Glossary

Business-to-Business research

Surveys which focus on companies as the target group. The respondents are company representatives who are in a position to

provide information on the basis of their post within the relevant company.

BASS (Brand ASsessment System)

An instrument relating to the ->Integrated intelligence budget approach. This combines data from the consumer panel ->ConsumerScan and from image and brand research in order to monitor the psychological and monetary value of a brand; ->data merging.

Benchmarking

Data used to compare performance features. The key figures of various companies, products or work cycles are compare in order to identify weaknesses and subsequently improve performance.

Brand ID

Instrument in the -> HealthCare division. Used to measure brand perception and brand strength of prescription drugs and to identify

the features which result in improved market positioning.

Basic research

Market research is based on the findings of many different sciences, including psychology, sociology and statistics. Basic research reviews those findings and establishes by means of its own research whether and under which circumstances these findings can be applied in market research.