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Glossary
A
Agency Marketing Research Departments:
Groups within advertising agencies that conduct or subcontract marketing and advertising
research for the ad agency’s clients (sometimes referred to as Planning Departments or
Account Planning Departments).
Area Samples:
Samples that are defined by geographic areas.
Analyse:
The review of information gained from the responses to questionnaires completed for a study or
other data and to arrive at conclusions or to make decisions and recommendations on the
subject being studied.
Attitude Research:
A research study to obtain information on how people feel about certain products, ideas or
companies.
Accuracy:
The ability of a measurement to match the actual value of the quantity being measured.
Asynchronous Research:
The technique in which the respondent records their response on their own time. The response
is not prompted by a direct question or event.
Audit:
The examination of the marketing plan. The marketing plan is researched before and during
implementation. Internal and external influences are evaluated allowing for plan adjustment.
Awareness:
The familiarity of a product, brand name, company, new concept or trademark.

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Asynchronous Research:
The technique in which the respondent records their response on their own time. The response
is not prompted by a direct question or event.
AcquisitionAcquisition:
is the act of taking over a company or corporation by purchasing stocks or through substantial
exchanges. The company being acquired is called the “target company”.
Accessible Population:
Accessible population is any population demographic that can easily be recruited for face to
face interviews and surveys. Accessible population is usually drawn from the urban population.
Ad hoc Report:
Ad hoc Report is a report that is particularly designed to provide an answer for a specific
problem and it is usually conducted when there is not enough sufficient information available.
Applied Research:
Research directed toward a current need. The purpose of the research is to discover results that
can be applied to the need.
B
Basic Research:
Research conducted to gain knowledge as opposed to research aimed to solve specific
problems.
Bias:
A misrepresentation of the population from the taken sample. Question wording, data entry,
interviewing techniques, and a non-representative sample can all cause biases.
Binomial Experiment:
A study that independently draws from the Bemoulli population to create a sequence of trials.

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Brainstorming Sessions:
A creative method of coming up with new ideas or solutions to a problem by generating a large
number of ideas without subjecting them or the person who suggested them to critical
evaluation. They can also be referred to as "ideation sessions".
Brand:
The physical attributes of a product or service, together with the beliefs and expectations
surrounding it. A unique combination which the name or logo of the product or service should
evoke in the mind of the audience.
Business to Business (B2B):
Refers to the buyer and seller of a product or service. This market consists of a business selling
its product or service to another business instead of selling to consumers. Specific market
research is conducted with businesses to meet B2B needs.
Business to Consumer (B2C):
Describes the market of a business selling a product or service to a consumer. To service B2C
markets, consumers are studied in market research.
Buying Behavior:
Process buyers go through when deciding whether or not to purchase goods or services. Buying
behavior can be influenced by a variety of external factors and motivations, including marketing
activity.
Benchmark:
An existing source used as a target to compare to a similar project or product.
Business Intelligence:
Information considered for company planning, strategy and decision making. Business
Intelligence relies upon data analytic tools and data mining solutions.

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C
Census:
A survey that is administered to an entire population.
Centroid:
The average value of a group of objects in a cluster.
Chi-Square:
A statistical test that measures significance of the accuracy between the expected distribution
and the observed distribution.
Coding:
A process used to quantify data so that it can be used to statistical analysis and data
processing.
Coefficient of Determination:
A statistics term used with regression. The coefficient represents the percentage that the
independent variable explains in the dependent variable.
Coefficient of Variation:
A measure of variability (or dispersion) of a distribution and it is equal to the standard deviation
expressed as a percentage of the mean.
Cluster Sampling:
Sampling approach used in door-to-door interviewing in which “clusters” are randomly selected
(e.g., a sample of city blocks) to represent a larger geographic area. Cluster sampling reduces
the cost of door-to-door interviewing.
Consumer:
The ultimate user of a product or service. The control of this ultimate consumer is the goal of all
marketing activities and efforts.

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Consumer Price Index (CPI):
A way of measuring inflation that is computed by taking a basket of goods and services and
determining the price of those goods and services in a base year and the current price. The
values can then be compared over several years to determine the increase in nominal value of
the goods and services.
Correlation:
Correlation refers to the cause or effect relationship between two random variables. These
variables are determined as positively correlated when the high values of one variable is
presumably related to the high values of the other variable. The variables are on the other hand
are negatively correlated when the high values of one variable is presumably related to the low
values of the other variable.
Co variation:
Co variation, in statistics, this term is short for correlated variation which is in regards with the
accumulation and analysis of the available quantitative data and also makes use of the theory of
probability in order to measure certain population parameters.
D
Data:
Data are research facts that are based on respondents’ answers to questions.
Database:
A centrally held collection of data that allows access and manipulation by one or more users.
Delphi Technique:
A long-term forecasting technique that allows for expert judgment without empirical data. There
are three stages to this technique. First, experts are anonymously polled. Next, the results are
distributed to the group of experts who are then individually polled again after seeing their
colleague's opinions. The process is repeated until the group arrives at a general consensus
about the issue at hand.

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Data Integrity:
The quality or condition of the information in a database its accuracy, completeness, and
validity. That is, data that has complete integrity is free of corruption by input, update, or
programming errors.
Database Management System:
A software system and related hardware to store data in a database or data warehouse, and the
software tools to access and analyze that data.
Data Warehouse:
A data warehouse is a massive collection of essential business intelligence. The use of data
warehouse is evolving to include operational and analytic data.
Data Mining:
Data mining is the ability to query large data sets. This requires advanced skills and is a
promising solution.
Desk Research:
Desk Research is research which uses secondary data or information already available in print
or in the internet for a particular marketing research problem.
Dyad:
Qualitative research where two participants are being interviewed by a single interviewer. This
method of research is common when the respondents are relatively equal as far as their ability
to make purchase decisions for a company.
E
Editing:
A system of checking and verifying that questionnaires were properly completed and accurate to
the respondent’s best knowledge.
Elasticity:
A measurement that explains the volume of the shift in a single variable as a response to
movement of another variable.

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Economic Index:
Decision Analyst’s monthly Internet survey designed to produce a snapshot of current economic
activity, as seen through the eyes of representative consumers
Economic Forecasting:
An analysis using national and/or economic trends to better understand the future economic
environment and its impact on businesses.
Econometrics:
The analysis of economic systems containing supply and demand data using statistical models.
EPOS Data:
Electronic Point Of Sale DataElectronic Point Of Sale Data measures sales of products as they
are being paid for by consumers.
F
Feasibility:
Feasibility is a study conducted for a project or another study's assessment in terms of its
viability or possibility of completion.
Forecast:
Forecasts are estimates of future trends or events.
Frugging:
Fund raising under the guise of research and it is one of the reasons why potential participants
in market research projects are reluctant to take part.
Fast Moving Consumer Goods (FMCG):
Consumer packaged goods is the term used in the Europe. It refers to packaged groceries,
packaged beverages, packaged health and beauty products, etc. Almost all packaged products
sold in supermarkets, mass merchandisers, discount chains, etc., fall within the FMCG
definition.Consumer Packaged Goods (CPG) is the term used in the U.S. Both terms refer to
packaged groceries, beverages, health and beauty products, household products, over-the-
counter drugs, etc.

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G
Graphic Rating Scales:
Graphic continuums anchored by two extremes presented to respondents for evaluation of a
concept or object.
Geographic:
Subdividing a list based on geographic or political subdivisions
Game Theory:
Game theory is a mathematical framework for analyzing interactions among decision-makers
and the resulting outcomes. Game theory elements are often built into models developed by
Decision Analyst.
Geographical Segmentation:
Segmenting the market based on geographical location.
Gain Score:
The difference between pre-treatment and post-treatment measurements.
Generation X:
18-29 year old post baby-boomers.
Global:
Global pertains to the totality of a number of items or categories.
Gross Income
It is the amount of a company’s earnings incurred in a specific period wherein payroll deductions
such as taxes, insurance and expenses are not yet accounted for.
Growth Rate
Growth rate usually measured as a percentage is a record of the growth rate of a changing
population size determined by dividing the increase or decrease in a population by the average
population during the set period of time.

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H
Halo Effect:
A form of response bias where a respondent carries an overall generalized positive or negative
impression from one specific characteristic to the next, e.g. if a respondent considers a product
to be excellent, then he or she is likely to rate the product highly on taste, appearance and
texture etc.
Histogram:
A vertical bar chart where the height of the bars represents the data.
Hypothesis:
An unproven statement that aims to describe a relationship or phenomenon that is relevant to a
business.
Hermeneutic Research:
Research that focuses on interpretation through conversations.
Heterogeneous Market:
A diverse market consisting of many different cultures and people.
Homogeneous Groups:
Groups that tend to be very similar in makeup or composition.
Hedonic Scale:
Hedonic scale is a scale used to measure the extent of respondents' overall views, overall liking
or disliking and opinions of a service or a product.
I
Income:
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.

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Immigration:
Permanent movement of people into one country from another country.
J
Judgment Sample:
A non-probability sample comprised of individuals with judgments and attitudes about the
subject matter being researched.
K
Kurtosis:
A measure of the relative peakedness or flatness of a distribution curve compared with a normal
distribution. A positive Kurtosis value indicates that the distribution is more peaked than a
normal distribution. A negative Kurtosis value indicates that the distribution is flatter than a
normal distribution.
Keypunch:
The process of punching holes in a card by a machine for data processing.
Kolmogorov-Smirnov Test:
Statistical test used for data that need not be normally distributed. This test can detect
distributional differences between two samples, or differences between an observed sample
distribution and an expected sample distribution.
L
Laddering:
A technique for conducting depth interviews where questions progress from product
characteristics to user characteristics.
Linear Regression Analysis:
A type of regression analysis using variables that are thought to have a linear relationship.
Longitudinal Study:
The same respondents are interviewed repeatedly over time, or matched samples of consumers
are surveyed over time. The purpose of longitudinal studies is to monitor changes in awareness,
trial, usage, attitudes, and other variables over time. Tracking studies are a type of longitudinal
study.

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M
Market Segmentation:
A marketing term, market segmentation, refers to the process of dividing a total market into sub
groups of consumers who are similar in one way.
Market:
All individuals or organizations that are in a category of potential buyers for a given product or
service.
Marginal:
For each question on a survey, the marginal is how many people responded to a particular
question. It becomes the parameter for responses on each question. The marginal is generally
computer-generated and is used to monitor panel response integrity.
Marketing Research:
The identification of informational needs, the collection of relevant data, the analysis and
interpretation of that data, and the reporting of that information (along with related
recommendations) to senior management to improve decision making related to marketing. The
tools and techniques of marketing research can also be applied to solve a wide range of
business problems unrelated to marketing.
Marketing Mix:
Major marketing variables—positioning, pricing, promotion, packaging, advertising, distribution,
and new product development.
N
Niche Marketing:
Marketing a product to a small and well-defined segment.
Non-Response Bias:
Resulting error identifying a systematic difference in those who do and do not respond to the
measurement instrument.
Null Hypothesis:
Initial assumption made with a statement that is being tested with a significance test.

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P
Panel:
A group of respondents that participate in multiple surveys over an extensive period of time.
Respondents willing participate with the market research project in return for some
compensation.
Penetration:
The proportion (usually expressed as a percentage) of a population of interest that has
accepted a product or an idea in some way.
Primary Research:
Primary Research is a type of research technique which directly gets the original survey
research to solve a marketing information discrepancy.
Probability:
The probability theory in business refers to a type of technique in projecting long-term gains and
losses of an industry or company.
Product:
A product is merchandise or commodity a company offers or sells. It is manufactured or
produced to meet market demands.
Q
Quasi-Experiments:
Studies or experiments in which the researcher lacks complete control over the experimental
treatments or related variables.
Quality Control:
Quality Control is a method of monitoring and managing the value of the work output of a
manufactured good or rendered service.
R
Random:
A process of selection that gives an equal opportunity for each item to be chosen.

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S
Sampling:
A process of extracting a representative sample of a bigger population in terms of specific
demographic parameters. The results from the sample may be used to determine the attitude of
the population it represents.
Secondary Research:
Secondary research is a process of collecting already published data from published sources.
Segmentation:
The process of dividing markets into groups of consumers who are similar to each other, but
different to the consumers in other groups.
Statistics:
Practice of collecting, organizing, describing, and analyzing data to draw conclusions from the
data to apply to a cause.
T
T-Test:
A statistically hypothesis test that is based on a single mean when the sample size is not large
enough to use the Z-test.
U
Unbiased Samples:
Samples obtained from sample designs in which there is no bias and all sampling error comes
from random sources.
V
Variable:
A quantity with an assigned value that may change during research.
Variance:
Variance measures the dispersion of a variable about its mean. The formula for calculating
variance is the sum of the difference between the observed value and the mean value divided
by the sample size.

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Z
Z-Test:
Z-Test is a statistical test that draws comparisons between a sample and a hypothesized test
based on the standard normal distribution. It is used to determine if the difference is large
enough to be statistically significant between a sample mean and a population mean.