Information involves the analysis and interpretation of data to describe something about a market. Informed Consent is the principle that researchers should try to avoid both uninformed and misinformed participation by subjects in research. Interaction Effect is the effect of all the factors working together, which is greater than the sum of the separate effects. Interactive Testing Effect see pre-test manipulation interactive bias. Interdependence Techniques are types of multivariate analysis techniques that are used where no distinction is made as to which variables are dependent or independent.
Interdependency is when variables each influence each other to some degree.
Internal Validity is a measure of the accuracy of an experiment in terms of the degree to which changes in the dependent variable can be attributed to manipulations of the independent variable. Interviewer Bias see interviewer error. Interviewer Cheating is when interviewers knowingly do not follow their instructions. It can include intentional errors such as cheating and fraudulent data entry. Inverted Funnel Approach is a way of ordering questions in a questionnaire where the specific questions are asked before the general questions.