BMRA - British Market Research Association

GLOSSARY OF TERMS
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appraisal Monitoring the effectiveness of an individual in carrying out assignments in accordance with training and instructions.

auditor In data collection, an individual who on behalf of the organisation calculates volume sales by counting in-store stock and delivery invoices.
NOTE:The term auditor is a specific term used in market research and is unrelated to auditing within business in general or assessment auditing.

CAI Data capture by means of Computer Assisted Interviewing.

CAPI Data capture by means of Computer Assisted Personal Interviewing.

CATI Data capture by means of Computer Assisted Telephone Interviewing.

client The internal or external client commissioning or contracting the project or parts of the project.

code frames The result of grouping closely similar responses used in coding open-ended questions, created through looking at a proportion of the responses in detail.

coding The allocation of codes to groups of closely similar responses recorded against open-ended questions, in order to analyse that information together with the rest of the data.

data cleaning The correction of data records to make them consistent in relation to filters and data logic.

data collection A general term covering the collection of information such as:

face to face interviewing in-home, in the street, in a central venue, at place of work;
group discussions, depth interviews;
telephone interviewing from a telephone centre;
telephone interviewing from interviewers' home;
auditors collecting in-store information;
evaluators conducting mystery shopping and client service work;
respondents completing self-completion/postal questionnaires;
through electronic techniques.

data entry The input of questionnaire information into electronic format ready for survey analysis.

data preparation A general term covering coding, data entry and editing/data cleaning that prepares data for analysis.

Data processing (DP) Data preparation and data analysis.

DP executive/analyst The person with overall responsibility for the project during data preparation and/or data processing stages.

data record Data relating to the completed questionnaire of an individual respondent, item/transaction (ie. reportable unit).

depth interview An interview that is not confined to a structured questionnaire.

electronic data capture (EDC) Use of computers to record or assist the recording of primary research data.
NOTE: This includes CATI and CAPI versions and other methods.

editing A comparison of actual responses with possible responses, as defined by questionnaire structure and logic and then, if necessary, rejecting or amending some responses.

executive An individual responsible for running, singly or jointly, a project or parts of a project.

Field based individual In data collection, an individual who works alone without direct and full time supervision.

forced editing The application of rules specified for any data items which are deemed to be incorrect (eg. a multiple answer given when only a single answer is required).
NOTE:These rules are written as a computer program and applied to data records relating to a project.

Group discussion Two or more respondents discussing an issue collectively.

hall test Research conducted at a central venue (eg. car clinic, product testing, advert testing).

hole count(frequency count) A summary count of individual data items on the computer file.

interviewer An individual who on behalf of the organisation recruits/interviews respondents face-to-face or by telephone.
NOTE:Those who conduct depth recruitment and interviews are treated as interviewers.

logic data entry Data entry processes which are programmed for specific projects to check question skips and response range checks.
NOTE:Automatic serial numbering alone does not constitute logic data entry.

moderator An individual who is responsible for facilitating the interaction of the group discussion members, and for capturing the data generated.

MRS freephone An independent service provided to the public to verify the legitimacy of UK market research agency members.

mystery shopping Client service evaluation process involving individuals who on behalf of the organisation collect information by behaving as customers and report their findings as a way of monitoring the quality of performance.

observational research Collection of information without the involvement of a respondent.
NOTE: Excluding the processes of auditing and mystery shopping.

off-the-shelf product or methodology A research product or methodology developed and made available to meet the needs of more than one client.

organisation Market research or social research body.

price quotation Response to a client enquiry that is a priced response for specified work.
NOTE:This may reference the research design of another project.

proposal Response to client enquiry for work which includes some element of research design.

recruiter An individual who on behalf of the organisation recruits respondents for depth interviews or group discussions.
NOTE: Those who conduct depth and group recruitment are treated as recruiters if they do no other type of work.

remote listening-in In data collection, a method of validating the authenticity of responses and quality of interviewing in the telephone centre by the manager or supervisor listening to both sides of an operator's calls.
NOTE:This may be by using monitoring equipment of voice recording media.

research universe The scope of population segment included in the survey.

second person review A review carried out by a second suitably (or similar) skilled individual to confirm the research objective can be met by the proposed design.

signed-off A record kept on file confirming that the specified action(s) have been carried out, by whom, and on what date.

simple data entry Data entry process containing no in-built logic checks.

specialist interviews Specifically related to executive/business to business/ medical/specialist samples or depth interviewing.

supervisor An individual who on behalf of the organisation undertakes at least one of the following data collection tasks:

interviewing and selecting new recruits;
training;
appraisals/accompaniments;
allocating work/progress chasing and/or project and quota control.
NOTE:1If an individual only validates data collection work they are not deemed to be a supervisor.
NOTE:2An individual employed full or part-time as an office-based member of staff is not deemed to be a supervisor.

supplier An individual or organisation that provides products or services that have an impact on the services delivered to the client by the research organisation.

telephone centre A central office housing a group of telephone lines used for market research recruitment/interviewing.

verification A checking process during data coding and data entry stages undertaken by a second person.

viewing labs Venues specifically arranged to accommodate group discussions.

virgin respondents Respondents who attend a group discussion for the first time.

GLOSSARY OF TERMS
Back
appraisal	Monitoring the effectiveness of an individual in carrying out assignments in accordance with training and instructions.
auditor	In data collection, an individual who on behalf of the organisation calculates volume sales by counting in-store stock and delivery invoices. NOTE:The term auditor is a specific term used in market research and is unrelated to auditing within business in general or assessment auditing.
CAI	Data capture by means of Computer Assisted Interviewing.
CAPI	Data capture by means of Computer Assisted Personal Interviewing.
CATI	Data capture by means of Computer Assisted Telephone Interviewing.
client	The internal or external client commissioning or contracting the project or parts of the project.
code frames	The result of grouping closely similar responses used in coding open-ended questions, created through looking at a proportion of the responses in detail.
coding	The allocation of codes to groups of closely similar responses recorded against open-ended questions, in order to analyse that information together with the rest of the data.
data cleaning	The correction of data records to make them consistent in relation to filters and data logic.
data collection	A general term covering the collection of information such as: face to face interviewing in-home, in the street, in a central venue, at place of work; group discussions, depth interviews; telephone interviewing from a telephone centre; telephone interviewing from interviewers' home; auditors collecting in-store information; evaluators conducting mystery shopping and client service work; respondents completing self-completion/postal questionnaires; through electronic techniques.
data entry	The input of questionnaire information into electronic format ready for survey analysis.
data preparation	A general term covering coding, data entry and editing/data cleaning that prepares data for analysis.
Data processing (DP)	Data preparation and data analysis.
DP executive/analyst	The person with overall responsibility for the project during data preparation and/or data processing stages.
data record	Data relating to the completed questionnaire of an individual respondent, item/transaction (ie. reportable unit).
depth interview	An interview that is not confined to a structured questionnaire.
electronic data capture (EDC)	Use of computers to record or assist the recording of primary research data. NOTE: This includes CATI and CAPI versions and other methods.
editing	A comparison of actual responses with possible responses, as defined by questionnaire structure and logic and then, if necessary, rejecting or amending some responses.
executive	An individual responsible for running, singly or jointly, a project or parts of a project.
Field based individual	In data collection, an individual who works alone without direct and full time supervision.
forced editing	The application of rules specified for any data items which are deemed to be incorrect (eg. a multiple answer given when only a single answer is required). NOTE:These rules are written as a computer program and applied to data records relating to a project.
Group discussion	Two or more respondents discussing an issue collectively.
hall test	Research conducted at a central venue (eg. car clinic, product testing, advert testing).
hole count(frequency count)	A summary count of individual data items on the computer file.
interviewer	An individual who on behalf of the organisation recruits/interviews respondents face-to-face or by telephone. NOTE:Those who conduct depth recruitment and interviews are treated as interviewers.
logic data entry	Data entry processes which are programmed for specific projects to check question skips and response range checks. NOTE:Automatic serial numbering alone does not constitute logic data entry.
moderator	An individual who is responsible for facilitating the interaction of the group discussion members, and for capturing the data generated.
MRS freephone	An independent service provided to the public to verify the legitimacy of UK market research agency members.
mystery shopping	Client service evaluation process involving individuals who on behalf of the organisation collect information by behaving as customers and report their findings as a way of monitoring the quality of performance.
observational research	Collection of information without the involvement of a respondent. NOTE: Excluding the processes of auditing and mystery shopping.
off-the-shelf product or methodology	A research product or methodology developed and made available to meet the needs of more than one client.
organisation	Market research or social research body.
price quotation	Response to a client enquiry that is a priced response for specified work. NOTE:This may reference the research design of another project.
proposal	Response to client enquiry for work which includes some element of research design.
recruiter	An individual who on behalf of the organisation recruits respondents for depth interviews or group discussions. NOTE: Those who conduct depth and group recruitment are treated as recruiters if they do no other type of work.
remote listening-in	In data collection, a method of validating the authenticity of responses and quality of interviewing in the telephone centre by the manager or supervisor listening to both sides of an operator's calls. NOTE:This may be by using monitoring equipment of voice recording media.
research universe	The scope of population segment included in the survey.
second person review	A review carried out by a second suitably (or similar) skilled individual to confirm the research objective can be met by the proposed design.
signed-off	A record kept on file confirming that the specified action(s) have been carried out, by whom, and on what date.
simple data entry	Data entry process containing no in-built logic checks.
specialist interviews	Specifically related to executive/business to business/ medical/specialist samples or depth interviewing.
supervisor	An individual who on behalf of the organisation undertakes at least one of the following data collection tasks: interviewing and selecting new recruits; training; appraisals/accompaniments; allocating work/progress chasing and/or project and quota control. NOTE:1If an individual only validates data collection work they are not deemed to be a supervisor. NOTE:2An individual employed full or part-time as an office-based member of staff is not deemed to be a supervisor.
supplier	An individual or organisation that provides products or services that have an impact on the services delivered to the client by the research organisation.
telephone centre	A central office housing a group of telephone lines used for market research recruitment/interviewing.
verification	A checking process during data coding and data entry stages undertaken by a second person.
viewing labs	Venues specifically arranged to accommodate group discussions.
virgin respondents	Respondents who attend a group discussion for the first time.