Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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Laddering technique
An interviewing method that explores the underlying motivations behind consumer decisions by repeatedly asking “why”. This technique uncovers the deep-seated values and drivers behind purchase behaviour.
Likert scale
A type of Rating Scale survey question where respondents are asked to state the extent to which they agree of disagree with a series of statements (e.g. strongly agree, slightly agree, neither agree nor disagree, slightly disagree, strongly disagree). The scale is named after its inventor, psychologist Rensis Likert. Traditionally Likert scales have an odd number of possible answers, leaving a neutral position in the middle, but in market research they can include an even number of possible answers instead, forcing respondents to decide which side of the middle they are on. The term Likert scale is often used to describe other types of rating scales as well.
Longitudinal market research
Longitudinal market research monitors changes in respondents’ perceptions, behaviour or demands over time. A longitudinal study may observe the same group of people for a protracted period, in which case it is called a cohort study. The participants will often have a key characteristic in common.