T-test

When sample testing results cover insufficient sample, T-test is applied to study out a single average value by comparing two cases scoring the same metrics.

See also: Z-test

Desk research (Secondary research)

Generally, collecting data that already exists rather than subjecting ad-hoc research activities to specially designated project initiative. It is considered low-cost approach though it could turn a waste of time if the researcher is not experienced and knowledgeable on the objectives, exploited techniques, and processing.    Also referred to as “collateral research”, desk research could be performed internally (from the company itself as a starting point), or externally – online, screening governmental data or directly interviewing customers.

Balanced scale

In the context of market research and questionnaires, it enlists positive and negative items equally thus encouraging respondents to make a fair choice.

Z-test

A test applied by market researchers in order to compare sample results of an actual study with an initial hypothesis on those results, especially when data is on large scales or intervals.

See also: T-test

Conclusive research

The kind of research that is designed to validate alternative options and support the decision-making through the right course of action. Its samples are typically larger than the formats of exploratory research.

 see also: Exploratory research

Minimarket test

A type of controlled-sale market testing whereby the outlets used are a small, non-representative sampling of the market. Product is usually place into the outlets (not sold), and promotion is much less than planned ultimately. Primarily tests just the customer’s willingness to spend money for a product trial.

Information control

A term applied to research studies, particularly marketing research, using questionnaires and concerning the amount and accuracy of the information that can be obtained from respondents.

Six Ws of descriptive research

These are the specifications requires to conduct descriptive research studies for a marketing research project. These are who, what, when, where, why, and way.

Research suppliers (marketing research)

These are the independent research organizations that conduct marketing research for various companies. These research suppliers are hired to supply marketing research data. These may range from small one or few persons, to very large global corporations.

Marketing research problem

This refers the broad statement of the general problem and identification of the specific components of the marketing research problem. Only when the marketing research problem has been clearly defined can research be designed and conducted properly. It also entails determining what information is needed and how it can be obtained in the most feasible way.

Income segmentation

Dividing a market into different income groups.

Psychological tools in research

All those psychological tools that marketing researchers use in probing a buyer’s deeper beliefs and feelings. These may include laddering techniques, depth interviews, and Rorshach tests.

Problem solving research

One of the types of marketing research, which is undertaken by the companies in order to help solve specific marketing problems. The findings of problem solving research are used in making decisions that will solve specific marketing problems. It includes segmentation, product, pricing, and distribution research.

Construction techniques

One of the types of projective techniques used in some marketing research projects. In these techniques the respondent is required to construct a response in the form of story, dialogue, or description. In a construction technique the researcher provides less initial structure to the respondent than in a completion technique. The two main construction techniques are (1) pictureresponse and (2) cartoons tests

Qualitative measures in research

Research instruments used in marketing research. These are qualitative tools some marketers prefer to use in qualitative research for gauging consumer opinion because consumer actions do not always match their answers to survey questions.

Social desirability

A term specifically used in collecting the information from the respondents in a marketing research study. Social desirability is the tendency of the respondents to give answers that are socially acceptable, whether or not they are true. As mail surveys, mail panels, and Internet surveys do not involve any social interaction between the interviewer and the respondent, they are least susceptible to social desirability.

Agglomerative clustering

It is one of the hierarchical clustering procedures used in cluster analysis technique in marketing research. This procedure starts with each object in a separate cluster. Then the clusters are formed by grouping objects into bigger and bigger clusters. This process is continued until all objects are members of a single cluster.

Embracers

Name given to one of the possible segments of TV viewers as revealed by one research study in the US. Embracers are those TV viewers who are primarily of low income, eighteen-to-twenty year old women employed in clerical or sales job.

Replacement for nonresponse

One of the approaches available to the researcher for adjusting for nonresponse in a research project. In this approach, the nonrespondents in the current survey are replaced with nonrespondents from an earlier, similar survey. The researcher attempts to contact these nonrespondents from the earlier survey and administer the current survey questionnaire to them by offering a suitable incentive.

Data cleaning

Important step in data preparation. Here thorough and extensive checks are carried out for consistency and treatment of missing responses from the research instrument that is from the questionnaire.