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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F Test
Fact
Factor
Factor Analysis
Factor Loading
Factorial Design
Factory Staff
Field
Field Director
Field Experiment
Field Force
Field Service
Field Supervisor (aka Field Director)
Fieldwork
Filter Question
Findings
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)
Frugging
Fund raising under the guise of research and it is one of the reasons why potential participants in market research projects are reluctant to take part.

Full Service Agency/Supplier
Funnel Approach
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