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 Data analysis error An error that arises in the process of transforming raw data into research findings. Back To Top Data analysis services Services which provide simple and sophisticated analysis of quantitative data. Back To Top Data cleaning Thorough and extensive checks for consistency and treatment of missing responses. Back To Top Delphi survey A method which allows a group of individuals experienced in a particular field to learn more about what others in their field are thinking, develop some shared judgements and an understanding of where strong differences may exist. Back To Top Demographic/socioeconomic characteristics Physical or state-of-being characteristics of respondents that can be verified. Back To Top Dependent variables Variables that measure the effect of the independent variables on the test units. Back To Top Depth interview An unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings. Back To Top Descriptive research A type of conclusive research whose major objective is to describe market characteristics or functions. Back To Top Design control A method of controlling extraneous variables by means of specific experimental designs. Back To Top Direct approach 1. One type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious from the questions asked. 2. In multidimensional scaling, an approach to gathering perception data in which respondents are asked to judge how similar the various brands or stimuli are, using their own criteria. Back To Top Direct method An approach to discriminant analysis that involves estimating the discriminant function so that all the predictors are included simultaneously. Back To Top Discriminant analysis A technique for analyzing marketing research data when the criterion or dependent variable is categorical and the predictor or independent variables are interval in nature. Back To Top Discriminant analysis model The statistical model on which discriminant analysis is based. Back To Top Divisive clustering A hierarchical method of clustering which starts with all the objects grouped in a single cluster. Clusters are divided or split until each object is in a separate cluster. Back To Top Double sampling A sampling technique in which certain population elements are sampled twice. Back To Top Double-barreled question A question that combines two or more questions into one. Double cross-validationA special form of validation in which the sample is split into halves. One half serves as the estimation sample and the other as a validation sample. The roles of the estimation and validation halves are then reversed, and the cross-validation repeated. Back To Top Dummy table A blank table used to catalog data that describes how the analysis will be structured and conducted once the data have been collected. Back To Top Dummy variables Variables that take on only two values, usually 0 or 1. Back To Top |
