The Consumer Research Glossary

Logistic regression predicts binary outcomes, helping businesses optimize marketing,…

A longitudinal study tracks individuals or groups over time, offering insights into…

Margin of error measures the uncertainty in survey results, helping businesses interpret…

Market segmentation divides a large market into smaller groups based on shared traits,…

MaxDiff Analysis helps businesses prioritize features, messages, and pricing by ranking…

Mean Absolute Deviation (MAD) measures data variability by calculating the average…

Multivariate analysis examines multiple variables to identify relationships and trends,…

Net Promoter Score (NPS) measures customer loyalty by asking how likely customers are to…

Nominal data categorizes information into distinct, unordered groups, aiding in market…

Non-probability sampling selects participants non-randomly, offering quick, cost-…

Non-response bias skews research when non-participants differ from respondents, leading…

Normalization adjusts data to a common scale, improving analysis accuracy by ensuring…

Omnibus surveys collect data on multiple topics from different clients in a shared survey…

Open-ended questions reveal deep consumer insights by allowing free-form responses. Learn…

Ordinal data ranks categories in a meaningful order, such as satisfaction scales or…