市场研究术语大全

GLOSSARY OF TERMS IN MARKET RESEARCHAccount Manager/ExecutiveGenerally the person in any company responsible for selling or promoting the services which the company has to offer. In marketing research, this is typically the person at the research company who oversees the entire research process to deliver a project which meets the clients expectations. This person would normally be the clients key contact.ACRAssociation for Consumer ResearchAided Recall/AwarenessA technique used to aid memory, something that stimulates remembering, i.e., picture, words. Reading or showing the respondent the possible answers to a specific question.AlertAny means (i.e., telephone, fax, mail) of informing a Data Collection Company of the study authorization to include the starting date, delivery of materials, quota, timing, cost, etc.AMAAmerican Marketing AssociationAnalystThe person most responsible for reviewing, analyzing and summarizing the data from a research project.Analyze/AnalysisTo review information gained from the responses of questionnaires completed for a study; to arrive at conclusions and to make the necessary decisions and recommendations on the subject being studied.Answer CardsSee Exhibit CardsAnthropomorphic or Brand Personality ResearchA research technique in which participants describe a product, service or brand in terms of a human being with personality traits so that the participants feelings about the object/brand can be determined. Also called Brand Personality Research.Based on the premise that brands can have personalities in much the same way as humans, Brand Personality describes brands in terms of human characteristics. Brand personality is seen as a valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people. Much of the work in the area of brand personality is based on translated theories of human personality and using similar measures of personality attributes and factors.In todays market, the value of brand equity cannot be overestimated. The value that is added to a product by its brand name is of critical importance. While the building of a brand personality rests in the hands of those in marketing and advertising, the identification of the consumers perception of brand personality requires the tools of marketing research. A large part of such research might utilize psychographic techniques to expose emotional associations that are relevant to the consumer. From this research should emerge a host of perceived and actual product personality traits that are unique to a particular brand.APAAmerican Psychological AssociationARFAdvertising Research FoundationASAAmerican Statistical AssociationAttemptEvery contact with a potential respondent; whether, or not, anyone is actually reached and whether, or not, a completed interview results.Attitude ResearchA survey conducted to obtain information on how people feel about certain products, ideas or companies.AttributeA word or phrase used to describe the idea, product or object being evaluated.AuditThis word has two (2) definitions in the marketing research industry. The first is often referred to as a Store Audit. This is a method used to determine the number of units of a product sold in stores. It is the counting of units of specific products on the shelves in a store, along with knowledge of the number of products ordered and stocked. The second definition is often referred to as a Project Audit. This is the act of visiting a project site to ensure all specifications are being met and procedures are being followed.Awareness (Recall)A measure of a respondents knowledge of a particular product, company, service or commercial. Categories of awareness or recall often employed in marketing research include “top of mind awareness,” “unaided awareness,” and “aided awareness.” BaseThe required number of interviews requested to be completed.Bench MarkA study conducted to obtain a snapshot or reading of current conditions prior to some change in market conditions or the introduction of some test conditions. These results are then used as a standard for comparison. Often used to refer to the first study in a series of like studies to be conducted over time at some regular interval.Biased QuestionsQuestions which are phrased or expressed in such a way that they influence the respondents opinion. They may provide information which leads the respondent to consider the subject in a specific way. Bias may be introduced through verbal or facial expressions, body language, or by paraphrasing questions.Biased ResponsesAn untrue statement of an opinion or attitude given by the respondent. This biased or untrue reporting can be conscious or unconscious.Biased SampleA sample that is not representative of the Universe of the targeted audience.BidEstimated costs associated with compliance to specifications.Blind TestA technique used to evaluate a package or product without benefit or influence of the brand name.Brand ShareThe percentage of a specific product or service sold from among the total products or services sold in a single product/service category. These percentages are typically based on the dollars represented by the sale of the product or service.Brand/Brand NameA product name, usually other than that of the manufacturer or company.BriefingA training session, prior to starting work on a study/survey, in which all of the survey specifications, questionnaire parts, and details of the interview are reviewed, explained, and clarified for all interviewers assigned to the project. This is generally followed by practice interviews being administered by one interviewer to another.Busy (BZ)The accepted abbreviation for indicating a busy signal when dialing on a phone survey.CACConsumer Advocacy CouncilCallback (CB)Refers to interviewing a specific person following a product usage or refers to attempts, after the first attempt, to contact potential respondents who were not previously available for interview.CAPIThe industry acronym for Computer Assisted Personal Interviewing.CASROCouncil of American Survey Research OrganizationsCATIThe industry acronym for Computer Assisted Telephone Interviewing.CellA term used when referring to a subsample in a study. In a paired comparison product test, one subsample (or cell of people) tests Product A first and then Product B, while the other subsample (cell) tests the two products in reverse order. These subsamples may be referred to as Cell A and Cell B. It can also refer to geographic areas, North vs. South; demographics, old vs. young, and so forth.CensusGenerally refers to a complete canvas of the population being studied.Central Location Test (CLT)A term used to describe a study conducted at a selected test site or sites in an area. The interviewing method is usually in person and done one-on-one or in groups. Check ListA list of items to be examined or things to be done. For example, a supervisor may receive a check list with the materials for a job listing the supplies enclosed. A questionnaire may contain a list of items to be checked off by the respondent or the interviewer during the interview.Clarifying or ClarificationA technique used by an interviewer where the interviewer repeats an unclear phrase or word from the respondents previous statement and then encourages the respondent to expand the answer to make their answer more clear.Classification QuestionsSurvey questions designed to describe respondents in terms of demographics such as age, income, occupation, etc. Sometimes these questions are called “control questions” or “background questions.”ClientAnyone who purchases the services of another. In marketing research, the client typically funds and uses the research data, and may be a full-service research company, an advertising agency, a manufacturer, a newspaper or another data collection company.Closed-End QuestionsThese questions have the possible answers printed on the questionnaire. The interviewer is required merely to indicate the respondents answer from the possible choices. CMORCouncil for Marketing and Opinion ResearchCodingCombining similar answers and assigning a numeric code so they may be processed by a computer. Usually done by a staff of people called Coders working from a code sheet of answers with their assigned code numbers.Completion Rate (Completes Per Hour - CPH)The number of interviews completed per hour of interviewing. Factors influencing completion rate are accuracy of sample, study incidence, interview length, screener length and cooperation rate (i.e. how many qualified respondents will actually complete the survey).CompletionsQuestionnaires that are completed through a pre-determined question sequence and are included in the final data set for the study.Concept StatementA brief written description of a new product or service idea.Concept TestA test of consumer reaction to a description of a product or service rather than to the product or service itselfConfidentialityConfidentiality refers to the act of not divulging two types of information in a research study. First, confidentiality is maintained when study information such as client name, brand name, purpose of the research, concepts and/or pro-ducts (except as directed by the study instructions) is only provided to those who have a need to know. Confidentiality also refers to maintaining the privacy of any information collected from or about any individual respondent.Conjoint AnalysisA multivariate technique used for estimating the value people place on the attributes or features which define products and services. Conjoint analysis is a versatile marketing research technique that can provide valuable information for market segmentation, new product development, forecasting and pricing decisions. Respondents trade product attributes against each other to establish product (brand) preference and the relative importance of attributes. The advantage of conjoint analysis is that respondents are asked to evaluate products in the same manner as consumers; that is they trade off characteristics against one another during the evaluation process (the term conjoint is a contraction of CONsider JOINTly). The goal of any conjoint survey is to assign specific values to the range of options buyers consider when making a purchase decision.In a real purchase situation, shoppers examine and evaluate a range of features or attributes in making their final purchase choice. Conjoint analysis examines these trade-offs to determine what features are most valued by purchasers. Once the data are collected, the researcher can apply the known trade offs to estimate market share for products with different attributes/features.ConsumerThe ultimate user who purchases a product or service to satisfy their needs.ContactInterviewers interaction with a potential respondent to determine eligibility for participation.Cooperation Fee (Co-op)Money paid to stores, respondents, etc. for cooperation on audits, focus groups, etc. Also called an incentive.Cooperation RateThe percent of all qualified respondents who agree to complete an interview. The cooperation rate is impacted by length of interview, subject matter and type of person being interviewed.Copy TestingMethod of determining the degree of understanding, impact, awareness and believability that an ad may generate. Respondent is shown the ad, then questioned about his/her opinions.CPI (Cost Per Interview)This cost is determined by dividing the number of completed interviews into the total budget for a project.Cross-Tab (X-Tab)/ Cross-TabulationA table which shows the frequency and/or percentage of respondents, who gave various answers to a question in the survey, and which simultaneously shows these answers for various sub-groups of respondents.DataThe term frequently used to describe the contents of surveys or polls. A group of facts or statistics.Data CollectionThe gathering of information (figures, words or responses) that describe some situation from which conclusions can be drawn. The gathering of information from administered questionnaires.Data Collection CompanyThe enterprise or agency that supplies trained interviewers for clients and receives payment for services delivered. The service is responsible for hiring and training of interviewers, executing a clients job exactly as specified, editing and validating each interviewers completed assignment. Services can operate with interviewers who work exclusively for them or interviewers who work with them as well as other services in the area. Also known as a field service or interviewing service.Data Collection InstrumentAny device used to gather information from a respondent, for example, questionnaires, computers, tape recorders, or video tape machines.Data ProcessingThe counting and tabulating of raw information (i.e., Data) into table form suitable for future use. This term is usually associated with computer tabulations.DeadlineThe date when an assignment must be completed.DebriefingAn in-depth conversation with interviewers at the conclusion of a study. The interviewer plays back his/her impressions of the respondents feelings about specific questions. This technique is often used immediately after a pre-test of a questionnaire. The information provides the researcher with insights necessary to revise or refine the final questionnaire and/or future studies. Demographics (Demos):Demographics pertain to vital statistics, such as age, income, education and other personal characteristics of the respondent. DiadThis is in-depth interview involving two people, the interviewer and the respondent. Also known as a one-on-one.DiaryA log, where information is recorded relating to respondents experiences with a subject or product. Diaries can also be a record of regular purchases or viewing habits. Often given to respondents when they receive a product to use at home.DigSee Probe/Probing.Disc (Disconnect)The accepted abbreviation to indicate that a phone number has been disconnected, usually noted on the dialing report by the interviewer.Display/Concept BoardProvided by the client to help the respondent picture or understand the product/ideas under discussion.DispositionThe result of an attempt to reach or contact a potential respondent.Distribution CheckA check and recording of the availability of specific items in stores. DK (Dont Know)The abbreviation recorded when a respondent lacks the knowledge to provide an answer to a question.Door-to-Door SurveyInterviews conducted in pre-selected areas that involve knocking on the doors of homes to find qualified respondents.EditingThe process of examining questionnaires to insure that all the questions have been answered properly and that all written verbatim responses are complete, meaningful and legible.Eligible RespondentA person who meets certain criteria set for a particular study and thus qualifies to be included in the study. Respondents may be qualified on such characteristics as age, income, brand used, etc.ESOMAREuropean Society of Opinion and Marketing ResearchEthnographyEthnography is a qualitative method of studying and learning about a person or group of people. Typically, ethnography involves the study of a small group of subjects in their own environment. To develop an understanding of what it is like to live in a setting, the researcher must both become a participant in the life of the setting while also maintaining the stance of an observer, someone who describes the experience. Rather than looking at a small set of variables and a large number of subjects (the big picture), the ethnographer attempts to get a detailed understanding of the circumstances of the few subjects being studied. Ethnographic accounts, then, are both descriptive and interpretive; descriptive, because detail is so crucial, and interpretive, because the ethnographer must determine the significance of what she observes without gathering broad, statistical information. The term ethnography may be loosely applied to any qualitative research project where the purpose is to provide a detailed, in-depth description. This is sometimes referred to as thick description. The use of the term qualitative here is meant to distinguish this research from more quantitative or statistically oriented research. The two approaches, i.e., quantitative and qualitative, while often complimentary, ultimately have different aims.Executive or Business-to-Business InterviewsInterviews that involve talking with business men and women in companies of all sizes.Executive SummarySee Management ReportExhibits/Exhibit CardsPrinted cards, pictures, statements, actual products or advertisements given or shown to a respondent during the course of an interview, and usually relating to specific questions within the questionnaire. These aid the respondent in answering the question.Exploratory ResearchSee Qualitative ResearchFemale Head-of-Household (FHH):The woman most responsible for maintaining the household. May or may not be the primary wage earner.FieldThe physical location where the interviewing takes place.Field DirectorThe person assigned to implement the design of a survey through data collection companies. He/she is generally responsible for selecting the data collection companies and preparing specific study instructions for the interviewers and supervisors.Field ServiceSee Data Collection CompanyField SupervisorThe person responsible for the selection, hiring and training of interviewers. He/she is responsible for the data collection phase of the survey accord