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GLOSSARYOFTERMSINMARKETRESEARCHAccountManager/ExecutiveGenerallythepersoninanycompanyresponsibleforsellingorpromotingtheserviceswhichthecompanyhastooffer.Inmarketingresearch,thisistypicallythepersonattheresearchcompanywhooverseestheentireresearchprocesstodeliveraprojectwhichmeetstheclient'sexpectations.Thispersonwouldnormallybetheclient'skeycontact.ACRAssociationforConsumerResearchAidedRecall/AwarenessAtechniqueusedtoaidmemory,somethingthatstimulatesremembering,i.e.,picture,words.Readingorshowingtherespondentthepossibleanswerstoaspecificquestion.AlertAnymeans(i.e.,telephone,fax,mail)ofinformingaDataCollectionCompanyofthestudyauthorizationtoincludethestartingdate,deliveryofmaterials,quota,timing,cost,etc.AMAAmericanMarketingAssociationAnalystThepersonmostresponsibleforreviewing,analyzingandsummarizingthedatafromaresearchproject.Analyze/AnalysisToreviewinformationgainedfromtheresponsesofquestionnairescompletedforastudy;toarriveatconclusionsandtomakethenecessarydecisionsandrecommendationsonthesubjectbeingstudied.AnswerCardsSeeExhibitCardsAnthropomorphicorBrandPersonalityResearchAresearchtechniqueinwhichparticipantsdescribeaproduct,serviceorbrandintermsofahumanbeingwithpersonalitytraitssothattheparticipants'feelingsabouttheobject/brandcanbedetermined.AlsocalledBrandPersonalityResearch.Basedonthepremisethatbrandscanhavepersonalitiesinmuchthesamewayashumans,BrandPersonalitydescribesbrandsintermsofhumancharacteristics.Brandpersonalityisseenasavaluablefactorinincreasingbrandengagementandbrandattachment,inmuchthesamewayaspeoplerelateandbindtootherpeople.Muchoftheworkintheareaofbrandpersonalityisbasedontranslatedtheoriesofhumanpersonalityandusingsimilarmeasuresofpersonalityattributesandfactors.Intoday'smarket,thevalueofbrandequitycannotbeoverestimated.Thevaluethatisaddedtoaproductbyitsbrandnameisofcriticalimportance.Whilethebuildingofabrandpersonalityrestsinthehandsofthoseinmarketingandadvertising,theidentificationoftheconsumers'perceptionofbrandpersonalityrequiresthetoolsofmarketingresearch.Alargepartofsuchresearchmightutilizepsychographictechniquestoexposeemotionalassociationsthatarerelevanttotheconsumer.Fromthisresearchshouldemergeahostofperceivedandactualproductpersonalitytraitsthatareuniquetoaparticularbrand.APAAmericanPsychologicalAssociationARFAdvertisingResearchFoundationASAAmericanStatisticalAssociationAttemptEverycontactwithapotentialrespondent;whether,ornot,anyoneisactuallyreachedandwhether,ornot,acompletedinterviewresults.AttitudeResearchAsurveyconductedtoobtaininformationonhowpeoplefeelaboutcertainproducts,ideasorcompanies.AttributeAwordorphraseusedtodescribetheidea,productorobjectbeingevaluated.AuditThiswordhastwo(2)definitionsinthemarketingresearchindustry.ThefirstisoftenreferredtoasaStoreAudit.Thisisamethodusedtodeterminethenumberofunitsofaproductsoldinstores.Itisthecountingofunitsofspecificproductsontheshelvesinastore,alongwithknowledgeofthenumberofproductsorderedandstocked.TheseconddefinitionisoftenreferredtoasaProjectAudit.Thisistheactofvisitingaprojectsitetoensureallspecificationsarebeingmetandproceduresarebeingfollowed.Awareness(Recall)Ameasureofarespondent’sknowledgeofaparticularproduct,company,serviceorcommercial.Categoriesofawarenessorrecalloftenemployedinmarketingresearchinclude“topofmindawareness,”“unaidedawareness,”and“aidedawareness.”BaseTherequirednumberofinterviewsrequestedtobecompleted.BenchMarkAstudyconductedtoobtainasnapshotorreadingofcurrentconditionspriortosomechangeinmarketconditionsortheintroductionofsometestconditions.Theseresultsarethenusedasastandardforcomparison.Oftenusedtorefertothefirststudyinaseriesoflikestudiestobeconductedovertimeatsomeregularinterval.BiasedQuestionsQuestionswhicharephrasedorexpressedinsuchawaythattheyinfluencetherespondent’sopinion.Theymayprovideinformationwhichleadstherespondenttoconsiderthesubjectinaspecificway.Biasmaybeintroducedthroughverbalorfacialexpressions,bodylanguage,orbyparaphrasingquestions.BiasedResponsesAnuntruestatementofanopinionorattitudegivenbytherespondent.Thisbiasedoruntruereportingcanbeconsciousorunconscious.BiasedSampleAsamplethatisnotrepresentativeoftheUniverseofthetargetedaudience.BidEstimatedcostsassociatedwithcompliancetospecifications.BlindTestAtechniqueusedtoevaluateapackageorproductwithoutbenefitorinfluenceofthebrandname.BrandShareThepercentageofaspecificproductorservicesoldfromamongthetotalproductsorservicessoldinasingleproduct/servicecategory.Thesepercentagesaretypicallybasedonthedollarsrepresentedbythesaleoftheproductorservice.Brand/BrandNameAproductname,usuallyotherthanthatofthemanufacturerorcompany.BriefingAtrainingsession,priortostartingworkonastudy/survey,inwhichallofthesurveyspecifications,questionnaireparts,anddetailsoftheinterviewarereviewed,explained,andclarifiedforallinterviewersassignedtotheproject.Thisisgenerallyfollowedbypracticeinterviewsbeingadministeredbyoneinterviewertoanother.Busy(BZ)Theacceptedabbreviationforindicatingabusysignalwhendialingonaphonesurvey.CACConsumerAdvocacyCouncilCallback(CB)Referstointer