The Consumer Research Glossary

A word cloud visually displays the most frequent words in text data, helping quickly…

The x-axis is the horizontal axis in graphs, representing the independent variable, often…

The y-axis is the vertical axis in charts, representing the dependent variable, crucial…

Year-over-year (YoY) analysis compares metrics from the same period across years to…

Yes-no questions are binary questions that gather clear, simple "yes" or "…

Yield rate measures the percentage of completed survey responses vs. invitations sent,…

Yule’s coefficient measures the strength and direction of association between two binary…

A z-test is used to determine if there is a significant difference between the means of…

Zero-fill replaces missing numerical data with zeros in datasets, simplifying…

Zip code analysis examines geographic data to identify regional trends, helping…