This category covers questions related to various techniques used while conducting market research.
A cross-tabulation displays how responses to one survey question differ across categories of another variable. For example, crossing "Would you purchase this product?" (Yes/No) against "Age Group" (18-24, 25-34, 35-44, 45+) reveals whether purchase intent varies meaningfully by age.
Regression analysis quantifies the relationship between a dependent variable (the outcome you want to understand or predict) and one or more independent variables (factors that might influence that outcome). In market research, this commonly answers questions like: "Which product attributes most strongly drive purchase intent?" or "How much does price sensitivity vary by customer segment?"
Unlike surveys or focus groups, where respondents self-report behavior from memory, ethnographic research observes actual behavior as it happens in its natural context — a customer's home, a retail store, a workplace. This addresses a fundamental limitation of self-reported data: people are often unreliable narrators of their own behavior, either through forgetting, social desirability bias, or genuine lack of self-awareness about their own habits.
A/B testing (also called split testing) randomly divides users into two groups: the control group sees the existing version (A), while the variant group sees the modified version (B). Performance is measured against a predefined success metric — conversion rate, click-through rate, revenue per visitor, or similar.
A trained moderator leads a guided discussion with 6-10 participants who share relevant characteristics (e.g., target customers, category users, specific demographics). The session typically lasts 60-90 minutes and explores a structured set of topics defined in advance by a discussion guide.
Conjoint analysis is a survey-based statistical technique used in market research to determine how people value different attributes (features, functions, benefits) that make up an individual product or service. Unlike direct questioning methods where respondents might say they want everything, conjoint analysis forces trade-offs by presenting realistic product profiles and asking respondents to choose their preferred option.
