Market research glossary

Data is the information that is collected in the process of conducting market research. Primary data is collected directly from sources like surveys, interviews, focus groups and user testing sessions. Secondary data already exists in external sources, such as reports, government information, and analysis from competitors. Once collected, data can be used to inform businesses in their decision-making and strategy planning processes.

Data analysis is a process used in both qualitative and quantitative research where data that has been collected through surveys is examined for patterns and insights that help inform business strategy. Data is cleaned and structured, patterns that are relevant to the brief are identified, then shaped into a report that communicates the found insights.

Data capture is the process in market research where raw qualitative and quantitative data is collected from a specified target audience. Market research makes use of a number of methodologies to capture data, including online questionnaires, in-person interviews, focus group sessions, observations, and face-to-face interviews. FieldworkHub has extensive experience delivering a range of research methodologies.

After data has been collected, data cleaning is essential to ensure errors and inconsistencies are identified and removed. The process includes removing typos and formatting issues, removing missing responses and removing duplicates to ensure the data is ready for effective analysis.

The process of data mining involves using machine learning and AI tools for analysing large datasets. It is useful for uncovering patterns and insights into consumer behaviours with the use of big data and automated software to save time and resources.

Data protection in the market research world refers to the legal and ethical guidelines researchers adhere to when handling personal information collected from individuals. Guidelines differ in various regions, for example in Japan, researchers must follow the Act on the Protection of Personal Information (APPI) whereas in the USA, research specifically around healthcare should follow Health Insurance Portability and Accountability Act (HIPAA).

A method of cross-verifying data by using multiple sources, methodologies, or analysts to increase the reliability and accuracy of research findings.

Demographics refer to objective information that is collected during the survey process to provide statistical data about the population. Some factors include age, gender, income, education level, marital status, sexuality, race, nationality and geographic location. In some markets, asking questions regarding race must be approached sensitively, and in some countries classifying participants by race is illegal.

Also known as In-Depth Interviews (IDIs). A depth interview is an unstructured or semi-structured qualitative interview that probes detailed aspects of attitudes, needs, wants and behaviours. This type of interview is typically undertaken with consumers when the subject matter is sensitive or emotive and therefore inappropriate for larger forums such as focus groups. They are often used in B2B and healthcare market research to gather very specific and detailed feedback from respondents who are experts in their field.

Also known as Secondary Research. The collation and analysis of publicly available information such as previous research, the press, the internet, academic reports and statistics already in the public domain. Desk research may be conducted as a precursor to primary market research (which involves talking directly to a sample of the target population), or to augment it.

A market research technique in which respondents/participants give their reaction to a visual or audio stimulus in real time by turning a dial (or moving a slider) to indicate a positive or negative response. Dial testing is widely used to test audience responses to adverts, TV shows and political speeches or debates.

Diary studies are a qualitative research method involving a participant contributing in-the-moment insights on a particular topic over an extended period of time. It is a useful tool for capturing insights as activities occur and tracking feelings over time.

A discussion guide is used within qualitative research methods such as focus groups and depth interviews to provide a structured framework of topics and questions to follow. Acting as a roadmap, a discussion guide also helps manage the flow of conversation and reminds the interviewer to stay on topic and within certain time constraints, so that valuable insights are not missed.

Eliminate a potential participant during screening for a market research study. Also referred to as Screening Out or Terminating (because the screening process is terminated based on the person’s responses).

Door-to-door interviewing is a qualitative research technique involving interviewers visiting participants at their home in order to conduct market research. Benefits include: used for reaching participants who may otherwise be difficult to reach by methods such as phone or online (such as seniors or those with limited mobility).

Market research in which neither the participants nor the interviewer/ researcher knows the name of the sponsor. The technique is used to avoid introducing bias into the research findings.