GLOSSARY OF TERMS IN MARKET RESEARCHAccount Manager/ExecutiveGenerally the person in any company responsible for selling or promoting the services which the company has to offer. In marketing research, this is typically the person at the research company who oversees the entire research process to deliver a project which meets the client's expectations. This person would normally be the client's key contact.ACRAssociation for Consumer ResearchAided Recall/AwarenessA technique used to aid memory, something that stimulates remembering, i.e., picture, words. Reading or showing the respondent the possible answers to a specific question.AlertAny means (i.e., telephone, fax, mail) of informing a Data Collection Company of the study authorization to include the starting date, delivery of materials, quota, timing, cost, etc.AMAAmerican Marketing AssociationAnalystThe person most responsible for reviewing, analyzing and summarizing the data from a research project.Analyze/AnalysisTo review information gained from the responses of questionnaires completed for a study; to arrive at conclusions and to make the necessary decisions and recommendations on the subject being studied.Answer CardsSee Exhibit CardsAnthropomorphic or Brand Personality ResearchA research technique in which participants describe a product, service or brand in terms of a human being with personality traits so that the participants' feelings about the object/brand can be determined. Also called Brand Personality Research.Based on the premise that brands can have personalities in much the same way as humans, Brand Personality describes brands in terms of human characteristics. Brand personality is seen as a valuable factor in increasing brand engagement and brand atta...
