Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Glossary of Marketing Terms

Glossary of Marketing Terms

Ratings: (0)|Views: 0|Likes:
Published by Arunima Das

More info:

Published by: Arunima Das on Jul 30, 2012
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less





Glossary Of Marketing Terms
Aided recall.
Respondents are asked if they remember a commercial for the brand being tested.
Alternative hypothesis.
A competing hypothesis to the null.
A learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object.
A formal examination and verification of either how much of a product has sold at the storelevel (retail audit) or how much of a product has been withdrawn from warehouses and deliveredto retailers (warehouse withdrawal audits).
Balanced scale.
Scale using an equal number of favourable and unfavourable categories.
The variables that span the columns of the cross-tab; generally represents the subgroups being used in the analysis.
Before-after design.
Experiment where a measurement is taken from respondents before theyreceive the experimental treatment condition; the experimental treatment is then introduced, andthe post-treatment measurement is taken.
Before-after with control design.
Experiment that adds a control group to the basic before-after design; the control group is never exposed to the experimental treatment.
Between-group variations.
Between-group differences in scores for groups that were exposed todifferent treatments - represents "explained" variation.
Blind testing.
Tests where the brand name of the product is not disclosed during test.
Cartoon completion test.
Projective technique that presents respondents with a cartoon of a particular situation and asks them to suggest the dialogue that one cartoon character might make inresponse to the comment(s) of another cartoon character.
Relationship where a change in one variable produces a change in another variable.One variable affects, influences, or determines some other variable.
Chi-square test statistic.
Measure of the goodness of fit between the numbers observed in thesample and the numbers we should have seen in the sample, given the null hypothesis is true.
A person's knowledge, opinions, beliefs and thoughts about the object.
Comparative scaling,
(non-metric scaling) Scaling process in which the subject is asked tocompare a set of stimulus objects directly with one another.
Comparison product test.
Designs where a consumer rates products by directly comparing two or more products.
Concept board.
Illustration and copy describing how the product works and its end-benefits.
Concept evaluation tests.
Concept tests designed to gauge consumer interest and determinestrengths and weaknesses of the concept.
Concept screening test.
Concept tests for screening new product ideas or alternative end-benefitsfor a single product idea.
Concept test.
Collection of information on purchase intentions, likes/dislikes and attribute ratingin order to measure the relative appeal of ideas or alternative positioning and to provide directionfor the development of the product and the product advertising.
An idea aimed at satisfying consumer wants and needs.
Names given to characteristics that we wish to measure.
Confidence interval.
Range into which the true population value of the characteristic beingmeasured will fall, assuming a given level of certainty.
Confounds or confounding variables.
Extraneous causal factors (variables) that can possiblyaffect the dependent variable and, therefore, must be controlled.
Connotative meaning.
The associations that the name implies, beyond its literal, explicit meaning;the imagery associated with a brand name.
Constant sum scale.
Procedure whereby respondents are instructed to allocate a number of pointsor chips among alternatives according to some criterion - for example, preference, importance, andso on.
Constitutive definition.
Specifications for the domain of the constructs of interest so as todistinguish it from other similar but different constructs.
Continuous rating scale.
(graphic rating scale) Procedure that instruct the respondent to assign arating by placing a marker at the appropriate position on a line that best describes the object under study.
Control test market.
Method in which the entire test market project is handled by an outsideresearch company.
Copy recall.
Percentage of respondents in the programme audience that correctly recalled copyelements in the test commercial.
Cross-price elasticity of demand.
The percentage of change in demand for one product divided by the percentage change in price of the second product, assuming that all other factors affectingdemand are constant.
Diary panels.
Samples of households that have agreed to provide specific information regularlyover an extended period of time. Respondents in a diary panel are asked to record specific behaviours as they occur, as opposed to merely responding to a series of questions.
Delphi method.
A method of forecasting based on asking a group of experts for their best estimateof a future event, then processing and feeding back some of the information obtained, and thenrepeating the process; on the last set of responses, the median is usually chosen as the best estimatefor the group.
Dependent variable.
A variable whose value is thought to be affected by one or more independentvariables. For instance, sales (dependent variable) are likely to be a function of advertising,availability, price, degree of competitive advantage, customer tastes, etc.
Depth interview ("one-on-one").
Sessions in which free association and hidden sources of feelings are discussed, generally through a very loose, unstructured question guide, administered by a highly skilled interviewer. It attempts to uncover underlying motivations, prejudice, attitudestoward sensitive issues, etc.
Dollar metric scale.
(graded paired comparison) Scale that extends the paired comparison method by asking respondents to indicate which brand is preferred and how much they are willing to payto acquire their preferred brand.
Double-barrelled questions.
Questions in which two opinions are joined together.
Dummy magazine test.
A realistic-looking test format using a dummy magazine thatsystematically varies the advertisements in such a way that some families receive magazinecontaining the test ad and other (matched) families receive a dummy magazine containing no ads atall.
Duo-trio designs.
Test where a respondent is given a standard product and asked to determinewhich of two other products is more similar.
Electronic process.
Review of the questionnaires for maximum accuracy and precision.
The systematic recording of human cultures.
Experimental design.
A contrived situation designed so as to permit the researcher to manipulateone or more independent variables whilst controlling all extraneous variables and measuring theresultant effects on a dependent variable.
Filter question.
A question that is asked to determine which branching question, if any, will beasked.

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->