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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Package Test
Paired Comparison Evaluation
Paired Comparison Scale
Paired Depth
Pairwise Deletion
Pan-cultural Analysis
Panel
Panel Conditioning
Pantry Check
Parameter
Parametric Test
Partial Correlation Coefficient
Participant
Pearson Coefficient
Penetration
People Meter (aka Audimeter)
Perceptual Mapping
Periodicity
Personal Interview
Personal Observation
Personalisation Technique
Persuasion
Pictograph
Pictorial Scale
Pilot Testing
Placement Test
Plausibility Sample
Pop-Up Survey
Population Mis-Specification Error
Population of Interest (aka Target Population or Ideal Population)
Position Bias
Post-Test
Post-Test Only Control Group Design
Postal Survey
Power
Pre-Coded Questions
Pre-Codes
Pre-Coding
Pre-Experimental Design
Pre-Measurement Error
Pre-Recruited Participants
Pre-Selected Sample
Pre-Teen (aka Tweenager or Tween)
Pre-Test
Pre-Test - Post-Test Control Group Design
Pre-Test Manipulation Interaction Bias (aka Interactive Testing Effect)
Pre-Testing (aka Pilot Testing)
Pre-Testing Bias (aka Pre-Measurement Error or Main Testing Effect)
Pre-Wave
Precision Level
Predictive Validity
Preference Test
Pricing Research
Primary Data
Primary Purchaser
Probability Proportionate to Size
Probability Sample
A sample where all units in the population of interest have a known and non-zero chance of being selected. Examples of probability samples are: simple random, systematic, stratified and cluster.
Probing
Processing Error
Product Image
Product Moment Correlation Coefficient (r) (aka Correlation Coefficient)
Product Placement Test
Professional Respondent
Profile
Projective Techniques (aka Enabling Techniques)
Prompt Material
Prompted Awareness (aka Aided Awareness)
Prompting
Proportionate Stratified Sample
Proposal
Proprietary Techniques
Pseudo Research
Psychodrawing
Psychographics
Pupilometer
Purchase Intentions
Purchase Panel
Purposive Sample
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