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Market Research Glossary

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Analysis of variance

A statistical technique used to examine differences among the means for two or more populations.

Bivariate correlation

A statistical technique used to measure the stregth of association between two numeric variables (interval or ratio scaled).

Cluster analysis

A technique used to classify cases (respondents) into homeogeneous and distinct groups called clusters when there is no prior knowledge about the group membership, which is suggested by the data.

Discriminant analysis

An analysis technique used to identify combination of variables (predictors) that best discriminate between categories or groups that known a priori.

Ethnographic Research

It is study of human behavior in its natural context and usually involves observation and in-depth interviews.