Market Research Service Terminology

Ad Hoc: a reference to single surveys designed for specific purposes as opposed to a series of questionnaires

Agency: a broad term for practically any individual or organization that acts as a supplier

CAPI (Computer Assisted Personal Interviewing):  face-to-face interview with the aid of computers; the interviewer's task is supported by computer prompted questions as well as with response codes to possible answers

CATI (Computer Assisted Telephone Interviewing):   a time-saving solution with the interviewee's responses directly keyed into the computer

CAWI (Computer Assisted Web Interviewing): web-based interview, without the face-to-face interaction enabled by the CAPI solution

Continuous Research: survey conducted on a regular and continuing basis

Depth Interviews: a qualitative research method, that refers to a wide array of data collection techniques

Fieldwork: real-time, live gathering of primary data by means of surveys, observation and experiment

Focus Groups : small groups assembled for the purpose of generating new ideas and exploring possibilities lead by discussion moderators

Hall Tests: a group of individuals recruited in a specific location for the purpose of responding to different stimuli

Mystery Shopping: information is gathered from retail outlets and showrooms where researchers pose as ordinary customers

Omnibus Surveys : combined surveys covering a variety of topics, assembled for different clients

Respondent: information is gathered from this individual via direct or indirect methods, that contribute to the research results

Sample: a segment of a population is taken to represent the whole in terms of market research results

Tabulation:   collected research data is put into tables

Viewing Facility: appointed location for conducting market research