Market Research Agencies - Buyers Guide

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.

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