Marketing Glossary

Accuracy – The degree to which calculations or estimations are in proximity to exact or real values. See also: Precision Base Level – Prior to drawing conclusion from research data, it is frequently necessary to be informed about what is called the base level, conditions with which the research begins. For example, when, after an … Read more

Artificial Intelligence – The intelligence exhibited by a programmed computer. The computer is employed to simulate human intelligence, human thinking processes. Examples: the computer that play chess, the computer guidance of aircraft. See also: Simulation of thinking Computer – Complex electronic calculator. Used in marketing research for data processing. In psychology the computer is employed similarly … Read more

Cluster Analysis – A technique of analysis that attempts to classify sample persons into a small number of segments (types, clusters) on the basis of a number of characteristics. Essentially, the persons within a given segment are made to look as similar as possible (as far as the stipulated characteristics are concerned); at the same … Read more

Median Test – Ordinal test that rejects the hypothesis of the equality of two populations (one sided) in the event that there are too few observations of a sample that is greater or smaller than the median of the samples combined. See also: Median/Hypothesis/Statistical Test N – Statistical symbol for the size of the population … Read more

Accuracy – The degree to which calculations or estimations are in proximity to exact or real values. See also: Precision Base Level – Prior to drawing conclusion from research data, it is frequently necessary to be informed about what is called the base level, conditions with which the research begins. For example, when, after an advertising … Read more

Correlation Matrix – A square in which all correlation-coefficients of a study are located. All quantified variables are correlated to one another. The purpose is to discover unanticipated, hidden relations. Many such correlation-coefficient are irrelevant, nonsense, or involve pseudo-relations. For example: frequency with soup is purchased as related to shoe size in a sample of housewife. … Read more

Point Cloud – The correlation of points in a scatter diagram. See also: Scatter diagram Profile – Graphic representation of research results in which the objective is to show clearly the differences between elements or parts. Profile Score – The individual score in a profile. See also: Profile Quadrant – Square. Statistical data are often displayed by … Read more

Poisson Distribution – A special instance of a binomial distribution, in which the probability for a specific event is extremely small (for example: an accident). See also: Binomial distribution Probability Distribution – A distribution that expresses the probability of value X as a function of X. See also: Binomial distribution Sample distribution – Syn: Sampling distribution … Read more

Time Series – A set of observations (data that are classified according to a unit of time. For example: monthly sales. See also: Time series Analysis Time Series Analysis – Techniques that are employed in an attempt to comprehend alterations in time series. This may result in an improvement of predictive techniques. See also: Time Series … Read more

Base Period – A period of time during which data have been collected, data that are used as a base for an index number or for some other fractional number. The base period is usually one year. However, it can also be one day or average of a number of years. Bivariate – Relating to, … Read more