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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Marketing Research

Matching

Maturation Error

Mean (aka Arithmetic Mean)

Measurement Scale

Measurement Timing Error

Measures of Central Tendency

Measures of Location

Measures of Shape

Measures of Variability (or dispersion)

Measures of variability (or dispersion) are those that indicate the spread of a distribution. Examples of measures of variability are: range, interquartile range, variance, standard deviation and coefficient of variation.

Mechanical Observation

Mini Group Discussion

Mode

Moderator

Monadic Evaluation (aka Single Product Test)

Monitor

Mono-polar Scale

Mortality Error