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There are 156 entries in this glossary.
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Term Definition
CAPI stands for computer assisted personal interviewing. It is performed with the respondent face-to-face with the interviewer, using lap-top computers or other such devices (e.g. IPAQ's). The interviewer uses the computer to prompt the questions and the interviewee's responses are immediately inputted back into the computer which enables the program to select the next appropriate question. This enables the interview to pursue many different, yet relevant, routes depending upon the responses given by the interviewee. This form of surveying is particularly effective because due to the fact that the data is already on the computer, the analysis becomes quicker than other methods.
CATI stands for computer assisted telephone interviewing. It is similar to CAPI but conducted over the phone, rather than face to face.
CAWI stands for computer assisted web interviewing. This is based on the same principle as the two above, apart from that it is conducted over the internet.
This is a study which incorporates every available element within a defined population.

Contact Chairman of the CGG:
Dr Barry Leventhal
Head of Analysis & Modelling
Teradata, a division of NCR
c/o 9 Markham Close
Herts WD6 4PQ
United Kingdom
Tel: +44 (0) 20 8905 2634
Mob: +44 (0) 7803 231 870
Used in the analysis of data, CHAID stands for chi-square automatic interaction detection. It identifies market segments that differ in response, screens out extraneous predictor variables and collapses the number of categories of explanatory variables.
Chi-Square Test
Used for making a comparison in nominal variates between hypothsised samples and a population samples. The method is used in both univariate or bivariate analysis. 
Chartered Institute of Marketing
The Chartered Institute of Marketing
Moor Hall
Berks SL6 9QH
United Kingdom
Tel: +44 (0) 1628 427500
Fax: +44 (0) 1628 427499
(more market research associations)
Chartered Institute of Public Relations
CIPR Public Relations Centre
32 St. James's Square
London SW1Y 4JR
United Kingdom
Tel: +44 (0) 20 7766 3333
Fax: +44 (0) 20 7766 3344
A client is anybody, be it an individual, organisation, department or division, who is responsible for the commissioning of, or who agree to subscribe to a market research project.
Closed-Ended Question
A question asked which can only be answered specifically. It is used in quantitative rather than qualitative research and is usually in a tick-box style. 
Coding is the process of allocating codes to responses collected during fieldwork facilitating analysis of data. Coding normally relates to open ended questions where you have a number of verbatim comments. Coding allows the grouping of these responses so that they can be quantified.
Conclusive Research
Providing information which helps the manager decide on a correct decision, conclusive research consists of formal research procedures including clearly defined goals and needs.  Usually, a questionnaire is designed in conjunction with a sampling plan. There must be a clear link between the alternatives in the evaluation and the information that is to be collected. This line of research can include simulation, surveys, observations and experiments.

Conjoint Analysis
Conjoint analysis determines the relative importance of product attributes in the consumer choice process. It can determine the make up of the most preferred brand and it also helps to segment the market based on the similarity of preferences for attribute levels.
Consumer Research
Consumer Research is research where a respondent (for example a member of the public) is asked his/her opinion upon a particular good or service.


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