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Glossary of Market Research Terms – H |
Honorarium: |
The incentive given out to the participants of focus groups
is called honorarium. It is given out in recognition of the
voluntary services rendered. The amount varies from study to
study and is dependent upon the difficulty faced in
recruiting the respondents.
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Householder: |
Householder is the person in whose name the house is owned
or rented. Most paid survey sites permit only one person per
household to join. This person is assumed to be the person
participating and completing the surveys. Householder is
defined as the person who completes the Census Questionnaire
by the US Census Bureau.
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Halo Effect: |
Halo Effect is a form of response bias that a respondent
carries forward from one specific attribute to the other. In
this error may be induced because the respondent carries an
overall generalised positive or negative impression from one
specific characteristic to the next. For example, if a
respondent considers a food product to be excellent in
taste, he or she is likely to rate the product highly on
other attributes as well like the appearance, colour and
texture and others.
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Hostess: |
A hostess is the person responsible for ushering in the
focus group participants and for keeping the focus group
room ready. In addition, the hostess provides food for the
participants and the observers from the client’s side and
also for other respondents, who may be in for re-screening.
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Hypothesis Test of Proportions: |
Hypothesis Test of Proportions is the test to determine
whether the difference between proportions is greater than
the expected values, induced because of sampling error.
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