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Glossary of Market Research Terms – W
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Web survey:

The market research studies conducted through questionnaires that are served to respondents using the Internet are called web surveys. Information about these surveys is generally given to the respondents via email and the surveys are to be completed in an online environment.


Word of Mouth:
This is a form of marketing done through human interaction. In this some consumers spread the information about a certain product or service after using it by telling about it to other potential users. This is generally considered to be the most powerful form of marketing and advertising because of the human trust factor associated with the fellow consumers who have actually used the product or service. Methods prevalently used are both traditional and non-traditional. Internet, as a social platform through blogs, discussion boards, social groups and other popular online tools is very frequently used these days because of its immense power of reach, non-intrusive nature and convenience of time and place.

Weighting:

Through the process of weighting the exact amount of advertising that is needed by a certain product or service of an organization is determined. This is essentially the process of ascertaining how much advertising is necessary to reach a certain target audience. There are three questions that are answered in weighting. How many impressions would the ad receive or how often it would be viewed? What is the percentage of the target audience that had been exposed to the ad? And, how often the target audience was exposed to the ad?


Word Association Tests:

Word Association Tests were developed by the renowned Swiss psychiatrist Carl Jung. In this technique the interviewer states a word or phrase and the respondents must provide a one word answer immediately thereafter. Through this technique a lot can be learnt about the innermost thought processes of the human mind.


Word of Mouth:

This is a form of viral marketing done through human interaction. In this some consumers spread the information about a certain product or service after using it by telling about it to other potential users. This spreading of the message is also called creating a buzz. This is generally considered to be the most powerful form of marketing and advertising because of the human trust factor associated with the fellow consumers who have actually tried the product or service. Methods prevalently used are both traditional and non-traditional. Internet, as a social platform through blogs, discussion boards, social groups and other popular online tools are very frequently used these days because of its immense power of reach, non-intrusive nature and convenience of time and place.


Write-Down:

In this technique the focus group participants are encouraged to write down their views on a topic at the commencement of the session. This helps the participants to actually commit to a certain opinion or form a rigid point of view, before it can be influenced by the views of other participants.



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