Ipsos Encyclopedia

Ipsos Encyclopedia - Digital Advertising

Digital advertising often refers to video, display and paid search advertising delivered on desktop and mobile devices (i.e. smartphones and tablets).

Ipsos Encyclopedia - Device Agnostic Surveys

A device agnostic survey is a research questionnaire which has been designed from the first question to the last working within the constraints of mobile screen sizes and their lack of support for FLASH programming. A device agnostic survey will allow respondents to access and complete the…

Ipsos Encyclopedia - Decision Tree

​A decision tree is a way of visualizing a process like a tree which start at the top and iteratively making splits into nodes.

Ipsos Encyclopedia - Data Fusion

Data fusion is the practice by which two or more separate data sources are brought together to form a single database that contains all the previously separate information.

Ipsos Encyclopedia - Data Collection Instrument

​The tool(s) or software that are used to collect the answers given by respondents in such a way that they can be analysed.

Ipsos Encyclopedia - Dummy Variables

Data typically generated by a Scriptwriter or Quality Assurance role, that randomly generates answers real respondents would.

Ipsos Encyclopedia - Data Privacy

Data privacy, also called information privacy, is concerned with the processing of personal data and applies to anyone involved in the collection, processing and use of market research data.

Ipsos Encyclopedia - Day After Recall

Advertising Recall measured one day after ad exposure, usually for a television commercial, following a standard series of prompts and probes to identify the specific commercial of interest, record specifically what is remembered, and quantify the number of viewers able to recall the ad correctly.

Ipsos Encyclopedia - Data Collection

​The collection of answers to a set of questions, conducted via any interviewing method.

Ipsos Encyclopedia - Differentiation

Differentiation is defined as the 'Extent to which a product (or brand) has a unique benefits against competition' within the corresponding product category or categories.