Validation
The process of ascertaining and re-contacting respondents to confirm that
interviews were conducted correctly.


Validity
Whether what we tried to measure was actually measured.


Variability
Differences in the measurement of variables.


Variable
Any characteristic that can be measured on each unit of the population.


Variance
The measure of the variability of the variable. The statistical measure of how
similar a population is in a characteristic being studied. It is the average
squared distance of all measurements from the mean.


Verbatim
A transcript of the actual comments participants make in a focus group. Many
moderators include verbatims in their final reports to support their
interpretation of the finding.


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


Viewing room
The room from which client personnel observe and listen to focus group
proceedings through a one-way mirror. Also called the observation room or
back room.


Virtual reality (VR)
An artificial environment that is experienced through sensory stimuli provided
by a computer, it is one of the latest technologies to be applied as a tool in
experimentation.


Voice pitch analysis
The study of changes in the relative vibration frequency of the human voice
to measure emotion.