市场研究法则
ESOMAR Marketing Research Glossary
Preface
This glossary aims to explain the frequently used marketing research terms in everyday business
language and in so doing encourage a greater understanding and appreciation of marketing
research. The intended audience is those people who are relatively new to market research or who
work only occasionally on marketing research projects. It is hoped by the author that the glossary
will help people into the marketing research profession and will be a good “jargon buster” so that
no-one may feel left out in any way when the going becomes rather technical.
There is inevitably a debate as to when to stop including terms in a glossary. As terms become
progressively more complicated, a glossary-style treatment is insufficient to convey a complete
understanding to the reader. The glossary cannot be used as a substitute for a recognised training
programme in marketing research, however I hope it will be a useful companion for those on
training courses.
It is vital that this glossary is a “living document” in that it grows to meet readers’ needs. I should
therefore welcome suggestions of new terms or alternative wordings to the existing terms.