Речник

Q

Q-Sort
A measurement instrument that focuses on respondent beliefs by asking them to sort through piles of opinion statement and sort them into piles on an 11-point continuum usually bounded by "most-like-me" to "most-unlike-me"; see also: attitude scale.

Qualified Available Market
The individuals and organisations in a particular market who are interested in a product, can afford it, and who are not prevented from purchasing by any access barrier or legal restriction.

Qualitative Marketing Research
Marketing research which is not generally quantifiable; research which seeks insights into a marketing situation but which does not require statistical accuracy. Qualitative research techniques include focus groups, depth interviews and projection techniques such as free associations, psychodrawing and psychodrama.

Qualitative Research
Usually refers to studies that are somewhat to totally subjective, but nevertheless in-depth, using a probing, openended, response format or reflects an
ethnomethodological orientation.

Quantitative Research
Usually refers to studies that are highly objective and projectable, using closed-ended, forced-choice
questionnaires; research that relies heavily on statistics and numerical measures.

Question
A statement or phrase used in a questionnaire or schedule
that elicits either an open- or closedended response from a research participant; see also: funnel and probe questions.

Questionnaire
A measurement instrument that contains exact questions and measures an interviewer or survey researcher uses
to survey through the mail, Internet, in person, or via the telephone; may be closed-ended and open-ended, but
typically employs more closedended questions.

Quota Sample
A type of nonprobability sample that draws its sample based on a percentage or quota from the population and stops sampling when that quota is met; a non-probability sample that attempts to have the same general distribution of population characteristics as in the sample; see also: poll, survey methodology.