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Glossary of Market Research Terms – G |
Geocoding: |
Geocoding refers to the segmentation of physical addresses
by county, MSA, and postal route in order to compare them
with information about the demographics and psychographics
of those geographies. Geocoding is very important in order
to work through demographically enhanced mailing lists and
cluster analysis.
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Geodemographic Segmentation System: |
Geodemographic Segmentation System is a multivariate
statistical classification technique for discovering whether
the individuals of a population fall into different groups
by making quantitative comparisons of multiple
characteristics.
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Geodemographics: |
Geodemographics is a research methodology that combines and
makes use of both geographic and demographic variables.
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Geodemography: |
Geodemography is the study of population characteristics
set within a spatial context. This study aims to understand
the layout and expanse of population in a certain
geographical area.
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Geometric Study Area: |
Geometric study area refers to the market site that has
been identified in the shape of a concentric circle or in
the shape of a polygon.
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Global focus groups: |
Global focus groups are the focus groups wherein the
recruited participants from all over the world can
participate. These are usually conducted using satellite
video technology. They are also called video focus groups.
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Group Dynamics: |
In a group discussion, generating enough interaction for
healthy outcome is called generating group dynamics. An
effective moderator can enable group dynamics to promote a
beneficial discussion, as well as minimize the potentially
negative effects of group dynamics.
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Group Interview: |
Group interview is a qualitative research technique
involving a discussion with a group of respondents, led by a
moderator. These interviews are known as focus groups, group
discussions, panels, and group depth interviews.
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Guesstimate Questionnaire: |
Guesstimate Questionnaires are those in which individuals
are asked to guess the outcome of the research results.
These predictions are then compared to the actual results of
the survey, after the results are arrived at, in order to
weigh up how closely perceptions match the reality.
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