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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Weighting
Adjusting the value of the responses to a survey from over- or under-represented segments so that the final results are in proportion to those expected from the target population.
Word association test
A Projective Technique in which a researcher asks respondents what words they associate with particular products or brands.
Word cloud
Visual representation of the words associated with a brand or object. These words are in various sizes and are displayed in a cluster. The size of the word demonstrates how frequently the words have been mentioned.