【文章內(nèi)容簡介】 ibe the contents of surveys or polls. A group of facts or statistics.Data CollectionThe gathering of information (figures, words or responses) that describe some situation from which conclusions can be drawn. The gathering of information from administered questionnaires.Data Collection CompanyThe enterprise or agency that supplies trained interviewers for clients and receives payment for services delivered. The service is responsible for hiring and training of interviewers, executing a client39。s job exactly as specified, editing and validating each interviewer39。s pleted assignment. Services can operate with interviewers who work exclusively for them or interviewers who work with them as well as other services in the area. Also known as a field service or interviewing service.Data Collection InstrumentAny device used to gather information from a respondent, for example, questionnaires, puters, tape recorders, or video tape machines.Data ProcessingThe counting and tabulating of raw information (., Data) into table form suitable for future use. This term is usually associated with puter tabulations.DeadlineThe date when an assignment must be pleted.DebriefingAn indepth conversation with interviewers at the conclusion of a study. The interviewer plays back his/her impressions of the respondent39。s feelings about specific questions. This technique is often used immediately after a pretest of a questionnaire. The information provides the researcher with insights necessary to revise or refine the final questionnaire and/or future studies. Demographics (Demos):Demographics pertain to vital statistics, such as age, ine, education and other personal characteristics of the respondent. DiadThis is indepth interview involving two people, the interviewer and the respondent. Also known as a oneonone.DiaryA log, where information is recorded relating to respondent39。s experiences with a subject or product. Diaries can also be a record of regular purchases or viewing habits. Often given to respondents when they receive a product to use at home.DigSee Probe/Probing.Disc (Disconnect)The accepted abbreviation to indicate that a phone number has been disconnected, usually noted on the dialing report by the interviewer.Display/Concept BoardProvided by the client to help the respondent picture or understand the product/ideas under discussion.DispositionThe result of an attempt to reach or contact a potential respondent.Distribution CheckA check and recording of the availability of specific items in stores. DK (Don39。t Know)The abbreviation recorded when a respondent lacks the knowledge to provide an answer to a question.DoortoDoor SurveyInterviews conducted in preselected areas that involve knocking on the doors of homes to find qualified respondents.EditingThe process of examining questionnaires to insure that all the questions have been answered properly and that all written verbatim responses are plete, meaningful and legible.Eligible RespondentA person who meets certain criteria set for a particular study and thus qualifies to be included in the study. Respondents may be qualified on such characteristics as age, ine, brand used, etc.ESOMAREuropean Society of Opinion and Marketing ResearchEthnographyEthnography is a qualitative method of studying and learning about a person or group of people. Typically, ethnography involves the study of a small group of subjects in their own environment. To develop an understanding of what it is like to live in a setting, the researcher must both bee a participant in the life of the setting while also maintaining the stance of an observer, someone who describes the experience. Rather than looking at a small set of variables and a large number of subjects (the big picture), the ethnographer attempts to get a detailed understanding of the circumstances of the few subjects being studied. Ethnographic accounts, then, are both descriptive and interpretive。 descriptive, because detail is so crucial, and interpretive, because the ethnographer must determine the significance of what she observes without gathering broad, statistical information. The term ethnography may be loosely applied to any qualitative research project where the purpose is to provide a detailed, indepth description. This is sometimes referred to as thick description. The use of the term qualitative here is meant to distinguish this research from more quantitative or statistically oriented research. The two approaches, ., quantitative and qualitative, while often plimentary, ultimately have different aims.Executive or BusinesstoBusiness InterviewsInterviews that involve talking with business men and women in panies of all sizes.Executive SummarySee Management ReportExhibits/Exhibit CardsPrinted cards, pictures, statements, actual products or advertisements given or shown to a respondent during the course of an interview, and usually relating to specific questions within the questionnaire. These aid the respondent in answering the question.Exploratory ResearchSee Qualitative ResearchFemale HeadofHousehold (FHH):The woman most responsible for maintaining the household. May or may not be the primary wage earner.FieldThe physical location where the interviewing takes place.Field DirectorThe person assigned to implement the design of a survey through data collection panies. He/she is generally responsible for selecting the data collection panies and preparing specific study instructions for the interviewers and supervisors.Field ServiceSee Data Collection CompanyField SupervisorThe person responsible for the selection, hiring and training of interviewers. He/she is responsible for the data collection phase of the survey according to instructions.Focus Group/Interview (FGI)An unstructured interviewing technique where a small group (8 to 10) of eligible respondents are invited to particip