Fieldwork is a general term that refers to any data gathering process.

Field Force

Field Force refers to the interviewers and supervisors who are involved in data collection.


The field is the physical location where the interviewing takes place.

Factor Analysis

Factor Analysis is a form of multivariate analysis that takes a large number of variables or objects and aims to identify a small number of factors that explain the interrelations among the variables or objects.

Executive Summary

Executive Summary is a document that summarises all the sections of a market research report.

Executive Interviews (aka Business-to-Business Interviews)

Executive Interviews (aka Business-to-Business Interviews) are interviews with business people or experts within a particular field. Executive interviews are often used where the majority of knowledge of a subject is held by a minority of people.

Eligible Respondent

An eligible Respondent is a person who meets certain criteria set for a particular study and thus qualifies to be included in the study. Respondents may be qualified on characteristics such as age, income, the brand used, etc.

Eligibility Criteria

Eligibility Criteria are specified characteristics that potential participants must possess in order to be involved in a particular research project.

Editing (aka Data Cleaning)

Editing (aka Data Cleaning) involves examining each completed questionnaire to ensure that the proper sequence of questions has been asked, the answers are clear and consistent and they have been correctly marked.

Double-barrelled Questions

Double-barrelled questions are those that ask two questions at the same time. They can confuse respondents and answers to such questions are uninterpretable because it is not possible to determine which question the answer refers to.

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