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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Sagacity Segmentation
Salience
Sample
Sample control
Sample Definition
Sample Selection Error
Sample Size
Sample Unit
Sampling Error
Sampling Frame
Sampling Frame Error
Sampling Instructions (aka Sampling Plan)
Sampling Interval
Sampling Plan
Sampling with Replacement
Sampling without Replacement
Saturation Survey
Scale Accuracy
Scale Reliability
Scale Transformation
Scale Validity
Scales (aka Rating Scales)
Scanner Data
Scanner Panel
Scatter Diagram (aka Scattergram)
Score
Screening
Screening Questions
Secondary Data
Segmentation
Selection Bias
Self Administered (aka Self Completion)
Self Completion
Self-Effacing Situation
Self-Selection Bias
Semantic Differential Scale (aka Osgood Scale)
Semi-Structured
Semiotics
Sensitivity
Sensitivity Panel
Sensory Test
Sentence Completion
Sequential Bias
Sequential Monadic Evaluation
Sequential Sampling
Share of Mind
Share of Voice
Shelf Check
Show Cards
Significance Level (represented by a)
Significance Test
Simple Correlation
Simple Random Sample (aka Random Sample)
Simulated Test Market
Simulation
Single Cross-Sectional Design
Single Item Scale
Single Product Test
Single Response Question
Single Source Data
Situation Analysis
Skewness
Skip Pattern (aka Branching Question)
Smiling Face Scale
Smoothing
Snowball Sampling
Social Class
Social Desirability
Social Grades
Social Group Norms
Social Indicators
Socio-Economic Groups (aka Social Grades or Social Class)
Socio-Economic Information
Solomon Four-Group, Six-Study Design
Specialist Research
Split Ballot Technique
Split Run
Spontaneous Awareness (aka Unaided Awareness or Unaided Recall)
Spurious Correlation
Standard Deviation (aka Standard Error of the Mean)
Standard Error
Standard Error of the Mean
Standard Industrial Classification (SIC)
Standardisation
Stapel Scale
Static Group
Statistical Design
Statistical Efficiency
Statistical Significance
Stimulus Material
Stochastic Process
Story Boards
Story Completion
Stratified Sample
Stratum Chart
Strike Rate
Structured Observation
Structured Questions (aka Closed Questions)
Stub
Sub Sample
Sugging
Surrogate Error
Surveys
Syndicated Research
Synectics
Systematic Error
Systematic Sample
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