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There are 156 entries in this glossary.
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Term Definition
A classification of residential neighborhoods; a marketing segmentation system that enables consumers to be classified according to the type of area they live - usually just by using the consumer's postcode.
Ad Hoc
In basic terms this means 'as and when' required. Generally applied to single surveys which are designed as a 'one-off' rather than continuous on-going research.
Ad Testing

Closely, related to promotion testing, ad testing (a.k.a. advertisement testing)refers to various methodologies that focus exclusively on gauging the, perception, effectiveness, or targeting of advertisements in a market be they single adverts or a series. The major difference between ad and promo testing is that promo testing is usually carried out on a larger scale to measure the reaction to a campaign.

Ad testing can deal with adverts of all types across the spectrum and can be employed at any stage throughout the advertisement development process.
The most frequent use for ad testing is to identify the most effective advert(s) at the prototype stage which helps in turn to eliminate the likelihood of expensive and ineffective campaigns. Furthermore, it tests the appropriateness of an advert to its audience.

Some use the method to measure an advert’s competitiveness against a major competitor’s. In this case researchers ask respondents to read magazines or papers or ask them to watch a television programme with an advertisement break and then ask the respondents to recall the adverts that caught their attention or ask them for key information that the adverts contained. A deeper way of using this method is by conducting face-to-face interviews or using focus groups to gain consumer feedback to potential adverts or advertising campaigns.
Researchers aim to analyse the ability of the respondents to recall information, the affect that the advert has on a respondent, its persuasive power, whether respondents identify with the given setting in the advert, understanding of the appeal, and the respondents’ perception of the brand in question.

An agency can be any individual, organisation, department or division (which includes those belonging to the same organisation as the client) responsible for or acting on all or part of a market research project.

26 Granard Avenue
London SW15 6HJ
United Kingdom
Tel: +44 (0) 20 8780 3343
Fax: + 44 (0) 20 8246 6893

This is the processing of data collected (which can be qualitative or quantitative data) within a market research project, which allows us to draw summary and conclusions in relation to the project.

16 Creighton Avenue
London N10 1NU
United Kingdom
Tel: +44 (0) 20 8444 3692
Fax: +44 (0) 20 8883 9953
(more market research associations)
Association of Political Opinion Polling Organisations
(more market research associations)

Davey House
31 St Neots Road
Eaton Ford
St Neots
Cambs PE19 7BA
United Kingdom
Tel:+44 (0) 1480 407227
Fax: +44 (0) 1480 211267

(more market research associations)

Association of Survey Computing

PO Box 60
Bucks HP5 3QH
United Kingdom
Phone & Fax: +44 (0)1494 793 033
 (more market research associations)


Balanced Scale
Used mainly in questionnaire formats, a balanced scale is one on which the number of positive and negative categories are equal, leaving the respondent with a fair decision. 
Bar Chart
A chart which displays data in the form of bars either vertically or horizontally with the length of the bars relating directly to their value.
(Formerly BPMRG)
British Healthcare Business Intelligence Association
105 St Peter's Street
St Albans
United Kingdom    
Tel: +44 (0) 1727 896085
Fax: +44 (0) 1727 896026

Contact Chair of BIG, Claire Labrum:
Holford Mews
Cruikshank Street
London WC1X 9HD
United Kingdom
Tel: +44 (0) 20 7923 6235
Bivariate Analysis
This is the term for when two variables are being measured at one time.


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