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Marketing Research Glossary - V
Validation: The process of verifying that interviews were
conducted as specified. For example, when Decision Analyst subcontracts surveys
to Field services, Decision Analyst validates at the 20% level. If any problems
are detected, then Decision Analyst validates the remaining 80% of the surveys.
Validity: A study is valid or has validity if it measures what it sought to measure.
Value Optimization: A set of quantitative techniques that model the attributes and behaviors that characterize customers that are most valuable to a company over the customer lifecycle. These lifetime value models allow companies to target these customers in their customer database and to seek out additional prospects that are like them. Learn More
Variability: The degree of movement or fluctuation in variables or measurements.
Variable: A measurement or term in
an equation that can change in value (i.e., vary).
Variance: The sums of the squared deviations
from the mean, divided by the number of observations minus one.
Verbal Protocols: A technique used to understand respondents' thought processes while they are performing a task or making a decision by asking them to think aloud.
Verbatim: The respondent's exact answer to an open-ended question, recorded precisely, word-for-word. Verbatim is a term used to describe transcripts of focus groups and depth interviews.
Verification: See Key Verifying.
Video Focus Groups: Focus groups that are conducted in a facility and broadcast to observers in distant locations. Also, refers to focus groups wherein remote respondents are linked using video technology.
Viewing Room: A room with a one-way
mirror from which people can observe and listen to focus groups. Also called
the Observation
Room or Back
Room.
Virtual Group: A general term to cover any form of group discussion using electronic means where participants do not see each other. Examples of virtual groups are online group discussions, moderated email groups, and chat rooms.
Virtual Reality (VR): An artificial environment that is experienced
through sensory stimuli provided by a computer. Learn
More
Virtual Shelf Set : See Shelf Set .
Voice Pitch Analysis: The study of changes in the relative vibration frequency of the human voice to measure emotion.
VOIP (Voice Over Internet Protocol): Voice conversations transmitted over the Internet.
Volumetric Choice Modeling:
A multivariate statistical technique that is used to simulate real-world consumer
purchasing behavior. Volumetric choice modeling is ideal for product categories
where (a) multiple products are purchased over relatively short periods of time
and (b) repeat purchase volume is an important consideration. Learn
More
Volumetric Forecasting: Sometimes referred to as sales forecasting, volumetric forecasting usually projects sales volume of a single, often new, or newly modified, product or service. Learn More
VPN (Virtual Private Network): This type of network is used to communicate in private over the Internet. A VPN may be used by a company or group of companies.
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