E-spread
The distance between the first and seventh sample eighths.


Editing
The process of ascertaining that questionnaires were filled out properly,
completely and accurately.  Or Changing the values of collected research
data on a case-by-case basis in order to improve its quality.
(See also Cleaning).


Efficiency
The degree to which the sample represents the population. See also precision.


Elasticity
Measures the extent volume shifts in response to a shift in the variable under
consideration.


Electroencephalogram (EEG)
A machine that measures the rhythmic fluctuations in electrical potential of the
brain.


Electronic data processing (EDP) systems
Information systems that manipulate raw data with little intrinsic meaning to
reflect transactional relationships, such as declarative and summary reports.


Element sampling
A procedure in which each unit of a population has an equal chance of being
chosen.


Enumeration districts (EDs)
Census enumeration areas, averaging around 500 inhabitants.


Epsem sample
An Epsem (equal probability of selection method) sample is one in which the
population elements have equal and non-zero probabilities of selection.


Equivalent form reliability
The ability to produce similar results using two instruments as similar as
possible to measure the same object.


Error checking routines
Computer programs that accept instructions from the user to check for logical
errors in the data.


Error sum of squares
The variation not explained by the regression.


Estimate
A numerical value obtained from a statistical sample and assigned to the
population parameter.


Evaluate research
Research to determine the effectiveness and efficiency of specific programs.


Event (simple)
Any subset of a sample is called an event.  Those subsets containing a single
outcome are called simple events.  In rolling a die the event might be that an
even number is rolled.  There are six simple events 1,2,3,4,5,6.


Exchange
The first three digits of a phone number.  Also known as a prefix. It represents
the town, community or neighbourhood in which a telephone number is located.


Executive interviewing
The business equivalent of door-to-door interviewing.


Executive summary
The portion of a research report that explains why the research was done, what
was found and what those findings mean, and what action, if any, management
should undertake. See also conclusion.


Exhibit
Anything shown to respondents during an interview. Examples: a print
advertisement, a card listing income categories. Also known as external stimuli.


Expected value
The mean of a probability distribution.  It is the value of the probability
distribution we would expect in the long run.


Experiencing focus groups
Focus groups that enable a client to observe and listen to how consumers think
and feel about products and services.


Experiment
The process of making an observation or taking a measurement.


Experimental design
A test in which the researcher has control over one or more independent
variables and manipulates them.


Experimental effect
The effect of the treatment variable on the dependent variable.


Experimental unit
The basic element on which the experiment is conducted.  Also called a
subject, unit, respondent, participant or unit of analysis.


Exploratory focus groups
Focus groups that aid in the precise definition of the problem, in pilot testing,
or in generating hypotheses for testing or concepts for further research.


Exploratory research
Preliminary research to clarify the exact nature of the problem to be solved.


Exponential smoothing
Any set of data recorded in time intervals.  Also called time series analysis.


Expressive drawing
A moderation technique in which participants are asked to express their
reaction to a product or service by drawing a picture.


External stimuli
Objects that are introduced into a focus group to generate reactions from the
participants. Examples include concept boards, product prototypes, and rough
and finished advertising. Also known as an exhibit.


External validity
The extent to which causal relationships measured in an experiment can be
generalized to outside persons, settings and times.