Market Research Glossary - V
Validation (aka Back-Checking)
The subsequent re-contacting of respondents in a survey to check that the proper procedures have been followed, eg the respondent was qualified to be included in the survey, the responses recorded were accurate or even that the interview actually took place. Validation can be performed by the data collection company and/or the client, in person, by telephone or by mail.
Validity
The extent to which a research process is accurate and reflects actual market conditions (ie it is free from systematic error).
VALS
Values and Lifestyle
A psychographic segmentation system offered by the Stanford Research Institute.
Variable
A property that takes on different values at different times.
Variable Respecification
The transformation of data to create new variables (or modify existing variables) so that they are more consistent with the objectives of the study.
Variance
A measure of variability (or dispersion) of a distribution and it is equal to the mean of the squared deviations of all values from the mean.
Venn Diagram
A graphical method of representing operations on sets that is often used to illustrate probabilities.
Verbal Protocols
A technique used to understand respondents' thought processes while they are performing a task or making a decision by asking them to think aloud.
Verbal Rating Scales
Verbal Rating Scales are those that require respondents to indicate their position by selecting among orally identified categories.
Verbatim (aka Verbatim Statement)
A reproduction of all of a respondent’s opinion of an object or concept word-for-word, without any omissions, abbreviations or interpretations by the interviewer.
Viewing Facility
A venue for conducting group discussions or individual interviews that has a two-way mirror. The purpose of the mirror is to allow clients and other invited parties (advertising or design agencies) to observe without influencing the discussion taking place.
Virtual Group
A general term to cover any form of group discussion that is convened using electronic means and participants do not see each other. Examples of virtual groups are: online group discussions, moderated e-mail groups (MEGs) and chat rooms.
Volume per Buyer - see Buying Rate
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