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ESOMAR, leader in market research
With more than 4,900 members from over 130 countries, ESOMAR's aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making.
GLOSSARY
To assist all those working in the market research and opinion industry ESOMAR maintains a comprehensive glossary of market research and marketing terms.
A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | ZA test where the null hypothesis is expressed directionally, eg the proportion having a characteristic is more than x%. One-tailed tests are more popular than two-tailed tests because the directional result makes the findings more actionable.
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