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Ad/Advertising Concepts
Advertisements which are in development for a brand/company. Usually (but not always) are almost in final stage of development for testing but often lack final copy. Ads tested by Fifth Element generally have headlines and sub-headlines. Ad concepts are tested with the target audience to evaluate message delivery, acceptability of visuals, match of copy to visuals, differentiation of brand from competitors, call to action, etc. Fifth Element generally recommends that no more than five different themes should be tested at one time.
Advertising themes/concepts are tested with only a segment of the target market. In medical marketing research, testing is usually qualitative in nature and most often conducted using depth interviews. Testing can show the client what will not be acceptable, or will have no impact, but positive test results cannot promise success with an ad.
Advisory Board
A number of consultants hand-picked by the marketing or medical team to provide advice on marketing, medical and communication issues for a brand or company. The consultants are generally considered leaders in their field of expertise or may be recognized as ‘rising stars’. Advisory Boards generally convene twice a year for half- or full-day meetings to discuss issues relevant to a brand generally (but not exclusively) before these issues are presented or addressed with the wider community. Members of Advisory Boards are compensated for their time and effort.
Adaptive Conjoint Analysis (ACA)
Adaptive Conjoint Analysis (ACA) measures subject matter most valued by the respondent through specialised software programs which take into account previous answers provided by the respondent and ‘adapts’ further choices. This method overcomes burdening the respondent with extraneous information which can reduce the respondent’s attention span. Fifth Element uses commercial programs owned by its Consulting Partner, RIS Christie, to conduct and analyse ACA.
Agency Pitch
The process of a communications, PR or market research agency attempting to secure a new client/brand account through the presentation of their qualifications and understanding of the mandate to the client. Generally this is a presentation of abilities at a location of the client’s choosing.
Briefing
A client briefing is the discussion between our client and our researcher to determine objectives, methodology, timing and cost requirements for a research study. A briefing document may be provided in lieu of the first discussion. See ‘Forms’ section for a briefing document outline.
The research briefing is the internal process at Fifth Element whereby interviewers/moderators are provided with study objectives, recruiting parameters, therapeutic area background and a review of the questionnaire or guide. For large quantitative studies being conducted by field interviewers across Canada, the briefing includes a videotaped mock interview to aid in understanding the questionnaire flow and anticipated responses.
Business Intelligence
Information considered paramount for brand and company planning, strategy and decision-making. Business Intelligence relies upon primary and secondary data and analytical tools as well as competitive intelligence reports. Researcher skills in interpretation of the data and the application of the interpretation to the brand/company are often more important than the data itself and should be highly valued.
Cluster Sampling
Consists of selecting clusters of respondents in a population for participation in a research study. The selection of clusters is often based on some desired feature of the population. In Fifth Element’s medical studies, samples are often clustered by city to reduce the cost of interviewing and to improve quotas.
Computer-Aided Personal Interviewing (CAPI)
A personal interview that is administered wholly or partially through a computer-based survey with quantitative applications only. CAPI is useful for conjoint studies and complicated questionnaire applications. CAPI ‘questionnaires’ are designed by Fifth Element with RIS Christie.
Computer-Aided Telephone Interviewing (CATI)
Interviews that are conducted over the telephone with the interviewer using computer-assisted data entry and question skip patterns. CATI facilitates data entry and provides results quickly. Some surveys can be entirely conducted between the telephone, the respondents and the computer (i.e. no personal interviewer). CATI studies are designed by Fifth Element and executed by RIS Christie.
Computer-Aided Web Interviewing (CAWI)
A form of quantitative interviewing that is conducted over the Internet.
Concept Testing
Generally refers to a written description of the product prior to launch (approved by medical and PAAB-ready) which is presented to respondents to elicit their reaction. Brand concept testing is used to assess benefits and limitations, identify information necessary to best understand the brand, determine intention for use, etc.
Conjoint Analysis
A specific method used to quantify values associated with different product attributes using multivariate techniques. Respondents compare products to establish preferences based on groups of different attributes. The computer programming then determines which variables are of greatest value to brand choice. A number of computerized ‘off the shelf’ programs are available to both set up the comparisons and analyse the data.
Consultative Boards
A group of medical consultants, often recruited by sales representatives, which provides opinions on marketing and communication issues for a brand or company. The consultants are generally considered influential and well-versed in their fields of knowledge but may not be considered key opinion/thought leaders. Consultative Boards generally convene only once to discuss issues relevant to a brand, generally (but not exclusively) before these issues are presented to or addressed with the wider community. Meetings are generally shorter than Advisory Boards. Members of Consultative Boards are also compensated for their time and effort.
Content Analysis
A formalized analysis process used following in depth interviews or groups to record information gathered. For each minute of interviewing, 3 minutes is required for listening to the interview again and recording the information. Fifth Element uses a more refined analysis technique – cumulative analysis (see below) for qualitative analysis.
Cross-Tabulations
The comparison of the answers to one question to the way respondents have responded to one or more questions on the rest of the survey. Cross tabulations are often used by Fifth Element to better understand the needs/actions of subpopulations of the survey. Standard cross tabulations are routinely provided by Fifth Element. If elaborate cross tabulations are requested by the client after the initial run of the data, additional charges may apply.
Cumulative Analysis
Using a pre-set outline, information from qualitative interviews or groups is captured in amalgamated form (the responses of each respondent are ‘added’ to those of the previous respondents) to provide a clearer understanding of information provided and to evaluate the range of responses in the context of the respondent’s peers.
Customer Satisfaction Research
Studies which are designed to better understand how satisfied customers are with particular products or services and the attributes of the product or service for a brand or company. These are often undertaken with patients who enroll with patient support services, pharmacists who participate in value added programs, etc.
Data Entry
The organizing procedure that allows for ‘quantitative’ information which has been collected from the sample to be analysed. Used in quantitative studies. The process involves editing, classifying, sorting, and entering data into electronic media.
Debriefing
A client debriefing is a discussion which provides an initial summary of the main findings of the research. Debriefings are used when deadlines are tight and/or preliminary information is required for actions internal to the client.
Internal debriefings are conducted by Fifth Element whenever more than one interviewer is involved in qualitative research in order to discuss findings and integrate non verbal information provided by respondents into the interpretation of the research results.
Delphi Technique
A forecasting technique that allows for expert judgment without empirical data. Most often used in the medical marketing arena for pharmaco/health economic studies. Three stages are used. Initially, experts are anonymously polled regarding a number of issues (for example specific steps in obtaining treatment which may contribute to cost of the treatment). Next, the results are distributed to an often smaller group of experts who are then individually polled once more after seeing their colleague’s opinions. Finally, the group of experts meets to come to a consensus on the issues under examination.
Demographics
A population’s objective or quantifiable characteristics described statistically. In physician research, examples of demographics include years in practice, gender, practice type, specific product use, etc.
Depth Interview
Telephone or face to face interviews undertaken between one respondent and an interviewer in which the interviewer asks non-directive but probing questions to elicit the participant’s actions, motivations and attitudes. These are also known as ‘one on one’ interviews. This is a qualitative technique.
Discriminant Analysis
A statistical technique used to understand the ability of a set of independent variables to predict outcomes of dependent variables.
Discussion Guide
A written outline of questions for the focus group moderator designed to maximize respondent input, covering all objectives for the research project. Questions appearing on the guide may be asked out of order or using different terminology (often reflecting the respondent’s vocabulary), as respondents raise issues and as the moderator sees fit. Discussion guides open with questions designed to put respondents at ease, and then move to more difficult and pointed issues. Good moderators are able to deviate from the guide when issues arise which are important to the study but have not been anticipated and are therefore not included in the guide.
Dyad
A qualitative research sample in which two participants are being interviewed by a single interviewer. Dyads are commonly used with respondents with similar profiles but can be used (with an experienced and creative interviewer) with two respondents of opposing values/practices to generate discussion.
Editing
The system of checking and verifying that questions in quantitative questionnaires are complete and accurate to the respondent and interviewer’s best knowledge.
Ethnography
In market research, ethnography involves techniques which gather information which will describe group behavior, characteristics, cultural mores, etc., most frequently for direct consumer behaviour. Techniques may vary but the most commonly used are direct, first-hand observation of daily behavior which can include participant observation through diaries, video cameras and still cameras and in-depth interviewing.
Executive Summary
A summary of the objectives, method and major conclusions/findings (and possibly recommendations), of four to five pages in length, from a market research study. Executive summaries are often created for senior management. These summaries complement more detailed reports. Executive summaries may be written by Fifth Element (a request in advance is required) or may take the form of an internal report which includes additional learnings from other data/research sources.
Facilitator
A person whose responsibility it is to make a process easier. This term is most often used in terms of meeting facilitation. Facilitators may be, but are not always, trained in moderating techniques.
Field
The process of recruiting, conducting interviews and collecting data.
Fifth Element
The Fifth Element is the purest, most highly concentrated essence of things, and what most needs to be understood in order to transform nature.
The Fifth Element animates everything and gives individual things their fundamental characteristics. It can be thought of as the refined embodiment of the life force.
Final Report
A complete description of the findings produced following the completion of the research. A typical report would include background, objectives, summary of the methods used, key findings, and interpretations drawn from the collected data. Recommendations for future action may also be included in this report. Quantitative reports include graphics and tables to summarise data.
Findings
Findings are the facts uncovered during the research. There should not be an interpretation of the facts in the findings section of the presentation or final report. However, it is the findings which will lead to interpretation and recommendations.
Focus Group
A qualitative marketing research technique which involves a small group of people (6-10) who share a common set of characteristics (demographics, attitudes, etc.) and who participate in a discussion of predetermined topics led by a moderator. Fifth Element conducts most of its focus groups in facilities with one way mirrors to allow viewing by the client. Focus groups are routinely recorded in order to facilitate interpretation of the findings. Participants sign waivers to allow recording.
Participants who attend focus groups organised by Fifth Element are protected by an assurance of confidentiality as set out by the PMRS and therefore names or specific identifying details of the participants are NEVER released to clients.
Focus Group Facility
A central location in which focus groups and in depth interviews are held. Conference rooms are connected to observation rooms by a one-way mirror so that clients may observe the respondents during the discussions/interviews. Facilities used by Fifth Element have been specifically chosen for their high level of service. Wireless internet access for clients is available in most facilities used by Fifth Element. Specialised services such as simultaneous translation and internet viewing/InFocus may also be available.
Focus Group Moderator
The trained professional who leads the focus group. Fifth Element moderators are RIVA trained and have backgrounds or experience in the medical arena.
Full Group
A full focus group is comprised of 7-10 respondents who meet in a central location to discuss a particular topic. Mini-groups consist of 4 or 5 participants.
Gap Analysis
The identification of the differences between the desired and current state.
Honorarium
The amount paid for participation in a market research study. The amount can vary depending upon on the difficulty of recruiting the participants. Honoraria amounts for physicians are governed by RX&D codes which refer to amounts generally paid for fee-for-services or hourly rates set by medical governing bodies. Also known as the incentive.
Incentive
An alternative name for honorarium.
Intercept
A recruitment method in which an interviewer contacts potential respondents in a mall or other public location (such as a pharmacy) and administers a survey (generally quantitative). Fifth Element conducts intercept studies with professionals at conventions or conferences. This may be used as a recruiting technique for qualitative research.
Interventions
Visual pieces (usually) which are used to stimulate discussion in research. Advertising or product concepts are interventions as are lists of choices.
Iterative
This term refers to repetitive interviewing or questioning during which each step builds on the previous one. This may be used to ‘evolve’ a product attribute and benefit list.
Laddering
Used by Fifth Element in focus groups and interviews to build on responses until the respondent is able to identify or report a psychological need for the action/preference.
Leading
A challenge in questioning whereby an interviewer or moderator influences the responses of a participant by directly or inadvertently directing responses. The influence may be subtle and affected through facial (frowning) or body language (leaning away from the respondent when certain attitudes are expressed) or overt where the interviewer provides potential answers to the respondent. Leading is a biased technique and is therefore to be avoided.
Likert Scale
An attitude scale that measures the level to which the respondent “agrees” or “disagrees” with a given statement in regard to a particular product or attribute. The scale will give an odd number of choices with an equal amount of agreement/disagreement choices on either side of a neutral option. Fifth Element most often uses five and seven point scales but nine point scales may be used with large samples to provide more discerning statistics.
Longitudinal Study
A research study conducted over time by returning to a certain sample set. A longitudinal study will help clients understand developmental trends. Fifth Element prefers to use the same sample set over a period of time.
Mail Questionnaires
Surveys sent through the mail. Respondents complete the surveys and mail back to the research organization. This technique is being used less and less as it is being replaced by internet surveys. However, pre-recruited mail surveys, in which the respondent is contacted in advance to request participation, are useful in reaching sample members who cannot access a computer or who prefer not to access a computer for responding to a questionnaire.
Mail questionnaires obviously must assume that the participant is literate. Studies with healthcare consumers in Canada must take into account that due to our ethnic diversity and aging population, a large number of potential consumers may not be able to read/understand a mail questionnaire (or an internet based questionnaire for that matter).
Mailout Rate
The number of surveys sent to respondents often reported as a percent of the total population. Response rates almost never equal mailout rates.
Market Segmentation
The process of taking a market and dividing it by measurable characteristics (usually demographics) to be able to identify groups to which specific sales and/or marketing activities can be directed. Market segmentation is very useful to follow product adoption patterns. However, with small populations and with highly specialized populations, especially with physicians in Canada, market segmentation may be difficult and inaccurate.
Marketing Mix
A mix of a product (and its attributes), price, promotion vehicles and distribution methods that, when combined, best meet the needs of targeted customers. This term is often used interchangeably with promotion mix, which refers to the different promotion vehicles used by marketing to deliver relevant messages to target customers.
Marketing Research
An objective, systemic approach to exploring issues of interest to marketing. The discipline involves qualitative and quantitative research techniques which collect actions, attitudes and beliefs of target customers for products or company services. Analysis of the findings of market research should be used to help marketers understand the market in which their product or company is engaged, and to aid in targeting and reaching their audiences with the most appropriate messages and services.
Mean
The arithmetic average of a set of numerical data determined by summing all numeric responses (either from scales or numbers provided) then dividing the sum by the number of responses.
Median
The middle value of an ordered set of numerical data. For example, the median value of the set {5, 8, 9, 10, 11, 11, 12, 13} is 10.
Mode
The most frequently occurring value in a set of data. For example, the mode of the set {13, 11, 5, 9, 11, 11, 8, 5, 10} is 11.
Methodology
In market research, methodology refers to the technique used to collect information, along with all parameters of data collection including sample size, specific attributes of the sample, distribution, etc. The technique and the parameters used, when repeated, should yield the same result.
Minigroup
This is a focus group conducted with four or five participants. Mini groups are useful when the population of respondents is limited, for example with certain medical specialists or in iterative work when the questioning changes based on previous responses and only a limited number of resources or respondents may be available to participate.
Mix Mode Data Collection
Some research projects benefit from the use of several data collection techniques used together (sequentially). Focus groups which collect specific data from respondents before and after the groups, for example, are mixed mode. Using mixed mode data collection increases the costs and introduces cautionary directives since often data cannot be projected. These are often called qual/quant studies.
Mixed Groups
A focus group comprised of mixed populations, such as males and females together in consumer work or specialists with family physicians. Generally, mixed groups are less productive since a hierarchy is often set up which restricts open discussion.
Multiple Choice Questions
Quantitative questions that offer more than two possible answer choices and allow a respondent to choose from a list of options (either through spontaneously answering the question, in which case the interviewer may decide which prcoded answer is most similar, or the respondent is aware of the possible responses and chooses the most closely fitting response him/herself). If the list has been prepared without qualitative research to define it, a significant number of responses fall into ‘other’. If clients wish to have ‘other’ analysed, additional costs arise and the ‘other’ answers must be treated as ‘open ended’ (see below). Multiple choice questions are frequently referred to as ‘closed ended’ questions.
Multiple Mentions
More than one response is recorded per question for each respondent. Frequencies can be reported based on the number of respondents and/or the number of responses.
No-Show
A participant in research who agrees to participate but never presents himself/herself at the agreed upon time and date. Over-recruiting often is undertaken to overcome no shows and ensure correct quotas are maintained.
Nth Selection
Process of choosing every “nth” name on a list, and contacting those people for participation in a study. Nth name selection can only be used with large lists.
Omnibus Studies
Quantitative research carried out with a panel of respondents where the client is able to ask a series of questions confidential to their needs; but the research includes multiple clients to allow for shared costs of fieldwork.
Open Ended Question
A survey question that allows the respondent an opportunity to verbalise and have recorded a response that best answers the question for them. No options are provided.
Order Bias
This occurs when the sequence of interview questions or answers to the questionnaire, or the presentation of interventions, influences how the respondents may answer a question posed later in the interview.
Outlier
For a set of numerical data, any value that is markedly smaller or larger than other values. It is uncharacteristic of the normal distribution. This data may be removed from the results in order to prevent skewing of the means or averages; or, the data can be presented with both the total sample (including the outliers) and with the outliers excluded. It is often of value to re-contact the outlier to ensure data has been properly collected.
Overrecruit
The act of inviting more people to participate in a study than the study actually allows. It must be remembered that when additional people are recruited and more show than is required, the extra participants must be fully compensated.
Panel
A group of respondents with similar profiles who participate in multiple surveys over a period of time. The panel usually begins with more members than necessary to allow for attrition OR new members are added as time passes to replace those lost. Panels may be used to track changes in specific patterns over time. The most common panels in ad hoc medical research are used for Omnibus studies.
Participant
A person who has agreed to participate in a market research study. He/she is also referred to as respondent.
Past Participation
In medical market research, respondents who have participated in research studies of the same topic, or participated in research studies during a particular time frame, may be excluded from future studies. This process removes potential bias. However, due to small starting populations in the medical field, excluding participants based on previous general participation is counterproductive as it removes too many potential respondents from the field and increases costs.
Perception
The opinions and attitudes which the person holding them believes to be true. Perception is the marketer’s reality in that perceptions may be inaccurate and differ from fact but are the milieu in which products and messages must be delivered.
Perceptual MAPPing
Mathematical Analysis of Perception and Preference (MAPP). A technique used to collect and analyse information and subsequently display respondents’ perceptions and preferences regarding a particular product or series of products based on attributes. A perceptual MAPP is used for comparative purposes and allows researchers and clients to view performances of brands on various attributes, based on the perceptions of the audience. Products not yet on the market can be included in perceptual MAPPing by presenting respondents with a description of the product and gathering responses but the data is less robust.
Pilot
Test interviews may be conducted before the actual study to assess project logistics (i.e. the sample, methodology) and especially the questionnaire. Pilots are recommended for large quantitative studies. Pilots do increase the costs of studies, especially when multiple waves of pilots are required.
Positioning
The process by which a product is introduced to its target market audience in order to create a competitive identity or image in the minds of the target audience. In the medical field, this includes the product features and benefits and the way these are articulated and supported by evidence-based research.
Product Concept Testing
In medical marketing, a product concept test is usually conducted early in the lead-up to launch in order to assess reactions to the basic profile of the drug/device and its claimed attributes. This kind of study is conducted without any marketing language built around the product, and is used to establish the features which are of value and to determine the benefits which may accrue to the target audiences.
Product Positioning Research
This research differs from product concept testing in that the product is now presented from a marketing perspective - rather than just a medical perspective - to assess the value that emphasis on specific features and benefits will have on product use. A number of positions are often tested to determine which has greatest impact on the desired image or identity of the product and its performance in the marketplace.
Professional Respondent
A term with negative connotations that refers to respondents who participate frequently in market research studies with different companies. Researchers may attempt to avoid professional respondents. In many cities, consumer respondent lists are used to eliminate this problem. However, amongst physician populations, it is often difficult to avoid repeated use of certain respondents due to small population sizes. Some benefit may be seen using medical respondents who are ‘experienced’ since they understand their role in the process. In the consumer population, however, these respondents can and should be avoided.
Profiling
A means by which information is collected about members of a target audience. If specific information is associated with a specific person and is recorded and/or used for any purpose, the person must both be aware that the information is being collected AND that the information will be associated with them. Privacy laws in Canada, and especially in Quebec, are very strict.
Qualitative
This refers to information collected in a more interpretive and contextual fashion which cannot be quantified or analysed quantitatively as a result of the method used or a small sample size. Qualitative research attempts to explore the complexity of a topic, is more narrative in nature and requires subjective analysis. Focus groups and depth interviews use techniques whereby not all respondents are asked the same questions in exactly the same manner, and thus are considered qualitative research techniques. Additionally, open-ended questions are a form of qualitative research. Qualitative research findings cannot be considered representative of a population and therefore cannot be projected.
Quantitative
This term refers to research performed in a manner which demands consistency across all respondents. The number of respondents must be sufficient to conduct statistical analyses. Responses can be expressed as numerical frequencies. Quantitative research techniques are used to measure attitudes, behavior, and/or performance of specific products. Quantitative research findings, when conducted with large enough samples, can be projected to the population. However, to make valid inferences from quantitative research, certain rules need to be followed in terms of the research design and sampling methods.
Questionnaire
In medical research, a questionnaire refers to a series of questions which will be administered in exactly the same manner to a specific number of respondents so as to gather information which is to be analysed quantitatively. Questionnaires can typically include a range of question types, including dichotomous questions, multiple choice/closed ended, open ended, grids, scale questions, etc.
Quota
The required number of respondents/interviews.
Random
A process of selection that gives an equal opportunity for each item/respondent to be chosen.
Range (of a set of data).
The numerical difference between the largest and smallest values in a set of data.
Recommendations
Specific suggestions for action provided by Fifth Element that are based on the findings of the research conducted and influenced by the experience and market knowledge of the researcher.
Research Design
The method, sample distribution, sample selection technique and analysis technique used to gather information to meet the objectives of a research study.
Research Method
The specific technique or techniques (qualitative and/or quantitative) to be used to gather information for a research study.
Research Proposal
A research proposal should include the research objectives, research design, timing and costs for a specific study. Formal proposals will also include the situational background and terms and conditions of engagement. Company and personnel experience may be requested and included in a proposal.
Respondent
This is the individual who provides information which is collected during the research process through a questionnaire or guide. The respondent is also known as a participant.
Respondent Fatigue
During a lengthy or unduly complicated interview, or if a questionnaire or guide uses repetitive questions or questions considered irrelevant or nonspecific, respondents can lose interest and provide invalid or less thoughtful responses. This is known as respondent fatigue.
Response Bias
Responses which are inaccurate or erroneous and caused by misinterpretation of the question by the participant, the belief that the interviewer wishes them to answer in a particular manner or, as the result of a previously asked question, the respondent provides information which they would not likely normally give because of the order in which the question is asked. Response bias can occur both deliberately and unintentionally.
Response Rate
The proportion of those originally drawn from the population who actually participate in a survey. In medical research, response rates are challenging for the researcher due to the often small size of the population. Additionally as physicians’ time becomes more and more constrained, response rates are dropping. For example, amongst the largest community of physicians, GPs/FPs, the response was at one time about 1 in 10. At the time of writing, it is about 1 in 20. Increasing incentives and interesting topics will increase response rates to some degree but will not overcome this issue in specialty populations. This may also be known as participation rate.
Sample
The respondents who participate in a study, and who are deemed representative of the true population. Studies are conducted with a subset of the population to understand how the whole population behaves. Samples are used to maintain costs at a reasonable level (since interviewing the entire population would, for the most part, be financially prohibitive). The sample design and the selection of the representative sample are key to a successful study, especially when findings are projected to the universe (population).
Sample Size
Number of respondents to be included in the sample.
Screening
Qualifying respondents based on pre-determined factors to participate in a research study. A ‘screener questionnaire’ is used to ensure participants meet the qualifications in both qualitative and quantitative research. This is also known as filtering.
Segmentation
Separating the population into subsets by common characteristics. These characteristics often arise from the findings of the study. Segmentation is useful for the development of programs, advertising or services which will meet the needs of one population segment versus another.
Skewed
A distribution of responses which, when overlaid on a normal bell curve, do not fit the pattern and create a tail in one direction of the centre versus another.
Samples may also be described as skewed if the selection criteria are not representative of the whole population. For example, in medical research, if a sample is drawn from a list of known high prescribers who represent a small proportion of the population of prescribers, the sample is skewed and information collected cannot be projected to the whole population in question. In describing samples, this term may also be replaced by non-random.
Skip Pattern
A survey format that creates a different path through a questionnaire based on the respondent’s previous answer to a question. The questionnaire might read “If no, skip to question 6” because the questions that immediately follow are likely irrelevant to the respondent based on their answers. This is also known as ‘routing’.
Snowball Samples
Samples which are recruited from referrals provided by other participants.
Statistical Test
Mathematical measures of significance applied to collected data. Statistical tests are applied to a sample to assess whether the results are likely to have occurred as a result of chance. A ‘statistically significant difference’ means there is mathematical evidence that there IS a difference; however, it does not mean the difference is necessarily large, important or significant in the common meaning of these words. Researchers need to employ caution in their use of the word ‘significant’ since it is often misinterpreted especially when referring to quantitative data.
Strategic Planning
Practical, action-oriented planning sessions which examine internal and external factors that can influence the future performance of a brand or company that directs goal-setting and resource allocation to achieve meaningful results over time.
SUGGING
This is the unethical practice of selling under the guise of research (usually qualitative). The individual purports to collect market research from the respondent but is actually attempting to sell a product or service. SUGGING may be a directive, may occur inadvertently or as a result of enthusiastic marketers directing research from the back room. Sugging becomes a high risk when market research is conducted by sales representatives or marketers personally.
SWOT
An abbreviation used to denote an analysis of an organization or product’s internal ‘Strengths’ and ‘Weaknesses’ and external ‘Opportunities’ and ‘Threats’. A SWOT is an important element of a brand plan and is a useful exercise to conduct in Strategic Planning.
Syndicated Research
Research performed by an agency that decides on the sample to be used, the questions to be asked, and the intervals between studies with minimal direction from a specific client. Syndicated research results are sold to multiple clients.
Target Population
A population with specific characteristics that researchers are studying.
Telephone Focus Groups
A focus group conducted by telephone conferencing. Usually 6-9 individuals participate including a moderator who leads the discussion. Material to view can now be sent electronically to accommodate interventions. Telephone focus groups are useful when members of a population are located at geographically distant points from each other. However, non-verbal communication cues are lost using this method.
Topline
Initial findings from a research project. These are usually provided before the entire sample has been surveyed and may risk missing issues or over- or under-emphasizing some findings. A topline report may also refer to ‘top of mind’ results recalled by the researchers before the formal analysis has begun.
Tracking
Studies repeated at regular intervals to monitor changes in opinion, behavior, and attitudes to brands or product categories.
Two-Way Focus Groups
Seven to nine observers watch a focus group (usually in real time, from the back room) and then discuss what they saw, with a moderator leading both groups with discussion guides. Also known as piggy back groups.
Verbatim
The responses of the respondents provided in their exact words.
Viewing Room
A room located behind (or beside) a larger room where focus groups or interviews are observed by clients or researchers through a one way mirror. Also known as ‘the back room’.
