Research Design

I - RESEARCH DESIGN AAU (Awareness, Attitude and Usage) Study: A quantitative survey to measure consumer awareness, attitudes, and
product usage for a product category and/or brand. These same measurements can often be incorporated into tracking studies.
Ad Concept Testing: Survey research to measure reactions of target audience consumers to

early-stage versions of different ads.
Ad Hoc Study: A study designed to address a specific problem or issue. Custom Research
tends to have the same meaning.
Ad Positioning Test: Research to identify the best positioning for a brand to use in its
advertising.
Ad Statements Test: Survey research to screen and evaluate many different advertising
themes or messages. Learn More
Advertising Tracking Research: Telephone or Internet surveys to measure brand and

advertising awareness, advertising message recall, and other variables relating to advertising over time. These surveys are conducted at points in time ("waves" or "dips") or conducted continuously.
Advertising Awareness, Aided: The percentage of respondents aware of a brand's
advertising on an unaided basis (see advertising awareness, unaided) plus aided advertising awareness, which is typically measured by asking, "Which of the following brands, if any, have you seen or heard advertised in the past 30 days?" Learn More
Advertising Awareness, Unaided: The percentage of respondents who spontaneously recall

a specific brand when asked, "Have you seen or heard any advertising for peanut butter (i.e., product category) in the past 30 days, or not?" (IF "YES") "Which brands did you see or hear advertised?" Learn More
Advertising Research: Survey research designed to measure consumer reactions to
advertising. Early-stage concept boards to the final finished commercials can be tested. Also known as Copy Testing. Learn More
Advertising Response Model: A mathematical model that predicts the effects of changes in
media advertising spending, or changes in media mix and weights, on sales of a service or product. Decision Analyst evolves such models over time based on consistent copy testing, media measurement and tracking, sales tracking, and other modeling inputs.
Advertising Testing: See Advertising Research. Advertising Tracking Research: Telephone or Internet surveys to measure brand and
advertising awareness, advertising message recall, and other variables relating to advertising over time. These surveys are conducted at points in time ("waves" or "dips") or conducted continuously. Learn More
Affective Component Of Attitudes: An individual's emotions and feelings that relate to or

underlie an attitude.
Applied Research: Research aimed at solving specific, real-world problems, as opposed to

"theoretical" research.
Aided Awareness: The proportion of people who are aware of (i.e., have seen or heard of) a
product, brand name, company, or trademark with prompting.
Alert: Any means (e.g., telephone, fax, email, mail) of informing a data-collection company of
a study's authorization, starting date, delivery of materials, quota, timing, cost, etc.
Anchor Label: A label used to define the endpoint of an attitudinal scale. Anthropomorphization: A research technique in which participants are asked to describe a
product, service, or brand in terms of human personality traits. See also Personalization Technique.
Applet: A small Java program that can be embedded in an HTML page. An applet provides
functionality or performance beyond the capabilities of the browser. Applets can be used to display videos, for example
Artificialit: The degrees to which experimental conditions do not reflect real-life, real-world
conditions. A high degree of artificiality might reduce external validity (i.e., difficult to project the experimental results to the population as a whole.)
Attitude: An individual's learned predisposition to think or behave in a somewhat consistent

manner. There are two main components of attitude: a Cognitive component (knowledge and assumptions) and an Affective component (feelings and emotions).
Attitude Scaling: The development of words, terms, statements, or visuals to measure

individuals' attitudes.
Attitudinal Scaling: Survey questions in which respondents rate a brand, product or service
on a pre-determined scale, such as "very happy," "somewhat happy," and not happy."
Attitudinal Statements: A type of survey question in which respondents are asked to rate
how they feel about the statement.
Attribute: A word or phrase that describes a product, service, brand, or person. For example,
gender is a human attribute, while durability is a product attribute.
ATU (Awareness, Trial, and Usage) Study: A quantitative survey to measure consumer
awareness, trial, and product usage for a product category and/or brand. These same measurements can often be incorporated into tracking studies.
Atomistic Test: A test that focuses participants' attention on individual elements of a product
or concept (in contrast to a holistic test that looks at a product or concept as a whole).
B2B: Business-to-business marketing or marketing research B2C: Business-to-consumer marketing or marketing research Basic Research: Research aimed at expanding knowledge rather than solving a specific
problem. This term is most often used to reference scientific research, and is often contrasted with Applied Research
Benchmark: A "control" against which one compares study results. For example, you might
compare the results of a study in one country (the benchmark) to the results of a study in another country, or you might compare the first wave of a tracking study (the benchmark) to the second wave of that study, or you might test your advertising against your competitor's advertising (the benchmark).
Blind testing: The testing of products or ads with all brand identity removed. Brand identity
can introduce bias into a research project. (In fact, that is the whole purpose of brands-to create a positive bias toward a brand.)
Before-And-After Control Group: True experimental design that includes random

assignment of people to an experimental (or test) group and to a control group, with identical premeasurement and postmeasurement of both groups.
After-Only With Control Group: True experimental design that involves random
assignment of people to experimental (or test) and control groups. This is an after-the-event measurement only (i.e., no pre measurement of the test and control groups).
Balanced Incomplete Block Design (BIBD): An experimental design in which respondents

see only subsets of the experimental variables. The design is considered balanced when the number of times each variable appears and the number of times each pair of variables appears are constant.
One-Group Pretest-Posttest Design: A pre-experimental design with pre- and post

measurements (i.e., before and after measurements), but no control group.
Omnibus Study: A periodic study that asks questions on a number of unrelated subjects.
Many different companies can participate by adding questions to these multi client surveys. These types of surveys should be thought of as "quick and dirty," because of potential sequence bias from other questions (which change from survey to survey). Omnibus surveys are relatively inexpensive on a "per question" basis, if only two or three questions are involved.

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I - RESEARCH DESIGN AAU (Awareness, Attitude and Usage) Study: A quantitative survey to measure consumer awareness, attitudes, and

Ad Concept Testing: Survey research to measure reactions of target audience consumers to

Advertising Tracking Research: Telephone or Internet surveys to measure brand and

Advertising Awareness, Aided: The percentage of respondents aware of a brand's

Advertising Awareness, Unaided: The percentage of respondents who spontaneously recall

Advertising Research: Survey research designed to measure consumer reactions to

Affective Component Of Attitudes: An individual's emotions and feelings that relate to or

Applied Research: Research aimed at solving specific, real-world problems, as opposed to

Attitude: An individual's learned predisposition to think or behave in a somewhat consistent

Attitude Scaling: The development of words, terms, statements, or visuals to measure

Before-And-After Control Group: True experimental design that includes random

Balanced Incomplete Block Design (BIBD): An experimental design in which respondents

One-Group Pretest-Posttest Design: A pre-experimental design with pre- and post

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