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A B C D
E F G H I J K L M N O
P R S T
Q
U W X Y Z
A
Ad hoc (custom-designed)
Atmosphere survey
B
Blind test
Brief
Business to business research
C
Calibration
CAPI
CATI
Central location (in hall test)
Concept test
Conjoint analysis
Control
Controller
Customer research
D
Dyad
E
Egonomics
ESOMAR
F
FGI
Field coordinator
Fieldwork
I
IDI
Interview questionnaire
Interview scenario
M
Marketing research
Moderator
Mystery Shopping
O
Omnibus research
Opinion poll
Outcome files
P
Panel
Personal interview (face to face)
Pilotage
Pollster
Post-tests
Pre-tests
Product test
Projection techniques
Q
Qualitative research
Quantitative research
Questionnaire
R
Report
Respondent
S
Sample
Statistical error
T
Target
Tracking
Triad
U
Usage and attitude (U&A)
Ad hoc (custom-designed) – a research, usually
conducted once, concerning a particular marketing issue
Atmosphere survey – an anonymous survey carried
out among employees of a particular company
Blind test – testing of a product by a respondent
without its visual identification (products are usually in white
wrappings preventing identification)
Brief – enquiry containing aims and the subject
mater of a poll, deadline and possible budget. Well prepared brief
substantially facilitates survey preparation
Business to business research – a survey in which
a respondent is a representative of a company. Surveys of that kind
enable to investigate e.g. decision-making mechanisms of contractors,
their needs, the quality of distribution, work quality and atmosphere in
the company
Calibration – presentation of a particular
feature by means of a given scale
CAPI - computer assisted personal interview
CATI – computer assisted telephone interview.
Main advantages of surveys of that kind are short terms, greater control
over them and relatively low costs. However, this method cannot be used
e.g. when the respondent cards need to be used.
Central location (in hall test) – customer
interview conducted in a specific location (a shop, a shopping centre or
a specially adapted apartment); usually accompanied by tasting of a
product, assessment of its package, concept or advertisement. Its main
advantage is the ability to interview many respondents in a short time.
Concept test– research collecting opinion on a
product that is not yet available in the market; it is presented to the
respondent by means of a concept
Conjoint analysis – a method of classification
and analysis of data regarding customers preferences. It was developed
in 1964 by a statistician Tukey and a psychologist Luce, now widely used
in quantitative research
Control – verification of gathered data
conducted by independent controllers; done on every stage of fieldwork,
as well as, after its completion. It controls reliability, logic and
cohesion of answers.
Controller – a person controlling reliability of
pollsters; independent of market research agency
Customer research – a research in which the
respondent is a customer. It is a source of information on customers’
preferences, satisfaction and loyalty.
Dyad – a kind of qualitative research in which a
moderator supervises a discussion between two respondents
Egonomics – a social phenomenon characterised by
customers choosing products on the basis of their individual,
distinctive features
ESOMAR – European Society for Opinion and
Marketing Research; the biggest, international society of people
professionally working on market research. It aims at rising
methodological and ethic standards of research.
FGI - focus group interview; one of the most
popular methods of qualitative research. It’s a group discussion (usu.
of 6-12 persons) supervised by a moderator used for defining consumers’
attitudes and habits. Projection techniques are widely used in such
group interviews.
Field coordinator – a qualified person
coordinating work of pollsters on a particular area; also responsible
for training, logistics and preliminary, content-related verification of
data.
Fieldwork – research that is done in the real
world rather than under set conditions. It is also the name of the first
Polish market research agency specialising in fieldwork
IDI – qualitative research collecting
information from one respondent; usually used while dealing with quality
problems where discretion is advisable (controversial or intimate issues,
multi-level analysis of consumer behaviour)
Interview questionnaire – a basic tool of
pollsters’ work; content-related list of questions
Interview scenario – a tool that supports
conducting of depth interviews
Marketing research – a process of gathering and
processing data which helps in company management. It is the basis of
all marketing decisions.
Moderator – a person conducting focus group interviews and sometimes
individual depth interviews
Mystery Shopping – research conducted by a
interviewer pretending to be a customer; his role is to assess the
quality of services
Omnibus research – multi-subject research on a
representative group of Poles
Opinion poll – quantitative research conducted
on a large group of people
Outcome files - a computer encoded list of
results of a survey; a usual form of data provided by Fieldwork
Panel – a kind of continuous research conducted
on the same sample of respondents at regular intervals
Personal interview (face to face) – an interview
conducted by an interviewer with a respondent chosen at random
Pilotage – a process preceding proper research;
check-up of prepared tools and understanding of a questionnaire;
conducted on a small sample (usu. 5-10 persons)
Pollster – a qualified person conducting an
interview using questionnaire
Post-tests – research concerning an
advertisement conducted after the advertising campaign
Pre-tests - research concerning an advertisement
conducted before the advertising campaign
Product test – research concerning testing a
particular product that is to be launched into the market or is already
in the market
Projection techniques – techniques used in
qualitative research that help to reveal feelings and opinion of
respondents that are usually concealed
Qualitative research – a research that enables
to explore motives, attitudes and preferences of customers. Results of
this research cannot be related to the whole population. FGI, dyad,
triad, IDI are kinds of quality research
Quantitative research – a research that enables
to relate the results of a survey to the whole population. They
incorporate standardised methods, usually questionnaires and polls.
Questionnaire – a method of gathering data
through written answers of respondents without the assistance of a
pollster
Report – a written or graphic presentation of
the results of research
Respondent – a person taking part in a survey,
answering to questions
Sample – a representative part of population
chosen according to certain procedures. On the basis of the sample
conclusions concerning the whole population are drawn
Statistical error – specification saying how
accurate the survey is
Target – a group of people on which a survey is
conducted
Tracking – continuous research conducted at
regular intervals based on the same sample (but contrary to a panel not
using the same source of data)
Triad – a kind of qualitative research in which
a moderator conducts a discussion between three respondents
Usage and attitude (U&A) – research describing
consumers’ behaviour concerning shopping habits, recognition, opinion
and expectations towards products and brands
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