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There are 155 entries in this glossary.
V
| Term |
Definition |
| Validation |
A post-research essential; Validation in the process by which a respondent verifies that the interview was conducted correctly. |
| Validity |
Validity in reference to market research is concerned with whether the purpose of the research was fulfilled accurately. |
| Verbatim |
A verbatim is a record of actual spoken comments by a respondent. These are used to back up any research findings in the final report. |
| VFA |
Viewing Facilties Association (a market research association) |
| Video Focus Groups |
These are focus groups that instead of meeting face-to-face, carry out the group via a video conferencing link. |
| Viewing Facility |
Viewing facilities are the premises used for conducting group discussions or depths interviews in qualitative research. These premises can contain rooms where when in, the respondent can be observed by the client using one-way mirrors or via a video link. It is thought that because the client is not physically present in the discussion, the respondents may be less inhibited and more honest and open about their opinions and feelings.
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