Market Research Terms of Art

As is common with all fields, market researchers have their fair share of terms of art. We took a moment to define ones we most often use, and hope you find this glossary of market research terms useful. Email bandrachick@reckner.com if you have any suggestions of terms to add. 

Dyad
A study that includes two respondents and one interviewer. This can be in person, virtually, or by telephone.

Focus Group (FG)
A round-table discussion with several respondents, led by a trained interviewer called a moderator.

Honoraria, Incentive, Payment
There are many ways that market research companies refer to payments made in exchange for time and expert opinions. At Reckner we tend use the words Honoraria or Incentive.

One-on-One Interview/In-depth Interview (IDI)
Individual in-person interviews:  one respondent, one interviewer. Subject or issues are explored in great detail.

Panel
A survey panel is a collection of people who have agreed to receive invitations to market research studies. Researchers rely on market research companies to maintain a cohort of qualified and available respondents for studies. Reckner has one of the most respected and esteemed Healthcare Research Panels in the field.

Patient Chart Research
A health care professional reviews actual patient files, but anonymizes the data for either an online or telephone survey/interview. This methodology is useful for researchers as it is based on real-life cases, not hypothetical scenarios.

Qualitative Research
Obtains data through open-ended and conversational communications, often focusing on why people think what they think.

Quantitative Research
Involves the use of statistical and mathematical tools to derive results. It focuses on quantifying results of queries and seeks to understand how prevalent something is by looking for projectable results to a larger population.

Screener
Generally, before being accepted into a market research study, respondents are asked some questions, via a screener, to assure that the sample group includes all of the criteria a client is looking for. Some of these factors include geographic distribution, quotas of particular specialties, specific years of experience with a particular disease, or any number of factors deemed necessary to obtain the appropriate representative spread of respondents.

Teledepth Interviews (TLD or TDI)
The most common types of qualitative research. Conducted over the telephone. 

Triad
Three respondents and one interviewer. In person, virtually, or by telephone.

WATI
A web-assisted telephone interview in which a respondent uses both a computer and telephone.

VRT
A virtual round table discussion, held over the web.

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