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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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
Usage & Attitude Surveys (U&A)
User Image
Utility
The worth or value of each level of each variable relative to the other levels.

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