Galvanic skin response (GSR)
A change in the electrical resistance of the skin that is a physio-chemical
response to an emotional change.


Generation X
Generation between 1965 and 1976, when birth rates dropped rapidly and
remained low. Often called the Baby Bust.


Geocoding (or geographic encoding)
The process whereby addresses are segmented by county, MSA, postal route,
etc., in order to compare them with information about the demographics and
psychographics of those geographies. Geocoding is integral to
demographically-enhanced mailing lists and cluster analysis.


Geodemographic segmentation system
A multivariate statistical classification technique for discovering whether the
individuals of a population fall into different groups by making quantitative
comparisons of multiple characteristics. The differences within any group
should be less than the differences between groups. Often used for consumer
segmentation and brand positioning.  Often known as cluster analysis.


Geographic information system
A business tool for interpreting data that consists of a demographic database,
digitized maps, a computer and software.


Geographics
Any method of subdividing a list based on geographic or political subdivisions


Geometric study area
A market site in the shape of a concentric circle or polygon that is to be
analyzed.


Global focus groups
Focus groups conducted using satellite video technology in which participants
are located in different places, normally in different countries.  Also called
video focus groups.


Graphic rating scales
Graphic continuums anchored by two extremes presented to respondents for
evaluation of a concept or object.


Grid
A graphic provided to focus group participants in conceptual mapping and
attitudinal scaling exercises.


Grid test
A means of testing more than one variable at a time.


Gross income
The total amount of money people have before taxes and necessities are paid
for.


Group dynamics
The interaction among people in a group. An effective moderator can enable
group dynamics to promote helpful discussion by various techniques, as well
as minimize the potentially negative effects of group dynamics.


Group interview
A qualitative research technique involving a discussion among eight to 10
respondents, led by a moderator. Also called focus groups, group discussions,
panels, and group depth interviews.


Group quarters population
Residents of military barracks, college dormitories, prisons, long-term-care
hospitals, boarding houses, nursing homes etc.


Growth rate
The total increase or decrease in a population during a given period divided by
the average population in that period.