The Consumer Research Glossary

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

Predictive analytics uses historical data and algorithms to forecast future outcomes,…

Probability sampling ensures each population member has an equal chance of selection,…

Purchase intent measures how likely consumers are to buy. Use it to refine marketing,…

Qualitative research explores human behavior and motivations through non-numerical data,…

Quantitative research collects and analyzes numerical data to identify patterns, test…

Quota sampling ensures key demographics are proportionally represented in research,…

Random sampling ensures unbiased, representative research by giving every individual an…

Regression analysis predicts outcomes by examining relationships between variables,…

Response rate is the percentage of survey completions from those invited. A higher rate…

Sample size is the number of participants in a study. A well-chosen sample ensures…

Statistical significance ensures research results are reliable and not due to chance,…

A t-test compares the means of two groups to determine if observed differences are…

A target audience is a specific group of consumers defined by demographics, behaviors,…

Unstructured data lacks a predefined format, including text, images, and audio. AI tools…