Research Trends: Respondent Cooperation
The growing concern with privacy is leading many customers to limit their participation in a company's research activities.
Respondent Fatigue:
During a lengthy research project respondents can lose interest sometimes providing invalid responses.
Respondent
A respondent is any individual or company from or about whom data is collected or is approached for interview.
Salutation
The addressing of a mailer to a particular individual, e.g. Dear Mr White.
Respondent
The person who is interviewed. No matter what type of survey is being conducted, the person being interviewed is always called the respondent.
Respondent Fee
See Cooperation Fee.
Respondents can simply hang up
Interviews tend to be a lot shorter
Visual aids cannot be used
Researchers cannot behavior or body language ...
respondent A person who is asked for information using either written or verbal questioning, typically employing a questionnaire to guide the questioning.
roles The behavior that is expected of people in standard situations.
Surveys in which respondents' answers to a questionnaire are recorded by interviewers on the phone
Test marketing ...
the inclination of respondents in a marketing research survey to give the answer that they believe the interviewer wants to hear
response elasticity
a measure of the degree to which individuals or groups respond to a marketing program ...
Personal Interview a face-to-face meeting with a client, job applicant, buyer, marketing research respondent, etc.
Qualify In business-to-business, a process whereby respondents to an ad or a mailing are determined (usually by a telephone interview) to be worth a salesman's time and attention.
Dichotomous question: Questions which limit the responses of the respondent eg YES/NO.
Direct marketing: The process of sending promotion material to a named person within an organisation.
' In conventional paper and pencil surveys, one question might ask if the respondent has shopped for a new car during the last eight months. If the respondent answers 'no,' he or she will be asked to skip ahead several questions-e.g.
Read over the testing guidelines that were given to the survey respondents or administrators. If the surveys were done by mail, these are the instructions that came with the questionnaire.
While over 90% of surveyed respondents use e-mail marketing as part of the integrated marketing communication mix (Inbox Marketer, 2005), ...
Respondents are taken through a publication page by page and asked a series of questions to determine whether or not he/she (i) remembered seeing or reading each advertisement, (ii) accurately recalled the product or brand and ad referred to, ...
Copy Testing - the pre-testing of advertising copy for print advertisements, usually by giving respondents a portfolio of dummy advertisements in a magazine format and asking them to recall copy points; or the post-testing of advertising copy, ...
A measure of advertising effectiveness in which a sample of respondents is exposed to an ad and then at a later point in time is asked if they remember the ad. Ad recall can be on an aided or unaided basis.
It is high for petrol, for example: about 80% of respondents (BBDO survey) see no real difference between brands. By contrast, brand parity for cars is low: only about 25% of respondents say that one make is much the same as another.
a question which allows a respondent to provide a short specific response, e.g. yes or no, six, Ford, red
closing
the act of gaining a commitment to the next step, be that a subsequent meeting or a purchase decision from a buyer ...
Non-Response Error - The error in a sample survey resulting from the failure to obtain information from a designated respondent for any reason. To the extent that respondents and non-respondents differ, a bias is created in the survey results.
...
Unaided recall A research method in which a respondent is given no assistance in answering questions regarding a specific advertisement. Unfair advertising Advertising that is likely to harm the consumer.
Open-ended questions: market research questions which do not offer a respondent a list of alternative answers. The respondents are encouraged to answer spontaneously and to enter into explanation of their answers.
A specialised type of interview in which respondents are interviewed while they shop in a retail store. The interview technique combines questioning and observations.
Account management ...
Disguised Survey A technique in which the respondent is not told the real purpose of a research study.
Distributed Promotion Effort Used by retailers that promote throughout the year.
Personal Surveys - A one-on-one, in-person survey between a respondent and interviewer. Popular in public places such as shopping malls.
Poll - Asking a group of the population how they feel about a particular topic.
In most cases, when the quantity is up, the quality of the respondents is down and vice versa.
CR - Conversion Rate/ Ratio - The percentage of respondents to an ad, or readers of a sales message that complete the action desired (usually making a purchase).
Typically the ad is 'clickable' and redirects the respondent to a specific web page. Banner ads are typically priced per impression (cost per impression or CPI), per thousand impressions (CPM) or per click (CPC).
Definition: A document that is used to guide what questions are to be asked respondents and in what order, sometimes lists the alternative responses that are acceptable.
Marketing Glossary ...
BrandLift - A measurable increase in consumer recall for a specific, branded company, product or service. For example, brand lift might show an increase in respondents who think of Dell for computers, or WalMart for "every household thing.' ...
The system can, with great accuracy, discern an answering machine from a human voice and will instantly connect a respondent to a CSR. If there is no answer or a busy signal, the computer will know to redial later.
We need to be less credulous about the way we read research reports -- just because 7 out of the 10 respondents say a product is too expensive doesn't mean 70 percent of the market think so.
 See also: Market, Research, Marketing, Product, Data
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