Glossary of
Market Research
Terms (A to C)
Agency
Market research companies are often referred to as research agencies.
Behaviour What people do as opposed to what they think. In a
marketing context, behavioural research, behavioural segmentation, and
behavioural theory are concerned with people's buying
and consuming activities.
Bias An aspect of survey design which causes the expected
value of an estimate derived from
the survey to differ from its true value.
Brand A product or service which has been given an identity;
it has a brand name and the added
value of a brand image.
CATI Data capture by means of Computer Assisted Telephone
Interviewing.
Census Enumeration of all the individuals in a population.
Central Statistical Office The CSO co-ordinates the collection
of UK government statistics by
the Business Statistics Office and the Office of Population Censuses and
Surveys.
Classification In market research this relates to a group of
questions and observations, usually
placed at the end of an interview. These tend to be of fairly standard form,
and cover things like
age, sex, marital status, number in the household, status within the household
(as head of
household or housewife), social grade, level of education reached, tenure of
home.
Code A symbol used to classify data for the purpose of
analysis.
Code of Conduct The joint Code of Conduct of the Market
Research Society (see MRS) and the Industrial Marketing Research Association
consists of a set of principles and rules with which their members undertake to
comply.
Consumer
-
The ultimate user of a product, as opposed to the
purchaser.
-
More generally, people or households who use or buy
goods and services, as distinct from the producers and distributors.
Consumer Panel A sample of individuals whose purchases,
product usage, and or media
consumption etc. are recorded over a period.
Continuous Research Research which is undertaken on a
continuing basis, or is regularly
repeated at frequent intervals, as opposed to ad hoc surveys. Examples include
retail audits,
consumer panels, and tracking studies.
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