市场研究术语大全.docx

市场研究术语大全.docx

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市场研究术语大全

GLOSSARYOFTERMSINMARKETRESEARCH

AccountManager/Executive

Generallythepersoninanycompanyresponsibleforsellingorpromotingtheserviceswhichthecompanyhastooffer.Inmarketingresearch,thisistypicallythepersonattheresearchcompanywhooverseestheentireresearchprocesstodeliveraprojectwhichmeetstheclient'sexpectations.Thispersonwouldnormallybetheclient'skeycontact.

ACR

AssociationforConsumerResearch

AidedRecall/Awareness

Atechniqueusedtoaidmemory,somethingthatstimulatesremembering,i.e.,picture,words.Readingorshowingtherespondentthepossibleanswerstoaspecificquestion.

Alert

Anymeans（i.e.,telephone,fax,mail）ofinformingaDataCollectionCompanyofthestudyauthorizationtoincludethestartingdate,deliveryofmaterials,quota,timing,cost,etc.

AMA

AmericanMarketingAssociation

Analyst

Thepersonmostresponsibleforreviewing,analyzingandsummarizingthedatafromaresearchproject.

Analyze/Analysis

Toreviewinformationgainedfromtheresponsesofquestionnairescompletedforastudy;toarriveatconclusionsandtomakethenecessarydecisionsandrecommendationsonthesubjectbeingstudied.

AnswerCards

SeeExhibitCards

AnthropomorphicorBrandPersonalityResearch

Aresearchtechniqueinwhichparticipantsdescribeaproduct,serviceorbrandintermsofahumanbeingwithpersonalitytraitssothattheparticipants'feelingsabouttheobject/brandcanbedetermined.AlsocalledBrandPersonalityResearch.Basedonthepremisethatbrandscanhavepersonalitiesinmuchthesamewayashumans,BrandPersonalitydescribesbrandsintermsofhumancharacteristics.Brandpersonalityisseenasavaluablefactorinincreasingbrandengagementandbrandattachment,inmuchthesamewayaspeoplerelateandbindtootherpeople.Muchoftheworkintheareaofbrandpersonalityisbasedontranslatedtheoriesofhumanpersonalityandusingsimilarmeasuresofpersonalityattributesandfactors.Intoday'smarket,thevalueofbrandequitycannotbeoverestimated.Thevaluethatisaddedtoaproductbyitsbrandnameisofcriticalimportance.Whilethebuildingofabrandpersonalityrestsinthehandsofthoseinmarketingandadvertising,theidentificationoftheconsumers'perceptionofbrandpersonalityrequiresthetoolsofmarketingresearch.Alargepartofsuchresearchmightutilizepsychographictechniquestoexposeemotionalassociationsthatarerelevanttotheconsumer.Fromthisresearchshouldemergeahostofperceivedandactualproductpersonalitytraitsthatareuniquetoaparticularbrand.

APA

AmericanPsychologicalAssociation

ARF

AdvertisingResearchFoundation

ASA

AmericanStatisticalAssociation

Attempt

Everycontactwithapotentialrespondent;whether,ornot,anyoneisactuallyreachedandwhether,ornot,acompletedinterviewresults.

AttitudeResearch

Asurveyconductedtoobtaininformationonhowpeoplefeelaboutcertainproducts,ideasorcompanies.

Attribute

Awordorphraseusedtodescribetheidea,productorobjectbeingevaluated.

Audit

Thiswordhastwo

（2）definitionsinthemarketingresearchindustry.ThefirstisoftenreferredtoasaStoreAudit.Thisisamethodusedtodeterminethenumberofunitsofaproductsoldinstores.Itisthecountingofunitsofspecificproductsontheshelvesinastore,alongwithknowledgeofthenumberofproductsorderedandstocked.TheseconddefinitionisoftenreferredtoasaProjectAudit.Thisistheactofvisitingaprojectsitetoensureallspecificationsarebeingmetandproceduresarebeingfollowed.

Awareness（Recall）

Ameasureofarespondent’sknowledgeofaparticularproduct,company,serviceorcommercial.Categoriesofawarenessorrecalloftenemployedinmarketingresearchinclude“topofmindawareness,”“unaidedawareness,”and“aidedawareness.”

Base

Therequirednumberofinterviewsrequestedtobecompleted.

BenchMark

Astudyconductedtoobtainasnapshotorreadingofcurrentconditionspriortosomechangeinmarketconditionsortheintroductionofsometestconditions.Theseresultsarethenusedasastandardforcomparison.Oftenusedtorefertothefirststudyinaseriesoflikestudiestobeconductedovertimeatsomeregularinterval.

BiasedQuestions

Questionswhicharephrasedorexpressedinsuchawaythattheyinfluencetherespondent’sopinion.Theymayprovideinformationwhichleadstherespondenttoconsiderthesubjectinaspecificway.Biasmaybeintroducedthroughverbalorfacialexpressions,bodylanguage,orbyparaphrasingquestions.

BiasedResponses

Anuntruestatementofanopinionorattitudegivenbytherespondent.Thisbiasedoruntruereportingcanbeconsciousorunconscious.

BiasedSample

AsamplethatisnotrepresentativeoftheUniverseofthetargetedaudience.

Bid

Estimatedcostsassociatedwithcompliancetospecifications.

BlindTest

Atechniqueusedtoevaluateapackageorproductwithoutbenefitorinfluenceofthebrandname.

BrandShare

Thepercentageofaspecificproductorservicesoldfromamongthetotalproductsorservicessoldinasingleproduct/servicecategory.Thesepercentagesaretypicallybasedonthedollarsrepresentedbythesaleoftheproductorservice.

Brand/BrandName

Aproductname,usuallyotherthanthatofthemanufacturerorcompany.

Briefing

Atrainingsession,priortostartingworkonastudy/survey,inwhichallofthesurveyspecifications,questionnaireparts,anddetailsoftheinterviewarereviewed,explained,andclarifiedforallinterviewersassignedtotheproject.Thisisgenerallyfollowedbypracticeinterviewsbeingadministeredbyoneinterviewertoanother.

Busy（BZ）

Theacceptedabbreviationforindicatingabusysignalwhendialingonaphonesurvey.

CAC

ConsumerAdvocacyCouncil

Callback（CB）

Referstointerviewingaspecificpersonfollowingaproductusageorreferstoattempts,afterthefirstattempt,tocontactpotentialrespondentswhowerenotpreviouslyavailableforinterview.

CAPI

TheindustryacronymforComputerAssistedPersonalInterviewing.

CASRO

CouncilofAmericanSurveyResearchOrganizations

CATI

TheindustryacronymforComputerAssistedTelephoneInterviewing.

Cell

Atermusedwhenreferringtoasubsampleinastudy.Inapairedcomparisonproducttest,onesubsample（orcellofpeople）testsProductAfirstandthenProductB,whiletheothersubsample（cell）teststhetwoproductsinreverseorder.ThesesubsamplesmaybereferredtoasCellAandCellB.Itcanalsorefertogeographicareas,Northvs.South;demographics,oldvs.young,andsoforth.

Census

Generallyreferstoacompletecanvasofthepopulationbeingstudied.

CentralLocationTest（CLT）

Atermusedtodescribeastudyconductedataselectedtestsiteorsitesinanarea.Theinterviewingmethodisusuallyinpersonanddoneone-on-oneoringroups.

CheckList

Alistofitemstobeexaminedorthingstobedone.Forexample,asupervisormayreceiveachecklistwiththematerialsforajoblistingthesuppliesenclosed.Aquestionnairemaycontainalistofitemstobecheckedoffbytherespondentortheinterviewerduringtheinterview.

ClarifyingorClarification

Atechniqueusedbyaninterviewerwheretheinterviewerrepeatsanunclearphraseorwordfromtherespondent'spreviousstatementandthenencouragestherespondenttoexpandtheanswertomaketheiranswermoreclear.

ClassificationQuestions

Surveyquestionsdesignedtodescriberespondentsintermsofdemographicssuchasage,income,occupation,etc.Sometimesthesequestionsarecalled“controlquestions”or“backgroundquestions.”

Client

Anyonewhopurchasestheservicesofanother.Inmarketingresearch,theclienttypicallyfundsandusestheresearchdata,andmaybeafull-serviceresearchcompany,anadvertisingagency,amanufacturer,anewspaperoranotherdatacollectioncompany.

Closed-EndQuestions

Thesequestionshavethepossibleanswersprintedonthequestionnaire.Theinterviewerisrequiredmerelytoindicatetherespondent’sanswerfromthepossiblechoices.

CMOR

CouncilforMarketingandOpinionResearch

Coding

Combiningsimilaranswersandassigninganumericcodesotheymaybeprocessedbyacomputer.UsuallydonebyastaffofpeoplecalledCodersworkingfromacodesheetofanswerswiththeirassignedcodenumbers.

CompletionRate（CompletesPerHour-CPH）

Thenumberofinterviewscompletedperhourofinterviewing.Factorsinfluencingcompletionrateareaccuracyofsample,studyincidence,interviewlength,screenerlengthandcooperationrate（i.e.howmanyqualifiedrespondentswillactuallycompletethesurvey）.

Completions

Questionnairesthatarecompletedthroughapre-determinedquestionsequenceandareincludedinthefinaldatasetforthestudy.

ConceptStatement

Abriefwrittendescriptionofanewproductorserviceidea.

ConceptTest

Atestofconsumerreactiontoadescriptionofaproductorserviceratherthantotheproductorserviceitself

Confidentiality

Confidentialityreferstotheactofnotdivulgingtwotypesofinformationinaresearchstudy.First,confidentialityismaintainedwhenstudyinformationsuchasclientname,brandname,purposeoftheresearch,conceptsand/orpro-ducts（exceptasdirectedbythestudyinstructions）isonlyprovidedtothosewhohaveaneedtoknow.Confidentialityalsoreferstomaintainingtheprivacyofanyinformationcollectedfromoraboutanyindividualrespondent.

ConjointAnalysis

Amultivariatetechniqueusedforestimatingthevaluepeopleplaceontheattributesorfeatureswhichdefineproductsandservices.Conjointanalysisisaversatilemarketingresearchtechniquethatcanprovidevaluableinformationformarketsegmentation,newproduct