Marketing Research and Insight Glossary

A A Classification of Residential Neighborhoods (ACORN) A Posteriori A Priori Segmentation A.C. Nielsen Retail Index AAPOR AAU (Attitude, Awareness and Usage) Study ACORN ADI (Area of Dominant Influence) AID (Automatic Interaction Detector) Accompanied Shopping Accuracy Achieved Communality Acquiescence Bias Acquisition Studies Action Devices Active Buyer Ad Concept Testing Ad Hoc Surveys Ad Positioning Statement Tests Ad Tracking Research Additive Causal Relationship Address Coding Guide (CG) Advertising Claim Substantiation Advertising Effectiveness Research Advertising Impression Studies Advertising Research Advertising Research Foundation (ARF) Advertising Tracking Research Affective Component of Attitudes After-Only With Control Group Aggregate Airport Interviews Algorithm Alliance of International Market Research Institutes (AIMRI) Allowable Sampling Error Alternative Hypothesis American Association for Public Opinion Research (AAPOR) American Association of Advertising Agencies (AAAA) American Economic Association (AEA) American Marketing Association (AMA) American Society for Quality (ASQ) American Standard Code for Information Interchange (ASCII) American Statistical Association (ASA) Analysis Analysis Of Covariance (ANCOVA) Analysis of Variance (ANOVA) Analyst Anonymity Anthropomorphic Apparency Applied Research Area Samples Area of Dominant Influence (ADI) Arithmetic Mean Artifact Artificial Intelligence / AI Artificiality Asociación Española de Estudios de Mercado, Marketing y Opinión (AEDEMCO) Association For Qualitative Research (AQR) Association Technique Association for Survey Computing (ASC) Association of Market Research Organizations (AMRO) Asterisk Bills At-Home Testing Attempt Attitude Studies Attitude, Awareness and Usage Study Attitudinal Scaling Attribute Attribute Analysis Attrition Rate Audience Research Audience Response Systems (ARS) Audimeter Audio Computer Aided Self-Administered Interviewing (ACASI) Audio SAQ Audit Auditorium Focus Group Room Autocorrelation Automatic Interaction Detection Automatic Interaction Detector (AID) Average Average Issue Readership (AIR) Awareness

B Baby Boom Baby Boomlet Baby Bust Back Checking Back Room Back Translation Balanced Incomplete Block (BIB) Balanced Scales Banner Bar Chart Base Base Line Baseline Market Segmentation Study Basic Research Bayesian Probability Bayesian Statistics Before And After With A Control Group Behavioral Component Of Attitude Bell Curve Benchmark Benefit Segmentation Bernoulli Response Variables Best Light Phenomenon Bias Biased Question Biased Sample Big data Bimodal Binomial Experiment Biometric Marketing Research Bipolar Scale Birth Rate Bivariate Data Set Bivariate Regression Analysis Bivariate Techniques Blind Testing Block Numbering Area (BNA) Blocked Calls Blocking Factor Blocks Blog Mining Blog Scraping Blue Book Boundary Boundary Files Box Plot Bradley Effect Brainstorming (Idea Generation) Brand Brand Associations Brand Awareness Brand Development Index (BDI) Brand Equity Brand Essence Brand Identity Studies Brand Image Brand Loyalty Brand Personality Brand Positioning Brand Positioning Studies Brand Proposition Brand Share Brand Tracking Branding Briefing British Healthcare Business Intelligence Association (BHBIA) British Market Research Association (BMRA) Business Plan Development Business Reply Card (BRC) Business Reply Envelope (BRE) Business-To-Business Research Buying Intent Buying Rate By The Numbers

C CAPI (Computer Aided Personal Interviewing) Call Record Sheet Callback Canadian Advertising Research Foundation (CARF) Canadian Association of Marketing Research Organizations (CAMRO) Canadian Survey Research Council (CSRC) Cannibalization Car Clinic Card Sort Cartoon Tests Case Case Histories Case Study Casewise Deletion Categorical Scale Categorical Variable Cathode-Ray Tube Causal Model Causal Relationship Causal Research Causal Variable Causality Causation Cell Size Census Census Areas Census Data Census Divisions Census Regions Census Tract Census Undercount Central Limit Theorem (CLT) Central Location Interviews Central Location Testing (CLT) Central Tendency Centralized Research Department Centroid Chi-Square Choice Modeling Choropleth Maps Clarifying Classification Information Classification Questions Classification Tree Analysis Client Lounge Clinical Focus Groups Closed-End Question Cluster Cluster Analysis Cluster Sampling Clustering Co-Op Payment Coding Coefficient Of Determination Coefficient of Variation (CV) Cognitive Component Of Attitudes (CCA) Cognitive Dissonance Cognitive Mapping Software Cohort Cohort Measures Collectively Exhaustive Collinearity Commercials Testing Communication Strategy Research Comparability Comparative Scales Competitive Intelligence (CI) Competitor Analysis Evaluation Competitor Customer Research Complement Of Event ‘A’ Complement Of Event ‘A’ Completion Rate Comprehensive Statistical Software Computer Aided Web Interviewing (CAWI) Computer-Aided Self-Administered Interviewing (CASI) Computer-Aided Telephone Interviewing (CATI) Computer-Assisted Personal Interviewing (CAPI) Software? Computer-Assisted Telephone Interviewing (CATI) Software Computer-Assisted Telephone Interviewing (CATI) Software Computer-Assisted Web Interviewing (CAWI) Software Computer-Assisted Web Interviewing (CAWI) Software Concentric Circle Concept Description Concept Development Concept Optimization Concept Testing Conceptual Mapping Conclusions Concomitant Variation Concurrent Validity Conditional Probability Conference Style Focus Group Room Confidence Interval Confidence Level Confidence Limits Confirmability Confounded Confounding Variable Conjoint Analysis Conjoint Analysis Software Conjoint Association Consideration Set Consolidated Metropolitan Statistical Area (CMSA) Constant Sum Scales Constitutive Definition Construct Construct Validity Constructive Replication Consumer Consumer Culture, Economy, Norms, Social Class, Politics, Art and Consumption (CCENSPAC) Consumer Drawings Consumer Expenditure Consumer Expenditure Survey (CEX) Consumer Orientation Consumer Panel Consumer Price Index (CPI) Consumer Promotion Research Consumer Research Consumer Unit Contamination Content Analysis Context Sensitivity Contingency Contingency Table Continuous Research Continuous Variable Control Group Controlled Substitutions Convenience Sample Convention Interviews Convergent Validity Cool Hunting Market Research Cooperation Rate Copy Development Research Copy Testing Copy Testing-Online Corporate Image Studies Corporate Marketing Research Department Correlation Analysis Correlation Coefficient Correspondence Analysis Council for Marketing and Opinion Research (CMOR) Council of American Survey Research Organizations (CASRO) Couponing Research Covariance Covariate Coverage Creative Development Research Credibility Criterion Variables Criterion-Related Validity Cross-Cultural Analysis Cross-Elasticity Cross-Validity Crosstabulation Crowdsourcing research Current Population Survey (CPS) Custom Marketing Research Customer Loyalty Customer Recovery Studies Customer Relationship Management (CRM) Customer Satisfaction Research Customer Satisfaction Research Companies

D DMA (Designated Marketing Area) Data Data Analysis Data Analysis Software Data Archive Data Cleaning Data Collection Data Collection Field Services Data Conversion Data Crosstabulation Data Deck Data Delivery Tools Data Entry Data Mining Data Processing Data Processing Services Data Tabulation Software Data Use Data User News Database Management Software Database Manager Day-After Recall Daytime Population Decennial Census Decentralized Research Function Decision Markets Decision Support Software Deductive Degrees of Freedom Delphi Technique Demand Characteristics Demographic Analysis Demographic Database Demographic Profiles Demographics Demography Dendogram Density Dependability Dependency Dependent Variable Depth Interview Descriptive Function Descriptive Studies Design Control Design Flexibility Desk-Top Research Deviation Diagnostic Function Diary Diary panel Dichotomous Questions Digitizing Direct Computer Interviewing Direct Digital Marketing Direct Paired Comparison Directory Database Disappointment Score Discrete Choice Modeling Discrete Variable Discretionary Income Discriminant Analysis Discriminant Coefficient Discriminant Score Discriminant Validity Discussion Guide Discussion Question Discussion of Technique Disguised Observation Disk-By-Mail (DBM) Disposable Income Disproportional Or Optimal Allocation Disqualifier Distribution Distribution Check Divestiture Studies Do-It-Yourself (DIY) Marketing Research Door-To-Door Interviewing Double Blind Experiment Double Blind Test Double Jeopardy Double Sampling Double-Barreled Questions Dummy Variable Duplicate Number Validation Durable Goods Dyad Dynamic Systems

E E-Commerce (Electronic Commerce) E-Mail Surveys E-Spread ESOMAR (Formerly known as the European Society for Opinion and Marketing Research) Echo Boomers Econometrics Editing Efficiency Elasticity Electroencephalogram (EEG) Electronic Data Processing (EDP) Systems Electronic Point Of Sale Systems (EPOS) Electronic Text Element Sampling Eligibility Criteria Eligible Respondent Empathetic Neutrality Empirical Research Employee Opinion Studies Empty Nesters Enumeration Districts (EDs) Epsem Sample Equivalent Form Reliability Error Checking Routines Error Sum Of Squares Estimate Ethnic Research Ethnic Research Providers Ethnographic Research (Ethnography) Ethnomethodology European Chemical Marketing and Strategy Association (ECMSA) European Federation of Associations of Market Research Organizations (EFAMRO) European Pharmaceutical Marketing Research Organization (EphMRA) Evaluate Research Evaluation Apprehension Event (Simple) Exchange Executive Interviews Executive Search Firms Executive Summary Exhibit Exit Interviews Expected Value Experiencing Focus Groups Experiment Experimental Design Experimental Effect Experimental Error Experimental Unit Exploratory Focus Groups Exploratory Research Exponential Smoothing Expressive drawing External Validity External Variables External stimuli Extraneous variable Eye tracking

F F-Test Face Validity Fact Factor Factor Analysis Factor Loadings Factorial Design False Accuracy Family Fertility Rate Field Field Audit Field Director Field Experiments Field Management Services Field Recruiter Field Service Field Work Filter Question Final Report Findings Finite Population Correction Factor (FPC) Fixed Field Fixed Personality Association Fixed Sample Focus Group Focus Group Facility Focus Group Facility Manager Focus Group Facility Project Director Focus Group Moderator Focus Group Recruiter Focus Group Recruiting Focus Group Scheduler Focus Group Teleconference Focus Group Transcriptions Focus Group Videoconference Focus Group Web Conference Forced Rating Scale Forecast Forecasting (Trends) research Forms Processing Frame Error Frequency Frequency Distribution Fresh Participants Friendliness Effect Full Group Full Text Database Full-Service Marketing Research Funnel Approach

G Galvanic Skin Response (GSR) Generalizability Generation X Generation Y Geocoding (or Geographic Encoding) Geodemographic Segmentation System Geographic Information System (GIS) Geographics Geometric Study Area Global Focus Groups Goodness of Fit Test Graphic Rating Scales Graphics Research Greenbook® Grid Grid Test Gross Incidence Gross Income Grounded Theory Group Bias Group Dynamics Group Interview Group Quarters Population Growth Rate

H HTML Survey Hadoop Hall Tests Halo Effect Hand Tab Hard Goods Hawthorne Effect Head of Household Health Care Research Hedonic Scale Heteroscedasticity Hispanic Marketing and Communication Association (HMCA) Histogram History Home Audit Home-Use Tests Homogeneous Groups Homoscedasticity Honorarium Host/Hostess Household Householder Housing Unit Humanistic Inquiry Hypothesis Hypothesis Test of Proportions

I Idea futures Idea generation Ideation Image studies Image tracking Immigration Imputed response In Case You Missed It In-depth interviews (IDIs) In-home interview In-house recruiting In-house research In-store research Incentive Incidence Income Independent Field Director Independent samples Independent variable Inductive reasoning Industrial research studies Information markets Initial refusal Instrument decay Instrument variation Instrumental replication Integrated Interviewing Software Intelligent data entry Interactive Marketing Research Organization (IMRO) Interactive electronic group research Interactive voice response (IVR) Intercept Internal consistency reliability Internal database Internal secondary data Internal validity International Association of Service Evaluators (IASE) International Mystery Shopping Alliance (IMSA) International interviewing International research providers International research studies Internet focus group Internet panel Interpreting services Interquartile range Interrater reliability Interrupted time-series design Intersection Interval Interval estimates Interval scale Interview Interviewer Interviewer error Interviewer's instructions Interviewing service Interviewing station Inverted funnel approach Itemized rating scales

J Japan Marketing Research Association (JMRA) Journey Mapping Judgment Sample

K Kano Method Key Verifying Keypunch Kinesic Analysis Kitchen Facility Kolmogorov-Smirnov (KS) Test Kurtosis

L Labor Force Labor Force Participation Rates Laboratory Experiments Laddering Latin Square Design Leading Question Legal Research Lelly Triads Length of Interview Level of Significance Lifecycle Research Lifestyle Research Lifestyle Selectivity Lifestyles of health and sustainability (LOHAS) Likert scale Linear Regression Analysis Listed Sample Listed Telephone Households Literal Replication Literature Search Living-Room Style Loaded Question Location Studies Logit Model Long Census Form Longitudinal Study Low Incidence Research Low Incidence Screening

M M-Commerce (Mobile Commerce) MAPPing MCAPI (mobile computer assisted Personal interviewing) MCAPI software MCASI (mobile computer assisted self-administered interviewing) MCASI software MEG (moderated E-mail group) MSA (Metropolitan Statistical Area) Machine-readable data Mail panel Mail surveys Mall intercept interviewing Mann-Whitney U Test Mapping Margin of error Marginal Market Market (category) evaluations Market Forecasting Market Research Market Research Society (MRS) Market Research Society of New Zealand (MRSNZ) Market feasibility studies Market opportunity studies Market research apps Market segmentation Market simulation Market statistics Marketing Marketing Research Association (MRA) Marketing Research Sales Manager Marketing Research and Intelligence Association (MRIA) Marketing concept Marketing information systems (MIS) Marketing mix Marketing research Marketing research service provider Marketing research software providers Marketing research supplier Marketing strategy Markov model Markt Onderzoek Associatie (MOA) Matched T-test Matching Maturation Maturation error Mean Mean deviation Mean square error Measure of location Measurement Measurement error Measures of central tendency Measures of variability Media marketing areas Media research Median Medical interviewing Mental model Merchandising studies Method specific results Methodological log Methodology Metric scale Microdata Midway term Migration Millennials Mini-focus group Minigroup Mixed groups Mobile Market Research (MMR) Mobile Qualititative Mobile Survey Mobile ethnography Mobility Mock jury trials Mode Modeling Moderator Moderator guide Monadic Monitor Mortality Motivational research Moving average Multi-client research Multi-item scale Multi-modal methods Multicollinearity Multicultural Research Multidimensional scaling (MDS) Multiple answers Multiple choice questions Multiple cross-sectional design Multiple regression analysis Multiple style room Multiple time-series design Multipurpose Room Multivariate analysis Music tests Mutually exclusive Mystery Shopping Providers Association (MSPA) Mystery shoppers Mystery shopping Mystery shopping providers

N Name development research Name research Names of Note National Center for Professional Mystery Shoppers and Merchandisers (NCPMS) National Network of State Polls (NNSP) Natural observation Net incidence Neural network Neuromarketing research Neutral value New product research New venture analysis Nixie No-show Nominal grouping session Nominal scale Nominal variable Non-durable goods Non-family household Non-random Nonbalanced scales Noncomparative Nonmetric correlation Nonmetric data Nonprobability sample Nonresponse bias Nonsampling error Norm Normal distribution Normative data Nth selection Null hypothesis Numeric database

O OCR (optical character reader) Objectives Observation Observation bias Observation research Observation room Occam’s razor Occupancy status Omnibus surveys On-air testing On-site interviewing One-group pretest-post test design One-on-one One-shot case study One-tailed test One-way frequency table One-way mirror Online One-on-one Online communities Online focus group Online focus group (Bulleting board) Online panel Online research Open observation Open-ended question Operational definition Operational replication Opinion Opinion poll Optical scanner Order bias Ordinal scale Ordinal variable Outliers Outmigration Over recruit Overnight interviewing

P P-Commerce (Proximity Commerce) PAPI (paper and pencil interviewing) PMSA (primary metropolitan statistical area) Package development research Packaging testing Paired comparison Panel Panel Manager Panel study Paper and Scan Software Parameter Parent (underlying) distribution Parsimony principle Part worths Participant Pearson's correlation coefficient Penetration Penetration analysis People Meter People reader Per capita income Percentile Perceptual MAPPing Periodicity Personal income Personal interviewing Pharmaceutical Marketing Research Group (PMRG) Phenomenology Photo sort Physical control Pilot questionnaire Pilot study Placement interview Point estimator Point-of-Purchase research Political polling Pop-up survey Population Population Association of America (PAA) Population centroid Population distribution Population pyramid Population specification error Population standard deviation Positioning Positioning statement Post hoc segmentation Post-test Poverty Pre-Recruit interviewing Pre-experimental design Pre-recruited central-location test Pre-teen Pre-test (Pretest or Pre test) Precision (lack of) Prediction markets Predictive dialing Predictive function Predictive markets Predictive validity Predictor variables Prefix Prerecruits (pre-recruits) Presentation software Pricing research Primary Metropolitan Statistical Area (PMSA) Primary Purchaser Primary data Primary income earner Primary research Primary sampling units Primary shopper Probability (or density) function Probability Proportionate to Size (PPS) Probability distribution Probability of a simple event Probability of an event Probability sample Probing Probit model Processing error Processing error Product (sample) pick-up Product and Service Update Product concept testing Product movement data syndicated services Product placement research Product positioning studies Product pricing research Product prototype tests Product purchasing studies Product testing research Professional Marketing Research Society (PMRS) Professional respondent Profile Program effectiveness studies Programmatic research Project audit Projectability Projection Projective Promotion evaluation studies Promotional feature benefit analysis Prompt Proportional allocation Proprietary technique Pseudo research Psychographic research Psychological research Public opinion studies Puget Sound Research Forum (PSRF) Pupilometer Purchase intent scales Purpose

Q Q-sorting Q-spread Qualified refusal Qualitative Assistant Qualitative Research Consultants Association (QRCA) Qualitative consultant Qualitative research Qualitative software Qualitative variable Qualitatively Speaking Quality control Quantitative research Quantitative variable Quartiles Quasi-experiments Questionnaire Questionnaire administration Questionnaire analysis Questionnaire design Quintiles Quixotic reliability Quota Quota sample

R Race Random Random error Random sample Random sampling error Random variable Random-digit dialing Randomization Randomized block design Range Rank-order scales (ranking) Rate Ratio Ratio scale Raw data Reach (advertising) Readership Readership studies Recall Recognition test Recommendations Recruitment Referral sample Refusal Refusal rate Regression analysis Regression coefficients Regression to the mean Rejection region Related samples Reliability Repeat rate Repeat-pairs technique Replicate Replication Report writing services Repositioning studies Representative sample Rescreening Research Assistant Research Director/Manager (Client Side) Research Director/Project Director (At A Research Company) Research Industry News Research agency Research client Research communities Research company Research design Research question Research report Researcher SourceBook™ Residual Residual error Respondent Respondent Fee Respondent level data Response bias Response latency Response rate Response style River Sample Role playing Rotation procedure Rule Rustbelt

S SAQ (self-administered questionnaire) SIC (standard industrial classification) Salience Sample Sample control Sample definition Sample distribution Sample population Sample size Sample space Sample specific results Sample unit Sampling Sampling company Sampling distribution of the proportion Sampling distribution of the sample means Sampling distribution of the sample statistic Sampling error Sampling fraction Sampling frame Sampling interval Sampling software Satisficers Scale Scaled-response questions Scanner panel Scanning Scatter diagram Scientific method Screener Screening Second lifetime value (SLTV) Secondary analysis Secondary data Secondary research Sectional center facility (SCF) Segment Segmentation studies Selection Selection bias Selection error Selective perception Selective research Self-administered survey Self-selection bias Semantic differential Semiotics Sensory research Sentence and story completion Sequential testing Serial effect Serious games Service quality measurement (SQM) Services Sex ratio Shopper insights Shopper patterns Short census form Sigmoid curve Sign-out sheets Significance level Significance test Significant difference Simple random sample (SRS) Simulated sales test Simulated test market (STM) Simulation studies Single-number research Site selection analysis Skewed distribution Skip pattern Smiling face scale Snowball samples Social Desirability Bias Social Grade Social Indicator Social Media Analytics Social Media Listening Social Media Marketing Social Media Mining Social Media Scraping Social Research Society Of Competitive Intelligence Professionals (SCIP) Socio-economic Groups Soft Goods Software Review Solomon Four-Group Design Spearman Rank-Order Correlation Spec Writer/Programmer Spec Writing Spec Writing-CAPI Spec Writing-CATI Spec Writing-Web Special Markets Specialized Service or Support Firms Specifications Split-Half Technique Spontaneous Awareness Spurious Correlation Stability Standard Deviation Standard Error Standard Metropolitan Statistical Area (SMSA) Standard Normal Distribution Stapel Scale Starting Point State Data Center Static-Group Comparison Statistic Statistical Analysis Statistical Analysis Service Providers Statistical Control Statistical Inference Statistician Statistics Stochastic Fancy Store Audit Store Control Tests Store Simulation Studies Strata Strategic Marketing Strategic Partnering Strategy Research Stratified Random Sample Structured Observation Stub Sub-Block Sub-Sample Subject Subjective Question Sum of Squares Due to Regression Sun Belt Supervisor's Instructions Surrogate Error Surrogate Information Error Survey Survey Design and Analysis Software Survey Monitor Survey Objectives Survey Research Synchronic Syndicated Service Research Firm Syndicated research Systematic Error Systematic Sample

T T-Scope research T-commerce (Television commerce) T-distribution T-test TURF analysis software Tab Tab houses Table of random digits Tabulate Tabulation Tabulation software Tachistoscope (T-scope) Target population Taste tests Technology commercialization Telephone Facility Manager Telephone Interviewing Facility Supervisor Telephone areas Telephone focus groups Telephone interviewing Telephone interviewing facility Telephone number look-ups Telephone panel Telephone sample Telephone/Mail/Telephone studies Television market Temporal sequence Temporary population Terminate Termination rate Test Create Test kitchen Test market Test statistic Test-retest reliability Testimonial interview Testing effect Tests of significance Text Analytics The Australian Market and Social Research Society (AMSRS) Theater test Thematic maps Theory Theory-construction diary Third-person techniques Time series analysis Time use survey Top box score Top-of-mind awareness Topic guide Topline report Total error Touch tone aided telephone interviewing (TATI) Touch-tone data entry (TDE) Tracking Trade Audit Trade Talk Trade area Trade surveys Trade-off analysis Traffic counters Traffic studies Training Transcribing Transcript Transcription services Transferability Translation services Travel and Tourism Research Association (TTRA) Treatment Trend Data Triad Trial rate Triangulation Trimmed mean True experimental design Tweenager Two-tailed test Two-way focus groups Type I error (A error) Type II error (B error)

U U-Commerce (Universal Commerce) Unaided awareness Unaided recall Unbalanced scale Unbiased estimator Unbiased questions Unbiased samples Undercoverage bias Undisguised observation Unforced rating scale Unidimensional scaling Union Unipolar Unit of analysis Univariate data set Univariate techniques Universe Unstructured observation Unstructured questions Unstructured segmentation Urban population Urbanized areas Usability Professionals' Association (UPA) Usability lab Usability testing Usage studies User Image

V V-Commerce (Voice Commerce) Validation Validity Van Westendorp Price Sensitivity Model Variability Variable Variance Variation Venn diagram Verbatim Verified data Verifying 100% Verisimilitude Video focus groups Videoconferencing Viewing facility Viewing room Virtual environments Virtual group Virtual markets Virtual reality (VR) Visualization analytics Voice pitch analysis Voluntary response bias

W War Stories Warranty card analysis Wave Web bug Web interviewing Web interviewing software Web site evaluation Web survey Webcam interview Webcast Webconferencing Weighted sample Weighting Wholesale audit Wilder effect Winsorized sample Wireless device interviewing Wireless devices software Word association tests Word-of-mouth research Working phone rate World Advertising Research Center (WARC) World Association for Public Opinion Research (WAPOR) Write-down

Y Yea saying

Z Z-test Z-value ZIP +4 ZIP Code ZIP Code Demographics