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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Unaided Awareness
Unaided Recall
Unbalanced Scale
Unbiased Questions
Undisguised Observation
Unforced Rating Scale
Univariate Techniques
Unstructured Observation
Unstructured Questions
Unstructured Questions (aka Open-Ended Questions)
Unwillingness Error
Unwillingness Error is where respondents are reluctant to answer a particular question. This may be because too much effort is required, the situation or context is not seen as appropriate for disclosure, no legitimate purpose or need is seen for the information requested or the information is seen as sensitive.

Usage & Attitude Surveys (U&A)
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