Research Framework
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Glossary of Research 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 Back translation A translation technique that translates a questionnaire from the base language by a translator whose native language is the one into which the questionnaire is being translated. This version is then retranslated back into the original language by someone whose native language is the base language. Translation errors can then be identified. Back To Top Balanced scale A scale with an equal number of favorable and unfavorable categories. Back To Top Bar chart A chart that displays data in bars positioned horizontally or vertically. Back To Top Bartlett's test of sphericity A test statistic used to examine the hypothesis that the variables are uncorrelated in the population. It is used to test the suitability of a correlation matrix for factor analysis. Back To Top Bayesian approach An approach to determining sample size based on the principle that one should select the sample size which results in the largest positive difference between the expected payoff of sample information and the estimated cost of sampling. Back To Top Branching question A question used to guide an interviewer through a survey by directing the interviewer to different places in the questionnaire depending on the response to the question at hand. Back To Top Broad statement of the problem The first part of the marketing research problem definition. It provides an appropriate perspective on the problem so that it is not defined too narrowly. Buyer BehaviorThe actual responses made by consumers as a result of internal psychological constructs and external situational, social, and marketing forces. Back To Top Buying power index An indicator of the relative market potential between geographic territories. Back To Top |
