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Cell refers to a sub-sample of respondents in a research study.
CAWI is computer-aided web interviewing, where respondents complete a web site (or HTML) survey and some computer software, presents each question only after the previous question has been completed. Subsequent questions can be tailored to previous question answers, enabling sophisticated routing plans to be used in these surveys.
CATI is computer-aided telephone interviewing where the responses are keyed directly into a computer and administration of the interview is managed by a specifically designed program. The program checks for invalid responses and will not accept responses outside prescribed limits, hence subsequent editing and keying in of data are avoided.
CAPI is computer-aided personal interviewing, where the responses in a personal interview are keyed directly into a computer and the administration of the interview is managed by a specifically designed program. The program checks for invalid responses and will not accept responses outside prescribed limits, hence subsequent editing and keying in of data are avoided.
Call-back (aka Recall Interview) is a repeat telephone call to a potential respondent to see if they can participate in a survey.
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 […]
Booster refers to additional interviews involving a particular sub-group of a sample to ensure there are sufficient members of the sub-group in the resulting sample.
Blind Testing is the testing of products with potential consumers where brand names, packaging, and other identifying items have been removed.
BenchMark: see baseline.
Base Line (aka Bench Mark or Pre-wave) is 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.
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