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
Kurtosis
A measure of the relative peakedness or flatness of a distribution curve compared with a normal distribution. A positive Kurtosis value indicates that the distribution is more peaked than a normal distribution. A negative Kurtosis value indicates that the distribution is flatter than a normal distribution.
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