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Glossary of Market Research Terms – B
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Baby Boom:
The generation of Americans born soon after the World War II are known as the baby boomer generation. The period associated with the term is generally 1946 – 1964. This is the generation that faced many hardships but survived and thrived on their merit. Now the baby boomers are in their late sixties and form the biggest population segment of the US population. They witnessed the greatest growth in markets through new launches, marketing strategies and advertising techniques. They are also considered to be the wealthiest segment of the population, having the highest residual incomes. The children of baby boomers that lead to the peak of births from 1977 to the present are called baby boomlet generation.

Back Checking:

For back checking the respondents are contacted again after the data is collected. This is generally done when techniques utilized do not involve much of human interaction and technologies like Internet and telephone interviewing tools are used. The respondents are asked some authenticating questions about the study and the interviewer so as to ascertain that the respondents themselves answered the questions.

Back Room:

This is a viewing or observing room adjacent to a conference room where focus groups are conducted. Generally this room is separated by the focus group room through a one-way mirror. The researchers sit in the back room and observe the respondents’ verbal and non-verbal language and reactions in the whole process of gathering data.

Back to Back Focus Groups:

In this methodology two focus groups are scheduled one after the other using the same respondents.

Baseline Market Segmentation Study:

Baseline Market Segmentation Study is the first segmentation study conducted by an organization. This study is the initial study for that segment and acts like a control study, the results of which are compared to the future studies.

Basic Research:

Basic Research is generally a research study conducted to gather knowledge about many issues. It can be targeted towards many segments in order to understand them thoroughly on many aspects. The objective of basic research is to enhance the information base about a certain product or service and not to tackle a challenging situation faced by the organization.

Before and After with a Control Group:

Generally all the research tests are performed with two groups of respondents, one is the experimental groups and the other is the control group. The experimental group is subjected to different research variables, whereas the control group is kept constant. Both the groups are measured before and after the experiment. This is called pre and post experiment measuring of respondents and also before and after experiment measuring of the respondents.

Behavioral Component of Attitude:

Behavioural Component of Attitude is the measure of a consumer’s reaction towards a product or event. This reaction can be both mental and physical and is always accompanied by strong emotions both positive and negative.


Benchmark is the baseline, which can be any source that can be used as a target to compare to other similar developments. Benchmarks in market research are generally referred to with projects or products and services of a similar nature, which have the relevance to be treated as standards to be compared with others that advent later.

Benefit Segmentation:

Benefit Segmentation is the segmentation of the population done on the basis upon the specific needs, desires and expectations of the people rather than any other lifestyle or demographic information.

Bernoulli Response Variables:

This is a technique of collection of data wherein the questions have answers requiring the choice of one out of the two given possibilities. The answer choices could be dependent upon the questions like having yes / no answers.


Bias is a prejudice induced in any statement or result through sources like wording of a question, data entry, interviewing technique, wrong selection of the research sample and others. The induced bias causes the final result to be misrepresented.

Biased Sample:

A biased sample is a sample chosen which does not represent the population in best interests. The research sample may contain unequal proportions to the actual population or may be misrepresentative in other areas like demographic and ethnographic variables.

Binomial Experiment:

A binomial experiment is a study with a fixed number of independent trials. In a binomial experiment each trial has exactly two outcomes. The probability of each outcome in a binomial experiment remains the same for each trial. These studies independently draw from the population to create a sequence of trials.

Blind Study:

Blind studies are those where the respondents do not have any knowledge about the product or service that is under study.


The brand is described as the physical attributes of a product or service that invoke certain beliefs and expectations in the minds of the end users. Brand is mostly a combination of the emotional feelings attached with the product or service, which is associated with a certain recall value generated with the logo, name and even colours associated with the product or service.

Brand Associations:

Brand associations are the emotional attributes, which are unearthed during the process of qualitative research. Sometimes such studies expose the desires, expectations and usages of a product, which are unique in many ways and even the makers of the products have not really realized them.

Brand Equity:

Brand equity is the consumer goodwill that a company enjoys. It also refers to the levels of awareness of a company among the consumers for its brands, logos and products and services.

Brand Extension:

The development of new products and services to be marketed under the umbrella of an existing brand name is called brand extension.

Brand Impact:

Brand impact is one of the many techniques utilized to measure the effectiveness of advertising of a certain product, service or event.

Brand Switching:

Brand switching is a concept of buyers market, wherein the buyers have multiple choices of brands to choose from. They may buy one brand of a certain product or service one time and then switch to another the next time of purchase. This is because the choices available to the buyers are many and not restricted to just a few.

Brand Value:

Brand Value refers to the numerical value that would be given to a brand if it is represented on the balance sheet of the company.

Bricks and Mortar:

This is an expression used for the companies having a physical location, geographically speaking. They have traditionally set premises and need the consumers to go to them to access their products and services. In contrast the companies that have operations on the Internet also are called clicks and mortar companies. The companies that operate only on the Internet are called pure play companies.


Briefing is the discussion that happens between the buyers and providers of a certain service. In market research scenario the briefing refers to the discussion in which the client gives the research targets and requirements to the researchers and the researchers in turn give an outline of the procedures and methodologies to be utilized.

Bulletin Board Groups:

In qualitative research conducted through the Internet bulletin boards are used for communication between the participants and the moderator. These are known as bulletin board groups. The questions and tasks are posted by the moderator and the members of the bulletin board groups access the website and respond accordingly to the postings. Many companies have built softwares that can be used to conduct bulletin board groups online.

Business Intelligence:

Business Intelligence is the information that is taken into consideration when certain solutions are required for company planning, deciding strategies and other decision making areas. Enhancing business intelligence utilizes the data analytic tools and data mining solutions.

Business to Business (B2B):
Business to Business activities refer to the businesses that aim at selling their products and services to other businesses instead of reaching out to their end users or consumers. Market research activities targeted towards the B2B segments are specially designed so that they meet their specific requirements.

Business to Consumer (B2C):

Business to Consumer activities refer to the businesses that aim at selling their products and services to their end users or consumers instead of reaching out to other businesses. Market research activities targeted towards the B2C segments are specially designed so that they meet their specific requirements.

Buying Behavior:

Buying behaviour is the process that buyers undergo before they take a decision about actually buying a product or service. This is mostly an emotional process and the potential buyer is highly influential when he is just about to take a decision. Buying behaviour comes into influences and can be motivated by a variety of external factors aimed at altering his decision. Aggressive marketing activity during this time from competitors generally is seen to have effect on the buying pattern.

Buying Intent:

Buying intent actually refers to the intentions of a buyer for taking a decision about buying a product or service. The technique used to measure the level of keenness of a person for buying a particular product is called the measurement of buying intent.

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