Market Research Glossary - U
Unaided Awareness - see Spontaneous Awareness
Unaided Recall - see Spontaneous Awareness
Unbalanced Scale
A scale where the number of favourable and unfavourable categories is not the same.
Unbiased Questions
Questions that are worded so that they do not influence respondents’ opinions.
Undisguised Observation
The observation of behaviour or events with participants’ knowledge.
Unforced Rating Scale
A scale that allows a neutral or no opinion choice.
Univariate Techniques
Forms of statistical analysis that are used where there is a single measure of each variable or where each variable is measured in isolation of other variables.
Unstructured Questions - see Open-Ended Questions
Unstructured Observation
A form of observation study where the behaviours of interest and/or the method of observation are not clearly specified in advance of the study.
Unstructured Questions (aka Open-Ended Questions)
Questions that do not have any suggested alternatives and respondents answer in their own words.
Unwillingness Error
Unwillingness Error is where respondents are reluctant to answer a particular question. This may be because too much effort is required, the situation or context is not seen as appropriate for disclosure, no legitimate purpose or need is seen for the information requested or the information is seen as sensitive.
Usage & Attitude Surveys (U&A)
Research projects that aim to describe users (and non-users) of a product, together with their attitudes towards the product.
User Image
The impression created, either explicitly or implicitly, about the type of person who is likely to be a user of a brand. User images can be defined demographically, by life stage, lifestyle or attitude.
Utility
The worth or value of each level of each variable relative to the other levels.
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