Door-to-Door Survey

Door-to-Door Survey is a survey where the interviews are conducted in pre-selected areas involving knocking on the doors of homes to find qualified respondents.

DK (Don’t Know)

DK (Don’t Know) is the abbreviation recorded when a respondent lacks the knowledge to provide an answer to a question.

Distribution Check

Distribution Check is a check and recording of the availability of specific items in stores.


Disqualifier is an answer to a question that makes the respondent ineligible to participate in the research project.

Discussion Guide

Discussion Guide is an outline of the subjects to be discussed during group discussions and/or in-depth interviews.


The deviation is the difference between the mean and an observed value.

Desk Research

Desk Research is the systematic examination of all available secondary data in the context of a particular marketing research problem.


Design: see research design.

Depth Interview

Depth Interview: see the in-depth interview.

Demographic Information

Demographic Information is based on the age, gender, life-cycle stage, income, and occupation of consumers.

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