GLOSSARY

To assist all those working in the market research and opinion industry ESOMAR maintains a comprehensive glossary of market research and marketing terms.

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z

Data
Data Cleaning
Data Collection
Data Collection Company
Data Collection Instrument
Data Deck
Data Entry (aka Transcribing)
Data Processing
Data Reduction Plan (aka Edit Instructions)
Database
Day After Recall
Debranding
Debrief
Decentralised Research Function
Deductive Research
Degrees of Freedom
Delphi Approach
Demand Artefacts
Demographic Information
Dendogram
A diagram that shows a hierarchy and the relation of subsets in a structure. It branches like a tree and is usually read downwards from the main trunk.

Deontology
Dependence Techniques
Dependency
Dependent Variable (aka Effect Variable)
Depth Interview
Descriptive Research
Design
Desk Research
Deviation
Diad
Diary
Diary Panel
Dichotomous Questions
Direct Observation
Direct Paired Comparison
Direct Question
Direct Questioning Techniques
Disc (Disconnect)
Discrete Data
Discriminant Analysis
Discussion Guide
Disguised Observation
Disguised Questioning
Disproportionate Stratified Sample
Disqualifier
Distribution
Distribution Check
DK
Door-to-Door Survey
Double Blind Test
Double-Barrelled Questions
Dual Moderator Group
Dummy Variables
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