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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Observation Bias
Observation Check
Observation Study
Observed Value
Occasion Image
Omnibus Study
On-Air Test
One Group Pre-Test - Post-Test
One-Shot Case Study
One-Sided Question
One-Stage Sampling
One-Tailed Test
One-Way Mirror
Online Discussion Group (aka Virtual Group)
Open-Ended Questions (aka Unstructured Questions)
Opening Questions
Opinion Poll
A study that collects views of the public on matters of broad interest. Check our FAQ on opinion polling.

Optimum Allocation
Order Bias (aka Position Bias or Sequential Bias)
Ordinal Scale (aka Ranked Scale)
Osgood Scale
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