Cost per Interview is determined by dividing the total budget for a project by the number of completed interviews.
Correlation is the existence of a relationship between two variables (which may or may not be a causal relationship – correlation on its own does not infer causality).
Copy Testing is a method of determining the degree of understanding, impact, awareness, and believability that an ad may generate. Respondents are shown the ad, then they are questioned about their opinions.
Consumer Survey is an investigation of the behavior, preferences, attitudes, or opinions of a target group sample, collected through a questionnaire.
Consumer Satisfaction Surveys are studies that aim to determine consumers’ opinions about the quality of goods and services offered by a business. They can include qualitative and quantitative research techniques.
Consumer Panel (aka Panel) is a group of selected research participants who have agreed to provide pre-designated information at regular specified intervals over an extended period of time. The information may be on purchasing, media consumption, or lifestyle activities.
Conjoint Analysis (aka Trade-Off Analysis) is a research technique that aims to describe how consumers make complex decisions by assuming the decisions are based on a number of factors considered jointly (hence the name) and they trade off some factors for others. The technique requires participants to choose a limited number of attributes from a […]
Confidence Level (aka Confidence Coefficient) is a percentage (usually 95%) that reflects the degree of certainty that the true value lies within the confidence interval. It is the minimum probability of not rejecting a true null hypothesis (committing a Type I error) and is equal to one minus the significance level.
Concept Testing is the investigation of potential consumers’ reactions to a proposed product or service.
The concept is a description of a proposed product or service consisting of attributes and benefits. Concept Board is a board with a written description of a product idea or positioning, often accompanied by an illustration that is shown to respondents.