MARKET RESEARCH TERMS & METHODOLOGIES

This is a modest glossary of common terminology used in market research. It is intended to assist managers in understanding the terms used by market research suppliers and companies in describing their services.

Ad Testing (Advertisement Testing)
Advertising Research
Attributes (Product or Brand Attributes)
Back Translation
Brand Image
Brand Mapping
Brand Personality
Brand Recall
Brand Recognition
Consumer Panels
CAPI (Computer Assisted Personal Interviewing)
CATI (Computer Assisted Telephone Interviewing)
Disposable Camera Technique
Ethnographic Research
Fieldwork (sometimes termed "Field Work")
Focus Groups
Household
Incentives (Research Respondent Incentives)
Intercepts (Consumer, Street, Shopper Intercepts)
Market Research (or "Marketing Research")
Moderator (Focus Group Moderator)
Mystery Customer Technique
Mystery Shopper Technique
Observational Research
Omnibus Research
Qualitative Analysis
Quantitative Analysis
Reliability
Sampling (Stratified Sampling and Random Sampling)
Secondary Research
Simultaneous Translation (in Focus Groups)
Surveys (Questionnaire, Mail, Face to Face, Telephone)
Top Line Report
U&A Surveys & Testing (Usability and Attitudes)
Usability Survey
Validity