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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 thequalitative research industry.

A

Accompanied Shopping
Account Planning
Ad Hoc Research
Advertising Research
Agency
Analysis
Analysis Software
Animatic
Anonymity
Attitude

B

B2B
Back checking
Bias
Brainstorming
Brand positioning
Brand research
Bricolage
Brief
Briefing document
Briefing meeting
Bubble drawing
Business-to-business research

C

CAQDAS
Client
Code of Conduct
Cognitive model
Collage technique
Computer Assisted Analysis
Conative model
Concept board
Concept test
Conclusions
Confidentiality
Conflict Interviews
Consultancy
Consultation
Consumer
Consumer connection
Consumer culture
Creative development
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
Disruptive techniques

E

E-Groups
Enabling techniques
Ethics
Ethnography
Evaluation
Execution
Executive summary
Extended group

F

Facilitator
Field
Fieldnotes
Fieldwork
Filming
Findings
Focus group
Friendship pair
Frugging

G

Group discussion
Group dynamics
Group effects
Group process

H

Head of household
Humanistic psychology

I

Impartiality
Incentive
Individual interview
Informed consent
Informed eclecticism
Insight
Interactive Research
Interim debrief
International research
Interpretation
Interviewing

J

K

L

Laddering
Leading question
Lifestage
Low involvement processing

M

Management Summary
Mapping
Market research
Market research agency
Marketing
Means End Analysis
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
NLP
Non-directive interviewing
Non-verbal communication
NPD

O

Objectives
Objectivity
Observation
Observer effect
One-on-one
On-line Groups

P

Paired Depth Interview
Panel
Participant
Participant Observation
Pen Portrait
Personification
Pilot study
Planning
Planning cycle
Positioning
Pre-placement
Presentation
Pre-tasking
Pre-testing
Probing
Process
Product development research
Professional respondent
Professional standards
Project
Projective technique
Proposal
Proposition
Psycho-drawing
Psychographics
Purposive sample

Q

Qualitative market research
Quantitative market research
Quota

R

Recommendations
Reconvened group
Recording
Recruitment
Recruitment Questionnaire
Reliability
Repertory Grid
Report
Reportage
Research design
Research executive
Respondent
Role play

S

Sample
Screener
Semiotics
Sensitivity panel
Snowballing
Social class
Social grade
Staff Research
Stakeholder
Stealomatic
Stimulus material
Storyboard
Strategic development research
Sub sample
Sugging
Survey
Synectics

T

TA
Tactical research
Tape recording
Target
TAT
Thematic Apperception Test
Topic guide
Topline debrief
Transactional Analysis
Transcript
Triad
Typology

V

Validity
Videoing
Videomatic
Viewing facility
Viewing studio

W

Word association
Workshop

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