- Sample
Sample is the smaller group of people or data points that are included in a study, representing the larger population of interest.
- Secondary data
Secondary research is essentially any research or info that already exists and can be looked up, purchased, or otherwise acquired.
- Sig Testing
When working with a sample of the population we’re studying, Sig Testing (short for “Significance Testing”) is used to determine whether or not the differences we see in the smaller sample are likely to be present in the larger population. The difference between two numbers needs to be large enough that when we account for the likelihood of slight variability between the sample and the population (the “margin of error”), the numbers are still distinctly different.
- Skips
Skips are short for “skip patterns” and these are used skip a respondent over particular questions based on either their responses to a previous question, or based on something we know about the respondent (like information from their sample record).
- Stated Importance
Stated Importance is how important a respondent says something is in a very straightforward question (for example, “how important is customer service to you?”).
- Statistically Significant
Statistically Significant is short for “Statistically Significant Difference” and is relevant when the Sig Testing flags a pair of numbers as statistically likely to be different from each other in the larger population.
- Syndicated
Syndicated research is research which is conducted and funded by a market research firm but not for any specific client. The result of such research is often provided in the form of reports, presentations, raw data, etc., and is made available in the open market for anyone to purchase.
