1. MR Glossary 1

2. Types of Surveys
Opinion Polls: forecast, polling station survey, estimation of election
HR: employee surveys (satisfaction, commitment…), management…
Corporate: Awareness, E-Reputation…
Marketing:
U&A, A&U = Attitude & Usage
A&A = Attitude & Awareness
Concept test = Test of Product ideas
CBC, ACA = Conjoint Based Choice, Adaptative Conjoint Analysis
Shelf test = Packaging test with product photos in shop shelf
Virtual shopping = Simulated shop in 3D
Use test = Test of Product usage
Sniff test = Test of smell (perfumes)
HUT, IHUT = in Home Usage test
Post-test = Test of a Advertising campaign (see BrandSpector)
Copy test = pre-test of a Ad message
Focus group = Qualitative research with 8 to 15 participants
Bulletin Board = Quali research without live participation
CSM = Customer satisfaction measurement
CRM = Client relationship management
Mystery Shopping = Measurement of the Quality of Service with fake clients

3. Main surveys for Market Research
Marketing: Marketing Mix / 4 P esp.
Audience
Market share
Media Market (single source TGI)
Awareness & image, brand equity
U&A, segmentation
NPD : concept, conjoint, product, price, packaging
Ad Tests : pre & post-test, tracking
CRM : satisfaction, loyalty, quality

4. Qualitative vs. Quantitative Research
Qualitative Research
Quantitative Research
Objective
To gain a qualitative understanding of the underlying reasons and motivations
To qualify the data and generalize the results
from the sample to the population of interest
Sample
Small number of non-representative cases
Large number of representative cases
Data collection
Unstructured
Structured
Data Analysis
Statistical
Non-statistical
Outcome
Recommend a final course of action
Develop an initial understanding

5. Data collection & Samples
CATI / CAPI / CAWi = Computer Assisted Tel Interview / Portable / Web
Nat Rep /Census Rep/ Gen Pop = National Representative according to Demo profiles
Internet Rep = Internet Users Rep
Quali vs Quanti = Text with interaction vs Closed and OEQ questions
Quotas vs Random = Rep pattern vs random probability sample
Omnibus = around 1000 interviews per week (F2F, Tel, Web)
Barometer = same questionnaire for several waves
Tracking = same Q-re per week/month, phases with same resp.
(continuous) Panel = same Q-re & same respondents
Access panel = large collection of profiles for building samples
Ad hoc = 1-shot sample & survey vs tracker, omnibus
Screener = Survey or filter questions of a specific target
Syndicated research = costs shared by several Clients
Diary study = same respondents for daily notes of their behaviors
Call & recall = same respondents with 2 periods
Control & Test = Test vs Control groups with same profiles
Longitudinal survey = mid term evolution of same respondents
Census = usually exhaustive national survey for Demographics
Establishment survey = big survey to measure IR and profiles of a target
River panel, RTS = live recruitment of non-panellists

6. Panel vs. Panel
Continuous panel: One recruitment for several Q’res at different dates
Consumer panels : AG Nielsen, GFK, TNS…
Distribution panels (retail & wholesale) : AG Nielsen, GFK, IRI
Special Panel: audience (TV, radio…), IT, healthcare…
Access panel: Sampling base for selecting new samples for different surveys. The whole access panel may be not representative but we can build representative samples from it (Nat Rep, Internet…)

7. Additional Sampling Vocabulary
Incidence rate = Target / Whole population
= (completes + quotas full) / (completes + quotasfull + screenout)
Response rate = respondents / invites
= (completes + quotasfull + screenout + incompletes) / invites
Open rate = invites open / invites sent
Drop rate = incompletes / start survey
Quota full = enough completes in the sample cell
Quota open = need more completes in the sample cell
Hard quota = quota without tolerance (or less than 3 points)
Soft quota = quota with higher tolerance or just control
Interlocking quota / Nested quota = crossed quotas as gender*age
Non-interlocking quota = RIM sample as gender, age, region
Screen out = respondent who didn’t fit the Survey target definition
Screener = questions or Q’re to filter the Survey target
Category exclusion = exclude respondents of a previous similar survey recently
Dedupe = exclude duplicate respondents in the sample
Boost, booster = extra sample for a subgroup (over-sampling, Augment sample)
Category usage = IR of a product among Consumers
Feasibility = likelihood to achieve the number of completes asked by Client
Incentive = reward for survey respondents (hard vs soft incentives)
Census data = demographic profiles from National Census