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Mail Panels
A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone survey.
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Hypertext markup Language
Hypertext markup language HTML is the language of the web.
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Sample Control
The ability of the survey mode to reach the units specified in the sample effectively and efficiently.
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Sampling Frame
A representation of the elements of the target population. It consists of a list or set of directions for identifying the target population.
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Random Digit Dialing (RDD)
A technique used to overcome the bias of unpublished and recent telephone numbers by selecting all telephone number digits at random.
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Random Digit Directory Designs
A research design for telephone surveys in which a sample of numbers is drawn from the telephone directory and modified to allow unpublished numbers a chance of being included in the sample.
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Response Rate
A percentage of the total attempted interviews that are completed.
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Nonresponse Bias
When actual respondents differ from those who refuse to participate.
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Critical Request
The target behavior that is being researched.
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Observation
The recoding of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest.
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Structured Observation
Observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured.
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Unstructured Observtion
Observation that involves a researcher monitoring all relevant phenomena without specifying the detail in advance.
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Natural Observation
Observing behavior as it takes place in the environment.
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Contrived Observation
The behavior is observed in an artificial environment.
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Personal Observation
An observation research strategy in which human observers record the phenomenon being observed as it occurs.
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Mechanical Observation
An observational research strategy in which mechanical devices rather than human observers record the phenomenon being observed.
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Psychogalvanometer
An instrument that measures a respondent's galvanic skin response.
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Galvanic Skin Response
Changes in the electrical resistance of the skin that relate to a respondent's affective state.
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Voice Pitch Analysis
Measurement of emotional reaction through changes in the respondent's voice.
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Response Latency
The amount of time it takes to respond.
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Pantry audit
A type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer's home.
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Content Analysis
The objective, systematic and quantitative description of the manifest content of a communication.
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Trace Analysis
An approach in which data collection is based on physical traces, or evidence, of past behavior.
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Mystery Shopping
Trained observers pose as consumers and shop at company-or-competitor-owned stores to collect data about customer-employee interaction and other marketing variables.
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