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Glossary of Market Research Terms – T
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Taste Test:

The research studies involving testing the food products by consuming them is called taste test. Respondents check the food products and compare them with those of competitors’ for various attributes like palatability, desirability, preference and appeal. It is important that the participants of taste tests do not suffer with any food allergies.


Telephone Focus Groups:

Focus group study conducted through telephone is called telephone focus group. This is usually done with six to ten respondents with a moderator leading them through the whole exercise.


Telephone Survey:

Telephone surveys are research studies conducted through telephone by asking the questions on the research questionnaire to the respondents.


Telephone Sample:

The respondents who participate in surveys conducted over the telephone form a telephone sample.


Testing Effect:

Testing effect is the result obtained as a result of the research process rather than an experimentally induced variable.


Time Use Survey:

Time Use Surveys are those surveys, which are questionnaires to be completed over a long span of time. In these respondents give inputs about their activities as to how they utilize their time, what they are doing as well as how they are doing it, in a journal spanning a few days to a few weeks.


Touch Tone Aided Telephone Interviewing (TATI):

Touch Tone Aided Telephone Interviewing (TATI) is the telephone surveying initiated by the interviewer and the participants respond by pushing the touch-tone buttons of their phone. They are called Touch Tone Data Entry (TDE).


Touch-Tone Data Entry (TDE):
Touch-Tone Data Entry (TDE) is the telephone surveying initiated by the interviewer and the participants respond by pushing the touch-tone buttons of their phone. They are called Touch Tone Aided Telephone Interviewing (TATI).

Tracking:

After the initial study, some more studies are conducted later on which monitor consumer opinions, behaviours, and attitudes change trends in brands or product categories. These are called tracking studies.


Trend Data:

The survey data that demonstrates the change of views and perceptions about a particular topic in relation to certain time span is called trend data.


Triad:

A focus group involving a moderator and three respondents is called a triad. These are conducted with the expectation that with fewer respondents the moderator may be able to gain more information from the participants than what might emerge from them in a larger group.


Trial Rate:

The number of people, who buy a product at least one time, is called the trial rate of the product.


Two-Way Focus Groups:

In two-way focus groups there are two sets of focus group respondents. One focus group observes the second focus group and then the first group discusses what the participants learned from their observations.



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