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The Words of Market Research

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Term Main definition

Computer-Assisted Personal Interviewing) a quantitative research technique, where a PC (usually a laptop) or a device (smartphone, tablet) makes part of the interview scene, with specialized software assisting with the interview. It can be used with the help of an interviewer in malls, theatres or other locations. With CAPI, an interviewer reads out the questions that he sees on his screen and then pushes in the answer - which is stored in computer memory.

Card Sorting

Card sorting methodology requires a group of expert participants helping to structure some information and group different topics together in a logical way. Card sorting is very often used to develop a website or app to create the perfect flow. (ex: for a fashion e-commerce website, shall we sort products by size, brand, type, price, color...?)
In a typical project, 15 users will be needed and 30 users will be required in a larger project.


Computer-Assisted Telephone Interviewing is a quantitative method where the respondent will receive a phone call and answers will be collected by the interviewer over the phone and entered into PC memory.. CATI projects are run from a professionally equipped CATI studio, where there will be equipped interviewers. They will call the respondents selected for the study and administer standardized questionnaires to them. The computer system will supervise those interviews.

See also: CAWI


Charting stands for the action of realizing graphics and charts to illustrate some data for analysis purposes and forecasting in a dedicated market. Charting is usually used to build reports for clients after the research has been completed to help with decision making. It can be used to compare prices, market shares.

Also see: Automated Dashboard


A computer program to have a conversation with a participant. The chatbot replies automatically to the participant depending on the answer given. It is also a perfect example of how a machine can replace a human.

Closed ended

Closed ended question is a question where the respondent can only choose between a certain number of answers or predefined list. It is limited in terms of choices. The respondent chooses to select what best reflects his thoughts.

Also see: Open ended

CLT (Central Located Test)

This is a type of Qualitative Research where participants gathered in a centralised location in order to test products which are different than testing it at home. Data will be collected and analysed. The Central Located Test is usually located in the city center of a town.

Codeframe shows how the verbal words or open answers from an open question have been translated into verbal words. It helps with the simplification of answers to open ended questions and quantify answers. (ex: 28 respondents mentionned something about"Price", 17 talked about "Quality"...)

Creating a code frame allow to group verbatim and open ended answers by different topics. Thanks to this, open answer can be quantified for further analysis.
Also see: Open ends

A concept presents an idea, a product or service for the public to test. This is most of the time presented as a quick video or image and represents information about a given product or service which will be subject to analysis at a later stage. A concept is used when it is not feasible to show anything tangible.

Also see: Tests

CPA (Cost-per-Acquistion)

It refers as "Cost Per Acquisition" which explains the cost used to recruit converted leads (participants in research, leads to join an access panel...). CPA using channels such as marketing campaigns or acquisition campaigns.

Also see: CPI (Cost-per-Install),CPI (Cost-per-Interview), Digital Acquisition

CPI (Cost-per-Install)

It refers as "Cost Per Install" which defines the Cost for any app installed by a lead in order to test or complete this app for research purposes. It is used to test an app that is not launched yet to validate the concept or business model behind it.

Also see: CPA (Cost-per-Acquistion)

CPI (Cost-per-Interview)

Cost Per Interview defines the cost per survey of a project. It is the flat price a company pays to get qualified respondents to a survey or a project.

Also see: CPA (Cost-per-Acquistion)

CPM (Cost-per-mil)

Cost Per Mil (or cost per thousand) is the cost for 1000 presented advertisements on one webpage. It is mainly used in the advertising world. If a website publisher does charge $1.00 CPM, then an advertiser will pay $1.000 for every 1,000 impressions he will make.


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