Market Research Glossary - M
Mail Panel
A type of consumer panel where participants have agreed to complete a limited number of mail surveys each year. The household classification data of the participants is known in advance, which allows a client to select a sample of respondents with whom to conduct a survey. Mail panels can be local or national in scope.
Mail Survey
A survey where respondents are asked to complete a questionnaire (unaided) and return it to the sender either by post or e-mail. The respondents may or may not be recruited in advance of the survey.
Main Testing Effect - see Pre-Testing Bias
Mall Intercept Interview - see Intercept Interview
Mann-Whitney U Test
A test that compares the location of two populations, based on samples from each population. The variables used are measured on an ordinal scale.
Market
The geographical area or areas in which a research project takes place, eg part or all of a country, or part or all of a city.
Market Research
Which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organisations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making. The identity of respondents will not be revealed to the user of the information without explicit consent and no sales approach will be made to them as a direct result of their having provided information.
(As defined in the ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH)
Market Share - see Brand Share
Market Test - see Test Marketing
Marketing Decision Support System
A type of marketing information system where decision makers can make particular requests for information that may not be part of the existing on-going reports.
Marketing Information System
A set of formal procedures for collecting and analysing data from all sources and disseminating information regularly to marketing decision makers.
Marketing Research
As defined by the American Marketing Association: The systematic and objective identification, collection, analysis and dissemination of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.
Matching
The organising of experimental units into test and control groups so that they share some particular characteristics that are relevant to the research.
Maturation Error
Maturation Erroroccurs in experiments when there is a gradual change in the dependent variable over time that is not caused by the independent variable, eg participants’ knowledge levels increasing over the period of an experiment.
Mean (aka Arithmetic Mean)
A summary measure of central tendency that is equal to the sum of a set of values divided by the number of values in the data.
Measures of Central Tendency
Measures that describe the centre of a distribution. Examples of measures of central tendency are: mean, median and mode.
Measures of Location
Statistics that describe the location within a data set. Examples of measures of location are the 25th percentile or the largest value. The mean, median and mode are also examples of measures of location (in addition to being measures of central tendency).
Measures of Shape
Skewness and kurtosis that describe the outline of a distribution.
Measures of Variability (or dispersion)
Measures of variability (or dispersion) are those that indicate the spread of a distribution. Examples of measures of variability are: range, interquartile range, variance, standard deviation and coefficient of variation.
Measurement Scale
A device that assigns numbers to objects, events or people according to a set of rules.
Measurement Timing Error
Measurement timing error occurs in experiments when there are changes in the dependent variable that are caused by taking measurements at different times.
Mechanical Observation
When some form of mechanical device records the behaviour of interest, eg a people-meter recording who watches what TV programmes.
Median
A measure of central tendency that identifies the middle-point value (or 50th percentile) in a set of values when they are arranged in order of magnitude.
MEG
Moderated E-mail Group
Where a group of pre-recruited research participants are all in e-mail contact with a facilitator and the facilitator e-mails questions to them on a particular subject. At periodic intervals, the facilitator produces a summary of views and sends it to all the participants. It is similar to an online focus group in that the participants are unable to see each other therefore no visual signals can be communicated, although anonymity can be assured.
Methodology
A description of the way in which the data is collected for part or all of a research project.
Metric Data
Data that can be analysed statistically, such as that from an interval or ratio scale.
Mini Group Discussion
A focus group with fewer participants (usually 4-6) than the normal 8-12.
Mode
A measure of central tendency that identifies the most frequently occurring value in a set of values.
Moderator is someone who leads (but does not influence the outcome of) group discussions and/or in-depth interviews.
Monadic Evaluation (aka Single Product Test)
A study or part of a study in which the respondents evaluate only one stimulus on its own merits and there is no comparison with other stimuli. The stimulus can be a product, a concept or an advertisement etc.
Monitor
A quality control measure that may involve observing, auditing and checking the interviewing to ensure that the required procedures are followed and to give feedback and instruction to the interviewers. Monitoring is one means of validating or giving assurance that data is collected from qualified respondents who are interviewed under prescribed conditions. Monitoring can be done in person for face-to-face interviews or by phone for telephone interviews.
Mono-polar Scale - see Stapel Scale
Mortality Error
Mortality error occurs in experiments when changes in the dependent variable are caused by experimental units no longer being part of the experiment.
Motivational Research
Qualitative research that examines the relationship between the "personality" of the consumer and the "personality" of the product. It can involve research techniques that have been borrowed from psychological analysis. It is used to uncover conscious and/or subconscious attitudes that participants either may be unaware of and/or they would not normally reveal when questioned directly.
Moving Average
The mean of a series of measurements that have been taken over a period of time. Moving averages can be used to eliminate a seasonal bias in some data.
MRA
Marketing Research Association
A professional society based in the US, for those who are involved or concerned with marketing and opinion research. Its mission is to promote excellence in marketing and opinion research by providing members with a variety of opportunities for advancing and expanding their marketing research and related business skills and to act as an industry advocate with appropriate government entities, other associations and the public.
The address is:
1344 Silas Deane Highway,
Suite 306, Rocky Hill,
CT 06067-0230
MRS
Market Research Society
A professional society based in the UK, for those who are involved or concerned with marketing and opinion research.
The address is:
15 Northburgh Street
London, EC1V 0AH
Multi-Client Research - see Syndicated Research
Multi-Collinearity
A state of high intercorrelations among independent variables.
Multi-Dimensional Scaling
A perceptual mapping technique that represents perceptions and preferences of respondents as a spatial map. The axes of each map are the underlying dimensions that respondents use to form their preferences and perceptions.
Multi-Item Scale
A measurement scale that gathers opinions about an object on a number of dimensions and the data can be collated to produce a combined rating. The dimensions used can come from secondary sources and/or qualitative research. The intended use of the resulting data will also determine which dimensions are included in the scale.
Multi-Stage Sample
A sample that is selected in stages, where the sampling units at each stage are sub-samples from the previous stage.
Multiple Answers
When more than one answer is acceptable for the same question.
Multiple Choice Questions
Questions that ask respondents to select one or more alternatives from a set.
Multiple Cross-Sectional Design
A type of research design where two or more samples are drawn from a population of interest, each sample being only drawn once.
Multiple Regression Analysis
A technique for developing mathematical relationships between two or more independent variables and an interval-scaled dependent variable.
Multiple Response Question
A question where respondents can provide more than one answer, eg by checking more than one item on a list.
Multiple Time Series Design
A type of quasi-experimental design where a series of periodic measurements is taken from two groups of test units (an experimental group and a control). The experimental group is exposed to a treatment and then another series of periodic measurements is taken from both groups.
Multi-Variate Techniques
Forms of statistical analysis that are used where there are two or more dependent variables to be analysed simultaneously.
Mutually Exclusive Categories
Categories are mutually exclusive when objects can be placed into one category and no other.
Mystery Shopping
A type of observation study where someone is sent into a business location to act in the role of a customer to evaluate the performance of a business or an employee.
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