Tracking is the generic term for studies that provide measurement over time to update knowledge of brand and competitor performances.
A Type II Error is an error associated when concluding a null hypothesis is not false when in fact it is false.
A Type I Error is an error associated when concluding a null hypothesis is false when in fact it is not false.
This term comes from a combination of 'big data' and 'thick description', an anthropological research methodology that documents not only human behaviour, but also the context of that behaviour.
Test vs Control Design is a form of scientific control designed to minimise the effects of variables other than the variable(s) of interest.
Taste Test is where participants evaluate the taste of a product, either on its own or compared with other products.
The term triangulation is most often associated with applying different methodological approaches to study one phenomenon.
A touchpoint is any time a potential shopper or shopper comes in contact with your brand–before, during, or after they purchase something from a particular brand or category.
An ad that is displayed between Web pages.
A Theatre Test is a Central Location Test procedure in which test material is presented to an audience in a theatre setting, typically to evaluate television advertising in the context of a TV program.