Hidden Issue Questioning is a technique used during depth interviews that aims to identify significant personal views that would otherwise not be revealed by respondents using a direct approach.
Head of Household is that member of the household who is responsible for the household having that accommodation, either by owning, renting, or having it rent-free. Where two or more people share this responsibility, the researcher should specify who to include in the study.
Halo Effect is a form of response bias where a respondent carries an overall generalized positive or negative impression from one specific character to the next, eg if a respondent considers a product to be excellent, then he or she is likely to rate the product highly on taste, appearance, and texture, etc. Hand Tab […]
Hall Test is where research participants are invited to a central location to participate in some (usually quantitative) market research.
Z Value is the number of standard deviations a point on distribution is away from the mean.
Group Effect is a typical bias that occurs in face-to-face group discussions where some participants moderate their opinions in order to go along with a majority view of the rest of the group. The result of a group effect is that a consensus may not be representative of all the opinions present in the group. […]
Continuous Rating Scale (aka graphic rating scale) is a type of non-comparative scale that offers respondents a form of the continuum (such as a line) on which to provide a rating of an object according to a criterion.
Graphic Rating Scale: see continuous rating scale.
The goodness of Fit Test is a statistical test of non-parametric data to determine whether the results from research are consistent with the expected results from a particular hypothesis. Examples are Chi-Square goodness of fit and Kolmogorov Smirnov test.
Geodemographic Information is based on a combination of demographics (age, gender, life-cycle stage, and occupation) with geographical area.