GLOSSARY OF TERMS IN MARKET RESEARCHAccount Manager/ExecutiveGenerally the person in any company responsible for selling or promoting the services which the company has to offer. In marketing research, this is typically the person at the research company who oversees the entire research process to deliver a project which meets the clients expectations. This person would normally be the clients key contact.ACRAssociation for Consumer ResearchAided Recall/AwarenessA technique used to aid memory, something that stimulates remembering, i.e., picture, words. Reading or showing the respondent the possible answers to a specific question.AlertAny means (i.e., telephone, fax, mail) of informing a Data Collection Company of the study authorization to include the starting date, delivery of materials, quota, timing, cost, etc.AMAAmerican Marketing AssociationAnalystThe person most responsible for reviewing, analyzing and summarizing the data from a research project.Analyze/AnalysisTo review information gained from the responses of questionnaires completed for a study; to arrive at conclusions and to make the necessary decisions and recommendations on the subject being studied.Answer CardsSee Exhibit CardsAnthropomorphic or Brand Personality ResearchA research technique in which participants describe a product, service or brand in terms of a human being with personality traits so that the participants feelings about the object/brand can be determined. Also called Brand Personality Research.Based on the premise that brands can have personalities in much the same way as humans, Brand Personality describes brands in terms of human characteristics. Brand personality is seen as a valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people. Much of the work in the area of brand personality is based on translated theories of human personality and using similar measures of personality attributes and factors.In todays market, the value of brand equity cannot be overestimated. The value that is added to a product by its brand name is of critical importance. While the building of a brand personality rests in the hands of those in marketing and advertising, the identification of the consumers perception of brand personality requires the tools of marketing research. A large part of such research might utilize psychographic techniques to expose emotional associations that are relevant to the consumer. From this research should emerge a host of perceived and actual product personality traits that are unique to a particular brand.APAAmerican Psychological AssociationARFAdvertising Research FoundationASAAmerican Statistical AssociationAttemptEvery contact with a potential respondent; whether, or not, anyone is actually reached and whether, or not, a completed interview results.Attitude ResearchA survey conducted to obtain information on how people feel about certain products, ideas or companies.AttributeA word or phrase used to describe the idea, product or object being evaluated.AuditThis word has two (2) definitions in the marketing research industry. The first is often referred to as a Store Audit. This is a method used to determine the number of units of a product sold in stores. It is the counting of units of specific products on the shelves in a store, along with knowledge of the number of products ordered and stocked. The second definition is often referred to as a Project Audit. This is the act of visiting a project site to ensure all specifications are being met and procedures are being followed.Awareness (Recall)A measure of a respondents knowledge of a particular product, company, service or commercial. Categories of awareness or recall often employed in marketing research include “top of mind awareness,” “unaided awareness,” and “aided awareness.” BaseThe required number of interviews requested to be completed.Bench MarkA study conducted to obtain a snapshot or reading of current conditions prior to some change in market conditions or the introduction of some test conditions. These results are then used as a standard for comparison. Often used to refer to the first study in a series of like studies to be conducted over time at some regular interval.Biased QuestionsQuestions which are phrased or expressed in such a way that they influence the respondents opinion. They may provide information which leads the respondent to consider the subject in a specific way. Bias may be introduced through verbal or facial expressions, body language, or by paraphrasing questions.Biased ResponsesAn untrue statement of an opinion or attitude given by the respondent. This biased or untrue reporting can be conscious or unconscious.Biased SampleA sample that is not representative of the Universe of the targeted audience.BidEstimated costs associated