Market Research Glossary
Market Research Glossary
There are currently 27 names in this directory beginning with the letter G.
Galvanic Skin Response Meter
It is a device that measures changes in the electrical resistance of the skin (due to perspiration).
Generalisability
It is the extent to which inferences can be drawn about the population of interest based on the results of some research.
Geocoding
Geocoding is the process where it converts address into spatial data and associates the exact geographical coordinates for that address.
Geodemographic Information
It is based on a combination of demographics (age, gender, life-cycle stage and occupation) with geographical area.
Geodemographic Segmentation System
It refers to a range of methods used for classifying and characterizing neighborhoods or localities based on the principal that residents living near each other are likely to have similar demographic, socio-economic and lifestyle characteristics.
Geodemographics
It is the study of the population and its characteristics, divided according to regions on a geographical basis.
Geodemography
It is a branch of market research that assigns the attributes of small areas – usually neighbourhoods – to the consumers who live within them and, based on this assignment, divides the consumer marketplace into meaningful segments that are locatable and reachable
Geographic Information System
An organized collection of computer hardware, software, geographic data, and personnel designed to efficiently capture, store, update, manipulate, analyze, and display all forms of geographically referenced information.
Geometric Study Area
A market site in the shape of a concentric circle or polygon that is to be analyzed.
Goodness of Fit Test
It is a statistical test of non-parametric data to determine whether the results from research are consistent with the expected results from a particular hypothesis. Examples are: Chi Square goodness of fit and Kolmogorov Smirnov test.
Graphic Rating Scale
Graphic Rating Scale: Graphic rating scale indicates the answer options on a scale of 1-3, 1-5, etc.
Graphic Rating Scales
Graphic continuums anchored by two extremes presented to respondents for evaluation of a concept or object.
Gratuity
It is a sum of money customarily given by a client or customer to certain service sector workers for the service they have performed, in addition to the basic price of the service.
Grid
A graphic provided to focus group respondents in conceptual mapping and attitudinal scaling exercises.
Gross Income
It is the individual’s total pay from his or her employer before taxes or other deductions.
Gross Rating Point
GRP stands for Gross Rating Point. A standard measure in advertising, it measures advertising impact. You calculate it as a percent of the target market reached multiplied by the exposure frequency.
Group Discussion
A focus group is a market research method that brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign.
Group Dynamics
Group dynamics or group process describes the way in which any group of humans interacts and develops as a group, and the relationship between the group and the individuals within it.
Group Effect
It is a type bias that occurs in face-to-face group discussions where some participants moderate their opinions in order to go along with a majority view of the rest of the group. The result of a group effect is that a consensus may not be representative of all the opinions present in the group.
Group Interview
A qualitative research technique involving a discussion with a group of respondents, led by a moderator. Otherwise known as focus groups, group discussions, panels, and group depth interviews.
