A/B Testing
A method of comparing two versions of a webpage, product, or marketing campaign to determine which one performs better.
Example:
Testing two different versions of a website's homepage to see which one leads to more sign-ups.
Accompanied Shopping
A research method where a researcher accompanies a participant during their shopping trip to observe and understand their buying behavior.
Example:
Observing how a shopper chooses products in a grocery store and asking questions about their choices.
Actionable Insights
Insights derived from data that can be directly applied to make decisions or drive changes in strategy or operations.
Example:
Identifying a key customer pain point from survey data that can be addressed to improve satisfaction.
Affinity Diagramming
A brainstorming tool used to organize ideas and data into groups based on their natural relationships.
Example:
Grouping customer feedback into categories like "product features," "pricing," and "customer service."
Alternative Hypothesis
A hypothesis that proposes a different outcome or relationship than the null hypothesis, suggesting that there is an effect or difference.
Example:
Proposing that a new marketing campaign will increase sales compared to the current one.
Ambiguous Question
A survey or interview question that is unclear or can be interpreted in multiple ways, leading to unreliable responses.
Example:
"How do you feel about our product?" without specifying which aspect of the product to comment on.
Animatics
A preliminary version of a commercial or video, made by combining storyboard images with rough animation, to test the concept before full production.
Example:
Testing an animatic of a TV ad with a focus group to gather feedback before finalizing the production.
Annotation Method
A technique used in research where participants or researchers mark up or comment on a document, image, or video to highlight specific points of interest.
Example:
Annotating a website screenshot to point out usability issues.
ANOVA (Analysis of Variance)
A statistical method used to compare means among three or more groups to see if there are significant differences between them.
Example:
Comparing customer satisfaction scores across different regions to see if there's a significant difference.
Area Sampling
A sampling technique where the population is divided into geographic areas, and samples are drawn from each area.
Example:
Conducting door-to-door surveys in different neighborhoods to gather a representative sample.
Artificial Intelligence (AI)
The simulation of human intelligence in machines, enabling them to perform tasks like learning, reasoning, and problem-solving.
Example:
Using AI to analyze large datasets and generate predictive insights for marketing strategies.
Audience's Thinking Sequence
Systematic evaluations or assessments of processes, systems, or accounts, often conducted to ensure compliance or identify areas for improvement.
Example:
Mapping out the decision-making process of customers when choosing between different brands.
Audits
A technology that overlays digital information, such as images or data, onto the real world, often through a smartphone or AR glasses.
Example:
Conducting an audit of customer service calls to ensure quality and consistency.
Augmented Reality (AR)
A qualitative research method where the researcher uses self-reflection and personal experience to explore cultural, social, or psychological phenomena.
Example:
Using AR to allow customers to visualize how furniture would look in their homes before purchasing.
Autoethnography
A qualitative research method where the researcher uses self-reflection and personal experience to explore cultural, social, or psychological phenomena.
Example:
Writing a narrative based on personal experiences as a member of a specific subculture to understand its dynamics.
Bar Chart
Term:
A graphical representation of data where categories are displayed on one axis and the corresponding values as rectangular bars.
Example:
Displaying survey results on preferred product features using a bar chart to compare responses.
Base
The number of respondents or observations on which survey results or research findings are based.
Example:
Reporting that 70% of respondents preferred Brand A, based on a base of 500 participants.
Bayes' Theorem
A mathematical formula used to update the probability of a hypothesis based on new evidence.
Example:
Using Bayes' Theorem to update the likelihood of a customer buying a product after they visit the website.
Beauty Parades
A process where multiple options (e.g., advertising agencies or creative concepts) are presented and evaluated to select the best one.
Example:
A company organizes a beauty parade to choose the best advertising agency for its new campaign.
Behavioral Data
Data collected about the actions or behaviors of individuals, often used to understand patterns and predict future actions.
Example:
Analyzing clickstream data to understand how users navigate a website.
Behavioral Science
The study of human behavior through systematic analysis and investigation, often applied to understand decision-making processes.
Example:
Applying behavioral science principles to design a more effective marketing strategy.
Big Data
Extremely large datasets that can be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions.
Example:
Using big data to identify emerging consumer trends by analyzing social media activity.
Big Data Analytics
The process of examining large and varied datasets to uncover hidden patterns, correlations, and insights that can inform decision-making.
Example:
Applying big data analytics to predict customer churn and take proactive measures.
Biometrics
The measurement and analysis of physical and behavioral characteristics, such as fingerprints, facial recognition, or eye movements, often used for identification or research purposes.
Example:
Using biometrics to track eye movements during a product ad to gauge engagement.
Blog
A regularly updated website or web page, typically run by an individual or small group, that is written in an informal or conversational style.
Example:
Writing a blog post about the latest trends in market research for a company’s website.
Brand Equity Modelling
A method used to assess the value of a brand by analyzing factors like brand awareness, customer perceptions, and financial performance.
Example:
Building a brand equity model to determine how much a brand contributes to overall business success.
Brand Fit
The degree to which a brand aligns with the preferences, expectations, or needs of a target audience.
Example:
Assessing whether a new product aligns with the brand fit by conducting customer surveys.
Brand Mapping
A visual representation of the positioning of different brands in the minds of consumers, often showing how brands are perceived relative to competitors.
Example:
Creating a brand map to see where a company stands in relation to competitors in terms of customer perception.
Brand Personalities
The set of human characteristics associated with a brand, which can influence how consumers perceive and relate to it.
Example:
Describing a brand as "innovative" and "trustworthy" to convey its personality to customers.
Brand Positioning
The strategy of creating a distinct image and identity for a brand in the minds of consumers, often relative to competitors.
Example:
Positioning a new snack brand as a healthy alternative to traditional chips.
Brand Price Trade Off
A research method that examines how changes in price affect the demand for a brand, helping to determine optimal pricing strategies.
Example:
Testing different price points to find the balance between price and demand for a new product.
Brand Resonance
The extent to which consumers feel a deep, psychological connection with a brand, often leading to brand loyalty and advocacy.
Example:
Measuring brand resonance by assessing how strongly customers identify with and are committed to a brand.
Brand Tracking
The ongoing measurement of a brand's performance over time, often through surveys or other research methods, to monitor its health and perception in the market.
Example:
Conducting quarterly brand tracking studies to monitor changes in brand awareness and preference.
Canonical Correlations
A statistical method used to understand the relationship between two sets of variables by identifying the linear combinations that best relate them.
Example:
Using canonical correlations to analyze the relationship between customer demographics and purchasing behavior.
CAPI (Computer-Assisted Personal Interviewing)
A survey method where an interviewer uses a computer or tablet to guide the interview and record responses.
Example:
Conducting face-to-face interviews using a tablet to record answers in real-time.
Car Clinic
A research method used in the automotive industry where consumers are invited to evaluate and provide feedback on new car models, often in a controlled setting.
Example:
Inviting potential customers to a car clinic to give their opinions on the design of a new vehicle.
Cartoon Completion
A projective technique where participants are asked to complete a cartoon scenario with their own dialogue or thoughts, often revealing their attitudes or beliefs.
Example:
Conducting face-to-face interviews using a tablet to record answers in real-time.
Case Study
An in-depth examination of a single instance, event, or organization to explore causes, effects, and lessons learned.
Example:
Analyzing a successful marketing campaign through a detailed case study to understand what worked well.
CATI (Computer-Assisted Telephone Interviewing)
A telephone survey method where interviewers use a computer to guide the interview and record responses.
Example:
Conducting phone surveys using CATI to collect data on customer satisfaction.
CATS (Computer-Assisted Testing Services)
Software or systems used to facilitate the administration and scoring of tests, often used in educational and psychological assessments.
Example:
Utilizing CATS to administer standardized tests in schools and immediately generate results.
Causal Research
Research designed to identify cause-and-effect relationships between variables, often through experiments or longitudinal studies.
Example:
Conducting an experiment to determine whether a new advertising strategy directly causes an increase in sales.
CAWI (Computer-Assisted Web Interviewing)
An online survey method where respondents complete questionnaires via the internet, guided by a computer system.
Example:
Using CAWI to distribute surveys to a large audience quickly and efficiently.
Census
The collection of data from every member of a population, providing a complete picture without sampling.
Example:
Conducting a census to gather detailed demographic information from every household in a city.
CHAID (Chi-Squared Automatic Interaction Detection)
A statistical technique used to build decision trees by repeatedly splitting the data into subgroups based on the most significant differences.
Example:
Using CHAID to segment customers based on their likelihood to respond to different marketing messages.
Chat Rooms
Online platforms where people can communicate in real-time through text, often used for discussions, focus groups, or customer support.
Example:
Using chat rooms to host online focus groups where participants discuss their opinions on a new product.
Chatbot Survey
A survey administered through a chatbot, allowing respondents to interact with the survey as if they were having a conversation with a human.
Example:
Using a chatbot survey to collect customer feedback on a website's user experience.
Chi-Square
A statistical test used to determine whether there is a significant association between two categorical variables.
Example:
Applying the chi-square test to analyze the relationship between gender and brand preference.
Choice-Based Conjoint
A survey technique used to measure the value that consumers place on different features of a product or service by presenting them with choices between different combinations.
Example:
Using choice-based conjoint analysis to understand which features of a new smartphone are most valued by potential buyers.
Closed Question
A survey question that provides respondents with a limited set of predefined answers, often in the form of multiple choice.
Example:
"How satisfied are you with our service?" with answer options like "Very satisfied," "Satisfied," etc.
Cluster Analysis
A statistical technique used to group similar items or individuals into clusters based on shared characteristics.
Example:
Using cluster analysis to segment customers into groups based on purchasing behavior.
Cluster Sampling
A sampling method where the population is divided into clusters, and a random sample of clusters is selected for study.
Example:
Conducting a survey in a large city by randomly selecting and surveying specific neighborhoods (clusters).
Coding
The process of categorizing and labeling qualitative data (e.g., interview transcripts) to identify patterns and themes.
Example:
Coding responses from open-ended survey questions to identify common themes and trends.
Coding Framework
A set of predefined categories and rules used to consistently code qualitative data across a study, ensuring reliability.
Example:
Developing a coding framework to analyze customer feedback systematically across different product lines.
Coefficient Alpha
A measure of the internal consistency of a test or scale, often used to assess the reliability of survey instruments.
Example:
Calculating coefficient alpha to ensure that a customer satisfaction survey produces consistent results.
Coefficient of Determination
A statistical measure, often represented as R², that indicates the proportion of variance in the dependent variable explained by the independent variables.
Example:
Reporting that 80% of the variation in sales can be explained by changes in advertising spend (R² = 0.80).
Concept Boards
Visual representations of ideas, products, or services used in research to elicit feedback from participants.
Example:
Using concept boards to test different packaging designs for a new product with focus groups.
Confidence Level
The probability that a confidence interval contains the true population parameter, often expressed as a percentage (e.g., 95% confidence level).
Example:
Reporting survey results with a 95% confidence level, indicating strong confidence in the findings.
Conjoint Analysis
A survey-based statistical technique used to determine how people value different attributes of a product or service.
Example:
Conducting conjoint analysis to determine which features of a new car model are most important to buyers.
Constant Sum Scales
A survey question type where respondents distribute a fixed number of points (e.g., 100) across different options to indicate their relative importance.
Example:
Asking respondents to allocate 100 points across different product features based on their importance.
Construct Validity
The extent to which a survey or test measures the concept it is intended to measure.
Example:
Ensuring construct validity by testing whether a customer satisfaction survey accurately reflects overall customer experience.
Content Analysis
A research method used to systematically analyze and interpret the content of qualitative data, such as text, images, or media.
Example:
Conducting content analysis on social media posts to understand public sentiment toward a brand.
Content Analysis Software
Software tools designed to assist in the coding, analysis, and interpretation of qualitative data, making content analysis more efficient and reliable.
Example:
Using content analysis software to analyze large volumes of open-ended survey responses quickly.
Content Validity
The extent to which a survey or test measures all aspects of the concept it intends to cover.
Example:
A test designed to measure math skills should include questions on algebra, geometry, and calculus to have content validity.
Continuous Research
Ongoing research conducted over a period of time to monitor changes or trends.
Example:
A company continuously surveys customers every month to track satisfaction levels over time.
Contrived Observation
A research method where participants are observed in a controlled, artificial environment.
Example:
Observing how consumers interact with a product in a mock store setup.
Convenience Sampling
A non-probability sampling technique where subjects are selected based on their easy availability.
Example:
Surveying students in a nearby café because they are easily accessible.
Convergent Validity
The degree to which two measures of the same concept are correlated.
Example:
Two different tests measuring job satisfaction produce similar results, indicating convergent validity.
Conversational Analysis
The study of social interaction, especially conversations, to understand communication patterns.
Example:
Analyzing customer service call recordings to identify how agents handle complaints.
Cookies
Small data files stored on a user's device by websites to track and remember information about their visit.
Example:
A website uses cookies to remember your login details so you don’t have to log in every time you visit.
Correlation
A statistical measure that describes the extent to which two variables are related.
Example:
A study finds a positive correlation between hours studied and exam scores.
Cost per Complete (CPC)
The cost incurred for each completed response or survey in research.
Example:
If a survey costs $1000 to distribute and results in 100 responses, the CPC is $10.
Critical Path Method (CPM)
A project management tool that identifies the sequence of crucial steps in a project that determine its duration.
Example:
In a product launch, identifying the critical tasks that must be completed on time to avoid delays.
Cronbach Alpha
A measure of internal consistency or reliability of a set of survey or test items.
Example:
A survey with a Cronbach alpha of 0.85 indicates that the items measure the same concept well.
Cross Tabulation (Crosstab)
A method to examine the relationship between two or more categorical variables by displaying their distribution in a matrix.
Example:
A crosstab shows the relationship between age groups and preferred product types.
Cross-Sectional Research
A type of study that analyzes data from a population at a specific point in time.
Example:
A survey conducted in 2023 to assess the dietary habits of adults in a city at that moment.
Customer Database
A collection of information about customers, such as contact details, purchase history, and preferences.
Example:
A retail store’s database contains names, addresses, and buying behavior of its customers.
CX (Customer Experience)
The overall perception a customer has of their interactions with a company across all touchpoints.
Example:
A customer’s experience from visiting a website, purchasing a product, to receiving after-sales support defines CX.
Data Analysis Errors
Mistakes that occur during the process of examining data, leading to incorrect conclusions.
Example:
Misinterpreting a correlation as causation in a research study.
Data Augmentation
The process of enhancing data by adding new or synthetic data points to improve analysis or predictions.
Example:
Adding simulated data to a small dataset to improve the training of a machine learning model.
Data Cleaning
The process of identifying and correcting errors, inconsistencies, or inaccuracies in a dataset.
Example:
Removing duplicate entries and correcting typos in a survey response dataset.
Data Conversion
The process of changing data from one format to another.
Example:
Converting a text file of survey responses into a CSV file for analysis.
Data Fusion
The process of integrating multiple data sources to produce more consistent, accurate, and useful information.
Example:
Combining sales data from different regions to get a complete picture of a company’s performance.
Data Integration
The process of combining data from different sources into a single, unified view.
Example:
Merging customer data from CRM, email, and social media platforms to get a complete customer profile.
Data Level
The type or scale of measurement of data, such as nominal, ordinal, interval, or ratio.
Example:
Age is an example of ratio data, as it has a true zero point and equal intervals.
Data Mining
The process of analyzing large datasets to discover patterns, trends, and relationships.
Example:
A retail chain uses data mining to identify which products are often bought together.
Data Saturation
The point in qualitative research where no new information is being discovered.
Example:
After interviewing 30 participants, the researcher finds no new themes emerging, indicating data saturation.
Data Validation
The process of ensuring that data is accurate, consistent, and meets the required standards.
Example:
Checking that all responses in a survey have been entered correctly and without missing fields.
Data Warehousing
The storage of large amounts of structured data in a centralized repository, enabling easy access and analysis.
Example:
A company stores all of its sales and customer data in a data warehouse for analysis.
Degrees of Freedom (d.f.)
The number of independent values that can vary in an analysis, often used in statistical tests.
Example:
In a t-test with a sample size of 20, degrees of freedom are typically 19 (n-1).
Depth Interview
A qualitative research method involving detailed, one-on-one interviews to explore a participant's thoughts, feelings, and experiences.
Example:
Conducting a 60-minute interview with a customer to understand their buying decision process.
Descriptive Phenomenology
A qualitative research approach focusing on describing the lived experiences of individuals.
Example:
Interviewing patients to describe their experience of living with a chronic illness.
Descriptive Statistics
Statistical methods used to summarize and describe the main features of a dataset.
Example:
Calculating the average age and gender distribution in a survey sample.
Desk Research
The collection and analysis of existing information from secondary sources, such as reports, articles, and databases.
Example:
Reviewing industry reports and online articles to understand market trends.
Dial Test
A method of measuring real-time responses, often used in media or political research, where participants adjust a dial to indicate their reactions.
Example:
Viewers turn a dial to indicate how they feel during different parts of a political debate.
Dichotomous Questions
Survey questions that offer only two possible responses, typically "Yes" or "No."
Example:
A survey asks, "Do you own a smartphone?" with the options "Yes" or "No."
Discriminant Analysis
A statistical technique used to classify observations into predefined groups based on predictor variables.
Example:
Predicting whether a customer will buy a product based on their age, income, and buying history.
Discriminant Validity
The extent to which a concept differs from other concepts, indicating that it measures something distinct.
Example:
A scale measuring job satisfaction should not strongly correlate with a scale measuring anxiety if it has discriminant validity.
Discussion Guide
A structured outline used by moderators to steer conversations during qualitative research sessions like focus groups or interviews.
Example:
A discussion guide for a focus group may include key questions and topics related to product feedback.
Disproportionate Stratified Random Sampling
A sampling method where subgroups are intentionally over- or under-represented to ensure sufficient analysis of small groups.
Example:
Intentionally selecting more respondents from a small demographic group to ensure reliable data.
Do-It-Yourself (DIY) Research
Research conducted by non-professionals using tools and platforms that allow them to design, distribute, and analyze surveys or studies on their own.
Example:
A small business owner uses an online survey tool to gather customer feedback without hiring a research firm.
Double Opt-In (DOI)
A method in email marketing where subscribers confirm their interest twice before being added to a mailing list, ensuring consent.
Example:
After signing up for a newsletter, you receive an email asking you to confirm your subscription by clicking a link.
Double-Barrelled Question
A survey question that asks two things at once, making it difficult for respondents to answer accurately.
Example:
"Do you find our product affordable and easy to use?" - this is problematic as it asks about two different things.
Doughnut Chart
A circular chart similar to a pie chart but with a hollow center, used to show proportions.
Example:
A doughnut chart displaying the percentage of market share held by different companies.
Emotion Recognition
The process of identifying and analyzing human emotions from facial expressions, voice, or other indicators.
Example:
Using software to detect customer emotions from facial expressions during a product test.
Ethnographic Research
A qualitative research method involving the immersive study of people in their natural environment.
Example:
A researcher spends several months living in a rural community to understand their daily habits and culture.
Eye Tracking
A research technique that measures where and how long a person looks at different parts of a visual display.
Example:
Tracking eye movements to see which parts of a website draw the most attention.
Facial Tracking
A technique that uses cameras and software to track and analyze facial expressions in response to stimuli.
Example:
Analyzing facial expressions to gauge reactions to a new commercial.
Factor Analysis
A statistical method used to identify underlying relationships between variables by grouping them into factors.
Example:
Using factor analysis to reduce a large set of survey questions into a few core themes or factors.
Field Experiment
An experiment conducted in a natural setting rather than in a lab, to observe real-world behaviors and outcomes.
Example:
Testing different store layouts to see which one leads to higher sales in a retail environment.
Focus Group
A moderated discussion with a small group of participants to explore their perceptions, opinions, and attitudes about a product or topic.
Example:
A company conducts a focus group to gather feedback on a new product prototype before launch.
Frequency Distributions
A summary that shows the number of occurrences of each value in a dataset.
Example:
A table showing how many times different age groups appear in a survey sample.
Funnel Sequence
A question sequence in surveys that starts with broad, general questions and narrows down to more specific questions.
Example:
A survey starts by asking about general shopping habits and then focuses on preferences for specific brands.
Gabor Granger
A pricing research technique where respondents indicate their likelihood of purchase at various price points to determine the optimal price.
Example:
Testing different price levels for a new product to find out at which price point most customers are willing to buy.
Galvanic Skin Response (GSR)
A physiological measure that tracks changes in the skin's electrical conductance, often used as an indicator of emotional arousal.
Example:
Measuring GSR while participants watch an ad to assess their emotional response.
Gamification
The application of game-design elements in non-game contexts, such as surveys, to increase engagement and participation.
Example:
Adding badges and points to a survey to make it more engaging for respondents.
GANTT Chart
A project management tool that illustrates a project schedule by showing tasks, timelines, and dependencies in a bar chart format.
Example:
Using a GANTT chart to plan the stages of a new product development project.
Geodemographic Profiling
The analysis of population characteristics based on geographic and demographic factors to understand consumer behavior.
Example:
Segmenting marketing efforts by analyzing the demographic characteristics of different neighbourhoods.
Grounded Theory
A qualitative research method that develops theory grounded in data collected from participants, typically through interviews or observations.
Example:
Conducting interviews to build a theory on how consumers make purchasing decisions.
Group Depth Interviews
In-depth interviews conducted with a small group of participants, combining the depth of individual interviews with the dynamic interaction of a group setting.
Example:
A company holds group depth interviews to explore detailed opinions on a new advertising campaign.
Group Moderator
A person responsible for guiding and facilitating discussions in group settings like focus groups or workshops.
Example:
A skilled moderator ensures that all participants contribute to a focus group discussion about a new product.
Hall Test
A research method where participants are invited to a central location to test a product or service and provide feedback.
Example:
Inviting participants to a venue to taste-test a new beverage and give their opinions.
Holecounts
The process of identifying and analyzing missing data points in a dataset.
Example:
Checking survey responses to find and address any skipped or unanswered questions.
Hypothesis
A testable statement predicting the relationship between variables in research.
Example:
"Increasing the price of a product will decrease its sales" is a hypothesis that can be tested.
IDI (In-Depth Interview)
A qualitative research technique involving a detailed, one-on-one interview to explore a participant's thoughts, experiences, or motivations.
Example:
Conducting an IDI with a customer to understand their experience with a brand over time.
IHUT (In-Home Usage Test)
A research method where products are given to consumers to use in their homes, allowing for real-world feedback.
Example:
A company sends new kitchen appliances to families to test in their homes and provide feedback on usability.
Impact Assessment
The process of evaluating the effects or outcomes of a particular project, program, or policy.
Example:
Assessing the impact of a new marketing campaign on brand awareness and sales.
Impact Indices
Statistical measures used to quantify the effects of certain variables on outcomes in research.
Example:
Using impact indices to determine which advertising channels most influence consumer purchasing decisions.
Implicit Association Test (IAT)
A psychological test that measures the strength of associations between concepts in the mind, often used to reveal subconscious biases.
Example:
Using an IAT to explore whether consumers unconsciously associate a brand with positive or negative attributes.
Implicit Assumption
An unspoken or hidden assumption in a research context that may affect the interpretation of results.
Example:
Assuming that all respondents understand a survey question in the same way without clarifying terms.
Independent Samples
Two or more groups of data that are not related to each other, used in comparative research.
Example:
Comparing customer satisfaction scores between two different stores using independent samples.
Internal Data
Data collected and maintained within an organization, such as sales records, employee information, and customer details.
Example:
Using internal sales data to analyze trends and make business decisions.
In-Depth Interview (IDI)
A qualitative research method involving a detailed, open-ended conversation with a participant to explore their thoughts, feelings, and experiences.
Example:
Conducting IDIs with customers to understand their experiences with a new product.
Interquartile Range
A measure of statistical dispersion that shows the range within which the middle 50% of data points lie, calculated as the difference between the first and third quartiles.
Example:
Calculating the interquartile range to understand the spread of survey response times.
Interval Data
Data measured along a scale where each point is placed at an equal distance from one another, but there is no true zero point.
Example:
Temperature measured in Celsius is an example of interval data.
Interviewer Bias
The influence that an interviewer’s actions, tone, or presence may have on a respondent's answers, potentially skewing the results.
Example:
Avoiding interviewer bias by ensuring neutral and consistent questioning during a survey.
Interviewer Quality Control Scheme (IQCS)
A set of standards and guidelines designed to ensure high-quality data collection in market research interviews.
Example:
Implementing IQCS to maintain consistency and accuracy across a team of interviewers.
Judgement Sampling
A non-probability sampling method where the researcher selects participants based on their own judgment about who is most appropriate for the study.
Example:
Choosing expert participants for a study on medical technology advancements using judgment sampling.
Key Driver Analysis
A statistical technique used to identify the variables that have the most significant impact on an outcome of interest, such as customer satisfaction.
Example:
Using key driver analysis to determine which factors most influence customer loyalty in a retail setting.
Kiosk-Based Survey
A survey administered through a digital kiosk, often located in public spaces like malls, stores, or events.
Example:
Setting up a kiosk-based survey in a mall to gather immediate feedback from shoppers.
Kruskal's Relative Importance Analysis
A statistical method used to rank the importance of predictor variables in a model without assuming a linear relationship between them.
Example:
Applying Kruskal’s analysis to identify which factors most influence customer purchase decisions.
Leading Question
A question that suggests a particular answer or contains information that may influence the respondent’s response.
Example:
Asking "How much did you enjoy our excellent service today?" is an example of a leading question.
Least Filled Quota Sampling
A sampling method where the least represented categories are filled first until quotas are met, often used to ensure a balanced sample.
Example:
Focusing on underrepresented age groups first when filling survey quotas for a demographic study.
Least Squares Approach
A mathematical method used to minimize the sum of the squares of the differences between observed and predicted values in a regression analysis.
Example:
Applying the least squares approach to create the best-fit line in a linear regression model.
Lifetime Value (LTV)
The total revenue a business can expect from a customer over the entire duration of their relationship.
Example:
Calculating the LTV to determine how much a company can spend on acquiring new customers.
Likert Scale
A psychometric scale commonly used in surveys to measure attitudes or opinions, where respondents indicate their level of agreement or disagreement with statements.
Example:
Using a 5-point Likert scale to measure customer satisfaction with various aspects of a service.
Linear Regression
A statistical method that models the relationship between a dependent variable and one or more independent variables by fitting a linear equation to observed data.
Example:
Using linear regression to predict sales based on advertising spend and seasonality.
Logistic Regression
A statistical method used for predicting the probability of a binary outcome (e.g., success/failure) based on one or more predictor variables.
Example:
Using logistic regression to predict whether a customer will purchase a product based on their demographic data.
Longitudinal Research
A study that collects data from the same subjects repeatedly over a period of time to observe changes and developments.
Example:
Conducting a longitudinal study to track changes in consumer preferences over several years.
Machine Learning
A branch of artificial intelligence that allows systems to learn from data and improve their performance over time without being explicitly programmed.
Example:
Using machine learning to analyze customer data and predict future purchasing behavior.
Mall Intercept Interviews
A research method where interviewers approach shoppers in a mall to participate in a survey, often used to gather immediate feedback.
Example:
Conducting mall intercept interviews to get quick insights on a new product's packaging from shoppers.
Market Basket Analysis
A data mining technique used to analyze and predict the purchase behavior of customers by examining the co-occurrence of products in transactions.
Example:
Using market basket analysis to identify which products are frequently bought together in a supermarket.
Market Research Online Communities (MROCs)
Online platforms where participants engage in discussions, surveys, and other research activities over time, often used for qualitative insights.
Example:
Creating an MROC to gather ongoing feedback from a dedicated group of brand advocates.
Marketing Research
The process of gathering, analyzing, and interpreting information about a market, including its consumers, competitors, and industry trends, to support decision-making.
Example:
Conducting marketing research to understand consumer preferences and inform a new product launch strategy.
MaxDiff (Maximum Difference Scaling)
A survey method where respondents are asked to choose the most and least important items from a list, allowing researchers to measure the relative importance of different attributes.
Example:
Using MaxDiff to prioritize features for a new smartphone based on customer preferences.
MBC (Menu-Based Conjoint)
A type of conjoint analysis where respondents are presented with a menu of options and asked to select their preferred combination, often used in pricing research.
Example:
Conducting MBC to determine the optimal pricing strategy for a software subscription model.
Mean
The arithmetic average of a set of numbers, calculated by adding all the values together and dividing by the number of values.
Example:
Calculating the mean customer satisfaction score from survey responses.
Measures of Central Tendency
Statistical measures that describe the center of a data set, including the mean, median, and mode.
Example:
Using the mean to summarize the average income level of survey respondents.
Measures of Dispersion
Statistical measures that describe the spread or variability of a data set, including range, variance, and standard deviation.
Example:
Analyzing the standard deviation to understand the variability in customer satisfaction scores.
Median
The middle value in a data set when the values are arranged in ascending or descending order, representing the 50th percentile.
Example:
Finding the median household income to understand the typical income level in a region.
Mixed Mode Studies
Research studies that use a combination of different data collection methods, such as online surveys, telephone interviews, and face-to-face interviews.
Example:
Conducting a mixed mode study using both online and phone surveys to reach a diverse audience.
Mode
The value that appears most frequently in a data set, often used to identify the most common category or response.
Example:
Identifying the mode of product preferences to see which item is most popular among respondents.
Monadic Testing
A research method where each respondent is exposed to only one product or concept, allowing for isolated evaluation without comparison to other options.
Example:
Conducting monadic testing to evaluate the effectiveness of a new ad campaign.
Multi-Stage Sampling
A complex sampling method that involves selecting samples in multiple stages, often starting with larger groups and narrowing down to smaller units.
Example:
Using multi-stage sampling to select participants from different regions, then further narrowing by demographics.
Multiple Discriminant Analysis
A statistical technique used to distinguish between two or more groups based on multiple variables, often used in market segmentation.
Example:
Applying multiple discriminant analysis to classify customers into distinct segments based on their behavior.
Multiple Regression Analysis
A statistical method used to predict the value of a dependent variable based on multiple independent variables.
Example:
Using multiple regression analysis to predict sales based on advertising spend, pricing, and market conditions.
Multivariate Data Analysis
Statistical techniques used to analyze data that involves multiple variables, allowing researchers to understand complex relationships and patterns.
Example:
Conducting multivariate data analysis to explore the relationship between customer satisfaction and various service attributes.
Mystery Shopping
A research method where individuals pose as regular customers to evaluate the quality of service, compliance with standards, and overall experience.
Example:
Using mystery shopping to assess the service quality of a retail chain from a customer's perspective.
Narrative Analysis
A qualitative research method focused on the stories or accounts people provide, analyzing the structure, content, and context of the narratives.
Example:
Conducting narrative analysis to understand how customers describe their experiences with a product.
Nat Rep
Short for "Nationally Representative," referring to a sample that accurately reflects the demographic composition of a nation's population.
Example:
Ensuring a nat rep sample in a survey to obtain results that can be generalized to the entire country.
Natural Language Processing (NLP)
A branch of artificial intelligence focused on the interaction between computers and humans through natural language, often used in text analysis.
Example:
Using NLP to analyze customer feedback and identify common themes in online reviews.
Net Promoter Score (NPS)
A metric used to measure customer loyalty and satisfaction by asking respondents how likely they are to recommend a product or service on a scale of 0-10.
Example:
Calculating NPS to gauge customer loyalty for a subscription service.
Netnography
A qualitative research method that adapts ethnographic techniques to study online communities and cultures.
Example:
Conducting netnography to explore how fans of a brand interact and share content on social media.
Neuroscience
The scientific study of the nervous system, often applied in market research to understand consumer behavior by analyzing brain responses.
Example:
Using neuroscience techniques like eye-tracking to study how consumers respond to visual stimuli in advertisements.
Nominal Data
Categorical data that represent names or labels without a specific order, used to classify and organize information.
Example:
Collecting nominal data by asking survey respondents to choose their favorite brand from a list.
Non-Probability Sampling
A sampling method where not all members of the population have a chance of being selected, often used in exploratory research.
Example:
Using non-probability sampling to select a convenience sample for a pilot study.
Non-Response Errors
Errors that occur when certain individuals or groups do not participate in a survey, potentially leading to biased results.
Example:
Analyzing non-response errors to understand how they might affect the validity of survey findings.
Non-Sampling Error
Errors that arise from sources other than the sampling process, such as measurement errors, data processing errors, or interviewer bias.
Example:
Addressing non-sampling errors by improving data collection procedures and survey design.
Normal Distribution
A probability distribution that is symmetric and bell-shaped, where most of the data points cluster around the mean.
Example:
Assuming normal distribution to apply parametric statistical tests in data analysis.
Null Hypothesis
A statement in statistical testing that assumes no effect or relationship exists between variables, used as a starting point for hypothesis testing.
Example:
Testing the null hypothesis to determine if a new drug has no effect compared to a placebo.
Observation
A research method involving the systematic recording of behavioral patterns of people, objects, or events without direct interaction.
Example:
Using observation to study how customers interact with products in a store environment.
Observational Research
A qualitative research method where the researcher observes subjects in their natural environment without interference, often to gain insights into behavior.
Example:
Conducting observational research in a supermarket to understand shopper behavior in different aisles.
Omnibus Surveys
A type of survey where multiple clients share the cost by including their own questions in a larger, regularly scheduled survey.
Example:
Participating in an omnibus survey to get quick feedback on a new product concept alongside other companies.
Open-Ended Question
A type of survey question that allows respondents to answer in their own words, providing richer, more detailed information.
Example:
Asking an open-ended question like "What do you think about our new product?" in a customer satisfaction survey.
Ordinal Data
Data that represents categories with a meaningful order but without a consistent difference between the categories.
Example:
Ranking customer satisfaction levels as "very satisfied," "satisfied," "neutral," etc., is an example of ordinal data.
Paired Interviews
A qualitative research method where two participants are interviewed together, often to explore their shared experiences or contrasting views.
Example:
Conducting paired interviews with couples to understand their joint decision-making process for major purchases.
Panel Research
A type of longitudinal study where a group of participants (panel) is surveyed or observed repeatedly over time.
Example:
Using panel research to track changes in consumer behavior over several years.
Participant Observation
A qualitative research method where the researcher actively engages in the environment or community being studied, often to gain deeper insights.
Example:
Conducting participant observation by joining a community event to study social interactions.
Participant Validation
A process in qualitative research where participants are asked to review and confirm the accuracy of the data or interpretations made by the researcher.
Example:
Using participant validation to ensure the credibility of the findings in a study on customer experiences.
Participatory Action Research (PAR)
A collaborative research approach where researchers and participants work together to identify a problem and develop solutions, often in a social context.
Example:
Engaging in PAR with community members to address local health issues and develop interventions.
Passive Data
Data that is collected without active involvement from the respondent, often through digital tracking or automated systems.
Example:
Analyzing passive data from mobile apps to understand user behavior patterns.
Pearson's Product Moment Correlation
A statistical measure of the strength and direction of the linear relationship between two continuous variables.
Example:
Calculating Pearson’s correlation to assess the relationship between customer satisfaction and repeat purchases.
Perceptual Mapping
A visual technique used in marketing research to display the perceptions of customers or potential customers on different attributes of products or brands.
Example:
Creating a perceptual map to compare how consumers view different smartphone brands based on quality and price.
Phenomenological Analysis
A qualitative research method focused on understanding and interpreting the lived experiences of participants from their own perspective.
Example:
Conducting phenomenological analysis to explore how patients experience chronic illness.
Photo Sorts
A projective technique where participants are asked to sort or categorize photographs based on specific criteria, often used to explore attitudes and preferences.
Example:
Using photo sorts to understand how consumers perceive different brand personalities.
Pictogram
A graphical representation of data or information using images or icons to convey meaning, often used to make data more accessible and engaging.
Example:
Creating a pictogram to visually represent the percentage of customers who prefer each product in a survey.
Pilot Testing
A preliminary test conducted on a small scale to identify potential issues and refine the design before the full-scale study is carried out.
Example:
Conducting pilot testing of a new survey to ensure the questions are clear and relevant before launch.
Placement Tests
Tests used to assess an individual’s skill or knowledge level in a particular area, often to determine the appropriate level of instruction or training.
Example:
Administering placement tests to determine the appropriate language course level for new students.
Population of Interest
The specific group of individuals or elements that a researcher aims to study or draw conclusions about in a research project.
Example:
Defining the population of interest as all residents of a city when conducting a local health survey.
Predictive Analytics
The use of statistical techniques, machine learning, and data mining to analyze current and historical data to make predictions about future events.
Example:
Using predictive analytics to forecast sales trends based on past customer data and market conditions.
Prescriptive Analytics
A type of advanced analytics that not only predicts future outcomes but also suggests actions to achieve desired results based on the analysis.
Example:
Applying prescriptive analytics to optimize inventory management by predicting demand and recommending orders.
Price Sensitivity Management (Van Westendorp)
A method used to determine the optimal price point for a product by analyzing consumer responses to different price levels.
Example:
Using Van Westendorp's method to find the most acceptable price range for a new software product.
Primary Data
Data that is collected firsthand by the researcher specifically for the purpose of their study, as opposed to secondary data, which is collected by someone else.
Example:
Conducting surveys to gather primary data on consumer preferences for a new product.
Principal Component Analysis (PCA)
A statistical technique used to reduce the dimensionality of data by transforming it into a set of uncorrelated variables called principal components.
Example:
Applying PCA to simplify a large dataset by identifying the most important variables.
Probability Sampling
A sampling technique where each member of the population has a known, non-zero chance of being selected, often leading to more generalizable results.
Example:
Using probability sampling to select a random sample for a national opinion poll.
Projective Techniques
A range of qualitative research methods designed to encourage respondents to project their thoughts, feelings, and attitudes onto ambiguous stimuli.
Example:
Using projective techniques like word association and sentence completion to explore brand perceptions.
Propensity Scoring
A statistical technique used to reduce selection bias by equating groups based on covariates before comparing outcomes, often used in observational studies.
Example:
Using propensity scoring to match participants in a study on the effectiveness of a new educational program.
Psychographics
The study of consumers based on psychological characteristics such as values, beliefs, interests, and lifestyles, often used to create more targeted marketing.
Example:
Analyzing psychographics to understand the values and interests of a target audience for a new ad campaign.
Public Opinion Polls
Surveys conducted to gauge the opinions, attitudes, and beliefs of a population on various topics, often used in politics and social research.
Example:
Conducting public opinion polls to understand voter preferences in an upcoming election.
Qualitative Data
Non-numerical data that is descriptive and often collected through methods such as interviews, focus groups, and observations, providing deeper insights into a topic.
Example:
Analyzing qualitative data from focus groups to understand customer experiences with a new service.
Qualitative Research
A research method that explores phenomena through non-numerical data, focusing on understanding meaning, experiences, and concepts.
Example:
Conducting qualitative research through interviews to explore the motivations behind consumer choices.
Quantitative Data
Numerical data that can be measured and analyzed statistically, often used to quantify opinions, behaviors, or other variables in research.
Example:
Collecting quantitative data through surveys to measure customer satisfaction levels on a scale from 1 to 10.
Quantitative Research
A research method that focuses on quantifying data and using statistical analysis to identify patterns, relationships, or trends.
Example:
Conducting quantitative research to analyze the impact of pricing on sales volume.
Questionnaire Design
The process of creating questions and response options for a survey or questionnaire, focusing on clarity, relevance, and bias reduction.
Example:
Designing a questionnaire with clear, unbiased questions to gather accurate data on customer preferences.
Quota Sampling
A non-probability sampling technique where the researcher selects a sample that reflects certain characteristics of the population, often based on specific quotas.
Example:
Using quota sampling to ensure that a survey includes a representative number of respondents from different age groups.
Random Sampling
A sampling method where each member of the population has an equal chance of being selected, often leading to more representative results.
Example:
Selecting a random sample of customers to participate in a satisfaction survey.
Ranking Questions
A type of survey question where respondents are asked to rank items in order of preference, importance, or agreement.
Example:
Using ranking questions to determine which product features are most important to customers.
Recency, Frequency, Monetary (RFM) Analysis
A marketing analysis tool used to segment customers based on their purchasing behavior, focusing on how recently, frequently, and how much they spend.
Example:
Applying RFM analysis to identify the most valuable customers for targeted marketing campaigns.
Regression Analysis
A statistical method used to identify the relationship between a dependent variable and one or more independent variables.
Example:
Using regression analysis to predict customer satisfaction based on service quality and price.
Reliability
The consistency and stability of a measurement or test over time, ensuring that the results are repeatable and not due to random chance.
Example:
Testing the reliability of a customer satisfaction survey by conducting it multiple times with similar results.
Representative Sample
A sample that accurately reflects the characteristics of the larger population from which it is drawn, allowing for generalization of results.
Example:
Ensuring a representative sample in a survey to accurately reflect the views of the entire target market.
Response Bias
A type of bias that occurs when respondents answer questions in a way that does not reflect their true beliefs or behaviors, often due to social desirability or other factors.
Example:
Addressing response bias by designing questions that minimize pressure to give socially desirable answers.
Sample Size
The number of respondents or observations included in a study or survey, often determined based on the desired level of accuracy and confidence.
Example:
Calculating the appropriate sample size for a survey to ensure reliable and valid results.
Sampling Bias
A type of bias that occurs when certain members of the population are more likely to be included in the sample than others, leading to unrepresentative results.
Example:
Addressing sampling bias by using random sampling methods and ensuring the sample reflects the population.
Sampling Error
The difference between the results obtained from a sample and the actual values in the population, often due to the variability inherent in sampling.
Example:
Calculating sampling error to assess the accuracy of survey results in comparison to the total population.
Saturation
The point in qualitative research where no new themes, ideas, or insights are emerging from the data, indicating that data collection can be concluded.
Example:
Reaching saturation in a series of interviews when no new themes are identified after analyzing multiple transcripts.
Scaling Techniques
Methods used in survey research to measure attitudes, opinions, or behaviors by assigning numerical values or ranks to responses.
Example:
Using scaling techniques like Likert scales to measure customer satisfaction on a scale from 1 to 5.
Scatterplot
A graphical representation of the relationship between two variables, often used to visualize correlations or trends in data.
Example:
Creating a scatterplot to visualize the correlation between advertising spend and sales revenue.
Screening Questions
Questions used at the beginning of a survey or study to determine whether respondents meet certain criteria for participation, ensuring the relevance of the sample.
Example:
Using screening questions to filter out respondents who do not fit the target demographic for a product test.
Secondary Data
Data that has already been collected and published by someone else, often used in research to supplement primary data or provide context.
Example:
Analyzing secondary data from industry reports to understand market trends before conducting primary research.
Segmentation
The process of dividing a market or population into distinct groups based on shared characteristics, behaviors, or needs, often used to target marketing efforts.
Example:
Conducting segmentation to identify different customer groups based on purchasing behavior and preferences.
Sentiment Analysis
A method used to analyze text data, such as social media posts or customer reviews, to determine the sentiment or emotion expressed, often used in brand monitoring.
Example:
Applying sentiment analysis to social media comments to gauge public opinion on a new product launch.
Significance Testing
A statistical method used to determine whether the results of a study are likely to be due to chance or if there is a meaningful relationship between variables.
Example:
Conducting significance testing to determine if the difference in customer satisfaction between two stores is statistically significant.
Simple Random Sampling
A sampling method where each member of the population has an equal chance of being selected, ensuring unbiased and representative results.
Example:
Using simple random sampling to select participants for a national survey on consumer preferences.
Simulations
The use of models or virtual environments to replicate real-world scenarios, often used in research to test theories, strategies, or products before implementation.
Example:
Running simulations to test how different pricing strategies might affect sales in various market conditions.
Situational Interviews
A type of interview where candidates are asked to describe how they would handle hypothetical situations, often used to assess problem-solving and decision-making skills.
Example:
Conducting situational interviews to evaluate candidates for a customer service role.
Sociodemographic Variables
Characteristics of individuals that are often used to segment populations in research, such as age, gender, income, education, and occupation.
Example:
Analyzing sociodemographic variables to understand how different groups perceive a new marketing campaign.
Social Desirability Bias
A type of response bias where respondents answer questions in a manner they believe is socially acceptable or favorable, rather than reflecting their true thoughts or behaviors.
Example:
Designing questions that minimize social desirability bias by assuring respondents of their anonymity.
Social Media Monitoring
The process of tracking and analyzing social media platforms to understand public sentiment, trends, and discussions related to a brand, product, or topic.
Example:
Using social media monitoring tools to track mentions of a new product and gauge public reaction.
Social Proof
The psychological phenomenon where people assume the actions of others reflect the correct behavior, often used in marketing to influence consumer decisions.
Example:
Leveraging social proof by showcasing customer reviews and testimonials on a product page to boost sales.
Standard Deviation
A statistical measure that indicates the average amount by which individual data points differ from the mean of a dataset, often used to assess data variability.
Example:
Calculating standard deviation to understand the variability in customer satisfaction scores across different regions.
Statistical Power
The probability that a statistical test will correctly reject a false null hypothesis, often influenced by the sample size and effect size.
Example:
Ensuring sufficient statistical power in a study by calculating the necessary sample size before data collection.
Storyboarding
A visual technique used to plan and organize the sequence of events or interactions in a user experience, often used in UX design and marketing.
Example:
Creating storyboards to map out the customer journey and identify key touch points for engagement.
Stratified Sampling
A sampling method where the population is divided into subgroups (strata) based on certain characteristics, and samples are drawn from each subgroup to ensure representation.
Example:
Using stratified sampling to ensure that a survey of employees includes participants from different departments and job levels.
Survey Design
The process of creating a survey, including question selection, layout, and formatting, to ensure clarity, relevance, and accurate data collection.
Example:
Designing a survey with clear, concise questions and an intuitive layout to maximize response rates.
Survey Research
A research method involving the collection of data from a sample of individuals using structured questionnaires or interviews, often used to gather opinions, behaviors, or demographic information.
Example:
Conducting survey research to understand consumer preferences for a new product category.
Survey Software
Tools or platforms used to create, distribute, and analyze surveys, often offering features like question logic, randomization, and reporting capabilities.
Example:
Using survey software to design and distribute an employee satisfaction survey across a large organization.
Survey Validity
The extent to which a survey accurately measures what it intends to measure, often assessed through content, construct, and criterion validity.
Example:
Ensuring survey validity by pre-testing questions and using validated scales to measure employee engagement.
SWOT Analysis
A strategic planning tool used to identify and analyze the strengths, weaknesses, opportunities, and threats related to a business, project, or decision.
Example:
Conducting a SWOT analysis to assess the potential success of a new product launch in a competitive market.
Target Audience
The specific group of people that a product, service, or marketing campaign is intended to reach, often defined by characteristics like age, gender, income, and interests.
Example:
Identifying the target audience for a new clothing line based on demographic and psychographic data.
Text Analytics
The process of analyzing and interpreting text data to extract meaningful insights, often used in sentiment analysis, keyword extraction, and topic modeling.
Example:
Applying text analytics to customer reviews to identify common themes and sentiments related to product quality.
Thematic Analysis
A qualitative research method used to identify, analyze, and report patterns (themes) within data, often used in interview and focus group research.
Example:
Conducting thematic analysis to identify key themes in interview transcripts from a customer satisfaction study.
Theory of Planned Behavior
A psychological theory that explains human behavior as influenced by attitudes, subjective norms, and perceived behavioral control, often used to predict and understand decision-making.
Example:
Applying the theory of planned behavior to understand the factors influencing consumers' intentions to purchase environmentally friendly products.
Tracking Studies
Longitudinal studies that collect data from the same respondents or population over time to monitor changes in behavior, attitudes, or opinions.
Example:
Conducting a tracking study to monitor brand awareness and perception over several years.
Trend Analysis
The process of analyzing historical data to identify patterns or trends over time, often used in market research to predict future behavior or outcomes.
Example:
Using trend analysis to forecast future demand for a product based on past sales data.
T-Test
A statistical test used to compare the means of two groups to determine if they are significantly different from each other, often used in experimental research.
Example:
Conducting a t-test to compare the average satisfaction scores between two different customer segments.
Type I Error
A statistical error that occurs when a true null hypothesis is incorrectly rejected, often referred to as a "false positive."
Example:
Addressing the risk of Type I error by setting an appropriate significance level (alpha) before conducting a hypothesis test.
Type II Error
A statistical error that occurs when a false null hypothesis is not rejected, often referred to as a "false negative."
Example:
Minimizing the risk of Type II error by ensuring sufficient statistical power in a study through adequate sample size.
Validity
The extent to which a test or measurement accurately reflects what it is intended to measure, often evaluated through content, construct, and criterion validity.
Example:
Assessing the validity of a customer satisfaction survey by comparing it to other validated measures of customer experience.
Visualizations
The graphical representation of data, often used to make complex data more understandable and accessible, commonly used in data analysis, reporting, and presentations.
Example:
Creating visualizations like bar charts and heat maps to display the results of a market research study in a clear and engaging way.
Voice of Customer (VoC)
A research technique used to capture customers' needs, preferences, and experiences, often used to guide product development, marketing strategies, and customer service improvements.
Example:
Conducting a VoC survey to gather feedback on a new product feature before its official launch.
Weighting
A statistical technique used to adjust survey data to better reflect the characteristics of the overall population, often applied to correct for sampling bias or underrepresented groups.
Example:
Applying weighting to survey data to ensure that the results accurately reflect the demographics of the target population.
Word Clouds
A visual representation of text data where the frequency of words is depicted through varying sizes and colors, often used to highlight the most common terms in qualitative research.
Example:
Creating a word cloud to visualize the most frequently mentioned topics in customer feedback comments.
Z-Test
A statistical test used to determine whether there is a significant difference between the means of two groups, often used in large sample sizes or when population variances are known.
Example:
Conducting a z-test to compare the average customer satisfaction scores between two different stores in a retail chain.
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