- Base
In a cross tabulation, the base defines the total size of the sample or subsamples on which percentages are calculated.
- Behavioral Science
Behavioural science is an interdisciplinary field that applies theories and techniques mainly from psychology, but also from economics, sociology, and anthropology. Researchers often use behavioural science to uncover what consumers value and to provide solutions to pricing, choice architecture (nudge theory), perceptions and behaviours that are often difficult to gather using traditional research methods. Also see System 1 and System 2 thinking.
- Big Data
A term to describe the significant volume and variety of data available to organisations and the increased frequency in which they are generated.
- Biometrics
Biometrics refers to the use of physiological or behavioural characteristics to identify and verify a person’s identity. These characteristics include fingerprints, facial recognition, voice recognition, and signature analysis. Biometrics is increasingly being used in market research studies as a way to authenticate survey respondents.
- Blind / Double-Blind / Triple-Blind
In a (single) Blind study, the participants don’t have all the info (for example, the brand is not shared with respondents, or in the case of test vs. control groups, the respondents don’t know which group they’re in). In a Double-Blind study, both the respondents and those conducting the study don’t have all the info (neither the interviewers nor the respondents know which brand is sponsoring the study, or the observers of a test vs. control scenario also don’t know which group the respondent was assigned to, but those performing the data analysis do). In a Triple-Blind study, the respondent, interviewer or observer, and those performing the data analysis don’t have all the info, thus eliminating the possibility that biases or assumptions from any of these three groups can affect the outcome of the study.
- Bottom Box
Bottom Box refers to the response to a scale question (like 1-5, 1-7, or 0-10) where there is a lowest rating point, or the “bottom box.” This is generally reported as the % of respondents who selected that response.
