- aided awareness
- when a product, brand, or company list is provided to select from to measure awareness
- anonymous data
- data in which the respondent is not identified
- awareness
- a consumer’s familiarity with a product, brand, or company
- big data
- the countless number of records that continues in an increasing capacity and at a faster rate; often described as volume, velocity, and variety of data generated
- breach of confidentiality
- a situation where the researcher promises to hold private information but discloses it in an unethical manner without permission
- causal research
- studies that define a cause-and-effect relationship between two factors
- census
- when all potential target population members are included in the research
- competitive intelligence
- a collection of information about competitors from the marketplace
- confidential data
- data that is tied back to a respondent, but the respondent’s personal information is not shared
- convenience sample
- a nonprobability sample type where potential respondents to the research are selected by convenience rather than through any scientific method
- cross tabulation
- an analysis of two variables and the frequency of each answer in relation to the other variable
- customer acquisition cost
- the total expenses a company spends to gain a new customer
- customer effort score
- a survey used to measure ease of service experience with an organization
- customer satisfaction score
- also known as a CES, a survey used to measure ease of service experience with an organization
- data analysis
- the distillation of information into a more understandable and actionable format
- data collection
- systematic gathering of information that addresses an identified problem
- database
- a collection of related data
- descriptive research
- data collected to describe the situation in the market and help define an opinion, attitude, or behavior
- electronic surveys
- surveys sent through digital means to respondents; respondents also reply to the survey digitally
- ethnographic research
- method of collecting data that is conducted by observing people’s natural behavior
- experimental research
- studies that define a cause-and-effect relationship between two factors
- exploratory research
- research conducted that is more general to learn more about the industry or market
- external data
- data that originates from outside the organization
- focus group
- a small group, typically 8 to 12 people, who are asked several questions by a moderator and encouraged to build upon each other’s responses
- frequency
- a report of the number of each answer received
- in-person surveys
- surveys conducted when the respondent and data collector are face-to-face
- infographic
- a representation of data in a variety of visual presentations
- internal data
- critical marketing intelligence that already exists in the company’s records
- judgment sample
- a nonprobability sample type where the potential participants are selected based on a perceived match to the sample frame
- mailed surveys
- surveys sent to potential participants through a mail service, such as the US Postal Service
- marketing information
- also known as business intelligence, competitive intelligence, or marketing intelligence; information about the market that helps to identify opportunities available
- marketing information system
- a system used to collect, analyze, and report interesting findings from internal and external data of the company
- marketing research
- the function that links the consumer, customer, and public to the marketer through information
- mean
- an arithmetic average of values
- mechanical observation
- the use of electronic monitoring to record the actions of the observed
- median
- the middle number when all answers are organized from smallest to largest; if an even number of data, the mean of the two middle answers is the median
- mode
- the most common response
- nonprobability sample
- a situation which each member of the population has an unknown chance of being selected to be part of the sample
- observational research
- data collected by watching consumers and recording actions
- one-on-one interview
- an interview that happens on an individual level between researcher and respondent
- personal observations
- observations that are collected by human recorders
- phone surveys
- surveys conducted through the use of a telephone that can be completed through digital or human methods
- primary data
- unique information that is collected by the researcher with the current project in mind
- privacy
- maintaining the data of research participants discretely and holding confidentiality
- probability sample
- a sample in which everyone has a known chance of being included in the research
- problem definition
- the realization that there is an issue that needs to be addressed
- qualitative data
- data that cannot be distilled into number of responses, such as responses to an interview
- qualitative research
- data shared through words, descriptions, and open-ended comments
- quantify the research
- to take a variety of data and compile it into a quantity that is easily understood
- quantitative data
- data that can be reduced to number of responses, such as number of responses to each answer on a multiple-choice question
- questionnaire
- also known as a survey, a series of several questions that can collect a variety of qualitative and quantitative data; can be distributed through several different methods
- sample
- a portion of the entire population that is included in the research
- sample frame
- a parameter that defines who will be included in the sample and who would not be included
- sample size
- the number of respondents that are to be included in the research
- sampling unit
- each individual entities that is included in the sample
- secondary data
- any research that was completed, within the organization or outside of the organization, for another purpose
- simple random sample
- a type of probability sample where every entity has an equal chance of being selected
- stratified random sample
- a probability sample type where the population is divided into groups and then participants are selected from each stratum randomly
- sugging
- suggesting a purchase disguised as research
- survey
- also known as a questionnaire, a series of several questions that can collect a variety of qualitative and quantitative data; can be distributed through several different methods
- syndicated data
- a type of secondary data that is available through a subscription service
- target population
- the group of people that are of interest for a study
- unaided awareness
- when no prompts or lists of potential products, brands, or companies are given to test awareness
- unobtrusive observation
- a type of observation research where the observed is not aware they are being monitored
- verbatims
- exact quotations of responses to a qualitative question