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
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)
A type of qualitative research that consists of an informal discussion of a particular topic with a small number of selected participants (usually 8-12). The discussion is guided by a skilled moderator who does not influence the outcome, but ensures that all the subject areas are discussed by the group and the views of the participants are as clear as possible. The ideal number of participants depends on the subject matter being discussed, eg complex subjects may be better discussed with fewer participants - possibly 4-6.

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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