T
T-Commerce:
All commerce that occurs through interactive television.
T-Distribution:
A frequency distribution used with small samples that does not peak as high as a normal distribution.
T-Test:
A statistically hypothesis test that is based on a single mean when the sample size is not large enough to use the Z-test.
Tab or Code and Tab:
Tabulating or calculating collected survey responses. The tabulations or calculations are can completed by computer or manually.
Table of Random Digits:
Digits appearing in a completely random order within a table.
Tachistoscope (T-scope):
A device used for recognition tests by changing the intensity and exposure of images. This device is often used in package testing.
Target Population:
A population with specific characteristics that researchers are studying.
Taste Test:
Research involving the comparison of food products to each other. For example, the respondent will taste various versions of cola and determine which cola they prefer based upon palatability, desirability and preference.
Telephone Areas:
Areas defined by codes in telephone numbers (the first six digits of a phone number).
Telephone Focus Groups:
A focus group conducted through a telephone conference call. Usually 7-10 individuals are involved including a moderator that leads the discussion about a predetermined topic.
Telephone Sample:
A group of individuals that respond to surveys via the telephone.
Television Market:
Defined individually by the company that measures the market. Arbitron samples Areas of Dominant Influence (ADIs), while NPD/Nielsen measures Designated Market Areas (DMAs).
Temporal Sequence:
The logical order of causal events to occur.
Temporary Population:
An area where residents may be seasonal. Examples include commuters, tourists, snowbirds, etc.
Terminate or Midway Term:
The respondent decides not to complete the interview and will cooperate no further.
Test Market:
A procedure used when a new product or service is offered to a small scale market to test its success.
Test Statistic:
A statistic computed from the sample data and is then used to test the hypothesis.
Test-Retest Reliability:
Consistency in test results when using the same instrument under nearly the same conditions for each test.
Tests of Significance:
A mathematical test to determine if the findings in an experiment were due to influences of one or multiple variables on a dependent variable or merely by chance.
Testing Effect:
A result that is due to the research process as opposed to the experimental variable.
Thematic Maps:
Geographic maps that also contain demographic data as well as information specifically targeted to a particular company (ie sales in that area). Thematic maps are generally computer-generated.
Theory-Construction Diary:
A humanistic researcher’s thoughts, hypotheses, and reviews in thinking recorded in a journal.
Third-Person Techniques:
A technique used to reveal the true feelings of the respondent by asking them to answer the way that their “neighbor” or “most people” might answer the question.
Time Series Analysis:
Data recorded by time intervals. Also referred to as exponential smoothing.
Time Use Survey:
A long-term questionnaire in which respondents record how they utilize their time, what they are doing as well as how they are doing it, in a journal spanning a few days to a few weeks.
Top-of-Mind Awareness:
The initial mentioning of a brand, product, vendor name, services and so forth.
Topic Guide:
This tool provides the moderator with a list of subject matter for the discussion group or focus group. This process allows for flexibility as the moderator is not constrained by a structured questionnaire.
Topline:
Results from a preliminary survey projecting how the population will respond to a few key questions.
Total Unaided Recall:
These are responses that are provided without any assistance of the interviewer when questioned to identify a brand, company, message and so forth.
Touch Tone Aided Telephone Interviewing (TATI):
Telephone surveying initiated by an interviewer, but participants respond by pushing the touch-tone buttons of their phone. Can also be called tough tone data entry (TDE).
Touch-Tone Data Entry (TDE):
Telephone surveying initiated by an interviewer, but participants respond by pushing the touch-tone buttons of their phone. Also known as touch-tone aided telephone interviewing (TDE).
Tracking:
Subsequent studies that monitor consumer opinion, behavior, and attitude changes in brands or product categories.
Trade Area:
The geographical area that represents where a business’s customers are coming from. The size can vary greatly from a part of a city to an entire nation.
Traffic Counters:
Devices that measure the amount of vehicles that passes over a particular section of a road.
Transcript:
The written record of an interview or focus group. This is a verbatim account.
Treatment:
The changes that are being made to the independent variable in a research study.
Trend Data:
Survey responses demonstarting the change of views and perceptions about a particular topic over time.
Triad:
A focus group involving a moderator and three respondents. It is expected that with this few of respondents, the moderator is able to gain more information from the participants than they might in a larger group.
Trial Rate:
The amount of people measured as buying a product a least one time.
Trimmed Mean:
Found by taking the mean after altering the distribution by eliminating outliers and reducing the high and low ends of a distribution by a percent each.
True Experimental Design:
The layout for a research project in which units are randomly assigned into both an experimental and a control group.
Two-Way Focus Groups:
A focus group observes a second focus group and then the first group discusses what the participants learned from their observations.
Type I Error (A Error):
Rejecting a null hypothesis when it should not have been rejected because it is true.
Type II Error (B Error):
Accepting a null hypothesis when it should have been rejected because it is false.
All commerce that occurs through interactive television.
T-Distribution:
A frequency distribution used with small samples that does not peak as high as a normal distribution.
T-Test:
A statistically hypothesis test that is based on a single mean when the sample size is not large enough to use the Z-test.
Tab or Code and Tab:
Tabulating or calculating collected survey responses. The tabulations or calculations are can completed by computer or manually.
Table of Random Digits:
Digits appearing in a completely random order within a table.
Tachistoscope (T-scope):
A device used for recognition tests by changing the intensity and exposure of images. This device is often used in package testing.
Target Population:
A population with specific characteristics that researchers are studying.
Taste Test:
Research involving the comparison of food products to each other. For example, the respondent will taste various versions of cola and determine which cola they prefer based upon palatability, desirability and preference.
Telephone Areas:
Areas defined by codes in telephone numbers (the first six digits of a phone number).
Telephone Focus Groups:
A focus group conducted through a telephone conference call. Usually 7-10 individuals are involved including a moderator that leads the discussion about a predetermined topic.
Telephone Sample:
A group of individuals that respond to surveys via the telephone.
Television Market:
Defined individually by the company that measures the market. Arbitron samples Areas of Dominant Influence (ADIs), while NPD/Nielsen measures Designated Market Areas (DMAs).
Temporal Sequence:
The logical order of causal events to occur.
Temporary Population:
An area where residents may be seasonal. Examples include commuters, tourists, snowbirds, etc.
Terminate or Midway Term:
The respondent decides not to complete the interview and will cooperate no further.
Test Market:
A procedure used when a new product or service is offered to a small scale market to test its success.
Test Statistic:
A statistic computed from the sample data and is then used to test the hypothesis.
Test-Retest Reliability:
Consistency in test results when using the same instrument under nearly the same conditions for each test.
Tests of Significance:
A mathematical test to determine if the findings in an experiment were due to influences of one or multiple variables on a dependent variable or merely by chance.
Testing Effect:
A result that is due to the research process as opposed to the experimental variable.
Thematic Maps:
Geographic maps that also contain demographic data as well as information specifically targeted to a particular company (ie sales in that area). Thematic maps are generally computer-generated.
Theory-Construction Diary:
A humanistic researcher’s thoughts, hypotheses, and reviews in thinking recorded in a journal.
Third-Person Techniques:
A technique used to reveal the true feelings of the respondent by asking them to answer the way that their “neighbor” or “most people” might answer the question.
Time Series Analysis:
Data recorded by time intervals. Also referred to as exponential smoothing.
Time Use Survey:
A long-term questionnaire in which respondents record how they utilize their time, what they are doing as well as how they are doing it, in a journal spanning a few days to a few weeks.
Top-of-Mind Awareness:
The initial mentioning of a brand, product, vendor name, services and so forth.
Topic Guide:
This tool provides the moderator with a list of subject matter for the discussion group or focus group. This process allows for flexibility as the moderator is not constrained by a structured questionnaire.
Topline:
Results from a preliminary survey projecting how the population will respond to a few key questions.
Total Unaided Recall:
These are responses that are provided without any assistance of the interviewer when questioned to identify a brand, company, message and so forth.
Touch Tone Aided Telephone Interviewing (TATI):
Telephone surveying initiated by an interviewer, but participants respond by pushing the touch-tone buttons of their phone. Can also be called tough tone data entry (TDE).
Touch-Tone Data Entry (TDE):
Telephone surveying initiated by an interviewer, but participants respond by pushing the touch-tone buttons of their phone. Also known as touch-tone aided telephone interviewing (TDE).
Tracking:
Subsequent studies that monitor consumer opinion, behavior, and attitude changes in brands or product categories.
Trade Area:
The geographical area that represents where a business’s customers are coming from. The size can vary greatly from a part of a city to an entire nation.
Traffic Counters:
Devices that measure the amount of vehicles that passes over a particular section of a road.
Transcript:
The written record of an interview or focus group. This is a verbatim account.
Treatment:
The changes that are being made to the independent variable in a research study.
Trend Data:
Survey responses demonstarting the change of views and perceptions about a particular topic over time.
Triad:
A focus group involving a moderator and three respondents. It is expected that with this few of respondents, the moderator is able to gain more information from the participants than they might in a larger group.
Trial Rate:
The amount of people measured as buying a product a least one time.
Trimmed Mean:
Found by taking the mean after altering the distribution by eliminating outliers and reducing the high and low ends of a distribution by a percent each.
True Experimental Design:
The layout for a research project in which units are randomly assigned into both an experimental and a control group.
Two-Way Focus Groups:
A focus group observes a second focus group and then the first group discusses what the participants learned from their observations.
Type I Error (A Error):
Rejecting a null hypothesis when it should not have been rejected because it is true.
Type II Error (B Error):
Accepting a null hypothesis when it should have been rejected because it is false.
