Glossary of Research Terms

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Oblique rotation

Rotation of factors when the axes are not maintained at right angles and the factors are correlated.

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Off-line data bases

Databases available on diskettes and CD-ROM discs.

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Omega squared (w2)

A measure indicating the proportion of the variation in the dependent variable explained by a particular independent variable or factor.

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One-way analysis of variance

An ANOVA technique in which there is only one factor

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On-line databases

Databases consisting of a central data bank which is accessed with a computer via a telecommunications network.

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Operational equivalence

A type of equivalence which measures how theorectical constructs are operationalised in different countries to measure marketing variables.

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Ordinal scale

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which they possess some characteristic.

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