Multi-Client Research – Syn: Syndicated Service A form of marketing research in which a number of interested parties jointly participate in a research project. Such research is usually carried out through the facilities of a research agency. Multi-client research is always directed at a single subject (for example: cigar smokers, grocers, TV commercials), in contrast to omnibus research, which also involves a number of interested parties who jointly participate. See also: Omnibus Researcher
P.E.R.T. – Abbreviation for Project Evaluation and Review Technique Syn: Critical Path Analysis See: Critical Path Analysis
Phase – A stage. Part of (for example) a research project or the development of a new product. See also: Phased research
Pledge to Secrecy – A written or verbal rule or agreement binding on the scientist as well as on other professional people. It is understood that no material will be published or otherwise made known without express permission of the client (and sometimes of the research project). The interest of these parties is not to be detrimentally affected in any way.
Research – A frequently used term for marketing and opinion research. It is, in fact, an abbreviated term for marketing research. See: Marketing Research
Research Department – A department within a company that specializes in marketing research. Such a department is usually closely connected with the marketing and sales departments.
Research Target Group – See: Target Group
Researcher – Syn: Market researcher/Marketing Researcher A loose term who is involved in marketing, opinion, and/or communications research. An “official” definition is: “Any individual, company, group, public or private institution, department, division, etc. which directly or indirectly conducts, or acts as consultant in respect of, a marketing research project, survey, etc., or offers its services to do so. The term researcher also includes any department or division which may belong to or form part of the same organization as that of the client. The term “researcher” is further extended to cover responsibility for the procedures followed by any sub-contractor from whom the researcher commissions any work (dtat collection or analysis, printing, professional consultancy) forming only part of the research project.” (E.S.O.M.A.R)
Scenario – Description of one or a series of future events or developments in a sector, market or program. For example, description of the future of meat consumption in the U.S.A or the oil market to the year 2010
Screening – Frequently used concept of various meanings, such as selection, inspection, sifting, polling, research. For this reason it may be considered as a rather indefinite term.
Specialization – 1. Activity in which a research bureau lays particular emphasis or claims particular expertise. For example: industrial marketing research or pharmaceutical research.
2. Situation in the retail trade in which an outlet sells one particular product group (expensive gloves, travel or marketing books or a specific brand of a product.
Syndicated Research – Syn: Multi-client Research See: Multi-client Research
Syndicated Service – Syn: Multi-client Research See: Multi-client Research
Under Own Management – A study that is (nearly) entirely carried out by the principal, even though it may involve some services from external marketing research agencies. At times only the fieldwork is purchased from a research agency. The object is to save costs (and time), create a better chance of keeping the research project (or the results) confidential or provide work for members of staff with closely related interests. See also: Fieldwork
Briefing – The instruction received by the marketing researcher from his client. A good briefing is always extensive; the better the briefing, the better the results of the research project. It provides insight into the problem. He researcher can get started and prepare his proposals only after the briefing has been completed. The data that are essential for the briefing are product or service, problem, target group, aim but also the period of time required for the project and an indication of the extent of the budget.
Conditions of Sale – The total conditions according to which a marketing research agency executes an assignment on behalf of the client. The contract or agreement includes terms concerning the manner of payment (in installments), copyrights, form (and quantity) of final report, etc. Sometimes conditions may be set by a national professional organization.
Copyright of Marketing Research Studies – The exclusive legal right granted by national and international agreement to an author to reproduce, publish and sell his work. In the case of marketing research, the copyright usually belongs to the agency and not to the client who has commissions\ed and paid for the research. However, the client retains the exclusive right to make use of the information and to reproduce it for circulation within his own organization.
Cost of Research – The expense involve in the execution of a marketing or opinion research project. As a rule, the costs of research involves only such costs as are paid to the research agency. There may be a variety of additional fees for intermediaries (consultants). Often, research agencies calculate costs in totals, rather than dividing them into partial costs.
Deadline – Syn: Due Date/Target Date The date by which a particular phase of an assignment must be completed or delivered. For example, the questionnaire must be completed or delivered by Jan 3rd
Delivery Time/Time of Delivery – The time delay between a research project’s being commissioned and the final report’s being handed over. It can be just a few days for a telephone survey or several months for a large-scale quantitative research project. See also: Lead Time
Dummy Tabs – Syn: Dummy tables/Dummy tabulations Tables that are formulated or arranged prior to the execution of the fieldwork of a research project. Sometimes these tables are constructed prior to the formulation of the questionnaires. See also: Table