Cross-price elasticity of demand.
The percentage of change in demand for one product divided by the percentage change in price of the second product, assuming that all other factors affectingdemand are constant.
Samples of households that have agreed to provide specific information regularlyover an extended period of time. Respondents in a diary panel are asked to record specific behaviours as they occur, as opposed to merely responding to a series of questions.
A method of forecasting based on asking a group of experts for their best estimateof a future event, then processing and feeding back some of the information obtained, and thenrepeating the process; on the last set of responses, the median is usually chosen as the best estimatefor the group.
A variable whose value is thought to be affected by one or more independentvariables. For instance, sales (dependent variable) are likely to be a function of advertising,availability, price, degree of competitive advantage, customer tastes, etc.
Depth interview ("one-on-one").
Sessions in which free association and hidden sources of feelings are discussed, generally through a very loose, unstructured question guide, administered by a highly skilled interviewer. It attempts to uncover underlying motivations, prejudice, attitudestoward sensitive issues, etc.
Dollar metric scale.
(graded paired comparison) Scale that extends the paired comparison method by asking respondents to indicate which brand is preferred and how much they are willing to payto acquire their preferred brand.
Questions in which two opinions are joined together.
Dummy magazine test.
A realistic-looking test format using a dummy magazine thatsystematically varies the advertisements in such a way that some families receive magazinecontaining the test ad and other (matched) families receive a dummy magazine containing no ads atall.
Test where a respondent is given a standard product and asked to determinewhich of two other products is more similar.
Review of the questionnaires for maximum accuracy and precision.
The systematic recording of human cultures.
A contrived situation designed so as to permit the researcher to manipulateone or more independent variables whilst controlling all extraneous variables and measuring theresultant effects on a dependent variable.
A question that is asked to determine which branching question, if any, will beasked.