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Why CMI

We believe in research that empowers clients to thrive.
As a diverse, fanatically curious team, we never stop seeking answers.

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We spent years becoming experts in our field so that you don’t have to.
You give us goals, we give you a game plan.

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Glossary

Marketing Research Terms

All A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
OEs

OE stands for “Open Ends” and indicates an unstructured free-form response to a question.

Ordinal

Ordinal is also a category grouping, but these categories have a clear order (like, Poor, Fair, Good, Very Good, and Excellent). What we don’t know, however, is how much distance is between these categories — how different is “Good” from “Very Good”? Variable type: Named + Ordered

Outliers

Outliers are respondents or data points that are drastically different from the typical range of responses or values, thus skewing what we calculate to be “true.” Outliers are typically removed from the calculations to better-represent the data. (For example, when calculating MEAN income, if most responses are between $20k and $80k, but you have one or two respondents with $300 Million, the MEAN value calculated will drastically misrepresent the data. In this case, we could either exclude the outliers and re-calculate the MEAN or calculate the MEDIAN instead, so as not to be influenced by the outliers.)

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