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
Kolmogorov Smirnov One Sample Test
Kolmogorov-Smirnov Two Sample Test
A non-parametric statistical test to determine whether two distributions are the same. The test takes into account differences in means, dispersion and skewness.
Kurtosis
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