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Glossary of Market Research Terms – C |
Completion Rate: |
This is representation of the ratio of the respondents who
successfully complete a certain study to the respondents
qualified for the study. It is generally denoted in
percentage.
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Customer Satisfaction Research: |
This is the research study conducted to comprehend the
level of satisfaction of the customers for a certain product
or service. This research study generally aims to cover all
the attributes of a certain product or service.
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Call Disposition: |
Call disposition is the tabulation of the outcome of calls.
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Callback: |
Callback is to contact a person who was not contacted on the
first attempt. Callback is also used as a term for
following-up with a person who was already contacted before
through an interview or through another mode.
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Cartoon Tests: |
This is a research technique, which judges the mental
attitudes of people. This is conducted with allowing the
participants to compose dialogue for characters drawn in the
form of caricatures.
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Categorical Data: |
Categorical data is the data, which cannot be assigned any
numeric value. This data can be data pertaining to features
of humans or other such data.
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Causal Research: |
Causal research is the research study that attempts to
decipher the relationships between two variables that may be
the cause of one another, or in other words may be related
in a causal relationship.
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Census: |
Census is the study pertaining to a population that is
administered to the entire population.
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Census Tract: |
Census tracts are the segments that identify similar social
and economic households that fall within a certain zip code
group. Tracts usually are a cluster of 2,500 and 8,000
households.
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Central-Location Study: |
Central-Location Studies are those studies that are
conducted at a venue, which is of convenience to all the
participants.
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Children's Online Privacy Protection Act (COPPA): |
In 1998 a law was passed in USA, whose objective was to
protect the children using the Internet. Under this law it
is necessary for the websites to follow certain guidelines
and regulations to ensure security of the children using
them. Under this law sone of the points covered are that the
children would not be asked for any information, which could
identify them or lead to them. And no attempts would be made
to gather any information under false pretexts from the
children.
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Children's Online Privacy Protection Rule (COPPR): |
The rules that outline the regulations used for COPPA are
known as Children’s Online Privacy Protection Rules (COPPR).
An example is the rule that requires privacy statements to
be linked on all websites that children of the United States
may be inclined to visit.
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Choice Modelling: |
Choice Modelling is a research technique that involves
conjoint research in which the results must match closely
with the current market responses.
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Choropleth Maps: |
Choropleth Maps are the maps which use shading to specify
certain characteristics in geographical areas. These maps
use different colours and shadings to highlight these
differentiations.
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Churn: |
Churn refers to the number of respondents that leave a
panel in a specific time.
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Clarifying: |
Clarifying is also known as probing. Through this technique
the respondents are asked many questions based on their
earlier replies in order to clarify the responses and also
to get further explanations on their actual meaning.
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Click Rate: |
Click rate is the ratio between the number of people who
actually click on an ad and the number of people who are
exposed to the ad. It is generally mentioned in percentage
form.
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Clicks and Mortar: |
Clicks and Mortar companies are those companies, which have
an existence both at physical locations and online. Most of
these companies conduct businesses in traditional settings
through their stores as well as through e-commerce. The term
has been derived from bricks and mortar, which refers to the
companies with only a physical location. Clicks and Mortar
companies are considered pure-play companies if they operate
online only.
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Clinical Focus Groups: |
Focus groups in which clinical techniques are used to
explore the participants’ subconscious motivation levels are
called clinical focus groups. These focus groups aim to
expose the consumer behaviours and the subconscious
motivations that go behind them. For online focus groups
specialized softwares are available that can simplify the
process for online research.
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Closed-End Question: |
Closed-End Question are the ones which offer the participants
many choices from which they are supposed to choose their
answers.
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Cluster Sampling: |
Cluster sampling is selecting a cluster of units in a
population and then performance of the census on each
cluster. The cluster samples can be selected randomly or the
selection could be based on some desirable characteristic or
feature.
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Cognitive Dissonance: |
Cognitive Dissonance is an after- purchase emotional
behaviour depicted by the consumers in which they are in a
process of re-thinking their decision after making a major
purchase; when they are exposed to other alternate products
or services. In this state of mind the consumers try to
rationalize their purchase by focusing on the attributes and
advantages of the products.
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Comparative Scales: |
Comparative Scales are the scales that require the
respondents to judge an object, concept or person as
compared to another in the same category.
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Completes: |
Interviews that have been completed are known as completes.
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Computer-Aided Personal Interviewing (CAPI): |
Computer-Aided Personal Interviewing (CAPI) is an
interviewing technique in which the survey is administered
through a computer. It is actually a computer based survey.
The CAPI software can streamline the interview process.
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Computer-Aided Self-Administered Interviewing (CASI): |
Computer-Aided Self-Administered Interviewing (CASI) is a
computer based survey that respondents complete usually on
their own at a central location after they are recruited.
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Computer-Aided Telephone Interviewing (CATI): |
Computer-Aided Telephone Interviewing (CATI) technique is
the one where the interviews are conducted over the
telephone. CATI software is available, which greatly reduces
the manual inputs in this methodology. They tremendously
increase the call centre productivity.
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Computer-Aided Web Interviewing (CAWI): |
Computer-Aided Web Interviewing (CAWI) is a form of
interviewing, which is conducted over the Internet.
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Concept Testing: |
Concept testing means testing the market responses
generated after the launch of any new marketing ideas. The
technique of concept testing also involves generating new
implementation areas for the new marketing plans.
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Conceptual Mapping: |
Conceptual mapping is a type of qualitative technique used
to understand exactly how the research participants view a
product or service. This is done by asking the respondents
to assign positions to product or services to certain areas
on a diagram. This serves as a platform to initiate a
discussion on the assigned products and services as to why
they may be viewed in a certain way.
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Conclusions: |
Conclusions refer to the findings that are presented in the
final report of a research project. These deductions are
explained in a rational, scientific and logical way in the
project report. The conclusions give a final ending
explanation to the new facts discovered through the research
conducted.
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Confounded: |
Confounding in a research project happens when an
independent and extraneous variable indistinguishably
affects a dependent variable. To prevent this from happening
generally control groups are used to stabilize the research
results so that they can be matched up with the data of the
group, which has not been exposed to the variables in
question.
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Conjoint Analysis: |
Conjoint Analysis is a technique to quantify the consumers’
values associated with different product attributes using
multivariate techniques. Participants are asked to compare
products to establish preferences so that they can then
explain the importance of different attributes. Many
different kinds of mathematical and analytical tools are
used for conjoint analysis. Generally it is seen that
conjoint analysis works better for functional brands and not
so much for fashionable brands because they can benefit more
from the usage of utility theory and consumer rationality
theories used frequently in conjoint analysis.
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Conjoint Association: |
Conjoint Association is a technique wherein the moderators
present hypothetical products or services with different
attributes to respondents of a research study in order to
stimulate conversations on the importance of certain
attributes in different products and services. This helps
the researchers to better visualize and understand the value
associated with each attribute.
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Consumer Behaviour: |
Consumer Behaviour refers to the collective buying trends
and patterns associated with the decision making of a
consumer while choosing a product or service.
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Consumer Drawings: |
Consumer Drawings are the figurative techniques used in
qualitative research. In this method the respondents are
asked to produce some drawings as per their perceptions, of
the products or services under scrutiny.
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Consumer Expenditure: |
Consumer Expenditure is the amount that is generally put
out towards the purchase of a certain product or service by
the consumer. This is usually expressed in dollars, for
uniformity of application.
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Consumer Expenditure Survey (CEX): |
The consumer expenditures are constantly monitored through
an ongoing survey administered by the Bureau of Labour
Statistics. This is called Consumer Expenditure Survey
(CEX).
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Consumer Orientation: |
Consumer Orientation is the technique which is used to
determine the specific firms or individual buyers who may be
potential clients in the sense that they may be interested
in buying the company’s products or services. This is
usually done after the target markets are identified.
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Consumer Price Index (CPI): |
Consumer Price Index (CPI) is a way of measuring inflation.
In this technique a basket of goods and services are taken
and their price is taken in a base year, and then their
current price is taken. After computing in this way the
values can be compared over several years to determine the
increase in nominal value of the goods and services.
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Consumer Unit: |
Consumer Unit is represented by the people who may be
making consumer purchasing decisions together or in
conjunction with each other. They may be individuals,
related families, or unrelated people living together like
roommates or others.
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Contact: |
Contact is said to have happened when a researcher or
interviewer has actually established an interaction with a
research respondent.
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Contact Rate: |
The number of respondents who are contacted for a study who
are responsible members of a household is called the contact
rate.
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Contamination: |
In terms of market research contamination is referred to a
situation where the sample contains an individual or a group
which is not representative of the population.
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Content Analysis: |
Content Analysis is a process in which a prepared report
based on predetermined criteria is examined and scrutinised
to ensure that all the necessary information is included in
the report. This technique is often applied to inspect
advertising copy.
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Continuous Variable: |
Continuous Variables are those variables, which have the
potential to represent infinite numbers falling between
given intervals. Continuous variables are usually used as
part of a measuring process. Grade Point Averages are
continuous variables (they can exist anywhere between 0.0
and 4.0).
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Control and Test: |
In research studies the sample population is generally
divided into two or more groups. One study group is not
exposed to any extra stimulus; the other groups are exposed
to the stimuli. The group that is not exposed is called the
control group. The group or groups, which are exposed, are
called test groups.
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Control Cell: |
Control cell is the other name for control group. This
group is not exposed to any external stimuli during the
course of the study. The results of the test groups after
the exposure to the stimuli are compared with the results of
the control group.
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Controlled Substitutions: |
Controlled substitutions happen when the current
participants of a study have to be replaced with some others
due to certain reasons. Care is taken that the substituted
participants match all the attributes, desirable for the
study in question, that were present in the initial
subjects.
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Convenience Sample: |
Convenience samples are non-random samples of the
population that are conveniently available to the
researchers. There are no quotas or qualifications necessary
for sample selection in a convenience sample. The chances of
error content are high in studies conducted with convenience
samples because samples may not be accurately representative
of the population.
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Convergent Validity: |
Convergent Validity is the process of understanding how
constructs that should be related to one another actually
are related to one another through measurement processes
that prove the relationships.
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Co-op Payment: |
Co-op Payment refers to the incentives received by the
respondents as a result of participation in market research
activities conducted through focus groups, interviews or
surveys. It is also known as incentives or honorarium. It is
directly in consonance with the difficulty that is
encountered in recruiting the participants.
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Cooperation Rate: |
Cooperation rate is the percentage of respondents that
actually participate in the research project. The
cooperation rate is subject to the research topic, length of
interview and other various factors.
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Council of American Survey Research Organizations (CASRO): |
Council of American Survey Research Organizations (CASRO)
is the trade organization for market research. The
organization lays down guidelines, procedures and rules for
market research organizations to follow. The organization
also provides other support like consumer redress to
respondents and agencies.
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Current Population Survey (CPS): |
Current Population Survey (CPS) is a monthly survey
administered by the United States Census Bureau to 60,000
households in an effort to monitor the changes that occur in
them during the time that passes between the decennial
censuses. These surveys help keep the information updated.
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Custom Marketing Research: |
Custom Marketing Research studies are the research studies
that are tailored to suit the clients’ specific
requirements.
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Customer Relationship Management/Marketing (CRM): |
Customer Relationship Management/Marketing (CRM) is the
process in which an organization keeps a track of its
customers through various tracking methods. This helps in
identifying and creating a long-term relationship with
customers. It also helps gather important information about
customers’ activities and preferences. For improving CRM,
customer feedback research is very important.
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