Market Research Overview

These flashcards provide key vocabulary and definitions related to market research concepts and interviewing techniques.

Market Research

The study and analysis of market phenomena that determines companies' choices and helps analyze consumer behavior.

Quantitative Research

Research that analyzes behaviors numerically using mathematical or statistical models.

Qualitative Research

Research conducted in an unstructured manner, often through free discussion or open-ended questions to analyze individual attitudes.

CATI

Computer Assisted Telephone Interviewing, where interviews are conducted via phone with responses recorded on a computer.

Kaui

Computer Assisted Web Interviewing, allowing respondents to answer surveys online through a provided link.

COPY

Computer Assisted Personal Interview, where interviewers go to the respondents' locations to conduct interviews using a device.

Poppy Interview

Paper and pen interview conducted face-to-face, with responses recorded manually.

Sociodemographic Data

Information that includes aspects such as household size, income, employment status, and other demographic factors.

B2B Project

Business to Business study, where interviews are aimed at companies and their decision-makers.

B2C Project

Business to Consumer study, where interviews target individual consumers to learn about their needs and behaviors.

Sampling

The process of selecting a subset of individuals from a population to estimate characteristics of the whole population.

Quotas

Limits set to achieve a representative sample by certain demographics such as gender or age.

GDPR

General Data Protection Regulation, a European regulation that standardizes laws governing the use of personal data.

Probing

Asking follow-up questions to gain more detailed information from respondents.

Guidelines for Interviewers

Professional practices that ensure effective communication and data collection during interviews.

Open-Ended Question

A question that allows respondents maximum flexibility in their answers.

Closed-Ended Question

A question that provides a set of pre-defined answers for respondents to choose from.

Assisted Response

When response options are read out loud to the respondent during an interview.

Spontaneous Response

When the respondent answers freely, without suggestions or prompting.

Data Collection

The process of gathering information for analysis during market research.

Interview Introduction

The initial part of an interview aimed at convincing the respondent to participate.

Feedback on a Product

Information gathered from consumers regarding their opinions and experiences with a product.