Marketing Research Glossary
25 essential terms — because precise language is the foundation of clear thinking in Marketing Research.
Showing 25 of 25 terms
A controlled experiment in which two or more variants are shown to randomly assigned users to compare performance on a key metric.
The commercial value derived from consumer perception of a brand name, measured through awareness, associations, perceived quality, and loyalty.
A research design that uses controlled experiments to establish cause-and-effect relationships between variables.
A statistical method used to determine how consumers value different attributes of a product or service by analyzing trade-off decisions.
A statistical technique that displays the joint frequency distribution of two or more categorical variables in a matrix format.
A research-based visualization of the touchpoints and experiences a customer encounters from initial awareness through post-purchase.
The ethical and legal obligation to protect the personal information of research participants, governed by regulations such as GDPR and CCPA.
A research design aimed at describing the characteristics of a population, market, or phenomenon as it currently exists.
A qualitative research approach that involves immersive observation of consumers in their natural settings to understand behavior in context.
A flexible, preliminary research design used to clarify problems, generate hypotheses, and identify variables for further study.
A moderated group discussion with 6 to 10 participants used to explore perceptions, opinions, and attitudes toward a product or concept.
The process of dividing a heterogeneous market into smaller, more homogeneous groups based on shared characteristics or needs.
The systematic gathering, recording, and analysis of data about markets, consumers, and competitors to support marketing decisions.
A customer loyalty metric calculated as the percentage of Promoters (9-10 rating) minus the percentage of Detractors (0-6 rating).
Original data collection designed to address a specific research question using methods such as surveys, interviews, and experiments.
The study and classification of consumers based on psychological attributes such as values, attitudes, interests, and lifestyles.
Research that collects non-numerical data to explore attitudes, motivations, and behaviors in depth.
Research that collects numerical data for statistical analysis, hypothesis testing, and generalization to larger populations.
The degree to which a measurement instrument yields consistent, stable results across repeated applications.
Systematic distortion in survey data caused by factors such as leading questions, social desirability, or acquiescence tendency.
The process of selecting a subset of individuals from a population to participate in a research study.
The review and analysis of existing data sources, including industry reports, government databases, and academic literature.
A structured data-collection instrument that uses standardized questions to gather information from respondents.
Standardized research studies conducted by firms like Nielsen, Kantar, or IRI and sold to multiple clients across an industry.
The extent to which a research instrument accurately measures the construct it is intended to measure.