MARKET RESEARCH GLOSSARY - B |
Baby Boomers
People who were born between 1946 and 1964.
Back Checking - see Validation
Back Translation
A validation process where a survey is first translated into another language and then translated back into the original language by a different person. The objective is to ensure that the original translation is accurate.
Balanced Scale
A scale with an equal number of favourable and unfavourable categories.
Banner Format
A style of data tabulation where the responses from each sub-group are listed for each question in the survey.
Banner Point
A column heading in banner format tabulations and corresponds to a particular sub-group of the sample. It is usual practice to have the independent variables as banner points.
Bar Chart
A type of graph where the data is displayed in the form of bars that can be arranged vertically or horizontally.
Base
The required number of interviews to be completed.
Base Line (aka Bench Mark or Pre-Wave)
The result of a 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. The result is then used as a standard for comparison with subsequent studies.
Baysian Analysis
A mathematical procedure based on decision theory that aims to estimate the value of a market research project.
Bench Mark - see Base Line
Benefit Segmentation
The dividing of potential consumers into sub-groups according to the benefits sought.
Best Light Phenomenon
When respondents bias their answers in a market research project so that they can then appear in the best possible way to those who are looking at the responses.
Bias
A general term referring to the inaccuracy in a research study caused by non-sampling errors.
Biased Question
A question that is phrased or expressed in such a way that it influences the respondent’s opinion. Such questions may provide information that leads a respondent to consider the subject in a specific way. Bias may also be introduced through verbal or facial expressions, body language or by paraphrasing the original question.
Biased Sample
A sample that does not contain units in the same proportion as the population of interest.
Bimodal Distribution
A frequency distribution with two modes.
Binomial Test
A statistical test of dichotomous data (where there are two possible outcomes) to check whether the research data is significantly different to what would be expected.
Bipolar Adjectives
Two opposing adjectives that define the opposite ends of a scale (such as a Semantic Differential Scale).
Bipolar Scale
A type of scale whose extremities are defined by two opposing adjectives.
Bivariate Analysis
The analysis of a relationship between two variables.
Bivariate Correlation - see Product Moment Correlation Coefficient
Bivariate Regression
A procedure for deriving the equation that relates a single metric dependent variable and a single metric independent variable.
Blind Testing
The testing of products with potential consumers where brand names, packaging and other identifying items have been removed.
Blocking Factor
The relevant external variable that is used to group (or block) experimental units into groups so that the experimental group and the control group are matched.
Brainstorming Sessions
A creative method of coming up with new ideas or solutions to a problem by generating a large number of ideas without subjecting them or the person who suggested them to critical evaluation. They can also be referred to as "ideation sessions".
Brand
A product or service to which human beings attach a bundle of tangible (functional product and service characteristics) and intangible (emotional and/or symbolic) meanings that add value. A brand has one strategic purpose and that is to differentiate itself from competitors.
Brand Awareness
A measure or indication of the readiness with which a brand springs to mind.
Brand Equity
A term developed to describe the financial value of a brand to the bottom line profit of a business.
Brand Essence
The set of core values that define a brand. These values remain constant over time even though the executional characteristics of packaging, advertising (and other marketing variables) may change. By defining the brand essence with clarity, a brand owner creates a template against which all marketing and NPD activity can be developed and integrated.
Brand Image
The total impression created in the mind of a potential consumer by a brand and all its functional and emotional associations. The total image can be seen as the sum of several images such as the product, user, occasion, service and personality images.
- The process, which may take decades, by which a brand comes to have added values and involves long-term support by communications either above or below the line.
- The associative strength between an advertisement (usually) and a brand expressed as a positive or negative relationship, ie "well branded" or "poorly branded".
Brand Loyalty
A general term used to describe the extent to which consumers buy or use a brand in preference to other brands. In practice consumers often buy or use several brands, therefore brand loyalty is a relative measure.
Brand Personality
An expression of the fundamental core values and characteristics of a brand, described and experienced as human personality traits, eg friendly, intelligent, innovative etc. It is an expression of the relationship between the consumer and the brand.
Brand Positioning
The location of a brand in relation to its competitors in some pre-defined space. The space may be defined by criteria used by consumers, such as "value for money" or "age of consumer" etc.
Brand Proposition
A sentence or phrase that encapsulates the brand benefits, eg a brand with technical superiority or a brand that guarantees next-day delivery. Often a brand benefit is translated into an end-line that becomes part of the brand communication on advertising, packaging or promotions, eg "the world's favourite airline".
Brand Share
The percentage of sales of a specific product category that are accounted for by one brand. Brand shares can be expressed in terms of the sales value or the volume of units sold.
Booster
Additional interviews involving a particular sub-group of a sample to ensure there are sufficient members of the sub-group in the resulting sample.
Branching Question - see Skip Pattern
Brief (aka Briefing)
Can have two similar meanings in the context of marketing research:
- A Brief can be a statement (usually in writing) of a business problem that could be alleviated by conducting some marketing research. Briefs are normally written by a client company for a research supplier and they usually have a background and an objectives section. A suggested methodology section can also be included.
- A Briefing can be a training session prior to starting work on a study in which all specifications and details of the study are reviewed. This is generally followed by practice (or pilot) interviews where they are being used.
Bubble Test - see Thematic Apperception Test
Business-to-Business Interviews - see Executive Interviews
Buying Rate (aka Volume per Buyer)The average volume purchased per buyer over the period of an analysis.
BZ
Busy
The accepted abbreviation for indicating a busy signal in a telephone survey.