Market and Product Research Glossary of Terms
Qualitative and Quantitative Solutions
Over the years the emphasis on qualitative and quantitative evaluation has become paramount in the commercial market place for product and consumer research. One of the most important elements in conducting these studies is the environment in which they are evaluated which is why, following our years of experience in this industry we have been able to establish such facilities for our UK client base.
Helpful Glossary of Market Research Terms
Brainstorming
A group where participants are encouraged to use lateral thinking and contribute ideas. The idea generation session is kept seperate from the evaluation of ideas.
Breakout Room
A room that can be used if to split the main group into smaller groups.
Boardroom Layout
A studio layout where the respondents sit facing each other around a desk. Also known as Executive layout.
Cinema Layout
A studio layout where the respondents sit in rows facing the moderator. Also known as Theatre Layout.
Classroom Layout
A studio layout where the respondents sit in rows, but have desks in front of them to lean on and write on. May also be referred to as Lecture Theatre layout.
Client
The person or organisation commissioning the research.
Consumer Research
Research that yields information about the motives and needs of the consumer.
Depth Interview
A research session that is one respondent and the moderator.
Digital Recording
Recording the session directly to disk on a server in a digital format, as opposed to recording on tape in VHS format, etc. The recording can later be sent to the customer using email or viewed over the Internet.
ESOMAR
The world organisation for enabling better research into markets, consumers and societies. See www.esomar.org for further information.
Focus Group
A group discussion where respondents who are unknown to each other are brought together to discuss an issue.
Group
A research session of four or more respondents and the moderator.
Hosting or Hostessing
The greeting of and taking care of the respondents prior to and after the group.
Incentive
A gratuity issued to respondents as a 'thank you' for taking part in the research.
Lounge Layout
A studio layout where the respondents sit in informal surroundings around the room, usually on easy chairs, and possibly with a coffee table in the centre.
Market Research
An umbrella term covering consumer research, opinion research and social research. Market researchers may use both qualitative and quantitative research methods.
Moderator
The person running the research session.
MRS
The Market Research Society is the most widely recognised membership body addressing qualitative and quantitative market research. All VFA members must have at least one employee who is an MRS member and are bound by the MRS Code of Conduct. See www.mrs.org.uk for further information.
Observer
The person watching the group from behind the one-way mirror. This person is also referred to as the viewer.
Paired Depth
A research session that has two respondents and the moderator.
Qualitative Research
Research focusing on understanding the nature of phenomena and their meaning, rather than their incidence. Usually invovles direct face-to-face contact between the researchers and the respondents and in-depth examination of small numbers of observations.
Quantitative Research
Research focusing on the incidence and statistical relationship of variables. Usually involves structured questionnaires with standard questions, little face-to-face contact between respondents and researchers, and the use of large samples subjected to statistical analysis.
Recruiter
The person who invites/arranges for the respondents to take part in the research session face to face is the form of recruting we choose to do. We also have taken on list jobs & internet jobs such as magazine panels, & on going research. Also includes: hall testing, food testing & medical jobs
Business Meeting Rooms FOR HIRE
Professional Services at Great Rates
