Jargon busters on the move
The term, “intercepts,” defines a broad range of short
interviews, usually only a few minutes in length, and
carried out on-site with consumers.
Intercepts are common and involve approaching likely
research interview prospects at a certain time and place,
asking a few qualification or screening questions, then
asking for permission to deliver a questionnaire in return
for a small incentive.
Intercepts are regularly conducted in or outside shopping
malls, or retail outlets - any venue where large numbers
of a target group are likely to congregate.
Generally, despite the few short qualification questions,
the sample should be viewed as a "convenience sample," since
sample selection is less strict than other methods.
Overall, intercept surveys have great advantages in
terms of expense, speed of data collection, and collecting
a good range of views.
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 the technology environment:
“Turklebaum” is based on a phony e-mail message about
a fellow named Turklebaum (who allegedly died at his
desk). The term has come to symbolize all the bogus content ,
fake virus warnings, urban legends, stock hoaxes, and
other forms of misinformation and faulty quotations found
in e-mail messages, newsgroups ,
or on the
Web . As one user eloquently put it, "Every
so often my in-box gets turklebaumed, so I have to go
to purportal.com to check its veracity." DBEYR!
“DBEYR” means Don't Believe Everything You Read. You'll
find it in online chat, e-mail, and newsgroup postings.
“Thumb-typing” is the act of typing with your thumbs.
It is what more of us will end up doing once we purchase smart
phones . In fact, manufacturers are actually designing
small keyboards for optimal thumb-typing. ‡
|
