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Market Research Definitions
Natural Observation:
The research method of observing the respondent in the least obtrusive manner. This would include watching the respondent without questioning the respondent.
Net Effects:
Annual conferences held by ESOMAR that explore interfaces within market research and the Internet.
Neural Network:
A process of quantifying text information from focus groups by coding appropriately into a computer and then analyzing results. When using a computer, results can identify patterns, draw abstractions and find relationships within the input data.
Neuromarketing:
A technique that measures how consumers will react to brands and advertising. The brain is mapped, using functional Magnetic Resonance Imaging to record conscious and subconscious responses to advertising, products or brands.
Niche Marketing:
Marketing a product to a small and well-defined segment.
Nixie Rate:
The Nixie Rate measures the amount of survey invitations that are returned to the sender because the respondent address is incorrect.
No-Show:
A designated member of a focus group who agrees to participate, even the same day, and then never arrives for the group. Facilities often over-recruit to adjust for no-shows.
Nominal Grouping Session:
Qualitative research method in which consumers, brought together in small groups, independently generate ideas about a subject and hence discuss the ideas.
Nominal Scale:
A measurement scale identifying variable categories. For example, male/female, user/nonuser.
Non-Balanced Scales:
Scales that are unevenly weighted and favor a particular direction.
Non-Comparative:
An evaluation of an object, concept, or person with out referring or comparing it to another item.
Non-Family Household:
Defined by the census bureau as a person living in a household with non-relatives or by themselves.
Non-Probability Sample:
A sample of the population chosen by the investigator rather than by using probability to choose the participants. By doing this, a true representative cross section of the population is foregone.
Non-Random:
Occurs when probability is not a good predictor of future results because some part of the experiment is weighted.
Non-Response Bias:
Resulting error identifying a systematic difference in those who do and do not respond to the measurement instrument.
Non-Sampling Error:
Any errors or inaccuracies in a study not including those considered sampling errors. A few examples are leading by the interviewer and recording/data entry errors.
Normal Distribution:
A bell-shaped distribution that is bisymmetric to the mean.
Not-At-Home:
The attempt to conduct an interview, but the respondent was not available at the location.
Nth Selection:
Process of choosing every "nth" name as an interval of "N" on a list, and using those subjects throughout the study. Also called an interval.
Null Hypothesis:
Initial assumption made with a statement that is being tested with a significance test.
Numeric Database:
A database comprised of raw survey data over a wide range of topics that has not yet been analyzed.
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