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

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.

Share |