are as similar as possible to each other, but also as different as possible from those in other segments. Segments are then selected and profiled to target your marketing. Often called market segmentation studies.
Selection
Process of choosing records using specific criteria from a population.
Selection bias
Systematic differences between the test group and control group which produces a different profile for each group.
Selection error
Error that results from following incomplete or improper sampling procedures.
Selective perception
The ability of a listener or reader to filter out some information for conscious or subconscious reasons.
Selective research
Research to choose among several viable alternatives identified by programmatic research.
Self-administered survey
a questionnaire that is completed without the aid of an interviewer.
Self-selection bias
Potential error introduced into a study when the types of people who choose to participate in a study are systematically different then those who are more reluctant (less eager) to participate.
Semantic differential
A method of examining the strengths and weaknesses of a product or company versus the competition by having respondents rank it between dichotomous pairs of words or phrases that could be used to describe it; the mean of the responses is then plotted in a profile or image. See also Likert scale.
Semiotics
The study of signs and symbols, what they mean and how they are used.
Sensory research
Product testing using any or all of the five senses.
Sentence and story completion
Tests in which the respondent completes sentences or stories in their own words. The purpose of this technique is to enable participants to delve into certain areas that they may otherwise find difficult to discuss.
Sequential testing
A testing procedure in which a respondent tries one product, evaluates it, then tries and evaluates a second product.
Serial effect
A situation in which survey questions establish a certain tone or pattern of response in the participant, biasing the results.
Serious games
A category of games in which the primary purpose is something other than pure entertainment. In marketing research serious games are designed to investigate and elicit feedback in a manner that is more engaging than a traditional survey.
Service quality measurement (SQM)
A study identifying the aspects of a customer’s experience that most influence that customer’s future purchase intentions and then tracking whether intentions translate into actual buying behavior.
Services
Products that cannot be stored and are consumed at the place and time of their purchase.
Sex ratio
The number of males per 100 females in a population.
Shopper insights
Marketing research focused on the retail experiences of consumers. Research looks at the retail environment and how it influences the consumers behaviors and brand perceptions.
Shopper patterns
Drawings that record footsteps of a shopper through a store.
Short census form
U.S. Census Bureau questionnaire that all Americans answer every 10 years.
Sigmoid curve
The S-shaped relationship that allows the dependent variable to tend to 100 percent or 0 percent rather than actually get there. More lifelike than a straight line in regression but harder mathematics.
Sign-out sheets
A control document used by a facility to keep track of co-op payments to participants.
Significance level
is the pre-selected probability of (incorrectly) rejecting the null hypothesis when it is in fact true. Usually a small value such as 0.05 is chosen.
Significance test
The probability of obtaining the value of a test statistic (e.g. t, r, F, Chi-square) given that the null hypothesis is true.
Significant difference
In mathematical terms, difference between tests of two or more variables. The significance difference varies with the confidence level desired.
Simple random sample (SRS)
A sample selected in such a way that every element of the population has a known and equal chance of being chosen for the sample. Also called random sample.
Simulated sales test
A procedure designed to estimate a product’s sales potential by simulating trial and use conditions of the marketplace.
Simulated test market (STM)
Alternative to traditional test market; survey data and mathematical models are used to simulate test market results at a much lower cost.
Simulation studies
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.
Single-number research
Placing too much emphasis on a single statistic.
Site selection analysis
Determining, through an analysis of a given area’s demographic and economic characteristics, whether it offers a good market for a product or service.
Skewed distribution
A distribution whose frequency curve has one tail longer than the other - not symmetrical about its mean. If the left tail is longer than the right, it is called skewed left.
Skip pattern
Requirement to pass over questions in response to respondent’s answer to a previous question.
Smiling face scale
A pictorial scale (often used with children) that consists of a series of facial expressions to obtain satisfaction ratings. Used instead of a numbered scale.
Snowball samples
Samples in which selection of additional respondents is based on referrals from the initial respondents. Also called referral samples.
Social Media Listening
The computer automated process of searching online communities (blogs and other peer-to-peer sites) looking for patterns and other useful information. Also known as social media mining or social media scraping.
Social Media Mining
The computer automated process of searching online communities (blogs and other peer-to-peer sites) looking for patterns and other useful information. Also known as social media listening or social media scraping.
Social Media Scraping
The computer automated process of searching online communities (blogs and other peer-to-peer sites) looking for patterns and other useful information. Also known as social media listening or social media mining.
Social desirability bias
The tendency of respondents to reply in a manner that will be viewed favorably by others.
Social grade
A system of demographic classification used in the United Kingdom and the Republic of Ireland consisting of six social grades: A, B, C1, C2, D and E. The classifications are based on the occupation of the head of the household.
Social indicator
A numerical measure of the quality of life.
Social media analytics
The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing the use of social networks such as facebook, Digg etc.
Social media marketing
Engagement with online communities to promote a product, service or content.
Social research
A specific area of research which focuses on government, public services and the not-for-profit sectors in an effort to provide evidence for policy makers, politicians and the public.
Society Of Competitive Intelligence Professionals (SCIP)
A global nonprofit membership organization for anyone involved in creating and managing business knowledge. The mission is to enhance the skills of knowledge professionals in order to help their companies achieve and maintain a competitive advantage.
Socio-economic groups
Dividing a population into groups based on income and the occupation of the head of household
Soft 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 non-durable goods.
Software Review
An occasional feature in Quirk’s Marketing Research Review magazine, in which research software experts give readers the lowdown on the latest software, from tab packages to CATI programs.
Solomon four-group design
Research using two experimental groups and two control groups to control for all extraneous variable threats.
Spearman rank-order correlation
Correlation analysis technique for use with ordinal data.
Spec Writer/Programmer
The person responsible for the programming and testing of computer aided interviews. Other responsibilities may include managing the system, sample management, quota controls and developing report structures.
Spec writing
General term for computer programming of questionnaires
Spec writing-CAPI
Computer programming of questionnaires specifically for computer aided personal interviewing (CAPI) systems.
Spec writing-CATI
Computer programming of questionnaires specifically for computer aided telephone interviewing (CATI) systems.
Spec writing-Web
Computer programming of questionnaires specifically for Web based interviewing systems.
Special Markets
Small but potentially profitable market segments which have unique needs, demands or particular interests.
Specialized service or support firms
Companies that handle a specific facet of research, such as data processing or statistical analysis, for many corporate clients.
Specifications
The criteria for participants in a focus group, involving their demographic characteristics, product usage, product awareness, and so on.
Split-half technique
Method of assessing the reliability of a scale by dividing into two the total set of measurement items and correlating the results.
Spontaneous awareness
The measure of the proportion of people who can name a product, brand name or trademark without any assistance of the interviewer. Also known as unaided awareness or unaided recall.
Spurious correlation
A correlation between two variables that does not result from any direct relation between them but from their relation to other variables.
Stability
Lack of change in results from test to retest.
Standard Metropolitan Statistical Area (SMSA)
An outdated U.S. Bureau of Census term for an area consisting of one or more counties around a central urban area.
Standard deviation
The positive square root of average squared distance of the population or sample values from the mean. It is the most widely accepted measure of dispersion.
Standard error
The standard deviation of a distribution of sample means; the square root of the variance of the sampling distribution.
Standard normal distribution
A normal distribution with a mean of zero and a standard deviation of one.
Stapel scale
A scale, ranging from +5 to -5, that requires the respondent to rate how close and in what direction a descriptor adjective fits a given concept.
Starting point
The first number selected of an Nth sampling interval.
State data center
An organization within a state, generally a planning agency, university, or library, to which the Census Bureau furnishes products, training in data access and use, technical assistance, and consultation.
Static-group comparison
Pre-experimental design that uses an experimental and a control group. However, subjects or test units are not randomly assigned to the two groups and no premeasurements are taken.
Statistic
A numerical quantity calculated from observations in a sample.
Statistical analysis
The analysis and interpretation of collected data for the purposes of summarizing information to make it meaningful and usable.
Statistical analysis service providers
Firms that specialize analyzing and interpreting data for the purposes of summarizing information to make it meaningful and usable.
Statistical control
Adjusting for the effects of confounded variables by statistically adjusting the value of the dependent variable for each treatment condition.
Statistical inference
Drawing conclusions about populations based on a sample.
Statistician
A professional (generally with an advanced degree) versed in the collection and interpretation of numerical data. In marketing research they are often involved in writing proposals, choosing research methodology, designing studies and determining sample size and when the study has been completed the statistician conducts the analysis which may involve anything from simple tests to complex multivariate analyses or modeling. Part of the challenge for the statistician is to present the analysis and results in a way that the client company itself will understand.
Statistics
The science of collecting data, organizing or describing it, and ultimately drawing conclusions from it.
Stochastic fancy
Phrase for random or chance.
Store audit
The examination and verification of the sale of a product. A method for measuring sales in a store by counting beginning inventory, adding new shipments, and subtracting ending inventory. Also used to determine inventory lost to theft. Sometimes called a wholesale audit, store audit.
Store control tests
Research studies that evaluates complete marketing programs for new or established brands in a “live” retail setting. Different stores of the same chain, in the same market, are divided into test vs. control groups to see which is the best alternative among in-store variables such as: new products, alternative pricing, displays or other in-store promotions, shelf sets, packaging, merchandising frequency etc.
Store simulation studies
Studies in which participants are observed making their purchases in a store setting which is designed to imitate real life.
Strata
Segments of the population.
Strategic marketing
The process of planning and executing the most effective marketing campaign within a chosen market based on assessments of product characteristics, pricing, distribution, promotion etc.
Strategic partnering
The alliance of two or more marketing research firms with unique skills and resources.
Strategy research
A study to formulate and/or implement the best long term plan of action designed to achieve a particular goal.
Stratified random sample
Probability samples that force sample to be more representative of the population. It is obtained by dividing the population into groups called strata, then simple random samples are taken from each of the strata.
Structured observation
A study in which the observer fills out a questionnaire form or counts the number of times an activity occurs.
Stub
The responses to the question being tabulated, which run vertically down the left side of a computer table.
Sub-block
Along with enumeration districts, the smallest segment of the country for which the U.S. Bureau provides demographic data.
Sub-sample
A sample of a sample.
Subject
The basic element on which the experiment or study is conducted. Also known as a participant, experimental unit, respondent, unit or unit of analysis.
Subjective question
A question that has no prelisted answers which requires the respondent to answer in his or her own words. Also known as open-ended question.
Sum of squares due to regression
The variation explained by the regression.
Sunbelt
The U.S. Census regions South and West.
Supervisor’s instructions
Written directions to the field service on how to conduct a survey.
Surrogate Error
An error that occurs when someone other that the intended respondent participates in the research.
Surrogate information error
Error that results from a discrepancy between the information needed to solve a problem and that sought by the researcher.
Survey
The systematic collection of participant responses on facts, opinions, and attitudes through questionnaires.
Survey Monitor
A regular feature in Quirk’s Marketing Research Review magazine, Survey Monitor presents findings of consumer and business surveys from a variety of sources.
Survey design & analysis software
Computer software designed to help with questionnaire design and the analysis of the data retrieved from the questionnaire.
Survey objectives
The decision-making information sought through the questionnaire.
Survey research
Research in which an interviewer interacts with respondents to obtain facts, opinions and attitudes.
Synchronic
The similarity of observations within the same time frame; it is not about the similarity of things observed.
Syndicated 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. Sometimes called multi-client studies.
Syndicated service research firms
Companies that collect, package and sell the same general market research data to many firms.
Systematic sample
A procedure that selects every Nth unit (skip interval) of a population until the desired sample size is reached. The starting point should be a random position.
Systemic error
Error that results from the research design or execution.
T-Scope research
Research method utilizing a tachistoscope (a device for controlling the intensity and duration of light exposure) to project a series of images onto a screen at rapid speed. Sometimes used in package testing.
T-commerce (Television commerce)
Television commerce is interactive electronic using digital television.
T-distribution
Occurrence often seen with small samples which results in a distribution similar to the normal distribution but not as peaked.
T-test
Hypothesis test about a single mean if the sample is too small to use the Z-test.
TURF analysis software
TURF is an acronym for “Total Unduplicated Reach and Frequency Analysis”. TURF software is used to find the optimal choices that give you the maximum unduplicated coverage for your product or advertisement. For example TURF analysis could help determine in which magazines you should place advertisements to reach the widest possible audience with a minimum amount of audience duplication.
Tab
Calculating (tabulating) collected survey responses either manually or by computer.
Tab houses
Firms that specialize in simple analysis of data.
Table of random digits
A table consisting of digits in a completely random order.
Tabulate
The process of counting the various responses to each question asked in a survey.
Tabulation
The process of summarizing, totaling and reporting data generally in a table format.
Tabulation software
Computer software designed for counting and analyzing responses to each question asked in a survey.
Tachistoscope (T-scope)
A device for controlling the intensity and duration of light exposure. Sometimes used in package testing.
Target population
The population which is being studied.
Taste tests
A study in which research participants evaluate the taste of a food product. Tests are often conducted by having participants compare the taste of one product to that of similar products. Generally, packaging and product names are hidden from the participant in order to prevent bias.
Technology commercialization
The study of the process by which technology products are developed, tested and brought to market.
Telephone Facility Manager
The person at a telephone interviewing facility who is responsible for overall management and direction of the telephone center. Responsibilities may include fiscal management, human resources and scheduling the facility. They may have some sales responsibilities.
Telephone Interviewing Facility Supervisor
The person at a telephone interviewing facility who manages individual studies They are generally responsible for briefing interviewers, monitoring interviewers and production quotas, and interacting with interviewers while study is conducted.
Telephone areas
Area codes and three-digit prefix calling areas.
Telephone focus groups
A qualitative research methodology in which seven to 10 people are connected in a telephone conference call and a trained moderator leads them through a discussion about a particular topic. Basically a focus group that is conducted via conference calling.
Telephone interviewing
A survey/interview conducted with the participant over the telephone.
Telephone interviewing facility
A facility consisting of interviewing stations in which interviewers use the telephone to contact respondents. Most facilities use computer assisted telephone interviewing (CATI) software to aid in the process. Some facilities allow clients to monitor calls both from locations off-site as well as on-site.
Telephone number look-ups
A service in which telephone numbers are acquired for specific individuals or addresses.
Telephone panel
A study in which participants are contacted and screened and then periodically questioned via the telephone.
Telephone sample
A group of individuals who are surveyed by telephone.
Telephone/Mail/Telephone studies
Interviews administered via telephone, then followed up with a mailing and finally followed up with another telephone interview.
Television market
The two firms which measure TV audiences, Arbitron and NPD/Nielsen, have slightly different definitions of television markets (media markets), based on sampling, etc. Arbitron’s TV markets are called Areas of Dominant Influence (ADIs), while Nielsen’s are Designated Market Areas, or DMAs.
Temporal sequence
Appropriate causal order of events; variable X must occur before the variable Y.
Temporary population
Temporary residents of an area such as tourists, commuters, snowbirds, etc.
Terminate
The act of ending an interview before fully completed.
Termination rate
The number of respondents who do not complete an interview once started.
Test kitchen
A kitchen used for the purpose of testing food products, appliances or food preparation techniques with participants. Also called a kitchen facility.
Test market
Trial market for a new product or service offer.
Test statistic
A statistic, calculated from the sample data which is used to test the hypothesis.
Test-retest reliability
The ability of the same instrument to produce consistent results when used a second time under conditions as nearly the same as possible.
Testimonial interview
An interview designed for the purpose of getting a spoken or written statement extolling and affirming the virtue of some product, event or service.
Testing effect
An effect that is a byproduct of the research process and not the experimental variable.
Tests of significance
Tests for determining whether observed differences in a sample are sufficiently large as to be caused by something other than mere chance.
Text Analytics
The process of deriving high-quality information from text using statistical pattern learning. Typical text mining tasks include text categorization, text clustering, concept/entity extraction, production of granular taxonomies, sentiment analysis, document summarization, and entity relation modeling. The term is roughly synonymous with text mining and data mining.
The Australian Market and Social Research Society (AMSRS)
An association of market research professionals who are dedicated to increasing the standard and understanding of market research in Australia.
Theater test
Research procedure where participants view movies, television shows or advertisements in a theater setting. Also known as audience research.
Thematic maps
Computer-generated maps that combine geography with demographic data and company information on sales, etc.
Theory
An explanation or prediction of a given set of data that has been repeatedly confirmed by observation and experimentation.
Theory-construction diary
A journal that documents in detail the thoughts, premises, hypotheses and revisions in thinking of a humanistic researcher.
Third-person techniques
Ways of learning respondents’ feelings by asking them to answer in the third party; “your neighbor,” “most people.”
Time series analysis
Any set of data recorded in time intervals. Also called exponential smoothing.
Time use survey
A survey of how people use their time, taken by asking people to record what they do and how they do it in a diary over several days or weeks.
Top box score
The percentage of respondents who gave the highest or top score on a scale.
Top-of-mind awareness
First mentioned recall of vendor names, brands, products, ideas, services, etc.
Topic guide
A written outline of topics to cover during a focus group discussion. See also moderator guide or discussion guide.
Topline report
Preliminary results from a project, usually showing responses of the total sample to a few key questions.
Total error
The difference between the true value of the population parameter and a value obtained from a research study.
Touch tone aided telephone interviewing (TATI)
Interviewer-administered telephone surveying in which the respondent uses the touch-tone buttons of his or her phone to provide answers. Also known as touch tone data entry (TDE).
Touch-tone data entry (TDE)
Interviewer-administered telephone surveying in which the respondent uses the touch-tone buttons of his or her phone to provide answers. Also known as touch-tone aided telephone interviewing (TDE).
Tracking
Studies repeated over time to monitor changes in a brand or product category.
Trade Audit
Examination of a retail or wholesale market through analysis of existing secondary data, and where needed, the conducting of primary research with retailers/wholesalers, industry analysts and other shareholders.
Trade Talk
A regular feature in Quirk’s Marketing Research Review magazine, written by the Editor, Trade Talk includes book reviews, profiles of research industry people and reports on demographic and social trends.
Trade area
Geographical area from which the customers of a business are drawn; it can be as small as a section of a city or as large as the entire country.
Trade surveys
Research conducted to understand dealer or retailer psyche, opinions and attitudes towards various product issues. Trade surveys are also a valuable source of information on brand stocking and sales patterns.
Trade-off analysis
A multivariate technique used to quantify the value that people associate with different levels of product/service attributes. Respondents trade product attributes against each other to establish product (brand) preference and the relative importance of attributes. Based on utility theory and consumer rationality. Better for functional than fashionable brands.
Traffic counters
Machines used to measure vehicular flow over a particular stretch of roadway.
Traffic studies
Studies which measure vehicular flow over a particular stretch of roadway. May also be used to measure foot traffic passing a particular point.
Training
The process of making proficient through instruction, hands-on practice and activities which are designed to impart understanding, skills, techniques and methodologies.
Transcribing
The process of classifying, sorting and ultimately inputting, collected data into a computer database. Also called data entry.
Transcript
The verbatim written record of an interview or focus group.
Transcription services
A research service which provides a typewritten version of a audio or video recording. Often used for focus groups.
Transferability
The ability to apply the results of research in one context to another similar context. Also, the extent to which a study invites readers to make connections between elements of the study and their own experiences.
Translation services
Converting written communication to another language while keeping the same meaning as in the original language.
Travel and Tourism Research Association (TTRA)
An association that promotes the development and application of professional research in the travel and tourism industry.
Treatment
The independent variable that is manipulated in the experiment.
Trend Data
Survey responses demonstarting the change of views and perceptions about a particular topic over time.
Triad
A qualitative research methodology in which a moderator works with three respondents. Some researchers maintain that the limited number of participants in a triad permits the moderator to get more information from them than is possible in a minigroup of full group.
Trial rate
Measures the proportion of people who buy a product at least once.
Triangulation
A research approach that employs three methods of data collection such as surveys, interviews, and observations. Often used as a method of establishing the accuracy of information. Also known as multi-modal method.
Trimmed mean
Obtained by trimming a percent of the high and low ends of a distribution and finding the mean of the remaining distribution.
True experimental design
Research using an experimental group and a control group, and assignment of test units to both groups is randomized.
Tweenager
A person between the ages of 8 to 12. Also known as a pre-teen.
Two-tailed test
The test of a given statistical hypothesis in which a value of the statistic that is either sufficiently small or sufficiently large will lead to rejection of the hypothesis tested.
Two-way focus groups
A target focus group observes another focus group, then discusses what it learned through observing.
Type I error (A error)
Rejection of a null hypothesis when it is true.
Type II error (B error)
Failing to reject a null hypothesis that is false.
U-Commerce (Universal Commerce)
Commerce that can be conducted anywhere and any time. It is the fusion of multiple platforms including E-commerce, T-commerce, and M-commerce, V-commerce, P-commerce.
Unaided awareness
The measure of the proportion of people who can name a product, brand name or trademark without any assistance of the interviewer. Also known as spontaneous awareness or unaided recall.
Unaided recall
The measure of the proportion of people who can name a product, brand name or trademark without any assistance of the interviewer. Also known as unaided awareness or spontaneous awareness.
Unbalanced scale
A scale where the number of favorable and unfavorable categories is not the same.
Unbiased estimator
When the sampling distribution of a statistic has a mean equal to the parameter being estimated.
Unbiased questions
Questions that are worded in such a way so as not to influence respondents’ opinions and responses
Unbiased samples
Samples obtained from sample designs in which there is no bias and all sampling error comes from random sources.
Undercoverage bias
a bias in which some members of the population are inadequately represented in the sample.
Undisguised observation
The process of monitoring people who know they are being watched. Also called open observation.
Unforced rating scale
A scale that allows respondents to have no opinion.
Unidimensional scaling
Procedures designed to measure only one attribute of a respondent or object.
Union
The event containing all simple events for both event A and event B. The concept of union can be extended to more than two events.
Unipolar
An ordinal scale with one positive end and one negative end.
Unit of analysis
The basic element on which the experiment or study is conducted or from which data are collected. Also known as the respondent, participant, unit, subject or experimental unit.
Univariate data set
A data set in which one measurement (variable) has been made on each respondent.
Univariate techniques
Forms of statistical analysis that are used where there is a single measure of each variable or where each variable is measured in isolation of other variables.
Universe
The set of all the units from which a sample is drawn. Also called the population.
Unstructured observation
A study in which the observer simply makes notes on the behavior being observed.
Unstructured questions
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 open-ended question.
Unstructured segmentation
Process of dividing a market using data and analysis when no prior ideas are held about the number of segments, what they are, or how and why they are different.
Urban population
As defined by the 1980 census, all persons living in urbanized areas and in places of 2,500 or more inhabitants outside urbanized areas.
Urbanized areas
A central city or cities and the surrounding (contiguous) closely settled territory. Must have at least 50,000 inhabitants.
Usability Professionals’ Association (UPA)
The Usability Professionals’ Association supports usability specialists, people from all aspects of human-centered design, and the broad family of disciplines that create the user experience in promoting the design and development of usable products.
Usability lab
An environment where users are studied interacting with a system or product for the sake of evaluating the system’s usability.
Usability testing
Involves putting a prototype or application in the hands of potential users in order to observe and gain feedback on how the design can be improved.
Usage studies
Research projects that are designed to capture and quantify the incidence of specific consumer (or non-consumer) attitudes, perceptions, and beliefs. They also help you understand actual product usage. Also called attitude studies.
User Image
The impression created, either explicitly or implicitly, about the type of person who is likely to be a user of a brand. User images can be defined demographically, by life stage, lifestyle or attitude.
V-Commerce (Voice Commerce)
Using voice commands to conduct commercial transactions.
Validation
The process of ascertaining and recontacting respondents to confirm that interviews were conducted correctly. Sometimes called back checking. The term may also refer to the comparison of the estimate for a brand to its actual sales when introduced. This type of validation can offer information on where marketing activity exceeded or fell short of the pre-market plan.
Validity
Whether what we tried to measure was actually measured.
Van Westendorp Price Sensitivity Model
The Van Westendorp Price Sensitivity Model was developed in the 1970s by the Dutch economist Peter Van Westendorp, The model helps gauge the “perceived” value of a product or service by asking respondents a series of price-related questions. For example: “At what price would you say the product is Inexpensive (a bargain)? or “At what price would you say the product is Too cheap to be of value?” The objective of the model is to ascertain the range of acceptable prices, as well as optimum and indifference price points, for a product or service. The range will run from the price at which most respondents start to doubt the quality of the product to the point at which most respondents consider the product or service too expensive. In this model, price sensitivity relates not to absolute price, but rather to perceived value of the product and service.
Variability
Differences in the measurement of variables.
Variable
Any characteristic that can be measured on each unit of the population.
Variance
The measure of the variability of the variable. The statistical measure of how similar a population is in a characteristic being studied. It is the average squared distance of all measurements from the mean.
Variation
A quantifiable difference between individual measurements. Every repeatable process exhibits variation.
Venn diagram
A diagram where sets are represented as simple geometric figures, with overlapping and similarity of sets represented by intersections and unions of the figures.
Verbatim
A transcript of the actual comments participants make in a focus group. Many moderators include verbatims in their final reports to support their interpretation of the finding.
Verified data
Entering data into a database multiple times to ensure data integrity.
Verifying 100%
Entering data twice using two or more people to ensure 100% accuracy. Also known as Key verifying.
Verisimilitude
Refers to the probability that the research findings are consistent with occurrences in the “real world.”
Video focus groups
Focus groups conducted using satellite video technology in which participants are located in different places, normally in different countries. Also called global focus groups.
Videoconferencing
Conducting a conference or focus group between two or more locations using video cameras, microphones and video monitors. The participants can be seen, as well as heard.
Viewing 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. Also known as a focus group facility.
Viewing room
The room from which client personnel observe and listen to focus group proceedings through a one-way mirror. Also called the observation room or back room.
Virtual environments
A computer-simulated environment that can simulate physical presence in places in the real world through sensory stimuli. Most current virtual reality environments are primarily visual experiences. A more common term is virtual reality.
Virtual group
A general term to cover any form of group discussion that is convened using electronic means and participants do not see each other.
Virtual markets
Virtual 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 prediction markets.
Virtual reality (VR)
A computer-simulated environment that can simulate physical presence in places in the real world through sensory stimuli. Most current virtual reality environments are primarily visual experiences. Sometimes called virtual environments.
Visualization analytics
The science of analytical reasoning facilitated by visual interactive interfaces which allows people to synthesize information and derive insights even when the data is massive, ambiguous and conflicting.
Voice pitch analysis
The study of changes in the relative vibration frequency of the human voice to measure emotion.
Voluntary response bias
Potential error introduced into a study when sample members are self-selected volunteers. The resulting sample tends to overrepresent individuals who have strong opinions. See also self-select bias.
War Stories
A former column in Quirk’s Marketing Research Review magazine, written by Art Shulman, president of Shulman Research, War Stories presented the humorous stories of life in the research trenches.
Warranty card analysis
Organization of data provided on a warranty card for the purpose of producing usable customer and purchasing information; may involve recording, classifying, sorting, summarizing, calculating, and disseminating the information.
Wave
A single mailing or group of interviews conducted at about the same time. A research study or survey may consist of several waves.
Web bug
A device used in html web pages and e-mail that is used to monitor if an e-mail or advertisement has been opened by the recipient. The web bug can also provide other characteristics of the recipient’s connection and browser.
Web interviewing
The process of conducting a survey via the Web. Also called online interviewing, Web survey or CAWI.
Web interviewing software
Computer software used to construct and gather survey information via the Web. Sometimes called CAWI software (Computer Aided Web Interviewing).
Web site evaluation
Study to determine the ease with which visitors are able to use a Web site and find information on the Web site.
Web survey
A questionnaire that is hosted and completed online. Also called online interviewing, Web interviewing, Internet interviewing, HTML survey or CAWI.
Webcam interview
A conversation between two people via a computer and camera (the interviewer and the interviewee) where questions are asked by the interviewer to obtain information from the interviewee.
Webcast
The delivery of live or delayed sound or video broadcasts using the Internet.
Webconferencing
Conducting a conference or focus group between two or more locations using the Internet. The participants can be seen, as well as heard.
Weighted sample
A sample to which a numerical coefficient (weighting) has been applied.
Weighting
Assigning a numerical coefficient to an item to express its relative importance in a frequency distribution.
Wholesale audit
The examination and verification of the sale of a product. A method for measuring sales in a store by counting beginning inventory, adding new shipments, and subtracting ending inventory. Also used to determine inventory lost to theft. Sometimes called an audit, store audit or retail audit.
Wilder effect
A form of social desirability bias in which American voters tell pollsters that they are undecided or likely to vote for a black candidate but on election day vote for his/her white opponent instead. more commonly known as the Bradley effect.
Winsorized sample
A sample in which the trimmed values are replaced with the values that were next in line for trimming.
Wireless device interviewing
A computer-based questionnaire which is delivered to the respondent via a wireless device such as a cell phone or PDA. Also known as mobile computer aided self-administered interviewing (MCASI) See also MCAPI.
Wireless devices software
Software specifically designed for the purpose of collecting data via wireless devices such as cell phones and PDA’s. Also known as mobile computer aided self-administered interviewing (MCASI) software.
Word association tests
Projective technique in which the interviewer says a word and the respondent must mention the first thing that comes to mind.
Word-of-mouth research
Research which examines product and service opinions discussed by consumers with a friend, colleague, or other acquaintance.
Working phone rate
The number of working or assigned residential telephone numbers as a proportion of the entire sample.
World Advertising Research Center (WARC)
An association which supplies of information, knowledge, insight and data to the global marketing, advertising, media and research communities.
World Association for Public Opinion Research (WAPOR)
An association with the mission of establishing and promoting contacts between persons and institutions in the field of qualitative and quantitative scientific research on opinions, attitudes, and behavior and improving and protecting the use of such research in national and international affairs.
Write-down
The process of having participants write down their views on a topic during a focus group. Moderators use write-downs to get participants to commit to their point of view before other participants can influence them.
Yea saying
The tendency of respondents to agree with whatever is presented to them. Sometimes called friendliness effect’ or ‘Acquiescence bias’.
Z value
The number of standard deviations a point on a distribution is away from the mean.
Z-test
Hypothesis test about a single mean if the sample is large enough and drawn from a normal population. A small sample uses a T-test.
ZIP +4
Designation by the U.S. Postal Service for the nine-digit coding structure.
ZIP code
Registered trademark of the U.S. Postal Service; a five-digit or nine-digit code identifying regions in the United States.
ZIP code demographics
The demographic characteristics of a population living in a particular ZIP code.
