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Why CMI

We believe in research that empowers clients to thrive.
As a diverse, fanatically curious team, we never stop seeking answers.

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Expertise

We spent years becoming experts in our field so that you don’t have to.
You give us goals, we give you a game plan.

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Glossary

Marketing Research Terms

All A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Net

In finance, a “NET” is an amount minus expenses or fees; In research reporting, a “NET” is an amount minus duplicates. In many cases, a NET will be shown for the combination of responses to a particular question (like, “Top-3 Box”, where there are no duplicates and it’s simply a sum of responses) or for a combination of sentiments (like, in the case of an open-ended question, someone may express multiple sentiments in the same response which can all be counted separately, but would only count once when showing a NET of similar responses).

Nominal

Nominal indicates that a data type is grouping things into categories, where one category isn’t higher or lower than any other, they’re just identifiers (like, hair color or zip code). Variable type: Named

Normal Distribution

Normal distribution, also called a Gaussian distribution or Bell Curve, is the most common distribution function for independent, randomly generated variables. This normalized distribution helps statisticians calculate the probability of observing any randomly generated value with the distribution. Values that appear close to the center of a Normal Distribution are very common and considered statistically similar. Values that appear at either extreme of the Normal Distribution (or on the “tails” of the Bell Curve) are far less common and considered statistically different from the other values.

NPS

NPS stands for “Net Promoter Score” and is intended to go beyond “satisfaction” and determine what percentage of respondents would actively speak out on behalf of the product/service/company (or “promote” them), if asked. It is a calculation that was developed by Satmetrix and uses an 11 point scale (0-10). Those providing a rating of 9 or 10 are deemed “Promoters”, those providing a rating of 7 or 8 are “Passives”, and those providing a rating of 0-6 are “Detractors”. The score is calculated by subtracting the % of Detractors from the % of Passives.

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