How it works?

You can either click on a letter, scroll through the terms, or search by a word you want.

I have found the resources excellent when thinking about my marketing plan, allowing me to support my ideas with good evidence and to provide me with a wider context. I have particularly appreciated the way in which the data sources are described and presented so you can see how they can be applied to what you're doing.

Sally Goldsmith, Marketing and Press Manager, Sainsbury Centre for Visual Arts

Jargon Buster

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Population

What does this mean?

‘All [the] items in a defined group.’ Hence the entire group of things (i.e. people, observations, cases, occurrences) that share a common distinguishing aspect. Thus everyone who lives in the UK, everyone who came to a particular exhibition, everyone who booked.

It is important to be clear and spell out what exactly you are dealing with when you are writing or talking about a population. The examples given above would be referred to as: ‘the population of the UK’; ‘the population visiting this exhibition’ and ‘the population of bookers.’