Glossary
Accompanied surfing: Involves observing a participant on a computer as they browse a website; noting their feelings/comments on the structure, content and usability of the website.
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Focus groups: A group of approximately 6-8 individuals brought together in a neutral location for the specific purpose of discussing an issue, or responding to ideas or materials of interest to the client. Participants are recruited according to a pre-set criteria, based on their knowledge or experience of a product or service. Back to top
Face to face interviews: Interviews conducted on a one to one basis either in the street, or in an environment most appropriate for the interviewee such as the workplace. Back to top
Hall tests: Face to face interviews with research participants at a central location in which a product/prototype/service/campaign may be discussed whilst observing/tasting, etc. Back to top
In-depth personal interviews: Face to face interviews conducted within a mutually agreed environment (e.g. home or office) using a topic guide to facilitate an in-depth discussion of issues. (See also Accompanied surfing) Back to top
Mini groups: A discussion group involving a smaller group of individuals than focus groups, approximately four-five, and moderated using a topic guide. Back to top
Mystery shopping: A process designed to evaluate service standards offered by an organisation or to monitor the quality of performance in an organisation. This is carried out by fully briefed “shoppers” who collect information by behaving as customers. Back to top
Online surveys: The creation of questionnaires for publication on the internet and/or intranet web sites, as email attachments and plain text emails. Due to the nature of internet surveys, they are quick to implement and results are instantaneous. Back to top
Participatory appraisal: Approaches and methods to enable local people to share, enhance and analyse their knowledge of life and conditions, to plan and to act. Information is shared and owned by local people.
Focus groups: A group of approximately 6-8 individuals brought together in a neutral location for the specific purpose of discussing an issue, or responding to ideas or materials of interest to the client. Participants are recruited according to a pre-set criteria, based on their knowledge or experience of a product or service. Back to top
Face to face interviews: Interviews conducted on a one to one basis either in the street, or in an environment most appropriate for the interviewee such as the workplace. Back to top
Hall tests: Face to face interviews with research participants at a central location in which a product/prototype/service/campaign may be discussed whilst observing/tasting, etc. Back to top
In-depth personal interviews: Face to face interviews conducted within a mutually agreed environment (e.g. home or office) using a topic guide to facilitate an in-depth discussion of issues. (See also Accompanied surfing) Back to top
Mini groups: A discussion group involving a smaller group of individuals than focus groups, approximately four-five, and moderated using a topic guide. Back to top
Mystery shopping: A process designed to evaluate service standards offered by an organisation or to monitor the quality of performance in an organisation. This is carried out by fully briefed “shoppers” who collect information by behaving as customers. Back to top
Online surveys: The creation of questionnaires for publication on the internet and/or intranet web sites, as email attachments and plain text emails. Due to the nature of internet surveys, they are quick to implement and results are instantaneous. Back to top
Participatory appraisal: Approaches and methods to enable local people to share, enhance and analyse their knowledge of life and conditions, to plan and to act. Information is shared and owned by local people.
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Primary research: The collection of data for the first time using a number of techniques such as observation, experimentation or interviewing.
Primary research: The collection of data for the first time using a number of techniques such as observation, experimentation or interviewing.
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Qualitative research: Assists with the identification of how people think and feel about a product/ service or company and is concerned with eliciting details rather than gathering statistical data.
Back to topQualitative research: Assists with the identification of how people think and feel about a product/ service or company and is concerned with eliciting details rather than gathering statistical data.
Quantitative research: Performed on a larger scale than qualitative research and is concerned with gathering accurate statistical data from which conclusions can be drawn.
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Secondary research: A technique which involves using existing information referring to a product or service, e.g. market research reports or websites. The information is then collated in a report format.
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Self-completion survey: A self-completion questionnaire may be mailed, handed out or inserted in a publication/magazine. It is the cheapest form of quantitative research but it can take longer to gather data using this methodology.
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Telephone survey: Conducting interviews by telephone using a questionnaire or topic guide. A telephone survey can be used in either qualitative or quantitative research and is particularly useful for carrying out surveys with the business community.
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Your recruitment of the various demographic groups seemed very inclusive, the focus group questions were well structured and the result was a very useful and insightful report into the readership of Edinburgh Outlook.
Nick Kelly
Communications Officer,
The City of Edinburgh Council
The City of Edinburgh Council