Packaging tests
Tests used to gauge reactions to different packaging approaches.


Paired comparison
A test in which a respondent evaluates two products in a set based on some
stated criteria.


Panel
A survey in which the same respondents are interviewed several times over an
extended period. Also called longitudinal analysis. Group interviews (focus
groups) are sometimes called panels.


PAPI (paper and pencil interviewing)
Survey in which the respondent fills out a traditional paper questionnaire.
usually administered by interviewer. See also SAQ.


Parameter
Numerical summary measure of a population distribution.


Parent (underlying) distribution
The distribution of the measurements in the original population.


Part worths
Estimates of the value or utility that people associate with different levels of
product/service attributes.


Participant
A person included in a focus group, survey or study. Also called respondent,
unit, subject, experimental unit or unit of analysis.


Pearson's correlation coefficient
The most common measure of the strength of the association between
variables.


Penetration analysis
Study of the market share held by a given firm or product within various
universes by classification or other demographic characteristics.


People meter
A microwave computerized rating system that transmits demographic
information overnight to measure national TV audiences.


People reader
A machine that simultaneously records the respondent's reading material and
eye reaction.


Per capita income
The average amount of income per person in a population, regardless of age
or labour force status. It is derived by dividing the total income by the total
population.


Percentile
A value on the scale of 100 that indicates the percent of a distribution that is
equal to or below it.


Perceptual MAPPing
Mathematical Analysis of Perception and Preference. A multivariate technique
designed to represent consumers' product perceptions and preferences as visual
representations or points on a map or graph. Also called multidimensional
scaling or MAPPing.


Personal income
Money income plus certain non-cash benefits.


Photo sort
The respondent sorts photos of different types of people, identifying those
photos that respondent feels would use the specific product or service.


Physical control
Holding the value or level of extraneous variables constant throughout the
course of an experiment.


Placement interview
An interview in which a respondent is recruited and given the product to use
in a product test.


PMSA (primary metropolitan statistical area)
Component of a larger area known as a consolidated metropolitan statistical
area (CMSA) as defined by the U.S. Census Bureau.


Point estimator
Statistic whose value should be a close approximation to the true value of the
parameter. The actual numerical value that the point estimator assumes from
the collected data (the sample) is called the point estimate.


Population
The collection of all objects that are of interest to the statistician.  The
elements of a population may be called units or subjects. Also known as the
universe.


Population centroid
According to the U.S. Census Bureau, the median central point of the
population distribution.


Population distribution
A frequency distribution of all the elements of a population.


Population pyramid
The graphic representation of a population's age-sex composition. It is a bar
graph with the population divided into ages or age groups, represented from
the youngest at the bottom to the oldest at the top, with males on the left and
females on the right.


Population specification error
Error that results from an incorrect definition of the universe (or population)
from which the sample is chosen.


Population standard deviation
The standard deviation of a variable for the entire population.


Positioning
Location of a brand or product in consumers' minds relative to competitive
products.


Post hoc segmentation
The process of segmenting a market or markets empirically.


Poverty
The income cutoffs used by the Census Bureau to determine the poverty status
of families and unrelated individuals, based on family size. The poverty
thresholds are revised annually to allow for changes in the cost of living as
reflected in the Consumer Price Index.


Pre-experimental design
A design that offers little or no control over extraneous factors.


Pre-recruited central-location test
A survey conducted at a conveniently located site to which respondents - who
have been previously contacted and qualified - come to be interviewed.


Pre-test
A trial run of a questionnaire sent to a small sample to be sure that actual
responses are clear and that any problems with the questionnaire are detected.


Precision (lack of)
If, in repeated sampling, the values obtained tend to be widely scattered or
spread out  (the results obtained from one sample usually cannot be duplicated
with another sample) the sample has a lack of precision. Precise samples have
low standard errors. Increasing the sample size often increases the precision.


Predictive dialling
A computer automatically dials telephone numbers and passes connected calls
to available interviewers.


Predictive function
Specification of how to use the descriptive and diagnostic research to predict
the results of a planned marketing decision.


Predictive validity
The degree to which the future level of criterion can be forecast by a current
measurement scale.


Predictor variables
The variables that explain or predict the differences in dependent variables.
Examples: demographics, attitudes. Also called independent variables or factor.


Prefix
The first three digits of a phone number.  Also known as an exchange. It
represents the town, community or neighbourhood in which a telephone number
is located.


Presentation software
Personal computer software that provides easy-to-use platforms for creating
effective reports and presentations.


Primary data
New data gathered to help solve the problem at hand. As compared to
secondary data with is previously gathered data.


Primary Metropolitan Statistical Area (PMSA)
A metropolitan area that is adjacent to another. Defined by the U.S. Census
Bureau.


Primary research
Conducting research to collect new data to solve a marketing information need.
See also secondary research.


Primary sampling units
Geographic area where a survey will be conducted.


Probability (or density) function
Gives the probabilities that the random variable will assume each of its
possible values.  It is usually described in the form of an equation or a table.


Probability distribution
A table or function that lists all possible values of a discrete random variable
and their associated probabilities.


Probability of a simple event
A number between zero and one that measures the likelihood that will occur
when the experiment is performed. The probability of all simple events in a
sample must sum to one.


Probability of an event
The sum of the probabilities of the simple events which make up the event.


Probability sample
A sample in which every unit has an equal (non-zero) and known probability
of being selected. Sometimes called a random sample.


Probing
A follow-up technique for getting complete responses to open-ended questions
by asking.  Also see clarifying.


Probit model
A version of regression analysis, same as logit model except it uses a
cumulative normal curve rather than a logistic one.


Processing error
Error that results from incorrect transfer of information from the data
collection document to the computer.


Product concept testing
The testing of new product ideas before they have been turned into prototypes.


Product movement data syndicated services
Companies that collect, package and sell retail and wholesale sales data to
many firms.


Product placement study
A type of test in which respondents try a product under normal usage
conditions. Example: in-home test of a food product. Also called a product test.


Product positioning research
Research used to determine how competitive brands are perceived relative to
each other on key dimensions.


Product pricing research
Research used to measure consumer sensitivity to different prices for a product.


Product prototype tests
Tests conducted to obtain the reactions of targeted customers to early working
versions of new products.


Professional respondent
A participant who attends many sessions by volunteering for the recruitment
lists of different facilities. Most moderators seek to eliminate professional
respondents from groups, since they do not generally respond in the same
objective way that fresh respondents.


Programmatic research
Research done to develop marketing options through market segmentation,
market opportunity analysis, or consumer attitude and product usage studies.


Projectability
The capability of research results to be extrapolated to the larger universe, on
the assumption that the sample is representative of the total.


Projection
An estimate, based on assumptions about future trends in births, deaths, and
migration, of a demographic characteristic such as population or number of
households. Forecasts and projections are terms that are often used
interchangeably.


Projective
A class of moderation techniques used to stimulate discussion among
participants. These techniques force the participants to think about the topic in
a more subjective or creative way than they might in a regular discussion.
Projectives include sentence completion, expressive drawing,
anthropomorphization and associations.


Proportional allocation
Sampling in which the number of elements selected from a stratum is directly
proportional to the size of the stratum relative to the population.


Psychographics
Research that attempts to explain behaviour by analysing people's personality
traits and values. Often associated with lifestyle research.


Pupilometer
A machine that measures changes in the pupil dilation.


Purchase intent scales
Scales used to measure a respondent's intention to buy a product.


Purpose
The reason a research project is being conducted; usually focuses on the
decisions for which information from the study will be used.