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There are 156 entries in this glossary.
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Term Definition
F Test
An F Test explores the probability that a specific result may have been down to chance and therefore inconclusive.
Face Validity
This is a simple test which ensures that a measurement or research actually targets the areas that it should.
Factor Analysis
Factor analysis of data identifies the underlying factors that explain the correlation among a set of variables. It is used to identify a new, smaller use of uncorrelated variables to replace the original set of correlated variables. It also identifies a smaller set of salient variables for use in subsequent research. It is used in various types of research including product research, customer satisfaction, market segmentation and consumer profiling.
False Accuracy
False accuracy occurs when a collection of data gives the impression of being accurate when in reality, only a low degree of accuracy exists. This problem can arise when results are being rounded to fit a pattern. e.g. rounded to decimal places etc.
Fieldwork can be conducted by observation, surveys (such as face to face interviews, telephone interviews and web interviews) or experiments. It is the basic term for the live collection of primary data from external sources. Fieldwork is either co-ordinated by an in-house fieldwork department within a market research agency or an external fieldwork company. Once fieldwork has been conducted data processing is usually the next step.
Focus Groups (aka Group Discussions)
In a focus group, respondents (normally between 8-10 people) are gathered together in order to gauge their responses to specific stimuli. Groups are guided by a research moderator who often uses a topic guide to control the discussion to ensure it meets the initial research objectives. The data generated is probably most applicable to exploratory work. The technique falls under the broad category of qualitative research.
Freelance Market Researcher
These self employed market researchers usually work alone. They would typically have many years experience in the field of work and are contracted by market research agencies and consultancies in busy periods, effectively as an extra resource. In many cases they usually help out with qualitative research techniques (for example conducting depth interviews or group discussions) but they can also be utilised for quantitative research projects.
Frequency measures the number of times that an incident or event occurs. Used in data-analysis it details the number of results that fall in the various categories.


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