Market Research Glossary - Q
Qualified Refusal
Where a respondent is eligible to participate in the research study, but for some reason refuses or is unable to complete the study.
Qualified Respondent - see Eligible Respondent
Qualitative Research
The use of unstructured exploratory techniques (such as group discussions and in-depth interviews) that are based on statistically small samples in order to understand a problem further.
Quality Control
A set of procedures to ensure that interviewers follow the instructions provided by the sampling plan.
Quantitative Research
The collection of (statistically) large samples of quantitative data and usually some form of statistical analysis. Quantitative research is often used to substantiate the findings from qualitative research.
Quasi-Experimental Design
A type of experimental design that applies some but not all of the procedures of a true experiment and lacks full experimental control. Examples of quasi-experimental designs are: time series and multiple time series.
Questionnaire
A structured technique for collecting data consisting of a series of questions. Questionnaires can be self-completion or administered by an interviewer, they can be completed orally or in writing.
Questionnaire Administration
The process of asking questions and recording the answers. A self-administered questionnaire is completed by the respondent and not administered by an interviewer.
Quintiles
A set of four values that divide the total frequency into five equal parts.
Quota
The total number of interviews to be completed by a data collection company. Quotas may also be defined by market, by product, by interviewer or by rotation etc.
Quota Sample (aka Purposive Sample)
A type of non-probability sample where the required numbers of units with particular characteristics are specified.
Quota Sheet
A form used to track completed interviews in a study. It is normally used by the supervisor.
Q-Sort Scaling
A type of comparative scale where respondents are asked to sort between 60-90 objects (usually) into piles according to some criteria. It is a useful technique for sorting relatively large numbers of objects quite quickly.
KEEP ME INFORMED |