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

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Tabulation is the process of summarising quantitative survey results, usually presenting the questions in the page breakdown and the target groups in the header.

Tachistoscope tests

Tachistoscope tests are used in advertising impact research on non-moving images. In this method, the test subjects are presented with images such as adverts, packaging or logos in fractions of a second, whereby the very short viewing times simulate the fleeting perception of advertising material. Subsequent questioning and variations in the length of the presentation are then used to determine the effect of the template in terms of memorisation of content and quality of impression.

Tachistoscope tests make it possible to analyse the perception processes from the first diffuse impression through to the time required to understand texts or images.

A tachistoscope was originally a special apparatus developed in the 19th century and used in perceptual psychology. Nowadays, the computer has largely replaced the tachistoscope, which also makes it possible to integrate it into online surveys.

Text analysis

Text analytics software focuses on processing and analyzing text content, regardless of where it was published. It can be used in various contexts, such as analyzing customer reviews, sentiment analysis of texts, keyword extraction or automated classification of texts. Text analytics can be used in social media as well as other digital channels.

Unlike social media monitoring software that is specifically designed to collect and analyze information from social media, text analytics software focuses on analyzing website data or text content, regardless of its source.

Trend Analysis Software

Trend analysis software tools use various techniques and algorithms to identify patterns and trends in data. Here are some common approaches and steps that such tools can perform:

Data aggregation: first, relevant data must be collected and aggregated. This can come from a variety of sources, such as social media, surveys, sales data, or other publicly available data sources.

Data cleaning and pre-processing: the raw data is cleaned to ensure it is of high quality and any outliers or missing values are dealt with. This step is important to perform accurate analysis.

Trend detection: various statistical methods and algorithms are used here to identify trends in the data. Linear regression, time series analysis, cluster analysis or machine learning can be used to identify patterns and correlations.

Visualization: to make the results understandable, the identified trends are often presented visually. Charts, graphs or interactive dashboards can be used to present the results.

Trend forecasting: Based on the identified trends, software tools can create forecasts for the future. Here, statistical models and algorithms are used to make predictions about future developments.

Interpretation: Finally, the results have to be interpreted and analyzed to gain relevant insights. This step often requires human expertise and experience to put the results in the right context.

It is important to note that trend analyses cannot always provide accurate predictions. Rather, they are used to identify patterns and trends in the data in order to make informed decisions and understand potential future developments.

TURF Analysis

TURF (Total Unduplicated Reach and Frequency) analysis is a method used to determine the optimal combination of products or services in a marketing campaign. It uses statistical methods to determine which combination of products or services will achieve the greatest overall reach without conflicting or canceling each other out.

TURF analysis is often used in conjunction with conjoint analysis to determine which products or services are most in demand and how they can be combined to achieve the greatest reach.

Typical questions in a TURF analysis might include:

1. how many people are reached by our marketing campaign?

2. how often are these people reached by the campaign?

3. which marketing tools reach the largest target group?

4. Which combination of marketing tools reaches the largest target audience with the least number of tools?