Diagnostic Research

Client – Syn: Principal The person who directs a market research agency to put forward a research proposal and who instructs the agency to put forward a research proposal and who instructs the agency to carry out the survey in its original or in an amended form. The client usually pays for the research. (Sometimes a third party pays, in which case the client is the middleman or intermediary.) An official definition is: “any individual, company, group, public or private institution, department, division, etc. (including any such department or division, etc. (including any such department or division which may belong to, or form part of, the same organization as the researcher) which wholly or partly commissions, requests, authorizes, or agrees to subscribe to a marketing research project or proposes to do so.” (E.S.O.M.A.R.) See also: Marketing research agency

Consultancy – The (advisory) activities carried out by a consultant. They concern, in general, all aspects of marketing research, with the exemption of fieldwork. The activities of consultancy do, however, involve he preparatory phase in particular (problem analysis: should a study be carried out?) and the concluding phase (analysis of the research results and recommendations).

Consultant – A professional person who is paid by his client to act in advisory capacity on his behalf. Not generally employed on a full basis by the client. (Some organizations have their own internal consultants.) the consultant is usually bound to observe the code of conduct drawn up by his professional body.

Diagnostic Research – Research carried out in order to diagnose a problem. The concrete symptoms and underlying “disease” of a brand, product, company should be determined and the factors responsible for the “malaise” pinpointed.

E.S.O.M.A.R. – Frequently used abbreviation for : European Society for Opinion and Marketing Research. See also: European Society for Opinion and Marketing Research

E.S.O.M.A.R Congress – A congress organized by the E.S.O.M.A.R. The society organizes an annual international general congress, coupled with a general conference for their members. In addition, they organize congresses (and seminars) of a more specialized nature. The object of these activities is transmission of knowledge, exchange of information and the establishment of international contacts (for their members) See also: European Society for Opinion and Marketing Research

European Research – Quarterly professional marketing research magazine covering all facets of marketing, opinion and advertising. Theoretical in approach, it uses case studies extensively. It is produced in English with French and German summaries. Published by Elsevier Science publishers in the Netherlands (P.O. Box 1991, 1000 BZ Amsterdam). E.S.O.M.A.R. Members receive it free of charge. See also: European Society for Opinion and Marketing Research

European Society for Opinion and Marketing Research – Usually abbreviated E.S.O.M.A.R. The European coordinating organization for marketing and opinion researchers. Organizes congresses and seminars, publishes a trade journal (European Research) and has established a professional code of conduct that is binding on its members. Membership is open to persons belonging to the national organizations for marketing and opinion research. Its headquarters is located in Amsterdam.

Fee – Remuneration received by the research agency or the consultant for the assignment that has been, or will be, carried out in connection with a marketing or opinion research project. See also: Consultant

Follow-up – Information obtained from a person in a study, interview or experiment for the reason that a previous attempt has failed or because additional information is required (or can be acquired).

Full Service Agency – A marketing research agency capable of conducting all forms of marketing research on behalf of its clients. Such an agency may specialize in one or more areas; however, other kind of research are within their range of capabilities. The package of services that they have available is, therefore, of greater diversity than that of the specialized agencies. Full service agencies maintain their own fieldwork facilities. See also: Marketing

Individual Investigation – An investigation that is exclusively arranged and designed for one single client, incontrast to multi-client or omnibus research.

Individual Survey – Syn: Individual Investigation See: Individual Investigation

Inquiry – Non-descriptive word for any kind of research. See: Marketing Research

Marketing Research Agency – Syn: Marketing Research Company/Marketing Research House An enterprise that specializes in the conducting of marketing research and (usually) opinion research on behalf of the clients. There are two distinct types: specialized agencies (for example in quantitative research, industrial research, etc.) and full-service agencies. The larger research agencies maintain their own fieldwork facilities. See also: Marketing research/Fieldwork department/Full service agency/Industrial Marketing research

Mass Research – Research undertaken with the mass of the public as target, in contrast to research undertaken with special groups of the population as primary target such as mayors, butchers or small businesses.

Meta Research – A research project that includes a large number of different surveys. Meta research can be, for example, an export study of Japanese cars in which, apart from surveys in Japan itself (production, exports figures), data is gathered in many countries as to turnover, consumer attitudes, advertising research, dealer attitudes, etc.

Monitoring – The act of watching, observing or checking certain events. In this manner it is possible to gauge alterations in social norms and values, attitudes towards advertising in general, the public image of the company, etc.

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