Glossary

Aposterioricontrasts:Contrastsmadeafterconductingtheanalysis.Thesearegenerallymultiplecomparison tests. Aprioricontrasts:Contrastsdeterminedbeforeconductingtheanalysis,basedontheresearcherstheoretical framework. Accesspanel:Ageneralpoolofindividualsorhouseholdswhohaveagreedtobeavailableforsurveysof widelyvaryingtypesandtopics. Actionresearch:Ateamresearchprocess,facilitatedbyaprofessionalresearcher(s),linkingwithdecision makersandotherstakeholderswhotogetherwishtoimproveparticularsituations. Agglomerativeclustering:Ahierarchicalclusteringprocedurewhereeachobjectstartsoutinaseparate cluster.Clustersareformedbygroupingobjectsintobiggerandbiggerclusters. Alphaerror():SeeTypeIerror. Alternativehypothesis:Astatementthatsomedifferenceoreffectisexpected.Acceptingthealternative hypothesiswillleadtochangesinopinionsoractions. Alternativeformsreliability:Anapproachforassessingreliabilitythatrequirestwoequivalentformsofthe scaletobeconstructedandthenthesamerespondentstobemeasuredattwodifferenttimes. Analysisofcovariance(ANCOVA):AnadvancedANOVAprocedureinwhichtheeffectsofoneormore metricscaledextraneousvariablesareremovedfromthedependentvariablebeforeconductingtheANOVA. Analysisofvariance(ANOVA):Astatisticaltechniqueforexaminingthedifferencesamongmeansfortwoor morepopulations. Analysissample:Partofthetotalsampleusedtochecktheresultsofthediscriminantfunction. Analyticalmodel:Anexplicitspecificationofasetofvariablesandtheirinterrelationshipsdesignedto representsomerealsystemorprocessinwholeorinpart. Analyticalservices:Companiesthatprovideguidanceinthedevelopmentofresearchdesign. Areasampling:Acommonformofclustersamplinginwhichtheclustersconsistofgeographicalareassuchas counties,housingtracts,blocksorotherareadescriptions. Associationtechniques:Atypeofprojectivetechniqueinwhichparticipantsarepresentedwithastimulusand areaskedtorespondwiththefirstthingthatcomestomind. Asymmetriclambda:Ameasureofthepercentageimprovementinpredictingthevalueofthedependent variablegiventhevalueoftheindependentvariableincontingencytableanalysis.Lambdaalsovariesbetween 0and1. Audit:Adatacollectionprocessderivedfromphysicalrecordsorperforminginventoryanalysis.Dataare collectedpersonallybytheresearcher,orbyrepresentativesoftheresearcher,andarebasedoncountsusually ofphysicalobjectsratherthanpeople. Averagelinkage:Alinkagemethodbasedontheaveragedistancebetweenallpairsofobjects,whereone memberofthepairisfromeachoftheclusters. Backtranslation:Atranslationtechniquethattranslatesaquestionnairefromthebaselanguagebyatranslator whosenativelanguageistheoneintowhichthequestionnaireisbeingtranslated.Thisversionisthen retranslatedbackintotheoriginallanguagebysomeonewhosenativelanguageisthebaselanguage. Translationerrorscanthenbeidentified. Balancedscale:Ascalewithanequalnumberoffavourableandunfavourablecategories. Barchart:Achartthatdisplaysdatainbarspositionedhorizontallyorvertically.

Bayesianapproach:Aselectionmethodwheretheelementsareselectedsequentially.TheBayesian approachexplicitlyincorporatespriorinformationaboutpopulationparametersaswellasthecostsand probabilitiesassociatedwithmakingwrongdecisions. Betaerror(,):SeeTypeIIerror. Bibliographicdatabases:Databasescomposedofcitationstoarticlesinjournals,magazines,newspapers, marketingresearchstudies,technicalreports,governmentdocuments,andthelike.Theyoftenprovide summariesorabstractsofthematerialcited. Binominaltest:Agoodnessoffitstatisticaltestfordichotomousvariables.Itteststhegoodnessoffitofthe observednumberofobservationsineachcategorytothenumberexpectedunderaspecifiedbinominal distribution. Bivariateregression:Aprocedureforderivingamathematicalrelationship,intheformofanequation, betweenasinglemetricdependentvariableandasinglemetricindependentvariable. Branchingquestion:Aquestionusedtoguideaninterviewer(orrespondent)throughasurveybydirectingthe interviewer(orrespondent)todifferentspotsonthequestionnairedependingontheanswersgiven. Brandedmarketresearchproducts:Specialiseddatacollectionandanalysisproceduresdevelopedto addressspecifictypesofmarketingresearchproblems. Broadstatementoftheproblem:Theinitialstatementofthemarketingresearchproblemthatprovidesan appropriateperspectiveontheproblem. Calldisposition:Calldispositionrecordstheoutcomeofaninterviewcall. Carryovereffects:Wheretheevaluationofaparticularscaleditemsignificantlyaffectstherespondents judgementofsubsequentscaleditems. Cartoontests:Cartooncharactersareshowninaspecificsituationrelatedtotheproblem.Participantsare askedtoindicatethedialoguethatonecartooncharactermightmakeinresponsetothecomment(s)ofanother character. Casestudy:Adetailedstudybasedupontheobservationoftheintrinsicdetailsofindividuals,groupsof individualsandorganisations. Casewisedeletion:Amethodforhandlingmissingresponsesinwhichcasesorrespondentswithanymissing responsesarediscardedfromtheanalysis. Categoryequivalence:Aconstructequivalenceissuethatdealsspecificallywithwhetherthecategoriesin whichbrands,productsandbehaviouraregroupedarethesameindifferentcountries. Causalresearch:Atypeofconclusiveresearchwherethemajorobjectiveistoobtainevidenceregarding causeandeffect(causal)relationships. Causality:CausalityapplieswhentheoccurrenceofXincreasestheprobabilityoftheoccurrenceofY. Census:Acompleteenumerationoftheelementsofapopulationorstudyobjects. Centroidmethod:Avariancemethodofhierarchicalclusteringinwhichthedistancebetweentwoclustersis thedistancebetweentheircentroids(meansforallthevariables). Characteristicprofile:Anaidtointerpretingdiscriminantanalysisresultsbydescribingeachgroupintermsof thegroupmeansforthepredictorvariables. Chisquaredistribution:Askeweddistributionwhoseshapedependssolelyonthenumberofdegreesof freedom.Asthenumberofdegreesoffreedomincreases,thechisquaredistributionbecomesmore symmetrical. Chisquarestatistic:Thestatisticusedtotestthestatisticalsignificanceoftheobservedassociationina crosstabulation.Itassistsusindeterminingwhetherasystematicassociationexistsbetweenthetwovariables. Classificationinformation:Socioeconomicanddemographiccharacteristicsusedtoclassifyrespondents. Clustersampling:Atwostepprobabilitysamplingtechniquewherethetargetpopulationisfirstdividedinto mutuallyexclusiveandcollectivelyexhaustivesubpopulationscalledclusters,andthenarandomsampleof

clustersisselectedbasedonaprobabilitysamplingtechniquesuchasSRS.Foreachselectedcluster,eitherall theelementsareincludedinthesample,orasampleofelementsisdrawnprobabilistically. Codebook:Abookcontainingcodinginstructionsandthenecessaryinformationaboutthequestionsand potentialanswersinasurvey. Coding:Assigningacodetorepresentaspecificresponsetoaspecificquestionalongwiththedatarecordand columnpositionthatthecodewilloccupy. Codinganddataentryservices:Companieswhoseprimaryserviceofferingistheirexpertiseinconverting completedsurveysorinterviewsintoausabledatabaseforconductingstatisticalanalysis. Codingdata:Breakingdownqualitativedataintodiscretechunksandattachingareferencetothosechunksof data. Codingdataingroundedtheory:Aformofshorthandthatdistillseventsandmeaningswithoutlosingtheir essentialproperties. Coefficientalpha:Ameasureofinternalconsistencyreliabilitythatistheaverageofallpossiblesplithalf coefficientsresultingfromdifferentsplittingsofthescaleitems. Coefficientofvariation:Ausefulexpressioninsamplingtheoryforthestandarddeviationasapercentageof themean. Cohortanalysis:Amultiplecrosssectionaldesignconsistingofsurveysconductedatappropriatetime intervals.Thecohortreferstothegroupofrespondentswhoexperiencethesameeventwithinthesame interval. Commonfactoranalysis:Anapproachtofactoranalysisthatestimatesthefactorsbasedonlyonthecommon variance.Alsocalledprincipalaxisfactoring. Comparativescales:Oneoftwotypesofscalingtechniqueinwhichthereisdirectcomparisonofstimulus objectswithoneanother. Completelinkage:Alinkagemethodthatisbasedonmaximumdistanceofthefarthestneighbourapproach. Completionrate:Thepercentageofqualifiedrespondentswhocompletetheinterview.Itenablesresearchers totakeintoaccountanticipatedrefusalsbypeoplewhoqualify. Completiontechnique:Aprojectivetechniquethatrequiresparticpantstocompleteanincompletestimulus situation. Conceptualequivalence:Aconstructequivalenceissuethatdealswithwhethertheinterpretationofbrands, products,consumerbehaviourandthemarketingeffortarethesameindifferentcountries. Conclusiveresearch:Aresearchdesigncharacterisedbythemeasurementofclearlydefinedmarketing phenomena. Concomitantvariation:Aconditionforinferringcausalitythatrequiresthattheextenttowhichacause,X,and aneffect,Y,occurtogetherorvarytogetherispredictedbythehypothesisunderconsideration. Concurrentvalidity:Atypeofvaliditythatisassessedwhenthedataonthescalebeingevaluatedandonthe criterionvariablesarecollectedatthesametime. Confidenceintervals:Therangeintowhichthetruepopulationparameterwillfall,assumingagivenlevelof confidence. Confoundingvariables:Variablesusedtoillustratethatextraneousvariablescanconfoundtheresultsby influencingthedependentvariablesynonymouswithextraneousvariables. Conjointanalysis:Atechniquethatattemptstodeterminetherelativeimportanceconsumersattachtosalient attributesandtheutilitiestheyattachtothelevelsofattributes. Conjointanalysismodel:Themathematicalmodelexpressingthefundamentalrelationshipbetween attributesandutilityinconjointanalysis. Consistencychecks:Apartofthedatacleaningprocessthatidentifiesdatathatareoutofrange,logically inconsistentorhaveextremevalues.Datawithvaluesnotdefinedbythecodingschemeareinadmissible.

Constantsumscaling:Acomparativescalingtechniqueinwhichrespondentsarerequiredtoallocatea constantsumofunitssuchaspoints,euros,chits,stickersorchipsamongasetofstimulusobjectswithrespect tosomecriterion. Constructequivalence:Atypeofequivalencethatdealswiththequestionofwhetherthemarketingconstructs havethesamemeaningandsignificanceindifferentcountries. Constructvalidity:Atypeofvaliditythataddressesthequestionofwhatconstructorcharacteristicthescaleis measuring.Anattemptismadetoanswertheoreticalquestionsofwhyascaleworksandwhatdeductionscan bemadeconcerningthetheoryunderlyingthescale. Constructiontechnique:Aprojectivetechniqueinwhichparticipantsarerequiredtoconstructaresponsein theformofastory,dialogueordescription. Contentanalysis:Theobjective,systematicandquantitativedescriptionofthemanifestcontentofa communication. Contentvalidity:Atypeofvalidity,sometimescalledfacevalidity,thatconsistsofasubjectivebutsystematic evaluationoftherepresentativenessofthecontentofascaleforthemeasuringtaskathand. Contingencycoefficient:Ameasureofthestrengthofassociationinatableofanysize. Contingencytable:Acrosstabulationtable.Itcontainsacellforeverycombinationofcategoriesofthetwo variables. Continuousratingscale:Ameasurementscalethathasrespondentsratetheobjectsbyplacingamarkatthe appropriatepositiononalinethatrunsfromoneextremeofthecriterionvariabletotheother.Theformmay varyconsiderably.Alsocalledgraphicratingscale. Contrasts:InANOVA,amethodofexaminingdifferencesamongtwoormoremeansofthetreatmentgroups. Contrivedobservation:Observingbehaviourinanartificialenvironment. Controlledtestmarket:Atestmarketingprogrammeconductedbyanoutsideresearchcompanyinfield experimentation.Theresearchcompanyguaranteesdistributionoftheproductinretailoutletsthatrepresenta predeterminedpercentageofthemarket. Conveniencesampling:Anonprobabilitysamplingtechniquethatattemptstoobtainasampleofconvenient elements.Theselectionofsamplingunitsisleftprimarilytotheinterviewer. Convergentvalidity:Ameasureofconstructvaliditythatmeasurestheextenttowhichthescalecorrelates positivelywithothermeasuresofthesameconstruct. Cookietechnology:Agroupoflettersandnumbersstoredinawebsurfersbrowserthatidentifythebrowsers computer. Correspondenceanalysis:AnMDStechniqueforscalingqualitativedatathatscalestherowsandcolumnsof theinputcontingencytableincorrespondingunitssothateachcanbedisplayedinthesamelowdimensional space. Covariance:Asystematicrelationshipbetweentwovariablesinwhichachangeinoneimpliesacorresponding changeintheother(COVxy). Covariate:AmetricindependentvariableusedinANCOVA. CramersV:Ameasureofthestrengthofassociationusedintableslargerthan232. Criterionvalidity:Atypeofvaliditythatexamineswhetherthemeasurementscaleperformsasexpectedin relationtootherselectedvariablesasmeaningfulcriteria. Criticalrequest:Thetargetbehaviourbeingresearched. Crossculturalanalysis:Atypeofacrosscountriesanalysisinwhichthedatacouldbeaggregatedforeach countryandtheseaggregatestatisticsanalysed. Crosssectionaldesign:Atypeofresearchdesigninvolvingthecollectionofinformationfromanygiven sampleofpopulationelementsonlyonce.

Crosstabulation:Astatisticaltechniquethatdescribestwoormorevariablessimultaneouslyandresultsin tablesthatreflectthejointdistributionoftwoormorevariablesthathavealimitednumberofcategoriesor distinctvalues. Crossvalidation:Atestofvaliditythatexamineswhetheramodelholdsoncomparabledatanotusedinthe originalestimation. Customerdatabase:Adatabasethatdetailscharacteristicsofcustomersandprospectsthatcaninclude namesandaddresses,geographic,demographicandbuyingbehaviourdata. Customisedservices:Companiesthattailorresearchprocedurestobestmeettheneedsofeachclient. Dataanalysisservices:Firmswhoseprimaryserviceistoconductstatisticalanalysisofquantativedata. Dataassembly:Thegatheringofdatafromavarietyofdisparatesources. Datacleaning:Thoroughandextensivechecksforconsistencyandtreatmentofmissingresponses. Datadisplay:Involvessummarisingandpresentingthestructurethatisseenincollectedqualitativedata. Datamining:Theprocessofdiscoveringmeaningfulcorrelations,patternsandtrendsbysiftingthroughlarge amountsofdatastoredinrepositories,usingpatternrecognitionaswellasstatisticalandmathematical techniques. Datareduction:Theorganisingandstructuringofqualitativedata. Dataverification:Involvesseekingalternativeexplanationsoftheinterpretationsofqualitativedata,through otherdatasources. Datawarehouse:Thismaybeseenasasuperdatabase,butmorespecificallyitmaybedefinedasaprocess ofgatheringdisparatedatafromdatabaseandsurveysources,andconvertingthedataintoaconsistentformat thatcanaidbusinessdecisionmaking. Debriefing:Afteradisguisedexperiment,informingtestsubjectswhattheexperimentwasaboutandhowthe experimentalmanipulationswereperformed. Decisionsupportsystem(DSS):Aninformationsystemthatenablesdecisionmakerstointeractdirectlywith bothdatabasesandanalysismodels.TheimportantcomponentsofaDSSincludehardwareanda communicationnetwork,database,modelbase,softwarebaseandtheDSSuser(decisionmaker). Decompositionofthetotalvariation:InonewayANOVA,separationofthevariationobservedinthe dependentvariableintothevariationduetotheindependentvariablesplusthevariationduetoerror. Deduction:Aformofreasoninginwhichaconclusionisvalidlyinferredfromsomepremises,andmustbetrue ifthosepremisesaretrue. Demandartefacts:Responsesgivenbecausetherespondentsattempttoguessthepurposeoftheexperiment andrespondaccordingly. Dependencetechniques:Multivariatetechniquesappropriatewhenoneormoreofthevariablescanbe identifiedasdependentvariablesandtheremainingonesasindependentvariables. Dependentvariables:Variablesthatmeasuretheeffectoftheindependentvariablesonthetestunits. Depthinterview:Anunstructured,direct,personalinterviewinwhichasinglerespondentisprobedbyan experiencedinterviewertouncoverunderlyingmotivations,beliefs,attitudesandfeelingsonatopic. Derivedapproaches:InMDS,attributebasedapproachestocollectingperceptiondatarequiringrespondents toratethestimuliontheidentifiedattributesusingsemanticdifferentialorLikertscales. Descriptiveresearch:Atypeofconclusiveresearchthathasasitsmajorobjectivethedescriptionof something,usuallymarketcharacteristicsorfunctions. Designcontrol:Amethodofcontrollingextraneousvariablesthatinvolvesusingspecificexperimental designs. Determinism:Adoctrineespousingthateverythingthathappensisdeterminedbyanecessarychainof causation.

Diarymediapanels:Adatagatheringtechniquecomposedofsamplesofrespondentswhosetelevision viewingbehaviourisautomaticallyrecordedbyelectronicdevices,supplementingthepurchaseinformation recordedinadiary. Diarypurchasepanels:Adatagatheringtechniqueinwhichrespondentsrecordtheirpurchasesinadiary. Dichotomousquestion :Astructuredquestionwithonlytworesponsealternatives,suchasyesandno. Directapproach:Atypeofqualitativeresearchinwhichthepurposesoftheprojectaredisclosedtothe participantorareobviousgiventhenatureoftheinterview. Directmethod:Anapproachtodiscriminantanalysisthatinvolvesestimatingthediscriminantfunctionsothat allthepredictorsareincludedsimultaneously. Directorydatabases:Databasesthatprovideinformationonindividuals,organisationsandservices. Discriminantanalysis:Atechniqueforanalysingmarketingresearchdatawhenthecriterionordependent variableiscategoricalandthepredictororindependentvariablesareintervalinnature. Discriminantanalysismodel:Thestatisticalmodelonwhichdiscriminantanalysisisbased. Discriminantfunction:Thelinearcombinationofindependentvariablesdevelopedbydiscriminantanalysis thatwillbestdiscriminatebetweenthecategoriesofthedependentvariable. Discriminantvalidity:Atypeofconstructvaliditythatassessestheextenttowhichameasuredoesnot correlatewithotherconstructsfromwhichitissupposedtodiffer. Disordinalinteraction:Thechangeintherankorderoftheeffectsofonefactoracrossthelevelsofanother. Divisiveclustering:Ahierarchicalclusteringprocedurewhereallobjectsstartoutinonegiantcluster.Clusters areformedbydividingthisclusterintosmallerandsmallerclusters. Doublebarrelledquestion:Asinglequestionthatattemptstocovertwoissues.Suchquestionscanbe confusingtorespondentsandresultinambiguousresponses. Doublecrossvalidation:Aspecialformofvalidationinwhichthesampleissplitintohalves.Onehalfserves astheestimationsampleandtheotherasavalidationsample.Therolesoftheestimationandvalidationhalves arethenreversedandthecrossvalidationprocessisrepeated. Doublesampling:Asamplingtechniqueinwhichcertainpopulationelementsaresampledtwice. Dummyvariables:Arespecificationprocedureusingvariablesthattakeononlytwovalues,usually0or1. Editing:Areviewofthequestionnaireswiththeobjectiveofincreasingaccuracyandprecision. Elbowcriterion:AplotofstressversusdimensionalityusedinMDS.Thepointatwhichanelboworasharp bendoccursindicatesanappropriatedimensionality. Electronicobservation:Anobservationalresearchstrategyinwhichelectronicdevices,ratherthanhuman observers,recordthephenomenonbeingobserved. Element:Anobjectthatpossessestheinformationsoughtbytheresearcherandaboutwhichinferencesareto bemade. Empiricism:Atheoryofknowledge.Abroadcategoryofthephilosophyofsciencethatlocatesthesourceofall knowledgeinexperience. Estimatedorpredictedvalue:ThevalueYi =a+bx,whereaandbare,respectively,estimatorsof0 and1, thecorrespondingpopulationparameters. Ethnography:Aresearchapproachbasedupontheobservationofthecustoms,habitsanddifferences betweenpeopleineverydaysituations. Euclideandistance:Thesquarerootofthesumofthesquareddifferencesinvaluesforeachvariable. Evolvingresearchdesign:Aresearchdesignwhereparticularresearchtechniquesarechosenasthe researcherdevelopsanunderstandingoftheissuesandrespondents.

Experiment:Theprocessofmanipulatingoneormoreindependentvariablesandmeasuringtheireffecton oneormoredependentvariables,whilecontrollingfortheextraneousvariables. Experimentaldesign:Thesetofexperimentalproceduresspecifying(1)thetestunitsandsampling procedures,(2)theindependentvariables,(3)thedependentvariables,and(4)howtocontroltheextraneous variables. Experimentalgroup:Aninitialfocusgroupruntotestthesettingoftheinterview,theopeningquestion,the topicguideandthemixofparticipantsthatmakeupthegroup. Exploratoryresearch:Aresearchdesigncharacterisedbyaflexibleandevolvingapproachtounderstand marketingphenomenathatareinherentlydifficulttomeasure. Expressivetechnique:Aprojectivetechniqueinwhichparticipantsarepresentedwithaverbalorvisual situationandareaskedtorelatethefeelingsandattitudesofotherpeopletothesituation. Externalanalysisofpreferences:Amethodofconfiguringaspatialmapsuchthattheidealpointsorvectors basedonpreferencedataarefittedinaspatialmapderivedfromtheperceptiondata. Externaldata:Datathatoriginateoutsidetheorganisation. Externalsuppliers:Outsidemarketingresearchcompanieshiredtosupplymarketingresearchservices. Externalvalidity:Adeterminationofwhetherthecauseandeffectrelationshipsfoundintheexperimentcan begeneralised. Extraneousvariables:Variables,otherthandependentandindependentvariables,whichmayinfluencethe resultsofanexperiment. Eyetrackingequipment:Instrumentsthatrecordthegazemovementsoftheeye. Fdistribution:Afrequencydistributionthatdependsupontwosetsofdegreesoffreedom:thedegreesof freedominthenumeratorandthedegreesoffreedominthedenominator. Fstatistic:Theratiooftwosamplevariances. Ftest:Astatisticaltestoftheequalityofthevariancesoftwopopulations. Factor:Anunderlyingdimensionthatexplainsthecorrelationsamongasetofvariables. Factoranalysis:Aclassofproceduresprimarilyusedfordatareductionandsummarisation. Factorscores:Compositescoresestimatedforeachrespondentonthederivedfactors. Factorialdesign:Astatisticalexperimentaldesignusedtomeasuretheeffectsoftwoormoreindependent variablesatvariouslevelsandtoallowforinteractionsbetweenvariables. Factors:CategoricalindependentvariablesinANOVA.Theindependentvariablesmustallbecategorical(non metric)touseANOVA. Fieldenvironment:Anexperimentallocationsetinactualmarketconditions. Fieldforce:Boththeactualinterviewersandthesupervisorsinvolvedindatacollection. Fieldnotes:Alogordiaryofobservations,eventsandreflectionsmadebyaresearcherasastudyisplanned, implementedandanalysed. Fieldservices:Companieswhoseprimaryserviceisofferingtheirexpertiseincollectingdataforresearch projects. Filterquestion:Aninitialquestioninaquestionnairethatscreenspotentialrespondentstoensuretheymeet therequirementsofthesample. Fixedresponsealternativequestions:Questionsthatrequirerespondentstochoosefromasetof predeterminedanswers. Focusgroup:Adiscussionconductedbyatrainedmoderatoramongasmallgroupofparticipantsinan unstructuredandnaturalmanner.

Forcedratingscale:Aratingscalethatforcesrespondentstoexpressanopinionbecauseanoopinionorno knowledgeoptionisnotprovided. Frequencydistribution:Amathematicaldistributionwhoseobjectiveistoobtainacountofthenumberof responsesassociatedwithdifferentvaluesofonevariableandtoexpressthesecountsinpercentageterms. Friendshippair:Atechniqueusedtointerviewchildrenastwofriendsorclassmatestogether. Frugging:Theuseofmarketingresearchtodeliberatelydisguisefundraisingactivities. Fullservicesuppliers:Companiesthatofferafullrangeofmarketingresearchactivities. Fulltextdatabases:Databasesthatcontainthecompletetextofsecondarysourcedocumentscomprisingthe database. Functionalequivalence:Aconstructequivalenceissuethatdealsspecificallywithwhetheragivenconceptor behaviourservesthesameroleorfunctionindifferentcountries. Funnelapproach:Astrategyfororderingquestionsinaquestionnaireinwhichthesequencestartswiththe generalquestions,whicharefollowedbyprogressivelyspecificquestions,topreventspecificquestionsfrom biasinggeneralquestions. Galvanicskinresponse:Changesintheelectricalresistanceoftheskinthatrelatetoarespondentsaffective state. Gamma:Ateststatisticthatmeasurestheassociationbetweentwoordinallevelvariables.Itdoesnotmakean adjustmentforties. Generalisability:Thedegreetowhichastudybasedonasampleappliestothepopulationasawhole. Geodemographicclassification:Thisgroupsconsumerstogetherbasedonthetypesofneighbourhoodin whichtheylive.Ifasetofneighbourhoodsaresimilaracrossawiderangeofdemographicmeasures,theymay alsooffersimilarpotentialacrossmostproducts,brands,servicesandmedia. Geodemographicinformationsystem(GIS):Atabaselevel,aGISmatchesgeographicinformationwith demographicinformation.Thismatchallowssubsequentdataanalysestobepresentedonmaps. Graphicratingscale:SeeContinuousratingscale. Graphicalmodels:Analyticalmodelsthatprovideavisualpictureoftherelationshipsbetweenvariables. Groundedtheory:Theoryderivedfromdata,systematicallygatheredandanalysed.Or,aqualitativeapproach togeneratingtheorythroughthesystematicandsimultaneousprocessofdatacollectionandanalysis. Hierarchicalclustering:Aclusteringprocedurecharacterisedbythedevelopmentofahierarchyortreelike structure. Histogram:Averticalbarchartinwhichtheheightofthebarrepresentstherelativeorcumulativefrequencyof occurrence. History:Specificeventsthatareexternaltotheexperimentbutthatoccuratthesametimeastheexperiment. Hitratio:Thepercentageofcasescorrectlyclassifiedbydiscriminantanalysis. Hybridconjointanalysis:Aformofconjointanalysisthatcansimplifythedatacollectiontaskandestimate selectedinteractionsaswellasallmaineffects. Hypertextmarkuplanguage:(HTML)ThelanguageoftheWeb. Hypothesis:Anunprovenstatementorpropositionaboutafactororphenomenonthatisofinteresttoa researcher. Identificationinformation:Atypeofinformationobtainedinaquestionnairethatincludesname,addressand phonenumber. Implicitalternative:Analternativethatisnotexplicitlyexpressed. Implicitassumptions:Anassumptionthatisnotexplicitlystatedinaquestion.

Imputation:Amethodtoadjustfornonresponsebyassigningthecharacteristicofinteresttothenon respondentsbasedonthesimilarityofthevariablesavailableforbothnonrespondentsandrespondents. Incidencerate:Therateofoccurrenceofpersonseligibletoparticipateinthestudyexpressedasa percentage. Independentsamples:Thesamplesareindependentiftheyaredrawnrandomlyfromdifferentpopulations. Independentvariables:Variablesthataremanipulatedbytheresearcherandwhoseeffectsaremeasuredand compared. Indepthinterview:Anunstructured,direct,personalinterviewinwhichasingleparticipantisprobedbyan experiencedinterviewertouncoverunderlyingmotivations,beliefs,attitudesandfeelingsonatopic. Indirectapproach:Atypeofqualitativeresearchinwhichthepurposesoftheprojectaredisguisedfromthe participants. Induction:Aformofreasoningthatusuallyinvolvestheinferencethataninstanceorrepeatedcombinationof eventsmaybeuniversallygeneralised. Instrumentation:Anextraneousvariableinvolvingchangesinthemeasuringinstrument,intheobservers,or inthescoresthemselves. Integratinganalysis:Creatinganorderandconnectivitythatisseentobeemergingfrommemos. Interaction:Whenassessingtherelationshipbetweentwovariables,aninteractionoccursiftheeffectofX 1 dependsonthelevelofX2,andviceversa. Interactivetestingeffect:Aneffectinwhichapriormeasurementaffectsthetestunitsresponsetothe independentvariable. Interdependencetechnique:Amultivariatestatisticaltechniqueinwhichthewholesetofinterdependent relationshipsisexamined. Interdependencetechniques:Multivariatestatisticaltechniquesthatattempttogroupdatabasedon underlyingsimilarityandthusallowforinterpretationofthedatastructures.Nodistinctionismadeastowhich variablesaredependentandwhichareindependent. Internalanalysisofpreferences:Amethodofconfiguringaspatialmapsuchthatthespatialmaprepresents bothbrandsorstimuliandrespondentpointsorvectorsandisderivedsolelyfromthepreferencedata. Internalconsistencyreliability:Anapproachforassessingtheinternalconsistencyofasetofitems,where severalitemsaresummatedinordertoformatotalscoreforthescale. Internaldata:Dataavailablewithintheorganisationforwhomtheresearchisbeingconducted. Internalsupplier:Marketingresearchdepartmentlocatedwithinafirm. Internalvalidity:Ameasureofaccuracyofanexperiment.Itmeasureswhetherthemanipulationofthe independentvariables,ortreatments,actuallycausedtheeffectsonthedependentvariable(s). Internetdatabases:Databasesthatcanbeaccessed,searchedandanalysedontheInternet.Itisalsopossible todownloaddatafromtheInternetandstoreitonthecomputeroranauxiliarydevice. Internetservices:CompanieswhichspecialiseintheuseoftheInternettocollect,analyseanddistribute marketingresearchinformation. Interquartilerange:Therangeofadistributionencompassingthemiddle50%oftheobservations. Intervalscale:Ascaleinwhichthenumbersareusedtorankobjectssuchthatnumericallyequaldistanceson thescalerepresentequaldistancesinthecharacteristicbeingmeasured. Intraculturalanalysis:Withincountryanalysisofinternationaldata. Itemequivalence:Useofthesameinstrumentindifferentcountries. Itemisedratingscale:Ameasurementscalehavingnumbersorbriefdescriptionsassociatedwitheach category.Thecategoriesareorderedintermsofscaleposition.

Judgementalsampling:Aformofconveniencesamplinginwhichthepopulationelementsarepurposely selectedbasedonthejudgementoftheresearcher. ksamplemediantest:Anonparametrictestusedtoexaminedifferencesamongmorethantwogroupswhen thedependentvariableismeasuredonanordinalscale. KolmogorovSmirnov(KS)onesampletest:Aonesamplenonparametricgoodnessoffittestthat comparesthecumulativedistributionfunctionforavariablewithaspecifieddistribution. KolmogorovSmirnov(KS)twosampletest:Nonparametricteststatisticthatdetermineswhethertwo distributionsarethesame.Ittakesintoaccountanydifferencesinthetwodistributions,includingmedian, dispersionandskewness. KruskalWallisonewayANOVA:AnonmetricANOVAtestthatusestherankvalueofeachcase,notmerely itslocationrelativetothemedian. Kurtosis:Ameasureoftherelativepeakednessofthecurvedefinedbythefrequencydistribution. Laboratoryenvironment:Anartificialsettingforexperimentationinwhichtheresearcherconstructsthe desiredconditions. Laddering:Atechniqueforconductingdepthinterviewsinwhichalineofquestioningproceedsfromproduct characteristicstousercharacteristics. Latinsquaredesign:Astatisticaldesignthatallowsforthestatisticalcontroloftwononinteractingexternal variablesinadditiontothemanipulationoftheindependentvariable. Leadingquestion:Aquestionthatgivestherespondentaclueastowhattheanswershouldbe. Leastsquaresprocedure:Atechniqueforfittingastraightlineintoascattergrambyminimisingthevertical distancesofallthepointsfromtheline. Levelofsignificance:TheprobabilityofmakingaTypeIerror. Lifestyles:Distinctivepatternsoflivingdescribedbytheactivitiespeopleengagein,theintereststheyhave, andtheopinionstheyholdofthemselvesandtheworldaroundthem. Likertscale:Ameasurementscalewithfiveresponsecategoriesrangingfromstronglydisagreetostrongly agreethatrequiresrespondentstoindicateadegreeofagreementordisagreementwitheachofaseriesof statementsrelatedtothestimulusobjects. Limitedservicesuppliers:Companiesthatspecialiseinoneorafewphasesofamarketingresearchproject. Linechart:Achartthatconnectsaseriesofdatapointsusingcontinuouslines. Linguisticequivalence:Theequivalenceofbothspokenandwrittenlanguageformsusedinscalesand questionnaires. Linkagemethods:Agglomerativemethodsofhierarchicalclusteringthatclusterobjectsbasedona computationofthedistancebetweenthem. Longitudinaldesign:Atypeofresearchdesigninvolvingafixedsampleofpopulationelementsmeasured repeatedly.Thesampleremainsthesameovertime,thusprovidingaseriesofpicturesthat,whenviewed together,vividlyillustratethesituationandthechangesthataretakingplace. Loyaltycard:Atfacevalue,asalespromotiondeviceusedbysupermarkets,pharmacists,departmentstores, petrolstationsandevenwholeshoppingcentresandtownstoencouragerepeatpurchases.Forthemarketing researcher,theloyaltycardisadevicethatcanlinkcustomercharacteristicstoactualproductpurchases. Mahalanobisprocedure:Astepwiseprocedureusedindiscriminantanalysistomaximiseageneralised measureofthedistancebetweenthetwoclosestgroups. Mailpanel:Alargeandnationallyrepresentativesampleofhouseholdsthathaveagreedtoparticipatein periodicmailquestionnairesandproducttests. Maintestingeffect:Aneffectoftestingoccurringwhenapriorobservationaffectsalaterobservation.

MannWhitneyUtest:Astatisticaltestforavariablemeasuredonanordinalscale,comparingthedifferences inthelocationoftwopopulationsbasedonobservationsfromtwoindependentsamples. Marketingdecisionproblem:Theproblemconfrontingthemarketingdecisionmaker,whichaskswhatthe decisionmakerhastodo. Marketinginformationsystems(MkIS):Aformalisedsetofproceduresforgenerating,analysing,sortingand distributingpertinentinformationtomarketingdecisionmakersonanongoingbasis. Marketingintelligence:Qualifiedobservationsofeventsanddevelopmentsinthemarketingenvironment. Marketingresearch:Akeyelementwithinthetotalfieldofmarketinginformation.Itlinkstheconsumer, customerandpublictothemarketerthroughinformationwhichisusedtoidentifyanddefinemarketing opportunitiesandproblemstogenerate,refineandevaluatemarketingactionsandtoimproveunderstanding ofmarketingasaprocessandofthewaysinwhichspecificmarketingactivitiescanbemademoreeffective. Marketingresearchproblem:Aproblemthatentailsdeterminingwhatinformationisneededandhowitcanbe obtainedinthemostfeasibleway. Marketingresearchprocess:Asetofsixstepswhichdefinethetaskstobeaccomplishedinconductinga marketingresearchstudy.Theseincludeproblemdefinition,developinganapproachtotheproblem,research designformulation,fieldwork,datapreparationandanalysis,andreportgenerationandpresentation. Matching:Amethodofcontrollingextraneousvariablesthatinvolvesmatchingtestunitsonasetofkey backgroundvariablesbeforeassigningthemtothetreatmentconditions. Mathematicalmodels:Analyticalmodelsthatexplicitlydescribetherelationshipbetweenvariables,usuallyin equationform. Maturation:Anextraneousvariableattributabletochangesinthetestunitsthemselvesthatoccurwiththe passageoftime. Mean:Theaveragethatvalueobtainedbysummingallelementsinasetanddividingbythenumberof elements. Measureoflocation:Astatisticthatdescribesalocationwithinadataset.Measuresofcentraltendency describethecentreofthedistribution. Measureofvariability:Astatisticthatindicatesthedistributionsdispersion. Measurement:Theassignmentofnumbersorothersymbolstocharacteristicsofobjectsaccordingtocertain prespecifiedrules. Measurementerror:Thevariationintheinformationsoughtbytheresearcherandtheinformationgenerated bythemeasurementprocessemployed. Mediapanels:AdatagatheringtechniquecomposedofsamplesofrespondentswhoseTVviewingbehaviour isautomaticallyrecordedbyelectronicdevices,supplementingthepurchaseinformationrecordedinadiary. Median:Ameasureofcentraltendencygivenasthevalueabovewhichhalfofthevaluesfallandbelowwhich halfofthevaluesfall. Memowriting:Looselywrittennotesthroughtofullyformedanalyticalargumentswhichareaddedtothe originaldataandinterpretations. Metricdata:Datathatareintervalorratioinnature. Metricequivalence:SeeScalarequivalence. MetricMDS:AnMDSscalingmethodthatassumestheinputdataaremetric. Metricscale:Ascalethatiseitherintervalorratioinnature. Missingresponses:Valuesofavariablethatareunknownbecausetherespondentsconcernedprovided ambiguousanswerstothequestionorbecausetheiranswerswerenotproperlyrecorded. Mode:Ameasureofcentraltendencygivenasthevaluethatoccurswiththemostfrequencyinasample distribution.

Moderator:Anindividualwhoconductsafocusgroupinterview,bysettingthepurposeoftheinterview, questioning,probingandhandlingtheprocessofdiscussion. Monadicscale:SeeNoncomparativescale. Moodboard:Acollagecreatedinafocusgroupsetting.Focusgroupparticipantsareaskedtosnipwordsand picturesfrommagazinesthattheyseeasrepresentingthevaluesaparticularbrandisperceivedtohave.In somecircumstances,collagescanalsobemadeupfromaudioandvideotapes. Mortality:Anextraneousvariableattributabletothelossoftestunitswhiletheexperimentisinprogress. Multicollinearity:Astateofhighintercorrelationsamongindependentvariables. Multidimensionalscaling(MDS):Aclassofproceduresforrepresentingperceptionsandpreferencesof respondentsspatiallybymeansofavisualdisplay. Multiplecomparisontests:Aposterioricontraststhatenabletheresearchertoconstructgeneralised confidenceintervalsthatcanbeusedtomakepairwisecomparisonsofalltreatmentmeans. Multiplecrosssectionaldesign:Acrosssectionaldesigninwhichtherearetwoormoresamplesof respondents,andinformationfromeachsampleisobtainedonlyonce. Multiplediscriminantanalysis:Discriminantanalysistechniquewherethecriterionvariableinvolvesthreeor morecategories. Multipleregression:Astatisticaltechniquethatsimultaneouslydevelopsamathematicalrelationshipbetween twoormoreindependentvariablesandanintervalscaleddependentvariable. Multipleregressionmodel:Anequationusedtoexplaintheresultsofmultipleregressionanalysis. Multipletimeseriesdesign:Atimeseriesdesignthatincludesanothergroupoftestunitstoserveasacontrol group. Multiple :Thestrengthofthejointeffectoftwo(ormore)factors,ortheoveralleffect. MultivariateANOVA(MANOVA):AnANOVAtechniqueusingtwoormoremetricdependentvariables. Multivariatetechniques:Statisticaltechniquessuitableforanalysingdatawhentherearetwoormore measurementsoneachelementandthevariablesareanalysedsimultaneously.Multivariatetechniquesare concernedwiththesimultaneousrelationshipsamongtwoormorephenomena. Mysteryshopper:Anobservervisitingprovidersofgoodsandservicesasifheorshewasreallyacustomer, andrecordingcharacteristicsoftheservicedelivery. nwayanalysisofvariance:AnANOVAmodelwheretwoormorefactorsareinvolved. Naturalobservation:Observingbehaviourasittakesplaceintheenvironment. Neuromarketing:Theapplicationofneuroscienceinmarketing,primarilytomeasureemotionsthroughbrain imaging. Nominalscale:Ascalewhosenumbersserveonlyaslabelsortagsforidentifyingandclassifyingobjectswith astrictonetoonecorrespondencebetweenthenumbersandtheobjects. Nomologicalvalidity:Atypeofvaliditythatassessestherelationshipbetweentheoreticalconstructs.Itseeks toconfirmsignificantcorrelationsbetweentheconstructsaspredictedbyatheory. Noncomparativescale:Oneoftwotypesofscalingtechniquesinwhicheachstimulusobjectisscaled independentlyoftheotherobjectsinthestimulusset.Alsocalledmonadicscale. Nonhierarchicalclustering:Aprocedurethatfirstassignsordeterminesaclustercentreandthengroupsall objectswithinaprespecifiedthresholdvaluefromthecentre. NonmetricANOVA:AnANOVAtechniqueforexaminingthedifferenceinthecentraltendenciesofmorethan twogroupswhenthedependentvariableismeasuredonanordinalscale. Nonmetriccorrelation :Acorrelationmeasurefortwononmetricvariablesthatreliesonrankingstocompute thecorrelation.
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Nonmetricdata:Dataderivedfromanominalorordinalscale. NonmetricMDS:AtypeofMDSwhichassumesthattheinputdataareordinal. Nonmetricscale:Ascalethatiseithernominalorordinalinnature. Nonparametrictests:Hypothesistestingproceduresthatassumethatthevariablesaremeasuredona nominalorordinalscale. Nonprobabilitysampling:Samplingtechniquesthatdonotusechanceselectionproceduresbutratherrely onthepersonaljudgementoftheresearcher. Nonresponsebias:Biascausedwhenactualrespondentsdifferfromthosewhorefusetoparticipate. Nonresponseerror:Atypeofnonsamplingerrorthatoccurswhensomeoftherespondentsincludedinthe sampledonotrespond.Thiserrormaybedefinedasthevariationbetweenthetruemeanvalueofthevariable intheoriginalsampleandthetruemeanvalueinthenetsample. Nonsamplingerror:Anerrorthatcanbeattributedtosourcesotherthansamplingandthatcanberandomor nonrandom. Nullhypothesis:Astatementinwhichnodifferenceoreffectisexpected.Ifthenullhypothesisisnotrejected, nochangeswillbemade. Numericdatabases:Databasescontainingnumericalandstatisticalinformationthatmaybeimportantsources ofsecondarydata. Objectiveevidence:Perceivedtobeunbiasedevidence,supportedbyempiricalfindings. Obliquerotation:Rotationoffactorswhentheaxesarenotmaintainedatrightangles. Offlinedatabases:DatabasesthatareavailableondisketteorCDROM. Omegasquared(2 ):Ameasureindicatingtheproportionofthevariationinthedependentvariablethatis relatedtoaparticularindependentvariableorfactor. Omnibussurvey:Adistinctiveformofsurveythatservestheneedsofasyndicatedgroup.Theomnibus surveytargetsparticulartypesofrespondentssuchasthoseinspecificgeographiclocations,e.g.Luxembourg residents,orconsumersofparticulartypesofproducts,e.g.businessairtravellers.Withthattargetgroupof respondents,acoresetofquestionscanbeasked,withotherquestionsaddedassyndicatememberswish. Onegrouppretestposttestdesign:Apreexperimentaldesigninwhichagroupoftestunitsismeasured twice. Oneshotcasestudy:Apreexperimentaldesigninwhichasinglegroupoftestunitsisexposedtoatreatment X,andthenasinglemeasurementofthedependentvariableistaken. Onetailedtest:Atestofthenullhypothesiswherethealternativehypothesisisexpresseddirectionally. Onewayanalysisofvariance:AnANOVAtechniqueinwhichthereisonlyonefactor. Onlinedatabases:Databases,storedincomputers,thatrequireatelecommunicationsnetworktoaccess. Operationaldata:Datageneratedaboutanorganisationscustomers,throughdaytodaytransactions. Operationalequivalence:Atypeofequivalencethatmeasureshowtheoreticalconstructsareoperationalised indifferentcountriestomeasuremarketingvariables. Operationalised:Thederivationofmeasurablecharacteristicstoencapsulatemarketingphenomena,e.g.the conceptofcustomerloyaltycanbeoperationalisedthroughmeasurementssuchasfrequencyofrepeat purchasesorthenumberofyearsthatabusinessrelationshiphasexisted. Optimisingpartitioningmethod:Anonhierarchicalclusteringmethodthatallowsforlaterreassignmentof objectstoclusterstooptimiseanoverallcriterion. Orderbias(positionbias):Arespondentstendencytochooseanalternativemerelybecauseitoccupiesa certainpositionorislistedinacertainorder.

Ordinalinteraction:Aninteractionwheretherankorderoftheeffectsattributabletoonefactordoesnot changeacrossthelevelsofthesecondfactor. Ordinalscale:Arankingscaleinwhichnumbersareassignedtoobjectstoindicatetherelativeextenttowhich somecharacteristicispossessed.Thus,itispossibletodeterminewhetheranobjecthasmoreorlessofa characteristicthansomeotherobject. Orthogonalrotation:Rotationoffactorsinwhichtheaxesaremaintainedatrightangles. Pairedcomparisonscaling:Acomparativescalingtechniqueinwhicharespondentispresentedwithtwo objectsatatimeandaskedtoselectoneobjectinthepairaccordingtosomecriterion.Thedataobtainedare ordinalinnature. Pairedsamples:Thesamplesarepairedwhenthedataforthetwosamplesrelatetothesamegroupof respondents. Pairedsamplesttest:Atestfordifferencesinthemeansofpairedsamples. Pairwisedeletion:Amethodforhandlingmissingresponsesinwhichallcasesorrespondentswithany missingresponsesarenotautomaticallydiscardedrather,foreachcalculation,onlythecasesorrespondents withcompleteresponsesareconsidered. Panculturalanalysis:Acrosscountriesanalysisinwhichthedataforallrespondentsfromallthecountriesare pooledandanalysed. Panel:Asampleofrespondentswhohaveagreedtoprovideinformationatspecifiedintervalsoveran extendedperiod. Pantryaudit:Atypeofauditwheretheresearcherinventoriesthebrands,quantitiesandpackagesizesof productsinaconsumershome. Paradigm:Asetofassumptionsconsistingofagreeduponknowledge,criteriaofjudgement,problemfields andwaystoconsiderthem. Parallelthresholdmethod:Anonhierarchicalclusteringmethodthatspecifiesseveralclustercentresatonce. Allobjectsthatarewithinaprespecifiedthresholdvaluefromthecentrearegroupedtogether. Paralleltranslation:Atranslationmethodinwhichacommitteeoftranslators,eachofwhomisfluentinat leasttwolanguages,discussalternativeversionsofaquestionnaireandmakemodificationsuntilconsensusis reached Parametrictests:Hypothesistestingproceduresthatassumethatthevariablesofinterestaremeasuredonat leastanintervalscale. Partcorrelationcoefficient:AmeasureofthecorrelationbetweenYandXwhenthelineareffectsoftheother independentvariableshavebeenremovedfromX(butnotfromY). Partialcorrelationcoefficient:Ameasureoftheassociationbetweentwovariablesaftercontrollingor adjustingfortheeffectsofoneormoreadditionalvariables. Perceivedrespondentanonymity:Therespondentsperceptionsthattheiridentitieswillnotbediscernedby theinterviewerorresearcher. Personalobservation:Anobservationalresearchstrategyinwhichhumanobserversrecordthephenomenon beingobservedasitoccurs. Personificationtechnique:Participantsareaskedtoimaginethatthebrandisapersonandthendescribe characteristicsofthatperson. Phicoefficient( ):Ameasureofthestrengthofassociationinthespecialcaseofatablewithtworowsand twocolumns(a232table). Pictureresponsetechnique:Aprojectivetechniqueinwhichparticipantsareshownapictureandareaskedto tellastorydescribingit. Piechart:Aroundchartdividedintosections.

Pilottesting:Testingthequestionnaireonasmallsampleofparticpantsforthepurposeofimprovingthe questionnairebyidentifyingandeliminatingpotentialproblems. Population:Theaggregateofalltheelements,sharingsomecommonsetofcharacteristics,thatcomprisethe universeforthepurposeofthemarketingresearchproblem. Positionbias:SeeOrderbias. Positivism:Aphilosophyoflanguageandlogicconsistentwithanempiricistphilosophyofscience. Posttestonlycontrolgroupdesign:Experimentaldesigninwhichtheexperimentalgroupisexposedtothe treatmentbutthecontrolgroupisnotandnopretestmeasureistaken. Powerofastatisticaltest:Theprobabilityofrejectingthenullhypothesiswhenitisinfactfalseandshouldbe rejected. Precoding:Inquestionnairedesign,assigningacodetoeveryconceivableresponsebeforedatacollection. Predictivevalidity:Atypeofvaliditythatisconcernedwithhowwellascalecanforecastafuturecriterion. Preexperimentaldesigns:Designsthatdonotcontrolforextraneousfactorsbyrandomisation. Pretestposttestcontrolgroupdesign:Anexperimentaldesigninwhichtheexperimentalgroupisexposed tothetreatmentbutthecontrolgroupisnot.Pretestandposttestmeasuresaretakenonbothgroups. Primarydata:Dataoriginatedbytheresearcherspecificallytoaddresstheresearchproblem. Principalaxisfactoring:SeeCommonfactoranalysis. Principalcomponentsanalysis:Anapproachtofactoranalysisthatconsidersthetotalvarianceinthedata. Probabilityproportionatetosize(PPS):Aselectionmethodwheretheprobabilityofselectingasamplingunit inaselectedclustervariesinverselywiththesizeofthecluster.Therefore,thesizeofalltheresultingclusters isapproximatelyequal. Probabilitysampling:Asamplingprocedureinwhicheachelementofthepopulationhasafixedprobabilistic chanceofbeingselectedforthesample. Probing:Amotivationaltechniqueusedwhenaskingquestionstoinducetheparticipantstoenlargeon,clarify orexplaintheiranswers. Problemaudit:Acomparativeexaminationofamarketingproblemtounderstanditsoriginandnature. Problemdefinition:Abroadstatementofthegeneralproblemandidentificationofthespecificcomponentsof themarketingresearchproblem. Problemidentificationresearch:Researchundertakentohelpidentifyproblemsthatarenotnecessarily apparentonthesurface,yetexistorarelikelytoariseinthefuture. Problemsolvingresearch:Researchundertakentohelpsolvemarketingproblems. Productmomentcorrelation(r):Astatisticsummarisingthestrengthofassociationbetweentwometric variables. Projectivetechnique:Anunstructuredandindirectformofquestioningthatencouragesparticipantstoproject theirunderlyingmotivations,beliefs,attitudesorfeelingsregardingtheissuesofconcern. Psychogalvanometer:Aninstrumentthatmeasuresarespondentsgalvanicskinresponse. Psychographics:Quantifiedprofilesofindividualsbaseduponlifestylecharacteristics. Pupilometer:Aninstrumentthatmeasureschangesintheeyepupildiameter. Purchasepanels:Adatagatheringtechniqueinwhichrespondentsrecordtheirpurchasesinadiary. Qsortscaling:Acomparativescalingtechniquethatusesarankorderproceduretosortobjectsbasedon similaritywithrespecttosomecriterion. Qualitativeresearch:Anunstructured,primarilyexploratorydesignbasedonsmallsamples,intendedto provideinsightandunderstanding.

Quantitativeobservation:Therecordingandcountingofbehaviouralpatternsofpeople,objectsandeventsin asystematicmannertoobtaininformationaboutthephenomenonofinterest. Quantitativeresearch:Researchtechniquesthatseektoquantifydataand,typically,applysomeformof statisticalanalysis. Quasiexperimentaldesigns:Designsthatapplypartoftheproceduresoftrueexperimentationyetlackfull experimentalcontrol. Questionnaire:Astructuredtechniquefordatacollectionconsistingofaseriesofquestions,writtenorverbal, thatarespondentanswers. Quotasampling:Anonprobabilitysamplingtechniquethatistwostagerestrictedjudgementalsampling.The firststageconsistsofdevelopingcontrolcategoriesorquotasofpopulationelements.Inthesecondstage, sampleelementsareselectedbasedonconvenienceorjudgement. Randomerror:Anerrorthatarisesfromrandomchangesordifferencesinrespondentsormeasurement situations. Randomsamplingerror:Theerrorbecausetheparticularsampleselectedisanimperfectrepesentationofthe populationofinterest.Itmaybedefinedasthevariationbetweenthetruemeanvalueforthesampleandthe truemeanvalueofthepopulation. Randomisation:Amethodofcontrollingextraneousvariablesthatinvolvesrandomlyassigningtestunitsto experimentalgroupsbyusingrandomnumbers.Treatmentconditionsarealsorandomlyassignedto experimentalgroups. Randomisedblockdesign:Astatisticaldesigninwhichthetestunitsareblockedonthebasisofanexternal variabletoensurethatthevariousexperimentalandcontrolgroupsarematchedcloselyonthatvariable. Range:Thedifferencebetweenthesmallestandlargestvaluesofadistribution. Rankorderscaling:Acomparativescalingtechniqueinwhichrespondentsarepresentedwithseveralobjects simultaneouslyandaskedtoorderorrankthemaccordingtosomecriterion. Ratioscale:Thehighestscale.Thisscaleallowstheresearchertoidentifyorclassifyobjects,rankorderthe objects,andcompareintervalsordifferences.Itisalsomeaningfultocomputeratiosofscalevalues. Regressionanalysis:Astatisticalprocedureforanalysingassociativerelationshipsbetweenametric dependentvariableandoneormoreindependentvariables. Reliability:Theextenttowhichascaleproducesconsistentresultsifrepeatedmeasurementsaremadeonthe characteristic. RepeatedmeasuresANOVA:AnANOVAtechniqueusedwhenrespondentsareexposedtomorethanone treatmentconditionandrepeatedmeasurementsareobtained. Researchbrief:Adocumentproducedbytheusersofresearchfindingsorthebuyersofapieceofmarketing research.Thebriefisusedtocommunicatetheperceivedrequirementsofamarketingresearchproject. Researchdesign:Aframeworkorblueprintforconductingthemarketingresearchproject.Itspecifiesthe detailsoftheproceduresnecessaryforobtainingtheinformationneededtostructureorsolvemarketing researchproblems. Researchproposal:Theofficiallayoutoftheplannedmarketingresearchactivity. Researchquestions:Refinedstatementsofthespecificcomponentsoftheproblem. Residual:ThedifferencebetweentheobservedvalueofY i andthevaluepredictedbytheregressionequation Yi. Responseerror:Atypeofnonsamplingerrorarisingfromrespondentswhodorespondbutwhogive inaccurateanswersorwhoseanswersaremisrecordedormisanalysed.Itmaybedefinedasavariation betweenthetruemeanvalueofthevariableinthenetsampleandtheobservedmeanvalueobtainedinthe marketresearchproject. Responselatency:Theamountoftimeittakestorespondtoaquestion.

Responserate:Thepercentageofthetotalattemptedinterviewsthatarecompleted. Roleplaying:Participantsareaskedtoassumethebehaviourofsomeoneelse. Runstest:Atestofrandomnessforadichotomousvariable. Sample:Asubgroupoftheelementsofthepopulationselectedforparticipationinthestudy. Samplecontrol:Theabilityofthesurveymodetoreachtheunitsspecifiedinthesampleeffectivelyand efficiently. Samplesize:Thenumberofelementstobeincludedinastudy. Samplingcontrol:Anaspectofsupervisingthatensuresthattheinterviewersstrictlyfollowthesamplingplan ratherthanselectsamplingunitsbasedonconvenienceoraccessibility. Samplingdistribution:Thedistributionofthevaluesofasamplestatisticcomputedforeachpossiblesample thatcouldbedrawnfromthetargetpopulationunderaspecifiedsamplingplan. Samplingframe:Arepresentationoftheelementsofthetargetpopulationthatconsistsofalistorsetof directionsforidentifyingthetargetpopulation. Samplingunit:Anelement,oraunitcontainingtheelement,thatisavailableforselectionatsomestageofthe samplingprocess. Samplingwithreplacement:Asamplingtechniqueinwhichanelementcanbeincludedinthesamplemore thanonce. Samplingwithoutreplacement:Asamplingtechniqueinwhichanelementcannotbeincludedinthesample morethanonce. Scalarequivalence:Thedemonstrationthattwoindividualsfromdifferentcountrieswiththesamevalueon somevariablewillscoreatthesamelevelonthesametest.Alsocalledmetricequivalence Scaletransformation:Amanipulationofscalevaluestoensurecompatibilitywithotherscalesorotherwiseto makethedatasuitableforanalysis. Scaling:Thegenerationofacontinuumuponwhichmeasuredobjectsarelocated. Scannerdata:DataobtainedbypassingmerchandiseoveralaserscannerthatreadstheUPCfromthe packages. Scannerdiarypanels:ScannerdatawherepanelmembersareidentifiedbyanIDcard,allowinginformation abouteachpanelmemberspurchasestobestoredwithrespecttothetheindividualshopper. ScannerdiarypanelswithcableTV:Thecombinationofascannerdiarypanelwithmanipulationsofthe advertisingthatisbeingbroadcastbycableTVcompanies. Scanningdevice:TechnologythatreadstheUPCfrommerchandisebypassingitoveralaserscanner. Secondarydata:Datacollectedforsomepurposeotherthantheproblemathand. Selectionbias:Anextraneousvariableattributabletotheimproperassignmentoftestunitstotreatment conditions. Semanticdifferential:Asevenpointratingscalewithendpointsassociatedwithbipolarlabels. Semiotics:Thestudyofsignsinthecontextofconsumerexperience. Sentencecompletion:Aprojectivetechniqueinwhichparticipantsarepresentedwithanumberofincomplete sentencesandareaskedtocompletethem. Sequentialsampling:Aprobabilitysamplingtechniqueinwhichthepopulationelementsaresampled sequentially,datacollectionandanalysisaredoneateachstage,andadecisionismadeastowhether additionalpopulationelementsshouldbesampled. Shadowteam:Asmallcrossfunctionalboundaryspanninggroupthatlearnseverythingaboutacompetitive unit.

Signtest:Anonparametrictestforexaminingdifferencesinthelocationoftwopopulations,basedonpaired populations,thatcomparesonlythesignsofthedifferencesbetweenpairsofvariableswithouttakinginto accountthemagnitudeofthedifferences. Significanceoftheinteractioneffect:Atestofthesignificanceoftheinteractionbetweentwoormore independentvariables. Significanceofthemaineffectofeachfactor:Atestofthesignificanceofthemaineffectforeachindividual factor. Significanceoftheoveralleffect:Atestthatsomedifferencesexistbetweensomeofthetreatmentgroups. Simplerandomsampling(SRS):Aprobabilitysamplingtechniqueinwhicheachelementhasaknownand equalprobabilityofselection.Everyelementisselectedindependentlyofeveryotherelement,andthesample isdrawnbyarandomprocedurefromasamplingframe. Simulatedtestmarket:Aquasitestmarketinwhichrespondentsarepreselectedtheyaretheninterviewed andobservedontheirpurchasesandattitudestowardstheproduct. Singlecrosssectionaldesign:Acrosssectionaldesigninwhichonesampleofrespondentsisdrawnfrom thetargetpopulationandinformationisobtainedfromthissampleonce. Singlelinkage:Alinkagemethodbasedonminimumdistanceorthenearestneighbourrule. Skewness:Acharacteristicofadistributionthatassessesitssymmetryaboutthemean. Snowballsampling:Anonprobabilitysamplingtechniqueinwhichaninitialgroupofrespondentsisselected randomly.Subsequentrespondentsareselectedbasedonthereferralsorinformationprovidedbytheinitial respondents.Byobtainingreferralsfromreferrals,thisprocessmaybecarriedoutinwaves. Socialdesirability:Thetendencyofrespondentstogiveanswersthatmaynotbeaccuratebutmaybe desirablefromasocialstandpoint. Solomonfourgroupdesign:Anexperimentaldesignthatexplicitlycontrolsforinteractivetestingeffects,in additiontocontrollingforalltheotherextraneousvariables. Specialpurposedatabases:Databasesthatcontaininformationofaspecificnature,e.g.dataona specialisedindustry. Specificcomponentsoftheproblem:Thesecondpartofthemarketingresearchproblemdefinitionthat focusesonthekeyaspectsoftheproblemandprovidesclearguidelinesonhowtoproceedfurther. Splithalfreliability:Aformofinternalconsistencyreliabilityinwhichtheitemsconstitutingthescaleare dividedintotwohalvesandtheresultinghalfscoresarecorrelated. Standarddeviation:Thesquarerootofthevariance. Standarderror:Thestandarddeviationofthesamplingdistributionofthemeanorproportion. Standardtestmarket:Atestmarketinwhichtheproductissoldthroughregulardistributionchannels.For example,nospecialconsiderationsaregiventoproductssimplybecausetheyarebeingtestmarketed. Standardisation:Theprocessofcorrectingdatatoreducethemtothesamescalebysubtractingthesample meananddividingbythestandarddeviation. Standardisedservices:Companiesthatusestandardisedprocedurestoprovidemarketingresearchtovarious clients. Stapelscale:Ascaleformeasuringattitudesthatconsistsofasingleadjectiveinthemiddleofaneven numberedrangeofvalues. Staticgroup:Apreexperimentaldesigninwhichtherearetwogroups:theexperimentalgroup(EG),whichis exposedtothetreatment,andthecontrolgroup(CG).Measurementsonbothgroupsaremadeonlyafterthe treatment,andtestunitsarenotassignedatrandom. Statisticalcontrol:Amethodofcontrollingextraneousvariablesbymeasuringtheextraneousvariablesand adjustingfortheireffectsthroughstatisticalmethods.

Statisticaldesigns:Designsthatallowforthestatisticalcontrolandanalysisofexternalvariables. Statisticalinference:Theprocessofgeneralisingthesampleresultstoatargetpopulation. Statisticalregression:Anextraneousvariablethatoccurswhentestunitswithextremescoresmovecloserto theaveragescoreduringthecourseoftheexperiment. Stepwisediscriminantanalysis:Discriminantanalysisinwhichthepredictorsareenteredsequentiallybased ontheirabilitytodiscriminatebetweenthegroups. Stepwiseregression:Aregressionprocedureinwhichthepredictorvariablesenterorleavetheregression equationoneatatime. Storycompletion :Aprojectivetechniqueinwhichparticipantsareprovidedwithpartofastoryandare requiredtogivetheconclusionintheirownwords. Stratifiedsampling:Aprobabilitysamplingtechniquethatusesatwostepprocesstopartitionthepopulation intosubsequentsubpopulations,orstrata.Elementsareselectedfromeachstratumbyarandomprocedure. Structuralequationmodelling(SEM):Collectionofstatisticaltechniquesincludingfactoranalysisand multipleregression.Itallowstheresearchertoexaminerelationshipsbetweenseveralcontinuousordiscrete independentvariablesandseveralcontinuousordiscretedependantvariables.Theindependentanddependent variablescanbelatentormeasuredvariables. Structureddatacollection:Useofaformalquestionnairethatpresentsquestionsinaprearrangedorder. Structuredobservation:Observationwheretheresearcherclearlydefinesthebehaviourstobeobservedand thetechniquesbywhichtheywillbemeasured. Structuredquestions:Questionsthatprespecifythesetofresponsealternativesandtheresponseformat.A structuredquestioncouldbemultiplechoice,dichotomousorascale. Substitution:Aprocedurethatsubstitutesfornonrespondentsotherelementsfromthesamplingframewho areexpectedtorespond. Sugging:Theuseofmarketingresearchtodeliberatelydisguiseasaleseffort. Surrogatevariables:Asubsetoforiginalvariablesselectedforuseinsubsequentanalysis. Surveytechniques:Technniquesbasedupontheuseofstructuredquestionnairesgiventoasampleofa population. Surveys:Interviewswithalargenumberofpeopleusingaquestionnaire. Symmetriclambda:Thesymmetriclambdadoesnotmakeanassumptionaboutwhichvariableisdependent. Itmeasurestheoverallimprovementwhenpredictionisdoneinbothdirections. Syndicatedservices:Companiesthatcollectandsellcommonpoolsofdatadesignedtoserveinformation needssharedbyanumberofclients. Syndicatedsources(services):Informationservicesofferedbymarketingresearchorganisationsthatprovide informationfromacommondatabasetodifferentfirmsthatsubscribetotheirservices. Systematicerror:Anerrorthataffectsthemeasurementinaconstantwayandrepresentsstablefactorsthat affecttheobservedscoreinthesamewayeachtimethemeasurementismade. Systematicsampling:Aprobabilitysamplingtechniqueinwhichthesampleischosenbyselectingarandom startingpointandthenpickingeveryithelementinsuccessionfromthesamplingframe. tdistribution:Asymmetricalbellshapeddistributionthatisusefulforsampletesting(n<30).Itissimilarto thenormaldistributioninappearance. tstatistic:Astatisticthatassumesthatthevariablehasasymmetricbellshapeddistribution,thatthemeanis known(orassumedtobeknown),andthatthepopulationvarianceisestimatedfromthesample. ttest:Aunivariatehypothesistestusingthetdistribution,whichisusedwhenthestandarddeviationis unknownandthesamplesizeissmall.

Targetpopulation:Thecollectionofelementsorobjectsthatpossesstheinformationsoughtbytheresearcher andaboutwhichinferencesaretobemade. taub:Ateststatisticthatmeasurestheassociationbetweentwoordinallevelvariables.Itmakesanadjustment fortiesandisthemostappropriatewhenthetableofvariablesissquare. tauc:Ateststatisticthatmeasurestheassociationbetweentwoordinallevelvariables.Itmakesanadjustment fortiesandismostappropriatewhenthetableofvariablesisnotsquarebutarectangle. Telescoping:Apsychologicalphenomenonthattakesplacewhenanindividualtelescopesorcompressestime byrememberinganeventasoccurringmorerecentlythanitactuallyoccurred. Territorialmap:Atoolforassessingdiscriminantanalysisresultsbyplottingthegroupmembershipofeach caseonagraph. Testmarket:Acarefullyselectedpartofthemarketplaceparticularlysuitablefortestmarketing. Testmarketing:Anapplicationofacontrolledexperimentdoneinlimited,butcarefullyselected,testmarkets. Itinvolvesareplicationoftheplannednationalmarketingprogrammeforaproductintestmarkets. Teststatistic:Ameasureofhowclosethesamplehascometothenullhypothesis.Itoftenfollowsawell knowndistribution,suchasthenormal,t,orchisquaredistribution. Testunits:Individuals,organisationsorotherentitieswhoseresponsetoindependentvariablesortreatments isbeingstudied. Testingeffects:Effectscausedbytheprocessofexperimentation. Testretestreliability:Anapproachforassessingreliability,inwhichrespondentsareadministeredidentical setsofscaleitemsattwodifferenttimes,underasnearlyequivalentconditionsaspossible. Thematicmaps:Mapsthatsolvemarketingproblems.Theycombinegeographywithdemographicinformation andacompanyssalesdataorotherproprietaryinformationandaregeneratedbyacomputer. Theoreticalsampling:Datagatheringdrivenbyconceptsderivedfromevolvingtheoryandbasedonthe conceptofmakingcomparisons. Theory:Aconceptualschemebasedonfoundationalstatements,oraxioms,thatareassumedtobetrue. Thirdpersontechnique:Aprojectivetechniqueinwhichparticipantsarepresentedwithaverbalorvisual situationandareaskedtorelatethebeliefsandattitudesofathirdpersoninthatsituation. Timeseriesdesign:Aquasiexperimentaldesignthatinvolvesperiodicmeasurementsofthedependent variableforagroupoftestunits.Thenthetreatmentisadministeredbytheresearcheroroccursnaturally.After thetreatment,periodicmeasurementsarecontinuedtodeterminethetreatmenteffect. Topicguide:Alistoftopics,questionsandprobesthatareusedbyamoderatortohelpmanageafocusgroup discussion. Totalerror:Thevariationbetweenthetruemeanvalueinthepopulationofthevariableofinterestandthe observedmeanvalueobtainedinthemarketingresearchproject Traceanalysis:Anapproachinwhichdatacollectionisbasedonphysicaltraces,orevidence,ofpast behaviour. Transcripts:Hardcopiesofthequestionsandprobesandthecorrespondinganswersandresponsesinfocus grouporindepthinterviews. Transitivityofpreference:Anassumptionmadetoconvertpairedcomparisondatawithrankorderdata.It impliesthatifBrandAispreferredtoBrandB,andBrandBispreferredtoBrandC,thenBrandAispreferredto BrandC. Treatment:InANOVA,aparticularcombinationoffactorlevelsorcategories. Trendanalysis:Amethodofadjustingfornonresponseinwhichtheresearchertriestodiscernatrend betweenearlyandlaterespondents.Thistrendisprojectedtononrespondentstoestimatetheircharacteristic ofinterest.

Trueexperimentaldesigns:Experimentaldesignsdistinguishedbythefactthattheresearchercanrandomly assigntestunitstoexperimentalgroupsandalsorandomlyassigntreatmentstoexperimentalgroups. Truescoremodel:Amathematicalmodelthatprovidesaframeworkforunderstandingtheaccuracyof measurement. Twogroupdiscriminantanalysis:Discriminantanalysistechniquewherethecriterionvariablehastwo categories. Twosamplemediantest:Nonparametricteststatisticthatdetermineswhethertwogroupsaredrawnfrom populationswiththesamemedian.ThistestisnotaspowerfulastheMannWhitneyUtest. Twotailedtest:Atestofthenullhypothesiswherethealternativehypothesisisnotexpresseddirectionally. TypeIerror:Anerrorthatoccurswhenthesampleresultsleadtotherejectionofanullhypothesisthatisin facttrue.Alsoknownasalphaerror(). TypeIIerror:Anerrorthatoccurswhenthesampleresultsleadtoacceptanceofanullhypothesisthatisin factfalse.Alsoknownasbetaerror(). Univariatetechniques:Statisticaltechniquesappropriateforanalysingdatawhenthereisasingle measurementofeachelementinthesample,or,ifthereareseveralmeasurementsoneachelement,when eachvariableisanalysedinisolation. Unstructuredobservation:Observationthatinvolvesaresearchermonitoringallrelevantphenomena,without specifyingthedetailsinadvance. Unstructuredquestions:Openendedquestionsthatrespondentsanswerintheirownwords. Validationsample:Thatpartofthetotalsampleusedtochecktheresultsoftheestimationsample. Validity:Theextenttowhichameasurementrepresentscharacteristicsthatexistinthephenomenonunder investigation. Variablerespecification:Thetransformationofdatatocreatenewvariablesorthemodificationofexisting variablessothattheyaremoreconsistentwiththeobjectivesofthestudy. Variance:Themeansquareddeviationofallthevaluesofthemean. Variancemethod:Anagglomerativemethodofhierarchicalclusteringinwhichclustersaregeneratedto minimisethewithinclustervariance. Varimaxprocedure:Anorthogonalmethodoffactorrotationthatminimisesthenumberofvariableswithhigh loadingsonafactor,therebyenhancingtheinterpretabilityofthefactors. Verbalmodels:Analyticalmodelsthatprovideawrittenrepresentationoftherelationshipsbetweenvariables. Verbalprotocol:Atechniqueusedtounderstandrespondentscognitiveresponsesorthoughtprocessesby havingthemthinkaloudwhilecompletingataskormakingadecision. Viewinglaboratory:Aroomwhereafocusgroupmaybeconductedandsimultaneouslyobserved,usuallyby usingatwowaymirror. Voicepitchanalysis:Measurementofemotionalreactionsthroughchangesintherespondentsvoice. Volumetrackingdata:Scannerdatathatprovideinformationonpurchasesbybrand,size,priceandflavouror formulation. Wardsprocedure:AvariancemethodinwhichthesquaredEuclideandistancetotheclustermeansis minimised. Weighting:Astatisticalprocedurethatattemptstoaccountfornonresponsebyassigningdifferentialweights tothedatadependingontheresponserates. Wilcoxonmatchedpairssignedrankstest:Anonparametrictestthatanalysesthedifferencesbetweenthe pairedobservations,takingintoaccountthemagnitudeofthedifferences.

Wordassociation:Aprojectivetechniqueinwhichparticipantsarepresentedwithalistofwords,oneata time.Aftereachword,theyareaskedtogivethefirstwordthatcomestomind. ztest:Aunivariatehypothesistestusingthestandardnormaldistribution. zvalue:Thenumberofstandarderrorsapointisawayfromthemean.