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    Understanding Market Research ''

 

 

                                                                                                    
 
Glossary of W, X, Y, Z

W

Wave is a single mailing or group of interviews conducted at about the same time. A research study or survey may consist of several waves.
Web Site Survey (aka HTML Survey) is a questionnaire that is based on a web site. Potential respondents are invited to participate in the survey (by a banner advert or other message) and then they are given a link to a satellite site where they complete a questionnaire. The survey is completed on line and respondents can be offered anonymity.
Weighted Sample is a sample to which weighting has been applied.
Weighting is when the responses from some (or all) sub-groups are assigned a statistical weight to reflect the importance of the sub-group in the population of interest.
Word Association is a form of projective technique where participants are presented with a list of words and, after each word, they are asked to say the first word that comes into their minds.

Y

Yea Saying see acquiescence bias.

Z

Z Test is a statistical test that is based on the standard normal distribution.
Z Value is the number of standard deviations a point on a distribution is away from the mean.

A, B, C
D, E, F
G, H, I
J, K, L
M, N, O
P, Q, R
S, T, U, V
W, X, Y, Z

 
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