List of the terms and methods of the market study

some central terms and methods of the market study are:

  • Acceptance test: Test of a new product, concept or a means of publicity with emphasis on the criterion of the acceptance by the target group.
  • Exhaustion: (Proportional) the portion of the elements of a sample, which with a questioning for an interview can be won.
  • Questionings
  • cluster analysis
  • CAPI (computer Assisted personnel interview): Face ton Face Befragungsmethode, with which the interviewer enters the answers of the asked ones directly into the computer. For this special software exists.
  • CATI (computer Assisted of telephones interview): Telephone questioning method, with which the interviewer enters the answers of the asked ones directly into the computer. For this special software exists.
  • CAWI (computer Assisted Web interview): Stands for: computergestütze Web interviews (or also “computer Aided Web interview”). The answers directly codes on-line entered, and the execution of the interview is administered by a special program.
  • Coding: Allocation from numeric codes to in text form held answers. This concerns typically the answers to open questions (see there)
  • Conjoint Measurement
  • Degustationstest: “Costing test”, thus a product test, with which the test persons try afterwards the product and in addition are asked.
  • Face ton Face interview: Interview, with which interviewers and asking sit in the same area, contrary to telephone or on-line ones - interviews.
  • Factor analysis: A multivariate procedure, with which one examines for example whether the purchase behavior of a customer is dependent on latent factors lying to reason.
  • Diskriminanzanalyse: A multivariate procedure, with which one would like to close purchase behavior of the customer for example on the basis whether it concerns thereby a typical mark or NoName buyer.
  • Closed question: Question, which places certain response possibilities to the asked one to the selection (e.g. Yes/no, scale from 1 to 5, marks on a list). See also down open question.
  • Population: Mixes all potenziellen investigation objects for a certain question. e.g. “all smokers”, “all viewers”, “voters at the age of 18-50 years”, “Handybesitzer starting from 25 years” etc. In order to be able, become to ask the applicable population reliably normally criteria applied, in order to filter a meaningful sample (among other things RLD procedure, load Birthday dish etc.)
  • group discussions /focus groups
  • half-open question: Question with some firmly given answers and an additional possibility “other,…” . If no firmly given answer applies, becomes under “other,…” the answer as free text seizes. This “other,…” is the half-open end of the question.
  • Household panel
  • Home Use test: Product test, with which the test persons take the product with home and use a time there long. Afterwards then the actual questioning takes place, possibly also in several waves, in order to regard a temporal development.
  • Inzidenz: Frequency of a certain soziodemographischen characteristic in the population (about: Percentage university graduate). Applied to consumer habits, Inzidenz is equivalent to the term penetration (see there).
  • In-Home-questioning: Questioning, which takes place at the asked ones at home.
  • Item: Response possibility in an interview, e.g. “Yes/no”, “voice fully too/voice somewhat too/voice not too” etc. Answer Items normally are by means of a scale (e.g. 1-10) defined, which can be evaluated later by machine.
  • Map: See column
  • consumer panel
  • concept, product and packing test: Similar objective as with the Werbepretest, only that the investigation object is a provisional advertising communication text, a again developed or product which can be launched again or its packing.
  • Customer satisfaction
  • profile study or longitudinal study: Study, with which during a longer period away questions are placed again and again to the same topic. One calls the questioning events in timing also (questioning) waves.
  • Mafo: ABC for market study
  • Marcom: Marketing Communication
  • Magic Town
  • Mystery Shopping
  • multiple regression analysis
  • open one question: Ask, which does not make concrete defaults for the asked one over possible answers, typically thus “W-questions” as for example” W as occurs to you to XY? “,” W arum would not want to buy you to mark Z? “. Usually the answers in text form are written down and coded later (see in addition also Coding). Another possibility is to give in the questionnaire a set of answer categories so that the interviewer must write down only such answers, which do not fit into the given categories. Latter technology, with which one speaks also of half-open questions, offers itself particularly if only a limited range at different answers is to be expected. It saves time and costs, since the work procedure of the Codings is void, however is akkurat it less and can through it to less meaningful results lead. When third variant occurs it the fact that the answers are not at all coded or are statistically seized, about if only from very few asked answers is present.
  • Panel research
  • PAPER Pencil questioning: Questioning, with which the interviewer records the answers of the asked ones handwritten, typically in a standardized questionnaire.
  • Penetration: Into approximately to translate as “market penetration”. One says about: “Detergent mark XY has a penetration of 3,5%” and means with the fact that 3.5% of the population call themselves on a question which can be defined still more near than users of this mark.
  • Price test, Pricing study: Investigation on the influence of the price structuring on the perception and attractiveness of a product/a mark.
  • Primary research
  • Punching: Data acquisition, thus typing questionnaire data.
  • Qualitative research
  • quantitative research
  • Rating scale
  • range
  • Repräsentativität
  • Screening: Filtering those persons in a sample, which the characteristics looked for for the questioning have, by asking the persons themselves for it. This happens appropriately on the beginning of an interview. If the looked for characteristics are not present, the discussion is terminated; it does not come to the interview. The Screening becomes all the more extensive and more expensively, the smaller the Inzidenz (see there) of the looked for characteristics is.
  • Secondary research
  • significance
  • column: Related to the format of a specific (ASCII - or quantity -) inquiry file column numbers the localization of the individual variables is named. In ASCII files sequential column numbers are used from 1 to x; in the traditional quantity format is this different: There is only possible for column numbers from 10 to 80, afterwards one begins on the next so-called “map”. These virtual “maps” are a Relikt from the time of the punch cards.
  • Sample
  • Studiotest: Study, with that the asked ones and/or. the test persons into a Teststudio to be invited.
  • Tracking - studies: Sequential questionings, in which during a longer period away information about mark admittingness is raised, - use and image. In addition one repeats questionings of same contents in regular intervals, but with different in each case asked one. The results serve for the production of time series, in order to be able to determine changes in timing. Contrary to the panel, with which per questioning wave the same persons are always interviewt and which questionnaire can differ in principle, with the Tracking for each questioning wave from the population a new sample pulled. Werbetrackings so mentioned represents a specific form of Tracking investigations. They examine campaign-accompanying the sujektiven effects of advertisement and rank therefore among the post office tests of the advertising effect research. Thereby central advertising effect indicators which can be consulted as success criteria of the Werbekampagne, are measured (z. B. Advertising memory, mark admittingness, attitude, image, preferences). Here it becomes also clear why different persons to the same topic to be interviewt to have: Only by the fact it is to be guaranteed that changes (success of the campaign: it e.g. rises. the mark admittingness) in timing by individual learning effects with the asked ones not to be produced.
  • Depth interview /manual interview/single explorations
  • validity
  • advertising research
  • Werbepretest: Investigations, in which under controlled conditions advertising spots or “Stills” (print announcements/posters etc.) are also tested. Important examined criteria are consumer acceptance, stamping SAMness (particularly in linkage with the name of the applied mark), emotional hue, arousing from interest to buy and image communication.
  • Advertising post office test
  • goal person: Person, as per. Definition to be asked is. Example of a fictitious study: “the jenige in the household, which was in the last 12 months at least times in the cinema and between 12 and is 40 years old”
 

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