ConceptFRAMEWORK
Triangulation
Triangulation is testing a conclusion along several independent routes: different data sources, methods or researchers arriving at the same point. Any single measurement can be an artefact of its method; when survey, behavioural data and sales figures point the same way, the conclusion carries weight. The principle also reverses the reading direction: seek not confirmation but sources that could refute the conclusion. In this curriculum triangulation is moreover the test for case studies and effect claims: a story only counts as evidence when independent tracks support it. Convergence is no guarantee, but it is the best research has to offer.
Covered in
F3
F3-07 Market Sizing and Demand Estimationstill locked
F3-10 Integration: the researcherstill locked
A3
A3-11 Reading Econometrics as a Clientstill locked
A3-12 Capstone: The Media Plan on Trialstill locked
F7
F7-10 Digital Communications in Contextstill locked
F8
F8-10 Integration: the digital marketerstill locked
Show all 15 mentions
Related concepts
Machine-written definition; editorial curation in progress.