41 Quota sampling It is quietly frequently used in marketing

research .It involves the fixation of

certain quotas, which are to be fulfilled
by the interviews.
42 Thematic appreciation It is used to measure the attitude and
test perceptions of the individual. Some
picture cards are shown to respondents.
The respondent is required to tell the
story by looking at the picture.
43 Cognitive This refers to the respondents beliefs ,
knowledge or awareness about an event
or an object.
44 Ratio scale It is a special kind of internal scale that
has a meaningful zero point. With this
scale, length, weight or distance can be
measured.

45 Delphi technique In this a group of experts in the field

gather together and they are asked to
make individual judgements about a
particular subject.
46 Nominal scale In this scale, numbers are used to identify
the objects.
47 Ordinal Scale It is used to ascertain the consumer
perceptions. Preferences etc
48 Snow ball sampling The initial group of respondents are
selected randomly. Subsequent
respondents are being selected based on
the opinion or referrals provided by the
initial respondents.
49 Non parametric data Nominal data and ordinal data
50 Inferential statistics Allow the researcher to make inferences
from sample to the population in order to
speculate, reason and generalise about the
population from the sample findings.
51 Photo elicitation It is a method of interview in which the
interviews visual images are used to elicit comments.
52 Randomness It means selection without bias .
53 Working hypothesis This is a hypothesis framed in the early
stages of research. These are altered or
modified as investigation proceeds.
54 Null hypothesis This hypothesis states that there is no
different between the parameter and the
statistic that is being compared.
55 Analytical hypothesis These are used when one would like to
specify the relationship between changes
in one property leading to change in
another.
56 Multivariate analysis Here the number of variables to be
tackled is many.
57 Bivaraite analysis The marketers will come across situations
which are complex involving two or more
variables.
58 Discriminant analysis Here, two or more groups are compared
and we need to find out whether the
groups differ one from another.
59 Multiple regression Here we use more than one variables and
it will enhance the accuracy of the
estimate.
60 Factor analysis The main purpose is to group large set of
variable factors in to fewer factors.
61 Cluster analysis It is used to classify persons or objects in
to small number of clusters or groups.
62 Point estimate It is used to estimate an unknown
population parameter.
63 Tabulation Tabulation refers to counting the number
of cases that fall in to various categories.
64 Coding It refers to those activities which help in
transforming edited questionnaire in to a
form that is ready for analysis.
65 Claim A statement similar to a hypothesis which
is made in response to the research queue.
66 Closed question The question is being followed by
predetermined response choices in to
which the respondents reply is placed
.
67 Convenience samples A sample that is easily accessible
68 Data mining The process of analyzing data from
different perspectives and summarize in
to useful information
69 Deception Intentionally misleading or withholding
information about the nature of a research
study.
70 Discrete variable A variable that can assume only finite
number of values
71 Falsification To change information or evidence to
mislead.
72 Casual analysis An analysis that seeks to establish the
cause and effect relationship between
variables.
73 Feasibility Study It is used to determine whether an
intervention is appropriate for further
testing.
74 Field research It is a study where the research is
conducted live
75 Limitations Weakness in a research.
76 Reliability Degree or extent of consistency or
dependability with which a study tool
measures the variable over time, by
different persons.
77 Accessible population The group of people or objects that is
available to the researcher for a particular
study
78 Delimitations Address how the study will be narrowed
in scope.
79 Debriefing After the participation each participant
should have an opportunity to meet with
the primary research.
80 Problem statement The issue that exist in the literature ,
theory , or practice that leads to a need for
the study.