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)
Mechanical Observation
Median
MEG
Methodology
Metric Data
Mini Group Discussion
Mode
Moderator
Monadic Evaluation (aka Single Product Test)
A study or part of a study in which the respondents evaluate only one stimulus on its own merits and there is no comparison with other stimuli. The stimulus can be a product, a concept or an advertisement etc.

Monitor
Mono-polar Scale
Mortality Error
Motivational Research
Moving Average
MRA
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