Market Research Glossary - O
Observation Bias
Changes in the behaviour or events under study that are caused by the observation process itself. Personal observation is usually more likely to have observation bias than mechanical observation.
Observation Check - see Distribution Check
Observation Study
A research study where data is collected by watching consumer behaviour or events taking place.
Observed Value
A cross-tabulation is the number of objects identified by research (which may be different to the expected value).
Occasion Image
The impression created, either explicitly or implicitly, of the types of occasion for which a brand is perceived to be most appropriate.
Omnibus Study
A periodic study that asks questions on a number of unrelated subjects. The results may be completely or partially syndicated among clients.
On-Air Test
A test is where research participants are exposed to some advertising in a natural setting, such as their own homes.
One Group Pre-Test - Post-Test
A type of pre-experimental design where a single group of test units is measured, exposed to an experimental treatment and then measured again.
One-on-Ones - see in-Depth Interview
One-Shot Case Study
A type of pre-experimental design where a single group of test units is exposed to an experimental treatment and a single measurement is taken afterwards.
One-Sided Question
A form of leading question that presents only one aspect of an issue being considered by respondents.
One-Stage Sampling
A sampling procedure that involves collecting data from all available units in selected sub-groups of a population of interest.
One-Tailed Test
A test where the null hypothesis is expressed directionally, eg the proportion having a characteristic is more than x%. One-tailed tests are more popular than two-tailed tests because the directional result makes the findings more actionable.
One-Way Mirror
A sheet of glass which, when viewed from one side, appears to be a normal mirror and when viewed from the other side, is transparent. It is used in marketing research to observe respondents without their being constantly reminded that they are being watched, although they have to be advised by the researcher that they are being observed. A one-way mirror is often used in focus group discussions.
Online Discussion Group (aka Virtual Group)
A discussion group where a number of pre-recruited research participants are in simultaneous electronic contact (via a PC) and they are discussing a particular subject. The discussion is guided by a moderator and the participants are unable to see each other, therefore no visual signals can be communicated although anonymity can be assured.
Open-Ended Questions (aka Unstructured Questions)
Questions that do not have a set of anticipated responses listed on the questionnaires. The interviewer records the respondent's verbatim response. When the survey is interviewer-administered, the respondent is encouraged to respond completely and freely with the use of probing and clarifying techniques. These questions may also be self-administered.
Opening Questions
The questions at the beginning of a questionnaire and they should be interesting, simple and non-threatening to gain the confidence and co-operation of respondents.
Opinion
The verbal expression of an attitude and is not directly verifiable by research data.
Opinion Poll
A study that collects views of the public on matters of broad interest. Check our FAQ on opinion polling.
Optimum Allocation
The allocation of sample units to strata so as to maximise the statistical efficiency of the survey.
Order Bias (aka Position Bias or Sequential Bias)
When respondents tend to favour objects because of their position in a list or sequence. The objects at the beginning and at the end of a list can be remembered more than those occurring in the middle. Usual practice is to rotate a list to eliminate this type of bias.
Ordinal Scale (aka Ranked Scale)
A scale where the numbers assigned represent relative amounts of the characteristic being measured, eg first or second in a ranking. The distances between intervals in an ordinal scale are usually not equal - ie the difference between the values of first and second is not the same as the difference between third and fourth in a ranking.
Osgood Scale - see Semantic Differential Scale
OTS - see Frequency
Opportunities to See
Outliers
Extremely small or extremely large values in a set, compared with the mean of all values in the set.
Overclaiming
A phenomenon where research participants make claims that are not factually correct. There are many reasons for this behaviour including best light phenomenon and social group norms.
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