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Market Research Definitions

Wave:
A tracking study where multiple waves are conducted over time.

Web Bug:
The ability to detect whether or not an e-mail or advertisement has been opened by the recipient. The web bug can provide other characteristics of the recipient’s connection and browser. Market researchers should review the ESOMAR Guidelines before using web bugs.

Weighted Sample:
When weighting is applied to a sample it is a weighted sample.

Weighting:
A process of determining how much advertising is necessary to reach your target audience. There are three factors to consider. How many impressions will your ad receive or how often is it viewed. Reach measures how much of the target audience has been exposed to the advertisement. Finally, frequency measures the how often the target audience was exposed to your ad.

Winsorized Sample:
The elimination of the highest and lowest survey result replaced by the second highest and second lowest result.

Word Association Tests:
Swiss psychiatrist, Carl Jung, developed this technique. The interviewer will state a word or phrase and the respondent must provide a one word answer immediately.

Word of Mouth:
The process of promoting or marketing through human interaction. Customers share their opinions creating buzz. The Internet is a fantastic forum for this marketing technique. Blogs, readers and discussion boards are popular online tools for generating buzz. A form or viral marketing.

Working Phone Rate:
The number of working or assigned residential telephone numbers as a proportion of the entire sample.

Write-Down:
Focus group participants write their views on a topic during the session. This practice assists in getting participants to commit to their point of view before other participants can influence them.