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The Words of Market Research

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Term Main definition
Mailing Questionnaire

A written questionnaire delivered to respondents by mail. Respondents have to answer the questionnaire and send it back, thanks to a pre-paid return envelope. A letter of Introduction is attached to it along with the instructions. An incentive can be added to get a better response rate.

Also see: Segmentation Studies

Micro surveys

Micro survey is a term used to define a short and simple survey that take less than 5 minutes to complete. Micro surveys are very often used for incidence check or a screenshot of a market/ product/service.

Mobile Survey

A survey that is mobile-friendly, ready to be taken on a smartphone device. It helps to reach a larger sample size as not everyone is sitting behind a laptop and people are more accessible through their smartphones.


A researcher guiding a group of respondent in a group discussion. He usually animates the Focus Group. The moderator writes the final report too. He is essential to the research process.

Also see: Discussion Groups (FGI), interviewer

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