Market Research
Terminology Explained

Canonical correlation is a statistical technique used to measure the relationships between two sets of variables. It determines the strength and direction of the linear association between multiple independent variables (e.g. Age, Gender) and multiple dependent variables (e.g. Colour Choice). 

CAPI, short for computer-assisted personal interviewing, is a method of conducting surveys or interviews where an interviewer uses a computer or tablet to administer the survey questions in person to the respondent. It allows for real-time data entry and validation.

Cartoon completion is a qualitative research technique where respondents are asked to complete or add to a partially drawn cartoon or image. This method is often used to elicit insights, perceptions, or emotions in a non-verbal and creative way.

CATS are surveys conducted via automated systems where respondents interact with pre-recorded voice messages and keypad responses. This method is efficient for large-scale data collection but lacks the flexibility of human interviewers.

Causal research is a type of scientific investigation that seeks to identify cause-and-effect relationships between variables. It involves manipulating one or more independent variable(s) to observe the effect on a dependent variable, aiming to establish a causal link.

CAWI is a method of conducting surveys or interviews over the internet using online survey software. Respondents complete the questionnaire via a web browser, and data is collected electronically.

A census is a research method that involves collecting data from every member of a population or sample group, rather than from a subset or sample. It provides comprehensive information about the entire population and is often used in government surveys or official statistics.

CHAID (Chi-squared Automatic Interaction Detection) is a method used to find patterns in data and divide it into meaningful groups. Think of it like sorting a box of colorful beads into groups based on color and size—but for data! CHAID creates a decision tree by testing relationships between variables and splitting the data where the differences are most clear. It’s a helpful tool for understanding customer preferences, finding target groups, and making better decisions in areas like marketing or product development. By organizing information in a smart way, CHAID helps uncover valuable insights.

Chatbot surveys use AI to make the survey experience feel like a natural conversation. Instead of filling out a traditional survey form, participants interact with a chatbot that asks questions in a conversational tone, such as “What did you like most about your purchase?” The chatbot can adapt its questions based on previous answers, making the experience personalised and engaging. These surveys are often used on websites, apps, or messaging platforms and are particularly effective for improving response rates and collecting real-time feedback while keeping the process fun and interactive for participants.

Chat rooms are online platforms where respondents can engage in real-time text-based conversations. In market research, chat rooms are sometimes used as a qualitative research method to facilitate group discussions or brainstorming sessions.

Chi-Square is a way to check if two things are related by looking at how often they happen together compared to what we’d expect by chance. Imagine you have a bag of candy with different colors, and you want to know if kids prefer red candies more than others. Chi-Square helps us compare what we see (how many red candies kids pick) to what we’d expect if they didn’t have a preference. It’s like a tool for spotting patterns or connections in data, often used in research and decision-making to see if something is just random or if there’s a real relationship.

Choice-Based Conjoint (CBC) is a market research method used to understand what people like and how they make decisions. Imagine you’re choosing an ice cream from a menu with different flavours, cone types, and toppings. CBC asks you to pick your favorite combinations, like chocolate ice cream in a waffle cone with sprinkles. By seeing what choices you make over and over, CBC figures out which parts—like flavor, cone, or topping—are most important to you. Companies use this to learn what customers want so they can create products and services people will love!

A closed question is a type of survey question that provides respondents with a limited set of predefined response options to choose from. It typically elicits brief or specific answers and is used to gather quantitative data.

Cluster Sampling is a way to collect data by dividing a big group into smaller groups, called clusters, and then randomly picking some of those clusters to study. Imagine a city divided into neighborhoods, and you want to survey people. Instead of talking to everyone, you randomly select a few neighborhoods and survey the people there. This method is helpful when the group is spread out over a large area or when you don’t have a complete list of everyone in the population.

Conjoint analysis is a method used in market research to understand what customers value most about a product or service. It works by showing people different product options with varying features and asking them to choose or rank their favorites. This helps researchers figure out how important each feature is and how customers make trade-offs when deciding what they like best.

Correlation is a way to measure how two things are related and whether they move together. For example, it can tell you if eating more vegetables is linked to better health or if studying longer leads to higher grades. The strength of this connection can be positive, negative, or somewhere in between, showing how closely the two are tied.

The Critical Path Method is a tool for planning and managing big projects by figuring out which tasks must be done first and in what order. Think of it as mapping out the most important steps to finish a project on time. By knowing the critical path, project managers can focus on what matters most and avoid delays.

Cross Tabulation is a way to compare two or more categories of data in a table to find patterns or connections. For example, it could show how many people from different age groups prefer certain types of music. This technique helps researchers see relationships and trends in data clearly and easily.

Cross-Sectional Research is a type of study that gathers information from a group of people at one specific moment in time. It’s like taking a snapshot to see what people think, feel, or do right now. This approach is often used to describe or explore trends, behaviours, or characteristics in a population.