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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F Test
Factor Analysis
Factor Loading
Factorial Design
Factory Staff
Field Director
Field Experiment
An experiment conducted in a natural setting (where the external validity is usually higher than the internal validity).

Field Force
Field Service
Field Supervisor (aka Field Director)
Filter Question
Fixed Field Code
Fixed Sample
Focus Group (aka Focus Group Interview or Group Discussion)
Folder Test
Forced Exposure
Forced Rating Scale
Frequency (aka Average Opportunities to See)
Frequency Distribution
Friendliness Effect
Friendship Pair Interview (aka Paired Depth or Triad)
Front-of-Mind Awareness (aka Top-of-Mind Awareness)
Full Service Agency/Supplier
Funnel Approach
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