广告调查——常用语简录

广告调查常语简录
A
Applied research 应型调查
Attitude态度
Allowable sampling error允许抽样误差
Analysis of variance （ANOVA）方差分析
Attention span注意力集中
A priori segmentation先期市场细分
Ad positioning statement tests广告定位宣传测试
Ad concept testing广告概念测试
Audience rating收视率
Ad tracking research广告踪调查

B
Basic research基础性调查
Balanced scales衡量表
Bivariate techniques二元变量法
Bivariate regression analysis二元变量回分析

C
Consumer orientation消费者导
Custom or Ad hoc marketing
research firms定制市场调查公司
Causal studies果性研究
Concomitant variation相变化
Cartoon tests漫画测试法
Consumer drawings消费者绘图
Computerassisted telephone
interviewing（CATI）电脑辅助电话调查
Content analysis容分析
Causal research果调查
Concomitant variation相关关系
Contamination干扰
Comparative scales较性量表
Constant sum scales固定总数量表
Closedended questions封闭式问题
Call record sheets通话纪录单
Census普查
Cluster samples整群抽样
Convenience samples便利抽样
Central limit theorem中心极限定理
Confidence level置信度
Coding编码
Crosstablulation交互分组表
Coefficient of determination决系数
Correlation analysis相关分析
Collinearity线性
Causation果关系
Cluster analysis聚类分析
Conjoint analysis联合分析
Consumer Satisfaction消费者满意度
Communication沟通

D
Descriptive function描述功
Diagnostic function诊断功
Descriptive studies描述性研究
Dependent variable变量
Database marketing数库营销
Database management system数库理系统
Discussion guide讨提纲
Depth interview深度访谈法
Doortodoor interviewing入户访问
Direct computer interviewing电脑直接访问
Disguised observation掩饰观察
Dichotomous questions二项式问题
Discriminate score判分
Discriminate coefficient判系数
Downward communication行沟通

E
Exploratory research试探性调查
Experiments实验
Evaluative research评估性调查
Executive interviewing理访谈
Experiment实验法
External validity外效性
Editing编辑
Error check routines错误检查程序
Executive summary执行性摘
Ethics伦理

F
Field service firms实调查公司
Focus group interview（FGI）焦点组访谈法
Focus group facility焦点组测试室
Focus group moderator焦点访谈持
Frame error抽样框误差
Finite population correction factor限总体修正指数
Factor analysis子分析
Factor loadings子载荷

G
Goal orientation目标导
Group dynamics群体动力

H
Hypothesis假设
Humanistic inquiry文调查

I
Independent variable变量
Internal database 部数库
Interviewer error访问员误差
Incidence rate发生率
Interval scales等距量表
Itemized rating scales列举评量表
Interviewer＇s instructions调查员说明
Interval estimates区间估计
Intelligent data entry智数录入

J
Judgment samples判断抽样

L
Longitudinal study研究
Likert scales利克特量表
Low ball pricing虚报价格


M
Marketing营销行销
Marketing concept市场营销观念
Marketing mix营销组合
Marketing research市场调查
Marketing strategy营销战略
Marketing research problem市场调查问题
Marketing research objective市场调查目标
Management decision problem理决策问题
Measurement测量
Measurement error测量误差
Measurement instrument error测量工具误差
Mall intercept interviewing街拦截法
Mail panels固定邮寄样调查
Multidimensional scaling维量表
Multichoice question项选择题
Machine cleaning of data数动清理
Marginal Report边际报告
Mean均值
Median中位数
Mode众数
Multivariate analysis变量分析
Multiple regression analysis元回分析
Market segmentation市场细分

N
Nonprobability samples非机样
Nonresponses bias拒访误差
Nominal scales类量表
Nonbalanced scales非衡量表
Normal distribution正态分布
Noise噪音

O
Observation research观察调查法
Open observation开观察
Oneway mirror observation单镜观察法
Ordinal scales序量表
Openended questions开放式问题
Optical scanning光学扫描录入
Oneway frequency table单频数表
Onair testing实际播放测试

P
Predictive function预测功
Programmatic research计划性调查
Probability samples机样
Primary data原始资料
Projective techniques投射法
Photo sort片类法
Population specification error调查象范围误差
Processing error处理程误差
People reader阅读器
Pupil meter测瞳仪
Purchase intent scales购买意量表
Paired comparison scales配较量表
Pretest预先测试
Population总体
Proportional allocation例分配
Point estimates点估计
Population standard deviation总体标准差
Presentation software提案软件
Profession职业
Professionalism专业水
Product positioning research产品定位调查
Post hoc segmentation期市场细分
Product prototype tests产品原型测试
Product pricing research产品定价研究
Packaging tests包装测试
Product concept testing产品概念测试

Q
Qualitative research定性调查
Quantitative research定量调查
Questionnaire问卷
Quota samples配额抽样

R
Research request调查申请
Response bias回答误差
Random error（random sampling error）机（抽样）误差
Ratio scales等量表
Rule规
Rankorder scales等级序量表
Random digit dialing机数字拨号
Range全距
Regression coefficients回系数
Research management调查理
Reengineering造

S
System orientation系统导
Syndicated service research firms辛迪加服务调查公司
Strategic partnering战略伙伴关系
Spurious association虚假联系
Survey research询问调查
Selective research选择性调查
Secondary data二手资料
Sentence and story completion句子事完成法
Selfadministered questionnaire理问卷
Systematic error系统误差
Selection error抽选误差
Structured observation结构性观察
Shopper patterns购买者模式
Shopper behavior research购买者行研究
Simulated Test Marketing（STM）模拟市场测试
Scaling量表
Semantic difference语意差法
Staple scales中心量表
Survey objectives询问目标
Screeners滤性问题
Scaledresponse question量表式问题
Supervisor＇s instructions理说明
Sample样
Sample frame抽样框
Simple random sampling简单机抽样
Systematic sampling等距抽样（系统抽样）
Snowball samples滚雪球抽样
Stratified samples分层抽样
Sample distribution样分布
Sampling distribution of the sample mean样均数抽样分布
Standard error of the mean均数标准误差
Sampling distribution of the population例抽样分布
Standard normal distribution标准正态分布
Standard deviation标准差
Skip pattern跳跃方式
Selective perception选择性知觉
Singlenumber research单调查数

T
Temporal sequence时间序列
Telephone focus groups电话焦点访谈法
Twoway focus groups双焦点访谈法
Thirdperson techniques第三称法

U
Unstructured observation非结构性观察
Unidimensional scaling维量表
Upward communication行沟通
Unstructured segmentation意细分

V
Variable变量
Variance 方差
Validation确认

W
Word association tests语句联想法

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