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

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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