GLOSSARY

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

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z

Baby Boomers
Back Checking
Back Translation
Balanced Scale
Banner Format
Banner Point
Bar Chart
Base
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
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)
Bubble Test
Business-to-Business Interviews
Buying Rate (aka Volume per Buyer)
BZ
Share |