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Glossary - Research Terms

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A priori segmentation

AAU study

Action research

Ad concept testing

Ad positioning statement test

Ad recall test

Ad tracking research

Adaptive scripting

ADI

Anecdotal research

Anthropomorphic

Applied research

Area of dominant influence (ADI)

Attitude

Attitude survey

Attitude, awareness, and usage study

Attitudinal scaling

Awareness

Basic research

Before and after studies

Behavior

Behavioral interview

Bias

Biased sample

Blind study

Blinding

Case study

Case-control study

Categorical data

Causal research

Chaos theory

Closed-ended question

Cognitive model

Cohort studies

Conative model

Concept testing

Contextual inquiry

Control and test groups

Control group

Cross-cultural research

Cross-sectional surveys

Customer satisfaction research

Data types

Demographics

Discrete data

Ethnography

Ethnomethodology

Evaluation survey

Experiment

Experimental design

Feasibility

Feasibility study

Field trial

Focus group

Hawthorne effect

High-order questions

Homogeneity

Hypothesis

Interval scale

Interview

Likert scale

Litmus test

Longitudinal study

Market research

Marketing research

Marketing types

Mystery shoppers

Nominal scale

Non-participant observation

Null hypothesis

Observation

Open-ended question

Opinion survey

Ordinal scale

Participant observation

Pilot

Pilot study

Pilot test

Posttest

Pre-post studies

Pretest

Probability sample

Purposeful sampling

Qualitative

Qualitative data

Qualitative research

Qualitative research methods

Quantitative data

Quantitative market research

Quantitative research

Quantitative research methods

Questionnaire

Random sample

Ratio scale

Replicability

Representative sample

Research

Research design

Research methods

Research skills

Sample

Satisfaction survey

Segmentation

Semiotics

Semi-structured interview

SIC

SR

Standard Industrial Classification (SIC)

Structured interview

Subjective question

Subject-matter expert (SME)

Survey

Survey design

Survey instrument

Survey sample

Survey types

Systematic review (SR)

Test group

Theoretical sampling

Top-of-mind awareness

Total unaided recall

Unstructured interview

User research

 

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