4.2: Key terms and concepts
- Page ID
- 24866
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| Bounce rate | The number of people who view one page and then leave a website without viewing any other pages. Data statistics and facts collected for analysis. |
| Data sentiment analysis | The systematic analysis of subjective materials, such as survey responses or social media posts, in order to determine the attitude and intended emotional communication of the customer |
| Focus group | A form of qualitative research where people are asked questions in an interactive group setting. From a marketing perspective, it is an important tool for acquiring feedback on new products and various topics. |
| Hypothesis | A supposition that is tested in relation to known facts; a proposition based on reason but not necessarily assumed to be true. |
| Listening lab | A testing environment where the researcher observes how a customer uses a website or product. |
| Observation/online ethnography | When a researcher immerses themselves in a particular environment in order to gather insights. |
| Primary research | The collection of data to present a new set of findings from original research. |
| Qualitative data | Data that can be observed but not measured. Deals with descriptions. |
| Quantitative data | Data that can be measured or defined. Deals with numbers. |
| Research community | A community set up with the intention of being a source for research. |
| Research methodology | Methods employed in research for reaching results |
| Sample size | The number of respondents in a sample of the population. |
| Secondary research | The collection of existing research data. |
| Sentiment | The emotion attached to a particular mention which is positive, negative or neutral. |
| Statistically significant | A sample that is big enough to represent valid conclusions. |