GLOSSARY

To assist all those working in the market research and opinion industry ESOMAR maintains a comprehensive glossary of market research and marketing terms.

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Baby Boomers
Back Checking
Back Translation
Balanced Scale
Banner Format
Banner Point
Bar Chart
Base
Base Line (aka Bench Mark or Pre-Wave)
Baysian Analysis
Bench Mark
Benefit Segmentation
Best Light Phenomenon
Bias
Biased Question
Biased Sample
Bimodal Distribution
Binomial Test
Bipolar Adjectives
Bipolar Scale
Bivariate Analysis
Bivariate Correlation
Bivariate Regression
Blind Testing
Blocking Factor
Booster
Brainstorming Sessions
Branching Question
Brand
Brand Awareness
Brand Equity
Brand Essence
Brand Image
Brand Loyalty
Brand Personality
Brand Positioning
Brand Proposition
Brand Share
Branding
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
Business-to-Business Interviews
Buying Rate (aka Volume per Buyer)
BZ
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