In this glossary, the most important market research terms from this database and the textbooks are simply explained

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Reporting software usually enables the weighting of survey data, various statistical analyses and presents the results graphically and on the basis of different target groups at the push of a button. The boundaries to dashboards are fluid.


A representative sample is considered to be a group of participants whose characteristics (such as demographics, attitudes, or behaviors) are distributed in a manner similar to the population to which the results are to be generalized. In this context, the population may include only a portion of the population. If a sample is representative of a country, it is called representative of the population.

Research Facilities

Research facilities, also known as research studios or test labs, are facilities specifically designed to conduct product testing, usability testing, focus groups, workshops and other qualitative market research activities. These studios provide a controlled and confidential environment where researchers and companies can test their products, services or concepts to gain insights into consumer needs, opinions and behaviour.

Almost all of the studios listed in the MR Directory have at least one room with a one-way mirror that allows observation of group discussions or workshops. An exception to this are the so-called sensory studios, in which food is tasted under controlled conditions. In addition to providing rooms and a pleasant atmosphere, the research facilities take on other important tasks in qualitative market research, such as recruiting participants or coordinating projects. Other services such as interpreting, moderation or transcription are offered by many studios.

The first selection criterion when choosing a studio is the accessibility and recruitment of target groups. For example, if you want to reach readers of the local newspaper M√ľnchner Merkur, you turn to a Munich research facility. This is why the more than 450 studios in the MR Directory are sorted by country and city.

Another criterion is the location and ambience. Thanks to the use of web streaming, customers no longer necessarily have to be on site to observe focus groups or workshops, but participants should feel comfortable and be able to reach the research facility easily.

Research Tech & IT Services

Research Tech & IT Services in The MR Directory includes software and services that enable and automate data collection, data analysis or data visualization. These range from questionnaire programming and survey software to software for monitoring social media content. Platforms that offer all three steps (collection, analysis and visualization) together are a special feature. Here, The MR Directory distinguishes between DIY platforms with or without a panel. Platforms without a panel are suitable if you have the contact addresses of the respondents yourself, i.e. in the case of customer or employee surveys, or if you can buy in the survey participants via an external online panel. DIY platforms with a connected panel are usually quite broad, so that surveys in pointed target groups with a sufficient number of cases are not possible.