Glossary
Applied research
answers specific questions about specific problems or makes decisions about particular courses of action
Basic or pure research
advances the knowledge about a given concept or tests the acceptability of a given theory
Basic research
(also called pure research) advances the knowledge about a given concept or tests the acceptability of a given theory
Bell curve
(also called normal curve) a symmetrical distribution that describes the expected probability distribution of many samples or chance occurrences
Bias
anything that influences unduly the outcome of research results
Case study
an intensive investigation of specific situation that can provide insight to the problem at hand
Causal research
research that attempts to show that there is a cause and effect relationship between certain variables
Central tendency
or "average"; there are three types: mode, median and mean
Chi-square
determines whether differences between groups are statistically significant
Close-ended question
respondents is limited to a number of given alternatives in his/her response
Cluster sampling
the random selection of groups of units rather than individual units from the population
Conclusive research
research that has followed a formal research design process and provides reliable information on which to base decisions
Content validity
(also called face validity) determines whether the research instrument measures what it is supposed to measure
Convenience sampling
the selection of units from the population based on easy availability and/or accessibility
Correlation
determines the relationship between two variables, and to what degree one variable will vary as a result of the other
Criterion validity
said of a research instrument that tests whether there is consistency in the way a respondent answered
Criterion variable
(also called dependent variable) a variable that can be explained or predicted since they are the effect of the independent variable; the variable that is expected to change because of the manipulation of another (independent) variable
Delimitations
restrictions that have been placed on the study in order to make it more doable, e.g. surveying adults aged 18 and over only
Dependent or criterion variable
a variable that can be explained or predicted since they are the effect of the independent variable; the variable that is expected to change because of the manipulation of another (independent) variable
Dependent variable
(also called criterion variable) a variable that can be explained or predicted since they are the effect of the independent variable; the variable that is expected to change because of the manipulation of another (independent) variable
Descriptive research
(also called statistical ) research designed to describe the characteristics of the population or universe under study
Experimentation
research that allows for the isolation of one variable at a time while the others are being kept constant to test a hypothesis about cause and effect
Exploratory research
initial research conducted to determine the real scope of the problem and the course of action to be taken, including whether further research is required
External validity
said of research where the results apply to other similar approaches in the "real" world
Face or content validity
determines whether the research instrument measures what it is supposed to measure
Face validity
(also called content validity) determines whether the research instrument measures what it is supposed to measure
Focus group
an unstructured, free-flowing but moderated interview with a small number of selected individuals on a specific topic
Frequency
the number of times a given response occurs, expressed in absolute numbers or in percentage
Heterogeneity, heterogeneous
dissimilarity, made up of unlike elements or parts
Homogeneity, homogeneous
similarity, made up of like elements or parts
Hypothesis
(pl. hypotheses) educated guess as to the outcome of the research
Independent variable
(also called predictor variable) a variable that is thought to be independent of the outcome itself but instead influence other variables; the variable that is manipulated in experimental research
Intercept survey
respondents are approached in a high traffic area (e.g. a mall) and asked to complete a questionnaire either as part of an interview or self-administered
Internal validity
said of research where it can be shown that the observed changes in the data were the exclusive result of the experiment
Interval scale
not only orders items but also measures the exact difference between points
Interviewer error
(or bias) occurs when the interviewer's behaviour, appearance or actions in some way influence the respondents such that s/he will provide an inaccurate answer
Item non-response
refers to the failure to provide an answer to a question and is particularly common with open-ended questions
Judgement sampling
the researcher or some other "expert" uses his/her judgement in selecting the units from the population for study based on the population's parameters
Marketing research
systematic and objective gathering and analysis of information in support of marketing decisions
Mean
one of the measures of central tendency, also referred to as the arithmetic average; calculated by adding up the values for each case and dividing by the total number of cases
Median
one of the measure of central tendency, also known as the midpoint or the value below which half the values in a distribution fall
Mode
one of the measure of central tendency, also known as the value that occurs most often
Nominal scale
numbers or letters assigned to the item that serve to label it for identification or classification into mutually exclusive categories
Non-probability sampling
selection of the sample in such a way that each unit within the population or universe is not chosen by chance; three types are judgement, quota and convenience sampling
Non-response error
(or bias) occurs when the respondents who did not participate in the study for a variety of reasons are in fact different from those who did
Normal curve
(also called bell curve) a symmetrical distribution that describes the expected probability distribution of many samples or chance occurrences
Normal or bell curve
a symmetrical distribution that describes the expected probability distribution of many samples or chance occurrences
Observation technique
the systematic recording of behaviour patterns of the subjects or occurrences without questioning or in any way communicating with them
Open-ended question
there are no pre-determined answers to choose from; the respondent uses his/her own words to answer the question
Ordinal scale
permits the measurement of a degree of difference (more or less), but does not indicate the how much more or less of a particular characteristic an object has; also referred to as rank-order scale
Parameter
the population (as opposed to the sample) value of a distribution
Pilot study
the collection of data from a limited number of the ultimate consumer group targeted or the actual subjects of the research project
Population
(also called universe) all elements within a given group, whether people, objects or organizations, about whom information is required; normally expressed as "N"
Population or universe
all elements within a given group, whether people, objects or organizations, about whom information is required; normally expressed as "N"
Population parameter
the variable or characteristic of population that are being measured
Predictor variable
a variable that is thought to be independent of the outcome itself but instead influence other variables; the variable that is manipulated in experimental research
Pretest
a trial run of the questionnaire; administering a questionnaire to a small group of respondents to determine whether there are any potential problems with question wording and layout that could introduce bias
Primary research
information gathered specifically for the project at hand, whether using quantitative or qualitative research techniques Predictor variable (also called independent variable) a variable that is thought to be independent of the outcome itself but instead influence other variables; the variable that is manipulated in experimental research
Probability sampling
selection of the sample in such a way that each unit within the population or universe has a known chance of being selected; three types are simple, stratified and cluster random sampling
Pure Research
(also called basic research) advances the knowledge about a given concept or tests the acceptability of a given theory
Qualitative research
in-depth research into the motivation, attitudes and behaviour of respondents or into a given situation
Quantitative research
information in the form of numbers that can be quantified and summarized
Quota sampling
selection of units from the population that has been segmented into mutually exclusive sub-groups based on a specified proportion of sample units from each segment
Random sampling
each unit to be selected from the population has a known and equal chance of being selected
Randomization
procedure whereby the selection of subjects is based on chance
Range
the distance between the smallest and largest values of a frequency distribution
Ratio scale
numbers on the scale not only represent equal distances from one another, but there is also an absolute zero point
Reliability
the extent to which results are consistent over time and an accurate representation of the total population under study
Repeatability
(also called replicability) the ability to replicate or repeat a study to determine whether the same results can be obtained; a measure of reliability
Replicability
(also called repeatability) the ability to replicate or repeat a study to determine whether the same results can be obtained; a measure of reliability
Replicability or repeatability
the ability to replicate or repeat a study to determine whether the same results can be obtained; a measure of reliability
Representative
said of a sample that has been chosen randomly from the population, where it can be viewed as an approximation of that population
Request for Proposal
(RFP) a research buyers’ statement outlining his/her research needs issued to potential suppliers and calling for a proposed methodology and price quotation in response to the research problem described
Research design
The plan used to guide the researcher in choosing the methods and procedures for collecting, analyzing and interpreting data
Research instrument
a measuring form or data collection device, such as a questionnaire
Response error
(or bias) occurs when the respondent consciously or unconsciously provides an untruthful answer
Response error or bias
occurs when the respondent consciously or unconsciously provides an untruthful answer
Response rate
the proportion of respondents that participated in the study; the number of respondents that participated/completed a survey divided by the total number of subjects contacted or requested to participate in the study x 100 (expressed as %)
Sample
a proportion of the population; a sub-set of a larger group; normally expressed as "n"
Sample bias
occurs when the sample deviates from the true value of the population
Sample statistics
the variables or characteristics of the sample that are being measured and from which inferences are made about the population parameters
Sampling frame
(also called working population) The list of elements or physical entity from which the sample is drawn, e.g. a telephone directory or membership listing
Sampling frame error
occurs when the sampling frame does not accurately reflect the operational definition of the population or certain sample elements are not listed
Sampling frame or working population
The list of elements or physical entity from which the sample is drawn, e.g. a telephone directory or membership listing
Sampling unit
the element or group of elements targeted for selection in the sample
Scale
a set or range of numbers or scores which allows for the measurement of a particular concept or attribute
Scientific method
a systematic approach to gathering information that will lead to the unbiased assessment of whether an expected outcome is confirmed or disproved; generally follows six distinct steps: formulation of the problem; determination of sources of information; determination of research and sample design; collection of the data; analysis and interpretation of the data
Secondary data
Any information that has been previously collected or published. It includes literature as well as data assembled other projects
Secondary research
Any information that has been previously collected or published. It includes literature as well as data assembled other projects
Simple random sampling
a sampling procedure whereby each element in the population has an equal chance of being selected
Simulation
a computer model is used to recreate a certain real-life situation and determine mathematically what the results would be if a certain variable is changed in the cause and effect equation
Standard deviation
a measure of how widely scores are spread out or dispersed
Statistical significance
indicates a result that happens by chance, usually less then once in 20 times (.05)
Stratified sampling
segmenting a population into mutually exclusive subgroups or strata and then randomly selected units from each stratum
Survey technique
a method whereby primary data is collected about subjects, usually by selecting a representative sample of the population or universe under study, through the use of a questionnaire
Universe
(also called population) all elements within a given group, whether people, objects or organizations, about whom information is required; normally expressed as "N"
Validity
the ability of research to measure that which it was intended to measure; the truthfulness of the research
Variable
any criteria or factor that can be expressed numerically; any property that can take on different values
Weighting
increasing or decreasing the weight attributed to a part of the sample to make it proportionate to the characteristic found in the population Working population (also called sampling frame) The list of elements or physical entity from which the sample is drawn, e.g. a telephone directory or membership listing