Market Research Glossary
Base:
The total population set upon which analysis is conducted and percentages are calculated in reports.
Demographics:
Statistics that describe a population’s quantifiable characteristics such as age, income, gender, race, ethnicity, education levels, etc.
Estimate:
A value that is projected to a population upon examination of statistical sample.
Filter:
A selection used to narrow the scope of research. This can be a population filter or a geographic filter.
Index:
An index is a numerical scale used to compare variables to one another or a base reference number. In research of consumer populations, an index typically indicates a target population’s relation to the base population for a given piece of research. An index of 100 is average, indicating the target population’s propensity is neither greater than nor less than that of the general population. An index above 100 indicates a higher propensity and an index below 100 indicates a lower propensity. For example, an index of 200 indicates the target consumer is twice as likely (or 100% more likely) than the general population.
Sample:
A group selected to study that is a representative group of a true population.
Survey Research:
A method of research to collect participant responses to facts, opinions, attitudes, behaviors and more from questionnaire results.
Study:
A term used to identify a collection or database of survey research results. A study is compiled from surveys completed by a group of survey participants over a particular period of time.
Target:
A term used to identify a particular population group to analyze. A target population can be defined by any number of variables including demographics, behaviors, lifestyles, etc.