Glossary for the Blue Book Marketing Research Services and Focus Groups Directory
Central Telephone Facility:
A separate room, section of a facility, or a free-standing facility that contains individual stations equipped with telephones dedicated solely to centrally monitored telephone interviewing. If you have several telephones located in different areas or rooms of an office that used for offices as well as for interviewing, this does not constitute a central telephone facility.
Focus Group Recruiting Services:
Recruiting Services includes recruiting for focus groups, one-on-ones and central location studies and other studies as required. Focus group recruiting is the process of screening and obtaining focus group participants who meet specific project requirements. Recruiting for one-on-ones is the process of screening and obtaining participants for an interview between a moderator or interviewer and a single participant. Recruiting for central location studies is the process of screening participants for a survey to be conducted in a centrally located site. Recruiting done in-house means the recruiting is done by people who are physically located within the focus facility.
Focus Group Services:
Focus group moderators and one-on-one in-depth interviewers on staff are permanent members of your company, not hired independently by you or by the client. A focus group facility is a facility consisting of conference, living room or other customized settings. Observation rooms are connected to the focus group setting by a one-way mirror. In addition, a facility also may provide services such as recruiting, test kitchen facilities and recording sessions. In Europe this is called a viewing facility.
Within an enclosed mall, a facility utilized specifically for market research. A mall location is not located within a store, is not a temporary set up, and is not a free-standing kiosk. The facility should be identified with your company name with "hard" or permanent-type signage. Annual rent must be paid in accordance with a written lease, mail is received at the facility address and the business name must be listed in the mall directory.
Pre-Recruited Testing Facility:
A testing facility other than your mall interviewing area or focus group facility able to accommodate large groups for pre-recruited interviewing. You must own this facility or pay annual rent in accordance with a written lease. Mail is received at the facility address, and the business name must be listed in the business directory.
In-Store/On-Site Assignments, Door-to-DoorTop of Page
In-store demos or taste tests:
Demonstrations or taste tests conducted in establishments where products are sold to the consumer.
The examination and verification of the sale of a product. A method for measuring sales in a store by counting beginning inventory, adding new shipments, and subtracting ending inventory. Also used to determine inventory lost to theft.
A survey intercept that is located on a business' premises where the product or service is in operation.
Consumers are interviewed face to face in their homes.
Firms that employ or contract people to pose as shoppers at the competitors and their own stores to compare prices, displays, etc.
Research Software Top of Page
CAPI (Computer-Assisted Personal Interviewing):
Software designed for interviewer-administered survey using a computer-based questionnaire.
CATI (Computer-Assisted Telephone Interviewing):
Software designed for interviewer-administered telephone surveying using a computer-based questionnaire.
Software designed for analysis of collected data for the purposes of summarizing information to make it meaningful and usable.
Software designed for counting and analyzing responses to each question asked in a survey.
CAWI (Computer-Assisted Web Interviewing/Online):
Software used to construct and gather survey information via the Web.
Business TypesTop of Page
Data Collection - Quantitative:
Companies that perform research used to statistically estimate the viewpoints of a population providing estimates of percentages or averages. This research usually employs larger samples and takes less of the respondent's time. Telephone surveys, mail surveys, online surveys, intercept surveys, central location studies, in-home use studies and door-to-door studies are all used in quantitative research.
Data Collection - Qualitative:
Companies that conduct research that does not yield quantifiable results , but rather an in-depth understanding about consumer behavior. The results of qualitative research are exploratory, not statistically reliable. Qualitative methodologies include focus groups, mini-groups, one on-ones and open ended-questions.
Field Data Collection Management:
An enterprise that provides coordination and management of the data collection portion of research projects. Services rendered may include hiring of data collection agencies, questionnaire formatting, screener writing, editing, and other field-related services.
Focus Group/Qualitative Focus Group Facility:
A focus group facility is a facility consisting of conference, living room or other customized settings. Observation rooms are connected to the focus group setting by a one-way mirror. In addition, a facility also may provide services such as recruiting, test kitchen facilities and recording sessions. In Europe this is called a viewing facility.
Full Service Marketing Research:
A company hired by a manufacturer or service company to design and manage the implementation of a research project, as well as analyze and interpret the data. The full service company may collect the data themselves or hire a data collection company for this phase of a project.
Marketing Research Data Collection:
An enterprise that supplies the means by which data will be collected. These means may include technological methodologies such as online and/or trained interviewers or qualitative moderators. Data collection businesses are often responsible for hiring and training of interviewers, executing a client's job exactly as specified, editing and validating each interviewer's completed assignment. Services can operate with interviewers who work exclusively for them or interviewers who work with them as well as other services in the area. Also known as a "field service" or "interviewing service."
Marketing Research Data Processing:
The counting and tabulating of raw information (i.e., Data) into table form suitable for future use. This term is usually associated with computer tabulations.
Marketing Research Project Management:
A company hired by a manufacturer or service provider to design and manage the implementation of a research project, as well as to analyze and interpret the data.
Marketing Research Related/Support Services:
Companies that provide support services such as transcription, translation, survey writing, report writing, etc.
Marketing Research Sampling:
The enterprise or agency that provides a subset of a population from which data are collected.
Marketing Research Supplier/ Marketing Research Provider:
Companies that provide services including, but not limited to, the following:
data collection software, field auditors, field management/independent field directors, laptop interviewing, programming of CRT interviews, sampling companies and telephone number look-up services.
Marketing Research Technology Provider:
Research companies utilizing technology-based services or vendors providing technology solutions to the research industry. This includes services and systems such as CAPI/CATI systems, IVR systems, predictive dialing/auto dialers survey software, Web conferencing and videoconferencing.
Marketing Research Transcription Services:
A research service which provides a written version of an audio or video recording.
Qualitative Research Consultant/ Focus Group Moderator:
A professional who offers services that may include qualitative research consulting and all activities thereof, focus group moderating and all activities thereof, ethnographic/anthropologic research. They may be independent operators or employed as an "in house" qualitative consultant. Qualitative Consultants also analyze the data and present and/or write a report of their findings.
Web Based Marketing Research Services:
Companies that provide comprehensive research services via the Internet.
Web Site Development/Web Site Hosting:
Companies that develop and/or host Websites.
Web Site Marketing Surveys:
Companies that provide Web-based survey services.