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In this part of the SRA Connection, we write about the language
of market research and how it can often seem like a foreign language.
Our jargon buster last time was intercepts.
This time, we continue our efforts to demystify market research
jargon with two new terms: editing and validation.
Editing is the process of ascertaining that questionnaires were
filled out properly, completely and accurately.
The process of validation involves contacting respondents again
and checking details about the interview and the interviewer. Validation
is carried out to ensure that the data has been gathered from genuine
respondents and that the interview was conducted correctly.
Following is some jargon used only in an online environment:
Five-and-dime aka nickel-and-dime is slang for the area
code "510," which covers the northern California's east
bay (including Oakland and Berkeley). This term is common among
telephone company workers.
Rollerball describes a mouse that has its trackball on
top. Instead of moving your hand around to move the cursor and navigate
your computer screen, you use your fingers to move the rollerball.
It is designed to provide some ergonomic relief from having to constantly
move your arm around while using a mouse.
Scooby snacks are slang for non-monetary, token compensation
given to employees as a reward. For example, "We put in a week's
worth of overtime on that project and all we got were two scooby
snacks" (as in two extra casual days). It comes from the popular
cartoon character, Scooby Doo.
Dub-dub-dub or triple-dub is short for "www," as
in, "Check out this awesome website at triple-dub dot sra-researchgroup
dot com." ‡
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