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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Web-Assisted Telephone Interview (WATI)
Strictly speaking, a web-assisted telephone interview is one in which the interviewer and the interviewee speak via telephone while sharing a screen (e.g. to go through a questionnaire, review a website or talk about other visual stimulus). Since screen sharing is built into today’s popular online communications platforms such as Zoom, Microsoft Teams and Google Meet, it’s now common to use one of these for interviews that require screen sharing, in which case there is very little difference in practice between a WATI and a standard online In-depth interview.
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.