MARKET RESEARCH GLOSSARY - W |
Wave
A single mailing or group of interviews conducted at about the same time. A research study or survey may consist of several waves.
Website Survey (aka HTML Survey)
A questionnaire that is based on a web site. Potential respondents are invited to participate in the survey (by a banner advert or other message) and then they are given a link to a satellite site where they complete a questionnaire. The survey is completed online and respondents can be offered anonymity.
Weighted Sample
A sample to which weighting has been applied.
Weighting
Weighting is when the responses from some (or all) sub-groups are assigned a statistical weight to reflect the importance of the sub-group in the population of interest.
Word Association
A form of projective technique where participants are presented with a list of words and, after each word, they are asked to say the first word that comes into their minds.