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 if you have any suggestions of terms to add. 

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.

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.

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. 

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

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

A virtual round table discussion, held over the web.

Why do Market Research?

There’s no doubt that participating in healthcare market research is a great way to supplement your income. But many of our Panelists derive other benefits from participating in surveys or interviews. In the last issue of our quarterly e-newsletter we asked you what you enjoyed most about it (aside from the financial benefit) and 675 of you responded. Here’s what you had to say:

Poll Graph for Fall 2019 poll e-newsletter - final

You Never Write, You Never Call

In 2019 there were 18,943 of you who participated in online, telephone, or in-person studies with Reckner. Thank you for being an active member of Reckner’s esteemed Healthcare Panel.

Doctor On Phone Shocked Stock Photos- Pictures - Royalty-Free Images - iStock 1-27-2020 5-07-05 PMSome of you may be thinking, “Well, I would have participated if I had received an email or call.” And we believe you!

Here are some common reasons why you may not be receiving invitations or as many as you would like, and some things you can do to increase your chances.

  1. Whitelist: On your end, be sure you have whitelisted (safe senders list) and since that is the domain from which we send study invitations. We don’t want to end up caught in your spam filter.

  2. Update contact information: We use email, telephone, and occasionally snail mail to recruit for studies. If you have any changes to your email, phone number, or address, please send that along to

  3. If the telephone number you gave us is an office number, be sure those answering the phone know to pass a call from Reckner on to you. For online surveys, you will likely receive an email. For phone or in-person interviews, we will likely call you.

  4.  Some specialties are more in demand than others. Please note that if there are no surveys available for your area of specialty, you will not be contacted. Be patient and eventually, you will receive an invitation.

Celebrating Evelyn Morawski

Evelyn's going away party
Pictured L-R: Lexy Frazier, Jason Gamber, Evelyn Morawski, David Reckner, and Linda Diehl.

For those of you on the Healthcare Panel who have interacted with our survey recruiters, you will likely have spoken to Evelyn Morawski, who retired in December after 24 years of service. The staff gathered on December 11 to surprise Evelyn with a luncheon and cake. We wish her well in her well-deserved retirement. 

If you follow Reckner Healthcare on social media you have probably seen posts about multiple staff members celebrating double-digit anniversaries. Perhaps this is the result of being a family-owned and operated business for the past 30 years, or at the very least, a testament to a positive work environment and committed employees!