Qualitative Research Glossary

Do you know the difference between sugging and frugging? Puzzled by words like semiotics, snowballing and psychographics? Want to know what a qualitative researcher means by Mapping? This glossary, compiled by the AQR, defines and explains many of the words and terms used in the qualitative research industry.

A

Accompanied Shopping
Account Planning
Ad Hoc Research
Advertising research
Analysis and Interpretation
Analysis Software
Animatic
Anonymity
Attitude

B

Back checking
Bias
Brainstorming
Brand positioning
Brand research
Bricolage
Brief
Bubble drawing
Business to Business

C

Client
Code of Conduct
Cognitive model
Collage technique
Conative model
Concept board
Concept test
Conclusions and recommendations
Confidentiality
Conflict interviews
Consultancy
Consultation
Consumer connection programme
Consumer culture
Creative development research
Creative group
Cross-cultural research
Cultural analysis
Customer

D

Data
Data Protection
Database recruitment
Debrief
Delphi groups
Demographics
Depth Interview
Desk research
Diary
Discussion guide

E

Ethics
Ethnography
Evaluation
Execution
Extended group

F

Field
Field notes
Fieldwork
Findings
Focus group

G

Group discussion
Group dynamics
Group Effects

H

Head of household
Humanistic psychology

I

Incentive
Informed consent
Informed eclecticism
Insight
Interactive research
Interim debrief
International research
Interviewing
ISO 20252

J

Johari window

K

Kelly Grid

L

Laddering
Leading question
Lifestage
Low involvement processing

 

M

Management Summary
Mapping
Market research
Market research agency
Marketing
Mini-group discussion
Mock-up
Moderator
Mood board
Motivation Research
Mystery shopping

N

Narrative tape
Networking
Neuro-Linguistic Programming
Neuro-psychology
Neuroscience
New Product Development
Non-directive interviewing
Non-verbal communication

O

Objectives
Objectivity
Observation
Observer Effect
Online groups

P

Paired depth interview
Panel
Pen portrait
Personification
Pilot study
Planning cycle
Positioning
Pre-placement
Pre-tasking and disruptive techniques
Pre-testing
Probing
Professional respondent
Professional standards
Project
Projective and enabling techniques
Proposal
Proposition
Psycho-drawing
Psychographics

Q

Qualitative market research
Quantitative market research
Quota

R

Reconvened group
Recording
Recruitment
Recruitment Questionnaire
Reliability
Report
Reportage
Research design
Researcher
Respondent
Role play

S

Sample
Semiotics
Sensitivity panel
Snowballing
Social class
Staff research
Stakeholder
Stimulus material
Storyboard
Strategic development research
Sub sample
Sugging and frugging
Survey
Synectics

T

Tactical research
Target
Thematic Apperception Test
Topline debrief
Transactional Analysis
Transcript
Triad
Typology

V

Validity
Viewing Facility

W

Word association
Workshop