Market research glossary

Random digit dialling is a technique used to create sample for CATI surveys. Phone numbers are randomly generated using a computer program and combined with existing area codes to create a number ready to be dialled by a telephone interviewer. The benefits of using this method are making sure that both listed and unlisted numbers are included in the sample, which provides a more inclusive sample than using a directory or client list.

A sample based on a random selection of a subset of a total population. Each individual has the same probability of being selected. Random sampling is one form of Probability sampling. Almost all statistical calculations performed on samples, such as Hypothesis testing,  are predicated on the sample having been randomly selected. It is also worth noting that choosing a random sample minimises the risk that the sample will be  biased due to unknown causes, whereas choosing a representative sample minimises the risk that the sample will be biased due to known causes.

Random sampling involves sample being created through chance. Participants being chosen depends on the luck of the draw, meaning each individual has the same chance of being included. Methods of random sampling include using a specific computer program or a random number generator.

A type of survey question where respondents are asked to respond to questions or statements by assigning by assigning a numeric value (e.g. on a scale from 1 to 5, where 1 means strongly disagree and 5 means strongly agree, how much do you agree with the following statements?) or a non-numeric value (e.g. picking an emoji that best represents their view of the service they have received). The agree/disagree version of a rating scale question is called a Likert scale.

Raw data is delivered to clients in its most basic form. It may have personally identifiable information removed, but usually is delivered straight from the platform that is used to collect it. Examples include recordings of interviews in qualitative research and spreadsheets showing the answers that each respondent gave to each question in quantitative research.

Market research relating to real estate or property. FieldworkHub’s experience in real estate and property research covers a range of topics, including consumer research with people who rent a home in London, new types of rental accommodation, including a proposed co-living development in London, and luxury retirement flats in Chelsea, and mortgages to B2B research with estate agents and managers who make decisions about office space.

Recollective is a qualitative research platform used to power online surveys, depth-interviews, online market research communities, and focus groups. FieldworkHub is an official partner of Recollective, and we have frequently run research on their platform and delivered high-quality insights with fully engaged participants for our end clients.

The process of selecting market research respondents/participants who fit the client’s target profile and validating their suitability and willingness to participate in the study.

A person who would never consider buying or using a particular product or service. Market research clients typically don’t want to hear from people who have already made up their minds that they’ll never buy or use the client’s product or service as they may not be willing to engage in a discussion about it, or may only be able to offer limited insights. The opposite of a rejector is a Non-rejector.

A subset of a larger cohort that reflects the wider characteristics of that cohort, e.g. in terms of factors such as gender, age, education, working status, income and purchasing behaviour. A representative sample may also be random, but it is not necessarily so. Choosing a representative sample minimises the risk that the sample will be biased due to known causes, whereas a random sample minimises the risk that the sample will be  biased due to unknown causes.

The specification of research to be undertaken. It generally contains details about the methodology, sample, geographic focus, data collection approach, data analysis methodology and the format of reporting.

Someone who takes part in market research. Also known as a Participant.

In a market research facility, the room where the respondents or participants sit, as distinct from the Observation room which is where clients and researchers sit to observe participants’ behaviour.

The number of successfully completed interviews or returned questionnaires expressed as a percentage of the original sample size.

Retail and shopping market research revolves around wholesaling, e-commerce and the retail trade. Retail and wholesale businesses may wish to conduct research to assess customer perceptions of a new product or review the in-person or online shopping experience through shop-alongs or user testing. FieldworkHub has extensive experience of retail research, from running consumer face-to-face shop-alongs in brick-and-mortar stores in Switzerland and focus groups assessing the brand perception of retail chains to B2B interviews about pop-up stores in the UK and focus groups with independent retailers of mobile services.