Research Framework
 |
|
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L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z Random digit dialing A technique used to overcome the bias of unpublished and recent telephone numbers by selecting all telephone number digits at random. Back To Top Random digit directory designs A research design for telephone surveys in which a sample of numbers is drawn from the telephone directory and modified to allow unpublished numbers a chance of being included in the sample. Back To Top Random error Measurement error which represents transient factors that affect the observed score in different ways each time the measurement is made, such as transient personal or situational factors. Back To Top Random sampling error Error caused because the particular sample selected is an imperfect representation of the population of interest; the variation between the true mean value of the sample and the true mean value of the population. Back To Top Range The difference between the smallest and largest values of a distribution. Back To Top Rank order scaling A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. Back To Top Ratio scale A scale which allows the researcher to identify or classify objects, rank order the objects, compare intervals or differences, and compute ratios of scale values. Back To Top Recording error Error attributable to the interviewer recording the responses incorrectly. Back To Top Regression analysis A statistical procedure for analyzing associative relationships between a metric dependent variable and one or more independent variables. Back To Top Regression coefficient The estimated parameter b in a regression equation. Back To Top Relevant characteristics Characteristics, factors, product attributes, or variables that may affect a research design. Back To Top Reliability The extent to which a scale produces consistent results if repeated measurements are made. Back To Top Repeated measures ANOVA An ANOVA technique used when respondents are exposed to more than one treatment condition and repeated measurements are obtained. Back To Top Research design A framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. Back To Top Research questions Refined statements of the specific components of the problem. Back To Top Response error Nonsampling error arising when respondents give inaccurate answers or when their answers are misrecorded or misanalyzed; the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project. Back To Top Response rate The percentage of the total attempted interviews which are completed. Back To Top R-square An index of fit for MDS equal to the squared correlation index that indicates the proportion of variance of the optimally scaled data that can be accounted for by the MDS procedure. Back To Top |
