市场研究术语大全.docx
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市场研究术语大全
GLOSSARYOFTERMSINMARKETRESEARCH
AccountManager/Executive
Generallythepersoninanycompanyresponsibleforsellingorpromotingtheserviceswhichthecompanyhastooffer.Inmarketingresearch,thisistypicallythepersonattheresearchcompanywhooverseestheentireresearchprocesstodeliveraprojectwhichmeetstheclient'sexpectations.Thispersonwouldnormallybetheclient'skeycontact.
ACR
AssociationforConsumerResearch
AidedRecall/Awareness
Atechniqueusedtoaidmemory,somethingthatstimulatesremembering,i.e.,picture,words.Readingorshowingtherespondentthepossibleanswerstoaspecificquestion.
Alert
Anymeans(i.e.,telephone,fax,mail)ofinformingaDataCollectionCompanyofthestudyauthorizationtoincludethestartingdate,deliveryofmaterials,quota,timing,cost,etc.
AMA
AmericanMarketingAssociation
Analyst
Thepersonmostresponsibleforreviewing,analyzingandsummarizingthedatafromaresearchproject.
Analyze/Analysis
Toreviewinformationgainedfromtheresponsesofquestionnairescompletedforastudy;toarriveatconclusionsandtomakethenecessarydecisionsandrecommendationsonthesubjectbeingstudied.
AnswerCards
SeeExhibitCards
AnthropomorphicorBrandPersonalityResearch
Aresearchtechniqueinwhichparticipantsdescribeaproduct,serviceorbrandintermsofahumanbeingwithpersonalitytraitssothattheparticipants'feelingsabouttheobject/brandcanbedetermined.AlsocalledBrandPersonalityResearch.Basedonthepremisethatbrandscanhavepersonalitiesinmuchthesamewayashumans,BrandPersonalitydescribesbrandsintermsofhumancharacteristics.Brandpersonalityisseenasavaluablefactorinincreasingbrandengagementandbrandattachment,inmuchthesamewayaspeoplerelateandbindtootherpeople.Muchoftheworkintheareaofbrandpersonalityisbasedontranslatedtheoriesofhumanpersonalityandusingsimilarmeasuresofpersonalityattributesandfactors.Intoday'smarket,thevalueofbrandequitycannotbeoverestimated.Thevaluethatisaddedtoaproductbyitsbrandnameisofcriticalimportance.Whilethebuildingofabrandpersonalityrestsinthehandsofthoseinmarketingandadvertising,theidentificationoftheconsumers'perceptionofbrandpersonalityrequiresthetoolsofmarketingresearch.Alargepartofsuchresearchmightutilizepsychographictechniquestoexposeemotionalassociationsthatarerelevanttotheconsumer.Fromthisresearchshouldemergeahostofperceivedandactualproductpersonalitytraitsthatareuniquetoaparticularbrand.
APA
AmericanPsychologicalAssociation
ARF
AdvertisingResearchFoundation
ASA
AmericanStatisticalAssociation
Attempt
Everycontactwithapotentialrespondent;whether,ornot,anyoneisactuallyreachedandwhether,ornot,acompletedinterviewresults.
AttitudeResearch
Asurveyconductedtoobtaininformationonhowpeoplefeelaboutcertainproducts,ideasorcompanies.
Attribute
Awordorphraseusedtodescribetheidea,productorobjectbeingevaluated.
Audit
Thiswordhastwo
(2)definitionsinthemarketingresearchindustry.ThefirstisoftenreferredtoasaStoreAudit.Thisisamethodusedtodeterminethenumberofunitsofaproductsoldinstores.Itisthecountingofunitsofspecificproductsontheshelvesinastore,alongwithknowledgeofthenumberofproductsorderedandstocked.TheseconddefinitionisoftenreferredtoasaProjectAudit.Thisistheactofvisitingaprojectsitetoensureallspecificationsarebeingmetandproceduresarebeingfollowed.
Awareness(Recall)
Ameasureofarespondent’sknowledgeofaparticularproduct,company,serviceorcommercial.Categoriesofawarenessorrecalloftenemployedinmarketingresearchinclude“topofmindawareness,”“unaidedawareness,”and“aidedawareness.”
Base
Therequirednumberofinterviewsrequestedtobecompleted.
BenchMark
Astudyconductedtoobtainasnapshotorreadingofcurrentconditionspriortosomechangeinmarketconditionsortheintroductionofsometestconditions.Theseresultsarethenusedasastandardforcomparison.Oftenusedtorefertothefirststudyinaseriesoflikestudiestobeconductedovertimeatsomeregularinterval.
BiasedQuestions
Questionswhicharephrasedorexpressedinsuchawaythattheyinfluencetherespondent’sopinion.Theymayprovideinformationwhichleadstherespondenttoconsiderthesubjectinaspecificway.Biasmaybeintroducedthroughverbalorfacialexpressions,bodylanguage,orbyparaphrasingquestions.
BiasedResponses
Anuntruestatementofanopinionorattitudegivenbytherespondent.Thisbiasedoruntruereportingcanbeconsciousorunconscious.
BiasedSample
AsamplethatisnotrepresentativeoftheUniverseofthetargetedaudience.
Bid
Estimatedcostsassociatedwithcompliancetospecifications.
BlindTest
Atechniqueusedtoevaluateapackageorproductwithoutbenefitorinfluenceofthebrandname.
BrandShare
Thepercentageofaspecificproductorservicesoldfromamongthetotalproductsorservicessoldinasingleproduct/servicecategory.Thesepercentagesaretypicallybasedonthedollarsrepresentedbythesaleoftheproductorservice.
Brand/BrandName
Aproductname,usuallyotherthanthatofthemanufacturerorcompany.
Briefing
Atrainingsession,priortostartingworkonastudy/survey,inwhichallofthesurveyspecifications,questionnaireparts,anddetailsoftheinterviewarereviewed,explained,andclarifiedforallinterviewersassignedtotheproject.Thisisgenerallyfollowedbypracticeinterviewsbeingadministeredbyoneinterviewertoanother.
Busy(BZ)
Theacceptedabbreviationforindicatingabusysignalwhendialingonaphonesurvey.
CAC
ConsumerAdvocacyCouncil
Callback(CB)
Referstointerviewingaspecificpersonfollowingaproductusageorreferstoattempts,afterthefirstattempt,tocontactpotentialrespondentswhowerenotpreviouslyavailableforinterview.
CAPI
TheindustryacronymforComputerAssistedPersonalInterviewing.
CASRO
CouncilofAmericanSurveyResearchOrganizations
CATI
TheindustryacronymforComputerAssistedTelephoneInterviewing.
Cell
Atermusedwhenreferringtoasubsampleinastudy.Inapairedcomparisonproducttest,onesubsample(orcellofpeople)testsProductAfirstandthenProductB,whiletheothersubsample(cell)teststhetwoproductsinreverseorder.ThesesubsamplesmaybereferredtoasCellAandCellB.Itcanalsorefertogeographicareas,Northvs.South;demographics,oldvs.young,andsoforth.
Census
Generallyreferstoacompletecanvasofthepopulationbeingstudied.
CentralLocationTest(CLT)
Atermusedtodescribeastudyconductedataselectedtestsiteorsitesinanarea.Theinterviewingmethodisusuallyinpersonanddoneone-on-oneoringroups.
CheckList
Alistofitemstobeexaminedorthingstobedone.Forexample,asupervisormayreceiveachecklistwiththematerialsforajoblistingthesuppliesenclosed.Aquestionnairemaycontainalistofitemstobecheckedoffbytherespondentortheinterviewerduringtheinterview.
ClarifyingorClarification
Atechniqueusedbyaninterviewerwheretheinterviewerrepeatsanunclearphraseorwordfromtherespondent'spreviousstatementandthenencouragestherespondenttoexpandtheanswertomaketheiranswermoreclear.
ClassificationQuestions
Surveyquestionsdesignedtodescriberespondentsintermsofdemographicssuchasage,income,occupation,etc.Sometimesthesequestionsarecalled“controlquestions”or“backgroundquestions.”
Client
Anyonewhopurchasestheservicesofanother.Inmarketingresearch,theclienttypicallyfundsandusestheresearchdata,andmaybeafull-serviceresearchcompany,anadvertisingagency,amanufacturer,anewspaperoranotherdatacollectioncompany.
Closed-EndQuestions
Thesequestionshavethepossibleanswersprintedonthequestionnaire.Theinterviewerisrequiredmerelytoindicatetherespondent’sanswerfromthepossiblechoices.
CMOR
CouncilforMarketingandOpinionResearch
Coding
Combiningsimilaranswersandassigninganumericcodesotheymaybeprocessedbyacomputer.UsuallydonebyastaffofpeoplecalledCodersworkingfromacodesheetofanswerswiththeirassignedcodenumbers.
CompletionRate(CompletesPerHour-CPH)
Thenumberofinterviewscompletedperhourofinterviewing.Factorsinfluencingcompletionrateareaccuracyofsample,studyincidence,interviewlength,screenerlengthandcooperationrate(i.e.howmanyqualifiedrespondentswillactuallycompletethesurvey).
Completions
Questionnairesthatarecompletedthroughapre-determinedquestionsequenceandareincludedinthefinaldatasetforthestudy.
ConceptStatement
Abriefwrittendescriptionofanewproductorserviceidea.
ConceptTest
Atestofconsumerreactiontoadescriptionofaproductorserviceratherthantotheproductorserviceitself
Confidentiality
Confidentialityreferstotheactofnotdivulgingtwotypesofinformationinaresearchstudy.First,confidentialityismaintainedwhenstudyinformationsuchasclientname,brandname,purposeoftheresearch,conceptsand/orpro-ducts(exceptasdirectedbythestudyinstructions)isonlyprovidedtothosewhohaveaneedtoknow.Confidentialityalsoreferstomaintainingtheprivacyofanyinformationcollectedfromoraboutanyindividualrespondent.
ConjointAnalysis
Amultivariatetechniqueusedforestimatingthevaluepeopleplaceontheattributesorfeatureswhichdefineproductsandservices.Conjointanalysisisaversatilemarketingresearchtechniquethatcanprovidevaluableinformationformarketsegmentation,newproduct