Brand Associations

: Consumer opinions of brand that are generally exposed and analyzed by qualitative research.

Buying Intent

: A technique used to measure the level of which a participant intends to buy a particular product.

Categorical Data

: Responses with no numeric value to one another. Such response could be hair color, or eye color.

Category Usage

: Certain products or services among a population requiring a study. This is an incident rate for that product or service. For example, the category usage of powder laundry detergent is 40% of the population that uses laundry detergent.

Churn

: This is the amount of respondents that leave a panel during a specific time frame.

Click Rate

: A percentage measuring the amount of people that click on an ad compared to the amount of people that are exposed to the ad.

Closed-End Question

: A question that offers the respondent answers from which they must choose.

Cohort

: Those in a study with similar demographic characteristics.

Completes

: Interviews that have been completed.

Completion Rate

: A percentage representing the number of qualified respondents involved with completed interviews or surveys.

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