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 or mental accounting? 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
Anchoring
Animatic
Anonymity
Attitude
Availability bias
B
B2B Research
B2C Research
Back checking
Behavioural Economics
Behaviourism
Bias
Brainstorming
Brand positioning
Brand research
Bricolage
Brief
Bubble drawing
C
Chunking
Client
Co-creation
Code of Conduct
Cognitive biases
Cognitive dissonance
Cognitive model
Collage technique
Commitment bias
Conative model
Concept board
Concept test
Conclusions and recommendations
Confidentiality
Confirmation bias
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
Deliberative research
Delphi groups
Demographics
Depth Interview
Desk research
Diary
Discounting the future
Discussion guide
I
Implicit response
Incentive
Informed consent
Informed eclecticism
Insight
Interactive research
Interim debrief
International research
Interviewing
ISO 20252
Iterative approach
M
Management Summary
Mapping
Market research
Market research agency
Market Research Online Communities
Marketing
Mental accounting
Mini-group discussion
Mock-up
Moderator
Mood board
Motivation Research
Multi-Modal Approach
Mystery shopping
N
Narrative tape
Networking
Neuro-Linguistic Programming
Neuro-psychology
Neuroesthetics
Neuroscience
New Product Development
Non-directive interviewing
Non-verbal communication
O
Objectives
Objectivity
Observation
Online Bulletin Board
Online groups
Online qualitative research
Order effect
P
Paired depth interview
Panel
Paradox Of Choice
Pen portrait
Perceptual abstraction
Perceptual constancy
Personification
Pilot study
Planning cycle
Positioning
Positivism
Pre-placement
Pre-tasking and disruptive techniques
Pre-testing
Priming
Probing
Professional respondent
Professional standards
Project
Projection
Projective and enabling techniques
Proposal
Proposition
Psycho-drawing
Psychographics
Psychological defence mechanisms
R
Rationalisation
Reciprocity bias
Reconvened group
Recording
Recruitment
Recruitment Questionnaire
Reliability
Report
Reportage
Research design
Researcher
Respondent
Respondent Agency
Role play
S
Sample
Scaffolding
Self-Curated Peer Sessions
Semiotics
Sensitivity panel
Service Design
Signalling
Snowballing
Social class
Social Listening
Staff research
Stakeholder
Stimulus material
Storyboard
Strategic development research
Sub sample
Sugging and frugging
Survey
Synaptic Network
Synectics
Synesthetic Approach
System 1 and 2