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Index is a variable that is determined by dividing one measurement by another, and it is usually expressed as a percentage. Indices can be used to show variations over time, by comparing subsequent measurements of a variable with an initial measurement (an index of 100 indicates no change).
In-depth Interview (aka One-on-One or Diad) is a type of qualitative research involving an unstructured personal interview with a single respondent, conducted by a highly skilled interviewer.
Incidence (aka Strike Rate) is the proportion of respondents contacted in a survey who qualify for the survey.
Incentive (aka Co-operation Fee or Respondent Fee) is a reward given to participants or businesses for taking the time and trouble to co-operate in a marketing research study.
Identification information lists details such as the name and address of participants in a market research project whereby they can be identified.
Home Use Test (aka Extended Use Test or Product Placement Test) involves participants evaluating products in their own homes, or more generally, in a natural usage environment. The purpose of the test is to make an evaluation of a product after more experience with it than just some initial use.
Funnel Approach is a way of ordering questions in a questionnaire so that general questions are asked before specific questions. This ordering avoids the responses to specific questions biasing the answers to general questions.
Front-of-mind Awareness (aka Top-of-mind Awareness) is a measure of how readily a brand name or concept comes to respondents’ minds. It is the first answer to questions such as unaided brand awareness.
Frequency Distribution is a representation of the number of counts of objects or responses, usually in the form of a table or graph.
Focus Group (aka Focus Group Interview or Group Discussion) is a type of qualitative research that consists of an informal discussion of a particular topic with a small number of selected participants (usually 8-12). The discussion is guided by a skilled moderator who does not influence the outcome but ensures that all the subject areas […]
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