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)

Central Limit Theorem

Central Location Interviewing

Centralised Research Function

Centroid

Chat Room

Chi Square Distribution

Classification Information

Classification Questions

Classified Scale

Client

Client Facing Staff

Closed-Ended Questions

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

Completes Per Hour (CPH)

Completion Rate

Completion Technique

Complex Questions

Composite Variable Index

Compositional Approach

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)

Consumer Confusion Study

Consumer Panel (aka Panel)

A group of selected research participants who have agreed to provide pre-designated information at regular specified intervals over an extended period of time. The information may be on purchasing, media consumption or life-style activities.

Consumer Satisfaction Surveys

Contingency Table (aka Association Matrix)

Continuous Data

Continuous Panel

Continuous Rating Scale (aka Graphic Rating Scale)

Continuous Research

Contrived Observation

Control Cell