Glossary

Medium

The means by which an advertising message is conveyed, eg radio, television, magazine.

Media

Media is one of GfK’s business divisions, which provides information services on reach, intensity and type of use of media and media offering and their acceptance: -> TV audience research, -> media research, -> ratings, -> TV panel.

MediaWatch

An electronic metering device incorporated into a wristwatch, used to measure usage of various media. -> Media, -> media research, ->  portable people meter, -> reach, -> reach research.

Multivariate analysis

Method which is used to analyze the interaction of a minimum of three features (variables) at the same time. Key multivariate methods include multiple correlation and regression analysis, multidimensional scaling, factor analysis and -> conjoint analysis.

Market segmentation

Division of an overall market into sub-markets using different categories. Segmentation can be by product type, price classes, geographic split or psychological and socio-economic lifestyle

features and value categories of consumers: -> Lifestyle research.