市场研究术语大全

GLOSSARY OF TERMS IN MARKET RESEARCH

Account Manager/Executive
Generally 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 client's expectations. This person would normally be the client's key contact.

ACR
Association for Consumer Research

Aided Recall/Awareness
A 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.

Alert
Any 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.

AMA
American Marketing Association

Analyst
The person most responsible for reviewing, analyzing and summarizing the data from a research project.

Analyze/Analysis
To 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 Cards
See Exhibit Cards

Anthropomorphic or Brand Personality Research
A 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 today's 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.

APA
American Psychological Association

ARF
Advertising Research Foundation

ASA
American Statistical Association

Attempt
Every contact with a potential respondent; whether, or not, anyone is actually reached and whether, or not, a completed interview results.

Attitude Research
A survey conducted to obtain information on how people feel about certain products, ideas or companies.

Attribute
A word or phrase used to describe the idea, product or object being evaluated.

Audit
This 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 respondent’s 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.”

Base
The required number of interviews requested to be completed.

Bench Mark
A 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 Questions
Questions which are phrased or expressed in such a way that they influence the respondent’s 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 Responses
An untrue statement of an opinion or attitude given by the respondent. This biased or untrue reporting can be conscious or unconscious.

Biased Sample
A sample that is not representative of the Universe of the targeted audience.

Bid
Estimated costs associated with compliance to specifications.

Blind Test
A technique used to evaluate a package or product without benefit or influence of the brand name.

Brand Share
The 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 Name
A product name, usually other than that of the manufacturer or company.

Briefing
A 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.

CAC
Consumer Advocacy Council

Callback (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.

CAPI
The industry acronym for Computer Assisted Personal Interviewing.

CASRO
Council of American Survey Research Organizations

CATI
The industry acronym for Computer Assisted Telephone Interviewing.

Cell
A 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.

Census
Generally 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 List
A 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 Clarification
A technique used by an interviewer where the interviewer repeats an unclear phrase or word from the respondent's previous statement and then encourages the respondent to expand the answer to make their answer more clear.

Classification Questions
Survey 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.”

Client
Anyone 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 Questions
These questions have the possible answers printed on the questionnaire. The interviewer is required merely to indicate the respondent’s answer from the possible choices.

CMOR
Council for Marketing and Opinion Research

Coding
Combining 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).

Completions
Questionnaires that are completed through a pre-determined question sequence and are included in the final data set for the study.

Concept Statement
A brief written description of a new product or service idea.

Concept Test
A test of consumer reaction to a description of a product or service rather than to the product or service itself

Confidentiality
Confidentiality 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 Analysis
A 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.

Consumer
The ultimate user who purchases a product or service to satisfy their needs.

Contact
Interviewers 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 Rate
The 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 Testing
Method 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-Tabulation
A 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.

Data
The term frequently used to describe the contents of surveys or polls. A group of facts or statistics.

Data Collection
The 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 Company
The 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 client's job exactly as specified, editing and validating each interviewer's 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 Instrument
Any device used to gather information from a respondent, for example, questionnaires, computers, tape recorders, or video tape machines.

Data Processing
The counting and tabulating of raw information (i.e., Data) into table form suitable for future use. This term is usually associated with computer tabulations.

Deadline
The date when an assignment must be completed.

Debriefing
An in-depth conversation with interviewers at the conclusion of a study. The interviewer plays back his/her impressions of the respondent's 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.

Diad
This is in-depth interview involving two people, the interviewer and the respondent. Also known as a "one-on-one."

Diary
A log, where information is recorded relating to respondent's 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.

Dig
See 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 Board
Provided by the client to help the respondent picture or understand the product/ideas under discussion.

Disposition
The result of an attempt to reach or contact a potential respondent.

Distribution Check
A check and recording of the availability of specific items in stores.

DK (Don't Know)
The abbreviation recorded when a respondent lacks the knowledge to provide an answer to a question.

Door-to-Door Survey
Interviews conducted in pre-selected areas that involve knocking on the doors of homes to find qualified respondents.

Editing
The 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 Respondent
A 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.

ESOMAR
European Society of Opinion and Marketing Research

Ethnography
Ethnography 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 Interviews
Interviews that involve talking with business men and women in companies of all sizes.

Executive Summary
See Management Report

Exhibits/Exhibit Cards
Printed 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 Research
See Qualitative Research

Female Head-of-Household (FHH):
The woman most responsible for maintaining the household. May or may not be the primary wage earner.

Field
The physical location where the interviewing takes place.

Field Director
The 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 Service
See Data Collection Company

Field Supervisor
The person responsible for the selection, hiring and training of interviewers. He/she is responsible for the data collection phase of the survey according to instructions.

Focus Group/Interview (FGI)
An unstructured interviewing technique where a small group (8 to 10) of eligible respondents are invited to participate in a discussion about a particular topic. A trained moderator guides the discussion of the respondent group. A type of qualitative research.

Frequency
The number of times a specific condition exists. This is usually recorded by number of times per day, per week or per month.

Full Service (F.S.) Research Company
A company hired by a manufacturer or service company to design and manage the implementation of a research project, as well as analyze and interpret the data. The full service company may collect the data themselves or hire a data collection company for this phase of a project.

Gratuity
See Cooperation (Co-op) Fee.

Grid
A chart that can be used to record responses to questions or track the progress of a project.

Hand Tab
The simplest type of tabulation possible; consists of a manual count of the answers to certain questions on the questionnaires.

Handout Cards
See Exhibits.

Hash Mark
A way of tallying or counting by accumulating identical lines into groups of five, i.e., 1111 1111. Each mark or line represents one respondent or item.

Head of Household (HH)
One person in a household is termed as the "Head." The Head is usually the person who has primary decision-making responsibility for the household and lives in the dwelling. When two or more people share this responsibility, the client will specify which individual should be surveyed. It may be the person earning the greater income in the household. Survey assignments will generally specify male or female Head of Household to be interviewed.

Home Audit:
A survey where an interviewer enters a respondent's home to take an actual inventory of particular products on hand in the house at the time of the interview.

Home Use Test (HUT)
The placement of a test product with the respondent to be used under in-home usage conditions over a specific time period. The test product may be "identified" or labeled as to what it is, or the product may be "blind," only identified by a code letter or number. Respondents may be questioned before they are given the product to use. They are definitely questioned about their reactions to the product after their in-home use experience.

Host or Hostess
The person whose major responsibility is the comfort of clients, guests and respondents at a focus group or central location test

In-depth Interview (IDI)
An interviewing approach which delves into the respondent's reactions to questions in an unstructured manner. In all in-depth interviews, a guide is essential, enabling the interviewer to direct the flow of conversation to relevant subjects. In many cases, the interviewer will be a trained focus group moderator. A type of qualitative research.

Incentive
See Cooperation (Co-op) Fee.

Incidence
The frequency of something occurring in the population. It usually refers to persons and is stated as a percentage (i.e., the percentage of people in the U.S. who eat cereal for breakfast). In marketing and opinion research, incidence is a measure of the level of effort needed to reach qualified or eligible respondents.

Industrial Survey
A marketing research study which focuses upon products and services utilized by businesses and manufacturing firms, conducted among respondents employed in such bus-inesses (as opposed to a consumer survey).

Initial Refusal
This occurs when a respondent refuses to participate in a survey at the interviewer's initial introductory statement.

Interactive Interviewing
Asking questions and recording answers via computer

Interactive Voice Response (IVR) Research
Interactive Voice Response (IVR) research allows respondents to take surveys by interacting with a computer using a telephone touch pad instead of a computer keyboard, incoming telephone call, direct mail questionnaire or face-to-face interview. Respondents call a toll-free phone number, enter a code and then take a survey. Respondents enter their responses by using the touch-buttons on the phone's keypad. If a "voice capture" feature is used, open-ended responses are digitally recorded when the respondent speaks into the phone's mouthpiece. The data captured are available almost instantaneously to the researcher. A common application of IVR is to combine the technology with a respondent incentive. For example, phone cards, preloaded with a given amount of phone time, are printed with the survey company's name and phone number for respondents to call. The cards are disseminated to the desired respondent universe with instructions that by calling the phone number printed on the card and completing the survey, the respondent will be given the activation number for the free phone minutes. Dissemination of the cards can be by mail or in person, the latter being of particular benefit when trying to research a universe that is gathered in one place for a brief point in time (car races, bars, mall openings, state fairs, etc.). The IVR application works particularly well among respondents who are less likely to be willing to accept telephone/intercept interviews and among respondents who do not have computer or Internet access. Additionally, respondents with literacy limitations and those with language barriers to English are easily accommodated by this technology. It should be noted that IVR research technology can be combined with more traditional research techniques to form a hybrid interview methodology. For example, if certain stimuli need to be presented, such as pictures of new package designs, the stimuli can be provided to the respondent on paper and then the survey administered via IVR.

Intercept Interview
A term used to describe a study conducted in person with respondents who are approached or intercepted in high traffic locations such as grocery stores or shopping malls.

Interview
The exchange of information between the interviewer and the respondent. A questionnaire is the vehicle used for this exchange. The interviewer records the respondent's responses to a question or series of questions. The exchange can be in person or on the telephone; answers can be recorded on paper or via computer.

Interviewee
See Respondent

Interviewer
The person conducting the interviewing by asking questions.

Interviewer Bias
An influence on answers to questions caused by the presence, attitudes or actions of the person asking the questions.

Key Word Recording
A method used by interviewers to record answers to open-end questions. Rather than recording the answer verbatim, only key words and phrases are written down, not complete sentences. This technique requires the skill of a well-trained interviewer so that important or meaningful words are not left out.

Leg
See Cell

Length of Interview
The actual number of minutes it takes to ask the questions and record the answers in a survey. This should include the time it takes to taste any products, review concepts, etc. Screening time should be shown separately so that accurate completion rates can be calculated.

Logo
A unique symbol, trademark or type style used to represent a company or brand name on packaging, in advertising, in promotional materials or other communications.

Mail Panel
A collection of respondents who have been recruited to participate in surveys conducted through the mail. The organization that has developed a mail panel generally has classification data about the household to allow the client to select a sample of respondents with whom to conduct a survey. Mail Panels can be local or national in scope.

Mail Survey
A survey conducted via mail. Respondents may, or may not, be recruited ahead of time to participate.

Male Head-of-Household (MHH)
The man most responsible for maintaining the household. May or may not be the primary wage earner.

Mall Intercepts
Interviews conducted in shopping malls by randomly selecting people from among those present to be screened. The main part of the interview can take place either on the mall floor or inside the offices of a data collection company located within the mall.

Management Report
A summary report of the survey data covering the highlights or key findings.

Market Research
A process used to define the size, location, and/or makeup of the market for a product or service.

Market Share
See Brand Share.

Market:
The geographic area or areas in which a research project takes place. A market may be a region of the country, a state, a county, a city or some portion of a city.

Marketing & Opinion Research
A process used by businesses to collect, analyze and interpret information used to make sound business decisions and successfully manage the business.

Media
This term refers to methods of message communication. Media is the plural of medium. Magazines, newspapers, radio, television and billboards are referred to as advertising media.

Media Research
Research that is centered on issues of media selection and efficiency

Media Test
Research method that examines the impact of advertising through various media.

Methodology
Procedure by which data are collected (i.e., mall intercept, telephone survey, focus group, etc.)

Moderator
Som