Likert Scale

: An attitude scale that measures the level to which the respondent "agrees" or "disagrees" with a given statement in regard to a particular product or service. The scale will give an odd number of choices with an equal amount of agreement/disagreement choices on either side of a neutral option.

List Order Bias

: This is the idea of primacy and recency. A respondent is most likely to recall the beginning of the message or list, primacy, and the last portion of the message or list, recency. The respondent's recall is weaker in regards to the items located in the middle of the list.

Loaded Question

: A question that attempts to illicit a specific response through influential language.

Longitudinal Study

: A research study conducted over time by observing a certain sample set to understand developmental trends. Can use the same sample set over decades, or could utilize a new sample at set intervals.

Marketing Research

: An objective approach to finding solutions to problems in marketing. Involves qualitative and quantitative research and analysis of the findings to help marketers' best target and reach their audiences.

Measurement Error

: A difference between an expected measurement and the actual information that was measured.

Methodology

: The procedure used as a proven method that, when repeated, should yield the same result. Steps need to be recorded properly so that the procedure can be redone exactly.

Metric Scale

: Metrics are determined by measurable variables that define progress. There are several categories of metrics, from weight measurements to sales measurements in a company. The intervals between metrics on a particular scale are significant ratios to be used when quantifying metrics.

Multi-Coded Questions

: Respondents are allowed to give a number of responses to one question.

Multiple Choice Questions

: Questions that offer more than two possible answer choices and require a respondent to choose from the listed options.

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