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Glossary
These is glossary of research key terms. This glossary is intended as an aid to professionals and non-professionals who find the world of research somewhat intimidating. While it is impossible to cover all the terms that can be confusing, this document briefly defines some of the more common terms and concepts.

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Term Definition
Unit of Analysis(element) what or whom you want to study e.g. individuals, groups, social actions etc.
 
Univariate analysisThe analysis of one variable at a time, e.g., frequency or percent distributions, averages.
 
Unstructured interview
The researcher asks open-ended questions which give the respondent considerable freedom to talk freely on the topic and to influence the direction of the interview since there is no predetermined plan about the specific information to be gathered from those being interviewed.
 
Unstructured observation
The researcher uses direct observation to record behaviours as they occur, with no preconceived ideas of what will be seen; there is no predetermined plan about what will be observed.
 
Utility, utilitarianismThe principle that people make rational choices based on value.
 


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