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Glossary of Market Research Terms – T |
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Taste Test: |
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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.
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Telephone Focus Groups: |
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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.
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Telephone Survey: |
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Telephone surveys are research studies conducted through
telephone by asking the questions on the research
questionnaire to the respondents.
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Telephone Sample: |
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The respondents who participate in surveys conducted over
the telephone form a telephone sample.
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Testing Effect: |
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Testing effect is the result obtained as a result of the
research process rather than an experimentally induced
variable.
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Time Use Survey: |
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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.
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Touch Tone Aided Telephone Interviewing (TATI): |
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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).
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Touch-Tone Data Entry (TDE): |
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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).
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Tracking: |
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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.
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Trend Data: |
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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.
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Triad: |
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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.
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Trial Rate: |
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The number of people, who buy a product at least one time,
is called the trial rate of the product.
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Two-Way Focus Groups: |
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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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