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 Sample A subgroup of the population selected for participation in the study. Back To Top Sample control The ability of the survey mode to reach the units specified in the sample effectively and efficiently. Back To Top Sample size The number of units to be included in a study. Back To Top Sampling control An aspect of supervision that ensures that the interviewers strictly follow the sampling plan rather than select sampling units based on convenience or accessibility. Back To Top Sampling distribution The distribution of the values of a sample statistic computed for each possible sample that could be drawn from the target population under sampling plan. Back To Top Sampling frame A representation of the elements of the target population consisting of a list of population units with their telephone numbers. Back To Top Sampling frame error A response error calculated as the variation between the population defined by the researcher and the population implied by the sampling frame used. Back To Top Sampling unit The basic unit that is available for selection at some stage of the sampling process. Back To Top Sampling with replacement A sampling technique in which an element can be included in the sample more than once. Back To Top Sampling without replacement A sampling technique in which an element cannot be included in the sample more than once. Back To Top Scaling Creating a continuum upon which measured objects are located. Back To Top Secondary data Data collected for some purpose other than the problem at hand. Back To Top Selection bias An extraneous variable attributable to the improper assignment of test units to treatment conditions. Back To Top Sequential sampling A probability sampling technique in which the population elements are sampled sequentially, data collection and analysis are done at each stage, and a decision is made as to whether additional population elements should be sampled. Back To Top Sign test A nonparametric test for examining differences in the location of two populations based on paired observations. Back To Top Significance of the interaction effect In ANOVA, a test of the significance of the interaction between two or more independent variables. Back To Top Significance of the main effect In ANOVA, a test of the significance of the main effect for each individual factor. Back To Top Significance of the overall effect In ANOVA, a test that some differences exist between some of the treatment groups. Back To Top Similarity judgments A direct approach to gathering perceptual data for MDS, where the respondents use a Likert scale to rate all possible pairs of brands in terms of their similarity. Back To Top Similarity/distance coefficient matrix A lower-triangle matrix containing pairwise distances between objects or cases. Back To Top Simple correlation The product moment correlation (r ). Back To Top Simple random sampling A probability sampling technique in which every element is selected independently of every other element and the sample is drawn by a random procedure from a sampling frame. Back To Top Simulation A set of procedures for developing and manipulating a representation of some real-world phenomenon for the purpose of finding qualitative and quantitative solutions that are useful in the process that is being modeled. Back To Top Single cross-sectional design A cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once. Back To Top Skewness The tendency of the deviations from the mean to be larger in one direction than in the other. Back To Top Snowball sampling A nonprobability sampling technique in which an initial group of respondents is selected randomly. These respondents identify others who belong to the target population of interest and subsequent respondents are selected based on the referrals. Back To Top Social desirability The tendency of respondents to give answers that are socially acceptable. Back To Top Specific components of the problem The second part of the marketing research problem definition. The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed further. Back To Top Specifications for secondary data One criterion for evaluating secondary data focusing on sampling, response rate, questionnaire design and administration, procedures for field work, data analysis and reporting procedures. Back To Top Split-half reliability A form of internal consistency reliability in which the items constituting the scale are divided into two halves and the resulting half scores are correlated. Back To Top SSbetween (SSx) The variation in Y due to the variation in the means of the categories of X. It represents variation between the categories of X, or the portion of the sum of squares in Y related to X. Back To Top SSwithin (SSerror) The variation in Y due to the variation within each of the categories of X. This variation is not accounted for by X. Back To Top SSy The total variation in Y. Back To Top Standard deviation The square root of the variance Back To Top Standard error The standard deviation of the sampling distribution of the mean or proportion; in regression, the standard deviation of b, SEb. Back To Top Standard error of estimation (SEE) A statistic representing the standard deviation of the actual Y values from the predicted Y values. Back To Top Standardization The process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard deviation. Back To Top Standardized discriminant function coefficients In discriminant analysis, the coefficients of the discriminant function. They are used as multipliers when the variables have been standardized. Back To Top Standardized regression coefficient The coefficient of the slope of a regression line calculated from standardized data; also known as beta coefficient or beta weight. Back To Top Stapel scale A unipolar rating scale with ten categories numbered from -5 to +5, without a neutral point. Back To Top Static group A pre-experimental design in which there are two groups: the experimental group (EG), which is exposed to the treatment, and the control group (CG). Measurements on both groups are made only after the treatment, and test units are not assigned at random. Back To Top Statistic A summary description of a characteristic or measure of the sample used as an estimate of the population parameter. Back To Top Statistical design An experimental design consisting of a series of basic experiments that enable statistical control and analysis of external variables. Back To Top Statistical inference The process of generalizing the sample results to the population results. Back To Top Statistical regression An extraneous variable that occurs when test units with extreme scores move closer to the average score during the course of the experiment. Back To Top Stratified sampling A probability sampling technique that uses a two-step process to partition the population into subpopulations, or strata. Elements are selected from each stratum by a random procedure. Back To Top Structure correlations Values that represent the simple correlations between the predictors and the discriminant function; also referred to as discriminant loadings. Back To Top Structured data collection Use of a formal questionnaire that presents questions in a prearranged order. Back To Top Structured questions Questions that specify the set of response alternatives and the response format. Back To Top Sum of squared errors The distances of all the points from the regression line when squared and added together; it is a measure of total error. Back To Top Survey (method) A structured questionnaire given to a sample of a population and designed to elicit specific information from respondents. Back To Top Symmetric lambda A statistic for measuring the percentage improvement in cross tabulations Back To Top Syndicated services Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients. Back To Top Syndicated sources Sources of secondary data which provide information from a common data base to different firms that subscribe to their services. Back To Top Systematic error An error that affects the measurement in a consistent way. Back To Top Systematic sampling A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame. Back To Top |
