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There are 156 entries in this glossary.
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Term Definition
Market Research Brief
Also known as a research brief, this is a basic plan which guides the data collection and analysis phases of the research project. It acts as a framework which details the type of information to be collected, the data sources and the data collection proceedure.
Market Research Society (MRS)

 "The MRS is the world's largest international membership organisation for professional researchers and others engaged or interested in market, social or opinion research" (MRS Researcher's and Buyer's Guide 2005)

15 Northburgh Street
London EC1V 0JR
United Kingdom
Tel: +44 (0)20 7490 4911
Fax: +44 (0)20 7490 0608
(more market research associations)




A simple average value of a set of data.
Another form of averaging data, the median value is the middle value of a set of data when the data is aranged in terms of magnitude.

(e.g. 1234567 - Four would be the median.)
Marketing Information and Research
An average which is based on indentifying the single most frequent value in a collection of data.

(e.g. 2 ,3 ,2 ,1 ,6 ,5 , 2 , 3 - Two would be the mode)
Modelling / Simulation
The application of specific assumptions to a number of variable factors and the relationships that exist between those factors. Usually used in hypothetical situations, the models can be verbal, mathematical or graphical.
Monadic Rating
This is where a respondent is asked to rate an item on some form of scale without comparison to another product or service.
Media Research Group
Contact the Chair, Hugh Johnson at:
Hugh Johnson, Chair 
The Huge Organisation
C/O Channel 4 TV
124 Horseferry Road
London SW1P 2TX
United Kingdom
Tel: 07785 313161 
The Marketing Society
The Marketing Society Ltd
1 Park Road
Middlesex TW11 0AR
Tel: +44 (0) 20 8973 1700
Fax: +44 (0) 20 8973 1701
Or contact Chief Executive Hugh Birkitt:
Multiple-Choice Question
A question which the respondent may only answer within a predetermined selection of responses.
Multivariate Analysis
This is a term for a whole range of analysis techniques that are used to examine quantitative data. These techniques such as cross-analysis of data (such as age, gender and socio-economic grouping) allow data to be analysed in far more depth than usually is the case. The data analysis is performed in such a way as to allow trends and patterns to emerge from within the data itself.
Mystery Shopping
Mystery shopping is an objective system for measuring and monitoring what happens at the customer interface through a pre-determined scenario. It is a process of observation and recall and can be done on any scale. It is a process used by many groups such as clearing banks, building societies, restaurants, motor manufacturers, government departments and many more. For example, somebody posing as a customer in a supermarket (a mystery shopper) could analyse the performance of the staff, environment, length of queues etc. It is a form of objective, factual research - the information that is recorded by the mystery shopper either happens or does not happen.


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