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Market Research Definitions

Race:
A group of people within a family, tribe, or nation that belong to the same species. Similar to a breed. Types acknowledged by the U.S. Census Bureau are: Aleut, American Indian, Asian, Black (or Negro), Chinese, Eskimo, Filipino, Guamanian, Hawaiian, Japanese, Korean, Samoan, Vietnamese, White, or "other."

Random:
A process of selection that gives an equal opportunity for each item to be chosen.

Random Digit Dialing (RDD):
A computer based form of telephone sampling that pulls telephone numbers at random whether they be listed or not listed to provide a representative survey sample.

Random Error:
Unexpected errors that occur in a measuring process to skew the data in a way that could not be recreated.

Random Sampling:
A sample chosen that allows all subjects an equal probability of being selected. Can also be called a probability sample.

Random Variable:
A dependent variable that is evaluated by an outcome when that outcome has an equal probability of occurrence. An example would be either the “heads” or “tails” of a coin toss, where the outcome becomes the random variable.

Randomization:
Within an experiment, randomization is the process of choosing subjects at random to be part of all groups to include all characteristics in each group.

Range:
The spread of data, from the lowest variable to the highest variable.

Rank-Order Scales:
A technique used for measuring a respondent’s rank preference when comparing a set of items.

Rate:
A fixed ratio that represents the relationship between two things.

Ratio:
A measurement that explains one number or object in relation to another number or object.

Ratio Scale:
A response scale for a survey or questionnaire that categorizes responses ranking them from smallest to largest and has a consistent range between each of the category choices. This scale is for variables that have a definitive zero as in age, weight, and height. An example of a ratio scale would be, “What height group do you belong to,” with options “[<5’] [5’-5’6”] [5’7”-6’] [6’<] and so on.

Real-Time Tracking:
Continuous research and instantaneous data collection. Data reporting and analysis are possible with an online system.

Recommendations:
A conclusion at the end of a report to a client that offers suggestions for action that is reinforced from the research that was conducted.

Recontact:
The process of contacting a survey respondent and asking additional interview questions.

Recruitment:
A process that involves and confirms participants that will be used in present and future marketing research studies.

Referral:
Respondents endorse others that are potentially qualified respondents.

Refusal Rate:
The amount of respondents that refuse to cooperate in the research study.

Refusals:
These are the respondents that refuse to participate in the research study.

Regression Analysis:
A statistical technique that compares a dependent variable to an independent variable(s) in order to identify a relationship between the two or more variables.

Regression Coefficients:
Values associated with the strength of a relationship and how one variable effects another between independent and dependent variables.

Regression to the Mean:
An observation throughout an experiment when the respondents tend to progressively move toward the mean average of the behavior.

Rejection Region:
A set of values that land outside of an acceptable range of the t-statistic. This leads to rejecting the null hypothesis.

Related Samples:
Multiple samples taken from the same sample group where each sample from a particular participant influences later samples taken from that same participant.

Relationship Marketing:
Marketing strategies that focus on the lifetime relationship with the customer rather than the individual transactions of the customer in order to increase profit. Relationship marketing captures customer share, or the share of the customer dollar rather than the amounts of customers within the market share.

Reliability:
A consistent method that often yields the same results each time that it is measured.

Repeat-Pairs Technique:
A technique used when respondents are asked to identify which they prefer out of two products, and then are asked again to compare two products that are exactly the same as the first two studied.

Repeat Rate:
A proportion outlining the opportunity of first time users purchasing a product for the second time.

Replicate:
A sub-sample that is selected in accordance to a planned geographically representative group within a sample region.

Representative Sample:
An accurate sample that provides, at random, a true indication of what the population is comprised of. Can also be called a probability sample or a random sample.

Re-Screening:
A step in the market research process to confirm that participants truly qualify to the sample being studied. Re-screening typically occurs when participants arrive at a research location and are examined before the research process begins. The questions asked of the participant often contain questions that were originally part of the recruiting process.

Research Design:
An overall plan of action to be followed during an experiment to be sure that the objectives are met. Often the specific procedures to solve problems are included in the research design.

Research Methods:
This is how the research is being conducted. The research method is found in the research report. This allows for research replication.

Research Proposal:
This describes the design, schedule and budget for conducting a research project.

Research Specifications:
These are the design characteristics of the proposed research.

Residual Error:
The portion of an error that is unexplainable after computing regression coefficients. Often due to error in measurement or omissions.

Respondent:
This is the individual that provides data to be collected during the research process. Also referred to as a unit, unit of analysis, participant, experimental unit, or subject.

Respondent Fatigue:
During a lengthy research project respondents can lose interest sometimes providing invalid responses.

Response Bias:
An error in given answers to an interviewer’s questions due to misinterpretation by the participant, or the participant responding in such a way that they believe the interviewer wishes them to answer as opposed to their true feelings. Therefore, response bias can occur both deliberately and unintentionally.

Response Rate:
The proportion of those originally drawn at random from the population who actually participate in a survey. This indicates whether the data collected accurately reflects the views of the population interviewed. Response rate can also assess whether weighting or other methods might improve the quality of the data.

Rewards:
These are also known as incentives. Respondents are provided with an incentive to participate in the research study. Managing the research survey incentives is essential for survey research.

Rule:
A well defined command instructing the researcher on what is and what is not an acceptable way to act or perform within a research study.

Rustbelt:
A geographically defined area encompassing manufacturing regions in the United States that surround the Great Lakes.