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| Focus group interviewing | مصاحبه گروه کانونی | Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization |
| Online (Internet) marketing research | تحقیقات اینترنتی / آنلاین بازاریابی | Collecting primary data through Internet surveys and online focus groups |
| Screening process | فرآیند غربالگری | The process which sifts out all ideas that are not feasible or desirable for organisation |
| Sample | نمونه | A trial amount of a product |
| Quota sample | نمونه سهمیه | A sample selected by giving the interviewer a quota of certain number of individuals with some specific characteristic, such as a quota to interview 50 men and 50 women |
| Simple random sample | نمونه تصادفی ساده | The process in which individual members of a population would have an equal and known chance of being selected as part of a sample |
| Systematic random sample | نمونهتصادفی سیستماتیک | The process in which researchers choose every nth (such as every tenth or fifteenth) number after starting with a randomly selected number |
| Stratified random sample | نمونه تصادفی طبقه بندی شده | A process that entails breaking the total population into strata, such as by age groups or income levels, in order to select samples within strata |
| Convenience sample | نمونه به اندازه کافی مناسب | A sample chosen at the convenience of the researcher, such as the first 100 individuals to be found who are members of a population |
| Judgement sample | نمونه داوری | A sample chosen simply by the judgement of the researcher as to which individuals would be representative of the population, and about which no statistical analyses would be appropriate |
| Single-person household | زندگی انفرادی در یک خانه | An individual who lives alone in a separate residence |
| Survey method | روش تحقیق | A research method based on data gathered by asking respondents to supply facts, opinions, or other information |
| Questionnaire | پرسشنامه | A data collection instrument that is used for all survey methods |
| Structured questions | سوالات ساختاریافته | Those questions that demand brief and specific answers |
| Unstructured question | سوالات ساختارنیافته | Questions that allow respondents a great deal of freedom and creativity in framing answers |
| Semi-structured question | سوالت نیمه ساختاریافته | Questions that include sentence completion items and word association tests |
| Statistical demand analysis | تجزیه و تحلیل آماری تقاضا | Analysis that develops relationship among marketing mix factors and environmental circumstances and sales |
| Marketing research department (agency) | بخش / آژانس تحقیقات بازاریابی | The organisation within an advertising agency which researches consumer attitudes for the client, performs demographic studies, tests the effectiveness of advertising copy or packaging, or conducts research for agency itself |
| Syndicated research services | خدمات پژوهش موازی / همزمان | The scheduled reports which spell out what consumers are buying and what is happening to a product in the market place |
| Affect referral decision rule | قانون تصمیم مرجع اثر | A type of decision rule where selections are made on the basis of overall impressions or affective summary evaluation of the various alternatives under consideration |
| Alpha activity | فعالیت آلفا | A measure of the degree of brain activity that can be used to assess an individual’s reactions to an advertisement |
| 80/20 rule | قانون 80/20 | The principle that 80 percent of sales volume for a product or service is generated by 20 percent of the customers |
| Contribution margin | محدوده مشارکت | The difference between the total revenue generated by a product of brand and its total variable costs |
| Theatre tests | آزمون تئاتر | An expensive method of judging the effectiveness of television commercials. Consumers groups are brought into theatres, supposedly to see pilots of forthcoming television series. They are asked their opinions not only of the pilots but also of the impact and effectiveness of commercials |
| Time series analysis | تحلیل سریهای زمانی | Analysis that identifies and measures repetitive influences on sales patterns over time |
| Value analysis | تحلیل ارزش | A cost-reduction program in which customers study each component of a supplier’s product to determine whether it can be redesigned, standardised, or produced more cheaply |
| Vendor analysis | تحلیل تامین کننده / فروشنده | The buying organisation’s systematic evaluation and rating of prospective suppliers |
| Work load analysis | تحلیل حجم کار | A method which establishes standards for the number of sales calls required and the time needed to make those calls |
| Contests | مسابقه | Strategy that requires consumers to compete for prizes, typically by completing some type of puzzle or stating why they like the product “in 25 words or less” |
| Cross-tabulation | جدول بندی متقاطع | The method of comparing the responses to one question with the responses to another |
| Delphi technique | تکنیک دلفی | The procedure of environmental forecasting by a group of experts who are solicited anonymously and asked to predict the likelihood and time of occurrence of significant events |
| Experimental method | تکنیک تجربی | The method based on the study of the relationship between two or more variables under controlled conditions |
| Focus group | گروه کانونی | A small number of ‘typical’ consumers who discuss their reactions to a product concept in the presence of a group leader |
| Forecasting | پیش بینی | The prediction of what buyers in a target market are likely to do under a given set of conditions, such as the prediction of how much of a product will be purchased by a particular market segment given a particular price of the product |
| Historical and quantitative forecasts | پیشی بینی کمی و تاریخی | A projection of future sales based on sales patterns and/or mathematical calculations |
| Judgement forecast | پیش بینی از روی قضاوت | The prediction rely upon the opinions of informed participants or outside consultants |
| Audiometer | شنوایی سنج | An electric measurement device that is hooked to a television set to record when the set is turned on and the channel to which it is tuned |
| Benchmark measures | معیارهای محک | Measures of a target audience’s status concerning response hierarchy variables such as awareness, knowledge, image, attitudes, preferences, intentions, or behaviour. These measures are taken at the beginning of an advertising or promotional campaign to determine the degree to which a target audience must be changed or moved by a promotional campaign |
| Prospecting | دورنما | A systematic process of identifying new buyers |
| Irregular events | وقایع بدون ساختار منظم | Random events such as acts of God (e.g. earthquakes, fires, floods)./ Windfall sales contracts |
| Consumer juries | داوران مصرف کننده | A method of pretesting advertisements by using a panel of consumers who are representative of the target audience and provide ratings, rankings, and/or evaluations of advertisements |