Market Research Glossary - L
Laboratory Experiment
An experiment that is conducted in an artificial setting (where the internal validity is usually higher than the external validity).
Laboratory Test Market
A simulated marketplace situation for new products where consumers are exposed to advertising and visit an experimental store where they may buy products under controlled conditions. Through follow-up interviews, focus groups and purchase patterns, the market shares for new products can be predicted.
Laddering
A technique for conducting depth interviews where questions progress from product characteristics to user characteristics.
Latin Square Design
A type of statistical experimental design where the aim is to remove the error associated with variations in two non-interacting external variables, in order to understand the effect of each variable in addition to the effect of manipulating an independent variable. Experimental units are allocated in such a way that variations in experimental treatments occur once in each row or column (in a table of treatments).
Leading Question (aka Loaded Question)
A question that suggests an answer by the way in which the question is worded.
Length of Interview
The time it takes to ask the questions and record the answers in a survey. This time should include any time required to taste products or review concepts etc. Screening time should be shown separately so that accurate completion rates can be calculated.
Level of Significance - see Significance Level
Lifestyle
A term that originally referred to the attitudes, interests and opinions of research participants, but it can be used to refer to differences in behaviour that relate to social values.
Likert Scale
A type of categorical, non-comparative scale that determines respondents’ levels of agreement to a series of statements relating to an attitude being measured.
Linear Regression Analysis
A type of regression analysis between variables that are believed to have a linear relationship.
Line Chart
A chart where a series of data points are connected by a continuous line.
Literature Search
A review of all available secondary data sources on a particular subject.
Loaded Question - see Leading Question
Location Studies
Research projects that aim to identify the best position (usually for a retail outlet).
Longitudinal Design
A type of research design where a fixed sample of population units is measured repeatedly.
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