The deviation is the difference between the mean and an observed value.
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: see the in-depth interview.
Demographic Information is based on the age, gender, life-cycle stage, income, and occupation of consumers.
Debrief is the presentation of research findings to clients.
Data Processing is the counting and tabulation of raw facts (ie data) into a form that is suitable for future use. This term is usually associated with computer tabulations.
Data Entry (aka Transcribing) is the act of inputting data into a database.
Data Cleaning: see editing.
Cross-tabulation is a table that shows the frequency and/or percentage of respondents who gave various answers to a question in a survey, and which simultaneously shows these answers for various sub-groups of respondents.