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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T Distribution
T Test
T-Scope
Tab
Tab Houses
Tab Plan
Tabulation
Tachistoscope
Tally Sheet
Target Population
Taste Test
Teleology
Telephone Interview
Telescoping
Television Rating (TVR) (aka Gross Rating Point)
Temporal Ordering
Terminate
Termination Rate
Test Marketing
Test Statistic
Test-Retest Reliability
Theatre Test
Thematic Apperception Test (TAT) (aka Cartoon Test or Bubble Test)
Third Person Technique
Time Series Design
Top Box Score
Top-of-mind Awareness
Topic Guide
Topline Report
Total Error
Trace Analysis
Tracking Study
Trade Off Analysis
Traffic Count
Transcribing
Treatment
Triad
Triangle Group
Triangular Product Test
A type of blind test that involves three products where two are similar and the third is different. Participants are asked to test all three and indicate which two are similar to each other. The purpose of the test is to determine the degree to which participants can differentiate between the similar products and the different one.
True Experimental Design
TVR
Tweenager
Two Stage Sampling
Two Way Classification
Two-Tailed Test
Type I Error
Type II Error
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