Jargon busters on the move
In our last issue, we wrote about the
language of market research and how it
can often seem like a foreign language.
Our jargon buster terms were brand
recall and unaided recall.
We're continuing our explanation, in
everyday terms, of market research jargon
with the term CATI (computer assisted
telephone interviewing).
CATI is simply the process of increasing
the speed and accuracy (reliability and
validity) of conducting telephone interviews
by the use of computers, instead of paper
and pencil. While using CATI, the interviewers
read individual questions on the monitor,
and then input responses directly into
the system. This minimizes skip pattern
errors and maximizes efficiency, since
several steps within the coding and data
entry process are eliminated.
There are various CATI products used
by market research firms - often software
based systems that record the length
of the call, coding aids, audio, and
other features.
Market research terminology can be intimidating,
but once explained, it is pretty clear,
isn't it? Just for fun, here's some jargon
used only in an online environment:
"Word stuffing" is to place
a keyword (or keywords) in a Web site
numerous times to ensure a search engine
will bring up the site as a top keyword
match.
"Word-of-mouse" is gossip
or information spread via e-mail. ‡
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