Market Research Glossary

Term	Definition
Data	Observations or measurements made that apply to an area of the the marketing system.
Data Editing	During the process of data editing, the data collection instruments are tested to ensure that the maximum accuracy in terms of results has been attained. Checks are made on legibility, consistency and completeness and above all the process aims to avoid abiguity.
Data Processing	Data processing is the inputting of data into a database format. Once in this format, data can be tabulated and conclusions drawn as to the results of the market research findings.
Data Sources	There are four main sources of marketing data. These are respondents, analogous situations, experimentation and secondary data. For more information on any of these sources, see glossary definitions.
Depth Research	A term which is used to describe a multitude of data-collection techniques and procedures although it is usually used in qualitaitive research with individuals.
Desk Research	This is a research technique which involves the market researcher collating and drawing together secondary sources of information. These secondary sources can serve as complimentary to primary sources or can be collated to form part of a larger unrelated project.
Diary Methodology	Diary methodology is a procedure which is used to compile consumer purchase data or media habits. During this procedure, respondents will be required to complete a written report which details their behaviour over a certain period.
DJS Research Ltd	DJS Research Ltd is the market research agency that initially set-up and helps run this website."Market Research UK
DMA	Direct Marketing Association Headquarters: 1120 Avenue of the Americas New York NY 10036-6700 USA Tel: +1 212.768.7277 Fax: +1 212.302.6714 Washington D. C. Office: 1111 19th Street N.W.Washington, D.C.20036-3603 USA Tel: +1 202.955.5030 Fax: +1 202.955.0085 customerservice@the-dma.org (more market research associations)