Time to understand the language

The Words of Market Research

Get through market research vocabulary. Understand the jargon and get things done!


Search for glossary terms (regular expression allowed)
Term Main definition
Re-Contact Studies / Waves

Multi waves studies are projects with different waves and with the same group of respondents contacted several times. Respondents answer one survey and are re-contacted after a certain period of time (weeks, months). It is aimed to study the dynamics in respondent's behaviours.


Usually, when the project is finished, recommendations are been made. It results from the insights gathered from the market research project and its findings. It helps to understand the consumer's needs better. Recommendations are usually for the client to improve his service or product.

Recontact study

A Recontact Study is a study where participants are being re-contacted for a follow up survey. It can apply to Product Testing or similar surveys where participants have to be contacted for follow-up questions after testing a product for example.

Also see: Product Testing

Representative Sample (random)

A sample of the population, which matches the representation of the country or specific population. For example, in a given country, there will be guidelines to get a certain percentage of males versus females, the same applies for age and so on. The goal here is getting a balanced representation of the country's population or a group supposed to represent your typical audience. ( consumers, visitors, subsribers...). Without a representative sample; data and research may be affected by a sampling bias with too much weight allocated to one specific group or respondents.

Also see: Quota sample, Booster

Research Sample

A group of respondents in a quantitative study, representing a certain population and preselected according to criteria fitting the target audience. The results of answers given by the sample are the base for forwarding answers to the research objectives. Research sample falls within two categories: representative and non-representative.

Also see: Booster, Population

Response Rate

When a survey is being sent or exposed to a panel of respondents, the response rate is the ratio of people clicking on the survey link and starting the survey. To make sure you have a high response rate, the invitation must be appealing and attractive. This will also be impacted by incentives or rewards given, frequency of sendouts, if the survey is accessible from all devices, moment of the day, week or month where the survey invitation is sent.

Also see: Reward


Money, Vouchers, Cash, Entries, Cinema Tickets, Points are various rewards (also called incentives) used to thank a participant for the time he has taken to complete a survey or participate in a project. Incentives are a way to boost a response rate too and to keep a well maintain and engaged access panel.

Also see: Response Rate

Get better responses. Faster

With TGM, you have more than 120 markets and multiple local teams helping to execute your global project

TGM Academy aims to educate on the transformative potential of market research and insight technology. On this website, you'll find articles covering everything from research design, sample selection to analysing results.

Connect with us on Social Media:

© 2022 TGM Academy, Copyright © TGMResearch