GLOSSARY

To assist all those working in the market research and opinion industry ESOMAR maintains a comprehensive glossary of market research and marketing terms.

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CAGR
Call Disposition
Call-Back
Call-Back (aka Recall Interview)
Cannibalisation
Canonical Analysis
CAPI
Cartoon Test
Case
Casewise Deletion
CASRO
Casual Relationship
Casual Research
Casual Variable
Categorical Scale
Categorical Variable
CATI
CAWI
Cell
Census
Central Limit Theorem
Central Location Interviewing
Centralised Research Function
Centroid
Chat Room
Chi Square Distribution
Chi-Square Test
Chief Income Earner
Chief Shopper
Chronological Age
Claimed Recall
Clarifying
Classification Information
Classification Questions
Classified Scale
Client
Client Facing Staff
Closed-Ended Questions
Cluster Analysis
Cluster Sampling
Clutter Reels
Co-operation Fee
Co-operation Rate
Code and Tab Plan (aka Tab Plan)
Code Book (aka Coding Frame)
Code of Conduct (or Ethics)
Coding
Coding Frame
Coefficient of Determination (R Squared)
Coefficient of Variation
Cognitive Age
Cohort Analysis
Collectively Exhaustive
Communality
In factor analysis, this is the amount of variance a variable shares with all the other variables being considered. It is also the proportion of variance explained by the common factors.
Comparability
Comparative Scales
Compensatory Model
Completes Per Hour (CPH)
Completion Rate
Completion Technique
Complex Questions
Composite Variable Index
Compositional Approach
Conative Component
Concept
Concept Board
Concept Statement
Concept Testing
Conclusions
Conclusive Research
Concomitant Variation
Concurrent Validity
Conditional Probability
Confidence Coefficient
Confidence Interval
Confidence Level (aka Confidence Coefficient)
Confidence Limits
Confidentiality
Confounding Variables
Conjoint Analysis (aka Trade Off Analysis)
Consideration Set (aka Evoked Set)
Consistency Check
Constant Sum Scaling
Construct
Consumer
Consumer Confusion Study
Consumer Panel (aka Panel)
Consumer Satisfaction Surveys
Consumer Survey
Contact
Content Analysis
Contingency
Contingency Table (aka Association Matrix)
Continuous Data
Continuous Panel
Continuous Rating Scale (aka Graphic Rating Scale)
Continuous Research
Contrived Observation
Control Cell
Controlled Store Test
Convenience Sample
Convergent Validity
Cookie File
Copy Point Recall
Copy Testing
Correlation
Correlation Coefficient
Correspondence Analysis
Cost per Interview
Counter-Biasing
Covariance
Covariate
Coverage
Creative Development Research
Cross-Cultural Analysis
Cross-Sectional Design
Cross-Tabulation
Cross-Validation
Culture
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