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In market research adaptive scripting is a tailored list of questions. The response given dictates which question to ask next. Adaptive scripting can be applied in order to ascertain deceptive responses, to minimise interviews for slower respondents, or to investigate further when particular responses are recognised.
See also:
Market research
Data collection
Data entry
Data processing
Related terms
Demand curve, Drug-drug interaction, Range, Clip or Clipping, Mathematical analysis of perception and preference (MAPP), Broadsheet, Local advertising, Co-operative, International nonproprietary name (INN), Performance prism, Pandemic, Attention, interest, desire, action (AIDA), Proprietary name, Gutter, Campaign plan,
