Marketing Reseach Glossary - K
Kelly Repertory Grid
A qualitative research technique that aims to describe how potential consumers perceive products. Participants are presented with three attributes and they are asked to think of ways in which two are similar to each other but different from the third.
Key Informant Technique - see Expert Opinion Survey
Key Word Recording
A method used by interviewers to record answers to open-ended questions where only the important words and phrases are recorded.
Kolmogorov Smirnov One Sample Test
A non-parametric goodness-of-fit test that compares the cumulative distribution function for a variable with a specified distribution, based on one sample.
Kolmogorov-Smirnov Two Sample Test
A non-parametric statistical test to determine whether two distributions are the same. The test takes into account differences in means, dispersion and skewness.
Kurtosis
A measure of the relative peakedness or flatness of a distribution curve compared with a normal distribution. A positive Kurtosis value indicates that the distribution is more peaked than a normal distribution. A negative Kurtosis value indicates that the distribution is flatter than a normal distribution.
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