A
AAPOR (American Association of Public Opinion Research)
The AAPOR encourages quality survey methods through its official journal Public Opinion Quarterly, its annual conference and educational opportunities. It actively promotes standards of professional conduct and ethics for surveys and public opinion research.
http://www.aapor.org
Ad Hoc Survey
A single survey which is usually designed to address a specific issue as a 'one-off' study rather than as a continuous programme of research.
Advertising Research
Any research designed to measure consumer response to advertising, either before advertising is aired or whilst on air.
ASC
The Association for Survey Computing (ASC), originally known as the Study Group on Computers in Survey Analysis (SGCSA), was formed in 1971 in order to improve knowledge of good practice in survey computing and to disseminate information on techniques and survey software.
The ASC is a non-profit organisation, affiliated to the British Computer Society and the International Association for Statistical Computing.
http://www.asc.org.uk
Attitude Research
A study method used to collect information as to how people feel about products, companies or ideas.
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C
CAI
A generic term for all computer-based interviewing such as CAWI, CATI and CAPI.
CAPI (Computer Aided Personal Interviewing)
Face-to-face interviews conducted by an interviewer using a laptop computer to administer questions and record answers.
CASRO (Council of American Survey Research Organizations)
A national trade association of survey research organisations located in the United States, representing firms in the US, Canada and Mexico. CASRO’s Code of Standards and Ethics for Survey Research must be followed by all CASRO members.
http://www.casro.org
CASI (Computer Aided Self-completion Interviewing)
Self completion interview using a computer based questionnaire which is typically conducted in a central location and following face-to-face recruitment of the respondent.
CATI (Computer Aided Telephone Interviewing)
Interviewer-administered telephone interview using a computer-based questionnaire.
CAWI (Computer Aided Web Interviewing)
This is most commonly used to describe the method by which internet panel members are interviewed.
Central Location Interviewing
A face-to-face survey conducted at a conveniently located site in the region to be surveyed. Typical locations used for central location interviewing include fixed venues in shopping malls, civic centres and hotels.
Closed-end Question
A question that asks the respondent to choose from a number of pre-listed answers. Closed ended questions are a key tool for ensuring that responses are sought from a range of answer possibilities in a consistent manner.
Code of Conduct
The set of principles and rules drawn up by the Market Research Society (MRS) by which research companies must comply.
Coding
The process of organising responses into numerical form for aggregate data handling. The term is typically used to refer to the process of transferring respondents’ answers to open-ended questions into a format which can be quantified and therefore easily analysed.
Concept Testing
Research designed to test consumer response to ideas for new marketing materials (such as product, packaging, advertising) before investment in production.
Continuous Tracking
Term used to refer to a survey technique where interviewing takes place continuously in order to monitor changes in response over time. Continuous tracking is most commonly used to monitor changes in awareness and perceptions of brands and/or awareness of advertising and other marketing communications.
Copy Test (also known as a Pre-test)
Research designed to test the likely performance of a piece of advertising before it is aired.
Customer Satisfaction Research
Research conducted amongst a company’s customers to measure overall satisfaction with a product or service as well as satisfaction with specific elements of the product or service.
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D
Data Collection
The generic term used to describe the process by which questions are posed to a sample of respondents and the recording of their answers.
Data Processing
Organisation of data for the purpose of providing client organisations with an accurate statistical basis upon which to make decisions. Involves recording, classifying, cleaning, sorting, summarising, calculating, disseminating and storing data.
Data Protection
The Data Protection Act regulates the use of personal information, therefore protecting respondents from improper use of information provided during a survey.
Data Entry
The process of transferring responses from pen and paper interviews (PAPI) into a format where the information can be data processed.
Diary panel
A survey technique in which a group of respondents are invited to keep a record of their habits, for example a diary of what they watch, listen to or buy etc., over a specified period of time. The format of the diary may be hand-written or electronic.
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E
ESOMAR (World Association of Opinion and Marketing Research Professionals)
ESOMAR unites 4,000 members in 100 countries. Its mission is to promote the use of opinion and market research for improving decision-making in business and society world-wide. http://www.esomar.org
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F
Face-to-face Interviewing
Terminology used to refer specifically to interviewing where an interviewer is present face-to-face with the respondent – therefore being distinct from telephone or web interviewing. Also known as In-person interviewing.
Fieldforce
Usually used to refer to the pool of interviewers and supervisors responsible for conducting face to face fieldwork for a market research company.
Fieldwork
A general term that refers to the data collection process. The most common methods in market research are face-to-face, telephone, internet, mystery shopping and postal. When fieldwork is being conducted, the project is sometimes referred to as being ‘in field’ or ‘fielded’.
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I
In-Person interviewing
Another term used to describe face-to-face interviewing.
Intercept Interview (also known as Street Interview)
Defines a broad range of short face-to-face interviews, usually only a few minutes in length which are carried out "in-situ" with consumers.
Internet Interviewing
An increasingly popular method of data collection. Most commonly conducted via Internet panels of respondents (see Panel) or via e-mail invitations where respondents click through to a survey.
Interviewer
The person responsible for administering a questionnaire. Interviewers are carefully trained to ask the survey questions verbatim to ensure that biases are not introduced into the survey by questions being asked inconsistently.
IQCS (Interviewer Quality Control Scheme)
A UK market research industry standard which sets minimum standards for quality of fieldwork.
http://www.iqcs.org/
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M
Market Research / Marketing Research
The American Marketing Association defines this as the systematic and objective identification, collection, analysis and dissemination of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.
MRA (Market Research Association)
Located in the United States, a professional society involved with marketing and opinion research. Its mission is to promote excellence in marketing and opinion research by providing members with a variety of opportunities for advancing and expanding their marketing research and related business skills and to act as an industry advocate with appropriate government entities, other associations and the public.
http://www.mra-net.org
MRQSA
A UK market research industry standard which sets minimum standards for the quality of fieldwork.
MRS (Market Research Society)
With members in more than 70 countries, MRS is the world’s largest association representing providers and users of market, social, and opinion research, and business intelligence. MRS serves both individuals and organisations who identify with its core values of professionalism, excellence and effectiveness. All individual members and Company Partners agree to self-regulatory compliance with the MRS Code of Conduct.
http://www.marketresearch.org.uk
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O
Omnibus
A large scale and regularly repeated survey in which multiple clients submit proprietary questions to be asked of the target audience they are interested in surveying.
Open-ended Question
A question that has no pre-listed answers and which requires the respondent to answer in his or her own words.
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P
Pack Test
A type of research designed to evaluate consumer reactions to new and existing packaging of products.
Panel
A group of individuals who agree to provide information at specified intervals or over time. Consumer panels via the web are increasingly popular across the world. Panelists agree to be sent surveys on a regular basis.
PAPI (Pen and Paper Interviewing)
Survey technique by which questions are printed on a paper questionnaire which is also used to record the respondent’s answers. Pen and paper interviews can be self-administered or administered by a face-to-face interviewer.
PDA (Personal Digital Assistants)
Hand-held digital devices that were originally designed as personal organisers. These became much more versatile over the years and can now include facilities such as telephones, web-browsing, scanning, digital cameras and basic computing.
Pilot
A small scale trial run of a survey to check that question and responses are clear and that any problems with the questionnaire are detected.
Pre-test (also known as a Copy Test)
Research designed to test the likely performance of a piece of advertising before it is aired.
Probing
The technique used by the interviewer on open questions to help the respondent expand upon a given answer or opinion without leading the respondent or influencing their responses.
Product Test
A survey technique in which consumers are invited to use a product. Product tests typically take place in the home or in central locations. Depending on research objectives, products are tried blind (no reference to brand name or packaging) or branded (with brand name and possibly packaging revealed).
Project Management
The Project Management teams are responsible for ensuring the smooth running of a project from point of commission by the researcher, into field and through to data delivery. Project Managers are responsible for scheduling, troubleshooting and the financial performance of the survey. Good organisational and interpersonal skills are required, as Project Managers liaise with researchers and other operational departments throughout this process.
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Q
Qualitative Research
Qualitative research involves the use of unstructured exploratory techniques, usually within a small group. The findings are more in-depth since they make greater use of open-ended questions and results provide more detail on behavior, attitudes and motivation.
Quantitative Research
Quantitative research seeks to establish objective information about consumer preferences and is designed to generate projectable numerical data about a subject. When quantitative research is designed, consideration is given to the sample size required to generate robust measurable data.
Quality Control
Term used to refer to formal checks undertaken by supervisory staff to ensure that fieldwork and other operational tasks have been carried out according to agreed minimum standards.
Questionnaire
A written or electronic survey instrument comprised of a series of questions, designed to collect data in a consistent manner.
Quota Controls
These are the additional specifications imposed on a project over and above the overall sample definition to ensure that the required profile of respondents is achieved. For example, a requirement for 50% of a sample to be male and 50% to be female would be described as a quota control.
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R
Random Digit Dialling
Rather than selecting names and telephone numbers of individuals to be called, computers are used to generate random sets of telephone numbers, which are then called as the survey sample. This method is used within telephone centres to reduce errors in the sampling frame which might lead to less representation.
Random Sample
A sample in which every unit has an equal (non zero) and known probability of being selected. Sometimes called a probability sample.
Respondent
The name given to an individual who agrees to take part in a market research survey and from whom the data is collected.
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S
Sampling
When the entire population is too large for the researcher to attempt to survey all of its members, a sample must be drawn. Sampling is the process by which a small, but carefully chosen sample can be used to represent the population. This sample should reflect the characteristics of the population from which it is drawn.
Screening Questions
Introductory questions asked at the beginning of a survey to ensure that a respondent is eligible for participation.
Script
A term used to refer to the electronic representation of a questionnaire. Scripting refers to the process of transferring a paper-based questionnaire into a format which will allow the survey to appear on a series of computer screens.
SEG (Social Economic Grouping)
A classification technique used by the market research Industry based on employment status and type of occupation.
SIC (Standard Industrial Classification)
A standardised approach for sorting businesses into distinct classification groups.
SOC (Standard Occupational Classification)
A standardised approach for classifying employment according to the type of work and the skill level at which it is performed.
Social Research
The systematic and objective identification, collection, analysis and dissemination of information for the purpose of helping government departments and public bodies with decision making.
Street Interview (also known as Intercept Interview)
Defines a broad range of short face-to-face interviews, usually only a few minutes in length which are carried out "in-situ" with consumers.
Survey
The most widely used set of methods in market research. Surveys can be conducted by mail, face-to-face, telephone, email, PDA, web, observation, focus groups, content analysis or other methods.
Syndicated Research
Studies in which the findings and costs of a research project are shared among clients who have a common interest in the data.
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V
Validation
The process of recontacting respondents to confirm that interviews were conducted according to agreed standards.
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W
WAPOR – World Association for Public Opinion Research International
WAPOR is a professional society of more than 450 individuals from academic and business professions in over 50 countries who share information in the field of public opinion research through conferences, publications, and personal contact.
http://www.unl.edu/
WATI (Web Assisted Telephone Interviewing)
WATI is a combined Internet and telephone interview. An example is when a telephone interview is considered to be appropriate but the respondent needs to be shown stimulus material.
Web Data Collection
This is a generic description when fieldwork is done using the Internet. This can be self-administered or administered by an interviewer.
Wave Study
Refers to a survey which is not a one off but instead repeated at regular intervals to enable changes in consumer response to be monitored from one period of time to another.
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