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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The analysis of economic systems containing supply and demand data using statistical models.
(aka Data Cleaning)
Editing involves examining each completed questionnaire to ensure that the proper sequence of questions has been asked, the answers are clear and consistent and they have been correctly marked.
Editing involves examining each completed questionnaire to ensure that the proper sequence of questions has been asked, the answers are clear and consistent and they have been correctly marked.
Specified characteristics that potential participants must possess in order to be involved in a particular research project.
A person who meets certain criteria set for a particular study and thus qualifies to be included in the study. Respondents may be qualified on characteristics such as age, income, brand used etc.
Those people whose children have left or are about to leave the family home.
A phenomenon where many survey responses fall into just a few categories at the end of a measurement scale.
Electronic Point Of Sale Data
Electronic Point Of Sale Data measures sales of products as they are being paid for by consumers.
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Interviews with business people or experts within a particular field. Executive interviews are often used where the majority of knowledge of a subject is held by a minority of people.
A document that summarises all the sections of a market research report.
Expected Value in a cross-tabulation is the number of objects one would expect to find after multiplying the probabilities of the row and the column in the table (which may be different to the observed value).
A survey involving participants who have knowledge of a particular situation.
The process of manipulating one or more independent variables and measuring their effect on one or more dependent variables, while controlling for external variables.
A set of experimental procedures specifying: the test units, sampling procedures, independent variables, dependent variables and how external variables are to be controlled.
The error caused by the conditions of the experiment itself and it creates uncertainty that the observed effects may not be due to the manipulation of the independent variable.
The different conditions created by manipulating the independent variable.
The objects or people who are part of the experiment.
A form of exploratory research that involves discussing a research problem with someone (or a group of people) with experience on a particular subject.
The initial investigation of a problem that uses unstructured techniques (such as group discussions or in-depth interviews) in order to develop hypotheses and/or understand a problem further.
A statistical technique that calculates a moving average where the most recent data are given a different weight to earlier data.
A group discussion that has been designed to last around 3-4 hours (compared with the usual time of around an hour and a half).
Existing data that have already been collected by other organisations.
The extent to which experimental results can be projected to a population of interest.
Factors that are not manipulated as part of an experiment, but they may exert some influence on the dependent variable under study.
see External Variables (above)
Eye Tracking Research involves the use of various mechanical devices to record participants’ eye movements when they are looking at some form of stimulus (such as a press advert in a newspaper).
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