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.
The base is the required number of interviews to be completed.
Back Translation is a validation process where a survey is first translated into another language and then translated back into the original language by a different person. The objective is to ensure that the original translation is accurate.
Back Checking: see validation.
Awareness is a measure of respondents’ knowledge of an object or an idea. There are two main measures of awareness: spontaneous (or unaided) and prompted (or aided) awareness.
Average Opportunities: see frequency.