Surveys - Industry Lingo

To make the right business purchases, you have to know the language. Here's a guide to market research lingo.

Focus Group
A group of 8-10 people brought together to discuss a topic. The discussion is led by a moderator who asks certain questions and keeps the discussion on target. The sessions typically last two hours and are often recorded on audio or videotape. This is part of qualitative research.

Interview
Conducted as a form of qualitative primary research. Interviews will allow you one-on-one interaction with consumers to gather very accurate information. Main goals of interviews are to uncover attitudes, beliefs, and feelings.

Market Research
The collection of data about a market that can be analyzed to gather information about consumers, market trends, and market niches in order to make smart decisions for your business. Research is collected various ways, depending on your needs.

Moderator
Someone who oversees a focus group, keeping the discussion on track. A moderator can be outsourced for about $1000 per day, or you can moderate the group yourself (though effective moderators can't get involved in-or really listen to--the discussion).

Primary Research
Research conducted in order to answer a specific question and to cover gaps and unanswered questions left over from secondary research. Primary research included focus groups and surveys and can be further broken down into qualitative and quantitative research.

Qualitative Research
Research conducted to arrive at an understanding, rather than to just gather numerical data to make projections. Includes research methods like focus groups and customer visits.

Quantitative Research
Research conducted in order to collect numerical data, usually to come up with statistics and make projections. Surveys are a type of quantitative research.

Secondary Research
Secondary research is gathering information that has already been collected - including analyst reports, magazine articles, Internet content, etc. Secondary research is usually a stepping stone in market research and leads into primary research.

Survey
A common form of market research that is conducted to collect quantitative research. Surveys ask simple and specific questions and are done via email, snail mail, or phone.

Syndicated Research
Data collected on a regular basis that is sold to clients. (The Nielsen Ratings are an example of this.)

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