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)
Folder Test
A qualitative press advertising test where the advertising is placed in a folder with competitive advertising (and editorial extracts) and respondents are asked to page through it.

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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