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Glossary of Market Research Terms – D |
Data Mining: |
This is a special capability to unearth and work with huge
data configurations of different kinds. This ability is
supported with many technologically advanced tools and gives
an upper edge to the company.
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Database: |
Database is the maintained collection of secondary data for
use as, and when required. Databases can be of different
kinds. Marketing research companies and other organizations
maintain databases as a valuable resource for reference and
utility during studies.
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Demographics: |
Demographics are the statistical representations of the
different quantifiable characteristics of a certain society.
These may be based on gender, age, racial structure,
education, occupations, marital status, household features,
birth and mortality figures and more.
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Dropout Rate: |
This is a percentage representation of the respondents who
attempt a survey but leave without completing it while the
study is still on.
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Data Collection: |
Data collection is the process of collection of data for
market research. Data collection can be through primary
sources or secondary sources. Primary data collection is
through various methodologies like focus groups, interviews,
surveys and others. Secondary data collection is through
archived material that is already available.
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Data Entry: |
Data entry is the procedure for arranging and organizing
the data in such a way that it can easily be read and
analysed for further applications of analytical research
procedures in order to deduce the results. The process
involves recording, classifying, sorting, summarizing,
calculating, disseminating and storing the data.
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Data Processing: |
Data processing is application of analytical research
procedures in order to deduce the results and establish the
relationships between the different variables.
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Data Protection: |
Data protection refers to protecting the respondents’
private data and other research related responses, which may
be specific to the respondent and may hold clues to his /
her identity as well as may lead to them. There are national
and international laws that cover the required and
appropriate methods to be used in protecting the data for
data privacy. There are organizations like ESOMAR, MRS, ARF
and others which lay down guidelines to be followed by
marketing research organizations for data privacy and data
protection.
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Day-After Recall: |
This is a measurement technique used by advertisers,
wherein they measure the number of people and also the
degrees to which they can remember and recall an ad after 24
hours of its initial airing.
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Daytime Population: |
The daytime population of cities like the major metros
increases many times during the day time because of the
fleeting population that pours in during the day time for
work-related and other purposes. This is called the daytime
population of the city.
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Deliberated Poll: |
In the deliberated poll technique measurements in changes
in opinions of the respondents are done by subjecting them
to polling twice. The first poll measures their overall
opinions. The respondents then are provided some more
information relevant to the topic under study and then they
are polled for a second time. Changes in opinion are then
examined.
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Delphi Technique: |
Delphi Technique is a technique gathering expert judgements
about a certain topic from a group of people having some
expertise on the topic. It is a long-term forecasting
technique in the absence of empirical data. Generally this
technique involves three different stages of data gathering.
In the first stage the experts are anonymously polled.
Thereafter the results are distributed and they are polled
again. This affects their initial response and certain
changes are brought in, which can be attributed to the
affect of their colleague’s responses. This process is
repeated until the group arrives at a general consensus
about the issue at hand.
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Demand Bias: |
Demand bias is the error that the research study data
encounters when the respondents actually know the actual
agenda of the research project or they assume that they do
so. This happens generally when the research sponsor is
revealed to the respondents or they come to know about it
somehow.
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Depth Interview: |
Depth interviews are the research methodology where a
respondent is thoroughly interviewed by an interviewer. The
interviewer generally asks probing questions to the
respondents in order to understand their perspective
completely. Attempt is made to really understand the
participants’ motivations by using nondirective techniques.
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Descriptive Studies: |
Descriptive studies are those that explore and cover the
basic what, where, why, when and how questions.
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Diary Panel: |
Diary panels are the panel of respondents, who are asked to
keep diaries or journals of their buying, watching or
listening patterns over a period of time.
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Digital Signatures: |
Digital signatures are the e-signatures that are
authenticated to legally endorse the online documents like
contracts and agreements. Digital signatures are used
because the documents appended by them can be submitted as
evidence in courts of law in almost all the countries of the
world.
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Direct Computer Interviewing: |
Direct Computer Interviewing is an interviewing technique,
wherein a computer is used to ask questions and responses
are submitted through the computer only. They are generally
conducted at a central location after the respondents are
recruited.
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Discussion Guide: |
Discussion guide is also known as the moderator guide. It is a
document containing the outline of the discussion topics
that are to be addressed during a focus group or discussion
group. The purpose of this is to keep the discussion under
check.
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Discussion Question: |
Discussion questions are the questions that are open-ended
questions that do not necessarily have a set response, but
initiate open discussions on the topic under question. These
questions can have as many responses that may come to the
mind of a respondent.
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Disguised Observation: |
A disguised observation is the observation that is done
without the knowledge and awareness of the subjects,
objects, events or occurrences. They are done so as to
reduce the bias that invariably comes when the human subject
under observation knows that he / she is being observed.
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Disk-by-Mail (DBM): |
Sometimes surveys are conducted which are put on disks and
distributed to the recruited respondents. The respondents
then complete them at their own computers, within a
stipulated time period and send them back. The postal
charges are pre-paid for such surveys.
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Door-to-Door Interviewing: |
Door-to-door interviewing is the methodology where the
consumer interviews are conducted in the consumers’ homes.
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Drop Off/Out: |
Some respondents leave the survey during the period of the
study only, before the termination of the study. They are
called drop offs or drop outs.
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Duplicate Number Validation: |
Duplicate Number Validation is the procedure used during
the focus groups. In this procedure the phone numbers and
other contact details of the participants are collected.
This is done to validate that the participants are not the
people who actively participate in focus groups under false
identities; and also that they have not participated in a
focus group before the desired time lapse, which is
necessary for the neutrality required in a study.
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Dyad: |
Dyad is a research methodology used in qualitative
research. Here two respondents are interviewed by a single
interviewer. This technique is extremely useful when the two
respondents are equal in their calibre in taking buying
decisions for a company or a household.
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