ESOMAR/ARF Internet Guideline

: The most important guidelines for researchers using the Internet are those provided by ESOMAR and ARF. These rules include guidance on providing Privacy Policies, of the special rules for interviewing children, and the need to avoid spam.

Experimental Design

: A research design which allows the researcher to manipulate the independent variables and observe the reactions caused by such changes.

Focus Group

: A marketing research technique for qualitative data that involves a small group of people (6-10) that share a common set characteristics (demographics, attitudes, etc.) and participate in a discussion of predetermined topics led by a moderator. There are opportunities to conduct focus groups with the use of focus group software.

Geodemographics

: An analysis technique combining geographic and demographic variables.

Homogeneous Groups

: Groups in which the units or individuals have extremely similar characteristics.

Household

: All persons who occupy a housing unit.

Incentive

: The payment to participants for coming to a focus group or participating in a survey research. The amount varies depending upon various circumstances.

Incidence

: Any figure referring to the percentage of people in a category.

Interval Scale

: Ordinal scale with the additional property that the distance between observations is meaningful. An example would be temperature.

Level of Significance

: When using statistics, it is the probability that a Type I error will be made. A Type I error occurs when the relationship of two things is rejected when in all actuality it is true.

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