GLOSSARY

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

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Kelly Repertory Grid
Key Informant Technique
Key Word Recording
A method used by interviewers to record answers to open-ended questions where only the important words and phrases are recorded.

Kolmogorov Smirnov One Sample Test
Kolmogorov-Smirnov Two Sample Test
Kurtosis
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