M

Mail Panel is a type of an opt-in consumer panel where participants have agreed to complete a limited number of mail surveys each year. The household classification data of the participants is known in advance, which allows a client to target a sample of respondents with whom to conduct a survey.
Mail Survey is one where respondents are asked to complete a questionnaire and return it to the sender either by post or e-mail. The respondents may or may not be recruited in advance of the survey.
Main Testing Effect see pre-testing bias.
Mall Intercept Interview see intercept interview.
Mann-Whitney U Test is a test that compares the location of two populations, based on samples from each population. The variables used are measured on an ordinal scale.
Market is the geographical area or areas in which a research project takes place.
Marketing Decision Support System is a type of marketing information system, which provides decision makers with information that may not be part of the existing on-going reports.
Marketing Information System is a collection of formal procedures for collecting and analyzing data from all sources and disseminating information regularly to marketing decision makers.
Marketing Research (as defined by the American Marketing Association) is the systematic and objective identification, collection, analysis and dissemination of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.
Market Share see brand share.
Market Test see test marketing.
Matching is the organizing of experimental units into test and control groups so that they have some common characteristics that are relevant to the research.
Maturation Error occurs in experiments when there is a gradual change in the dependent variable over time that is not caused by the independent variable, e.g. participants' knowledge levels increasing over the period of an experiment.
Mean (aka arithmetic mean) is a summary measure of central tendency that is equal to the sum of a set of values divided by the number of values in the data.
Measures of Central Tendency are those that describe the centre of a distribution. Examples of measures of central tendency are: mean, median and mode.
Measures of Location are statistics that describe the location within a data set. Examples of measures of location are the 25th percentile or the largest value. The mean, median and mode are also examples of measures of location (in addition to being measures of central tendency).
Measures of Shape are skewness and kurtosis that describe the outline of a distribution.
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.
Measurement Scale is a device that assigns numbers to objects, events or people according to a set of rules.
Measurement Timing Error occurs in experiments when there are changes in the dependent variable that are caused by taking measurements at different times.
Mechanical Observation is when some form of mechanical device records the behaviour of interest, e.g. a people-meter recording who watches what TV programmes.
Median is a measure of central tendency that identifies the middle-point value (or 50th percentile) in a set of values when they are arranged in order of magnitude.
MEG (Moderated E-mail Group) is where a group of pre-recruited research participants are all in e-mail contact with a facilitator and the facilitator e-mails questions to them on a particular subject. At periodic intervals, the facilitator produces a summary of views and sends it to all the participants. The participants are unable to see each other therefore no visual signals can be communicated and thus, anonymity can be assured.
Methodology is a description of the way in which the data is collected for part or all of a research project.
Metric Data is data that can be analyzed statistically, such as that from an interval or ratio scale.
Mini Group Discussion is a focus group with fewer participants (usually 4-6) than the normal 8-12.
Mode is a measure of central tendency that identifies the most frequently occurring value in a set of values.
Moderator is someone who leads (but does not affect the outcome of) group discussions and/or in-depth interviews.
Modelling / Simulation

The application of specific assumptions to a set of variable factors and the relationships which exist between them. Used to experiment with "what if" scenarios, models may be mathematical, graphical or purely verbal.
Monadic Evaluation (aka Single Product Test) is 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 is a quality control measure that may involve observing, auditing and checking the interviewing to ensure that the required procedures are followed and to give feedback and instruction to the interviewers. Monitoring is one means of validating or giving assurance that data is collected from qualified respondents who are interviewed under prescribed conditions. Monitoring can be done in person for face-to-face interviews or by phone for telephone interviews.
Mono-polar Scale see stapel scale.
Mortality Error occurs in experiments when changes in the dependent variable are caused by experimental units which are no longer being part of the experiment.
Motivational Research is qualitative research that examines the relationship between the "personality" of the consumer and the "personality" of the product. It can involve research techniques that have been borrowed from psychological analysis. It is used to uncover conscious and/or subconscious attitudes that participants either may be unaware of and/or they would not normally reveal when questioned directly.
Moving Average is the mean of a number of measurements that have been taken over a period of time. Moving averages can be used to eliminate a seasonal bias in some data.
MRA is the Marketing Research Association (based in the US) and it is a professional society for those who are involved or concerned with marketing and opinion research. Its mission is to promote excellence in marketing and opinion research by providing members with a variety of opportunities for advancing and expanding their marketing research and related business skills and to act as an industry advocate with appropriate government entities, other associations and the public. The address is 1344 Silas Deane Highway, Suite 306, Rocky Hill, CT 06067-0230.
MRS is the Market Research Society (based in the UK) and it is a professional society for those who are involved or concerned with marketing and opinion research. The address is 15 Northburgh Street, London, EC1V 0AH.
Multi-client Research see syndicated research.
Multi-collinearity is a state of high intercorrelations among independent variables.
Multi-dimensional Scaling is a perceptual mapping technique that represents perceptions and preferences of respondents as a spatial map. The axes of each map are the underlying dimensions that are used by the respondents to form their preferences and perceptions.
Multi-item Scale is a measurement scale that gathers opinions about an object on a number of dimensions and the data can be collated to produce a combined rating. The dimensions used can come from secondary sources and/or qualitative research. The intended use of the resulting data will also determine which dimensions are included in the scale.
Multi-Stage Sample is a sample that is selected in stages, where the sampling units at each stage are sub-samples from the previous stage.
Multiple Answers are when more than one answer is acceptable for the same question.
Multiple Choice Questions are those that ask respondents to select one or more alternatives from a set.
Multiple Cross-sectional Design is a type of research design where two or more samples are drawn from a population of interest, each sample being only drawn once.
Multiple Regression Analysis is a technique for developing mathematical relationships between two or more independent variables and an interval-scaled dependent variable.
Multiple Response Question is one where respondents can provide more than one answer, eg by checking more than one item on a list.
Multiple Time Series Design is a type of quasi-experimental design where a series of periodic measurements is taken from two groups of test units (an experimental group and a control). The experimental group is exposed to a treatment and then another series of periodic measurements is taken from both groups.
Multi-variate Techniques are forms of statistical analysis that are used where there are two or more dependent variables to be analysed simultaneously.
Multivariate analysis

A range of analysis techniques which can examine quantitative data in more depth than can usually be obtained from a basic cross-analysis of the data by, for example, age, gender and social grade. The essence of this range of approaches is that the information is analysed a way that permits patterns to emerge from within the data itself - i.e. based on the responses of the informants - rather than being imposed in advance, perhaps incorrectly or simplistically, by the researcher.
Mutually Exclusive Categories are mutually exclusive when objects can be placed into one category and no other.
Mystery Shopping is a type of observation study where someone is sent into a business location to act in the role of a customer to evaluate the performance of a business or an employee.
The collection of information from retail outlets, showrooms etc, by people posing as ordinary members of the public.

N

NA (No Answer) is the accepted abbreviation to indicate no response to a question because the respondent refused to reply, the question did not apply or it was skipped for some reason.
National Proportions are the characteristics of the country where a research project is being conducted.
Natural Observation is the observation of behaviour in a natural setting.
Nested Sample see multi-stage sample.
Neutral Value is usually the mean of all responses to a question and it can be used as a substitute for a missing response.
NH or NAH (Not at Home) is the accepted abbreviation to indicate that the respondent is not at home, there is no answer to the doorbell or the telephone.
Noise can be used to refer to a random variation in some data due to uncontrolled sources.
Nominal Group Technique is a type of face-to-face group discussion that is designed to minimise the group effect (where participants moderate their opinions and go along with a majority view). Participants are asked to consider a subject and then discuss it with one other member (or a small number of members) of the group before presenting it to the whole group.
Nominal Scale (aka Classified Scale) is a scale where the numbers act only as data labels (eg 0=male, 1=female or a social security number). The only analysis that can be performed is to observe how frequently each of the scale members occurs in the survey.
Non-comparative Scale is one where each object is measured independently of the other objects in the same test and absolute results are obtained.
Non-metric Correlation is a correlation measure for two non-metric variables that relies on rankings to compute the correlation.
Non-metric Data is data that cannot be analysed statistically, such as that from a nominal or ordinal scale.
Non-metric Multidimensional Scaling is a perceptual mapping technique that is based on an analysis of non-metric data such as rank ordering.
Non-parametric Test is a test that involves non-metric data (ie data that comes from nominal or ordinal scales).
Non-probability Sample (aka Non-random Sample) is a sample in which the selection of units is based on factors other than random chance, eg convenience, prior experience or the judgement of the researcher. Examples of non-probability samples are: convenience, judgmental, quota and snowball.
Non-random Sample see non-probability sample.
Non-response Error is a type of non-sampling error caused by some sub-groups of the sample responding less than the rest of the sample.
Non-sampling Error is any error caused by factors other than sampling error. Examples of non-sampling error are: selection bias. population mis-specification error, sampling frame error, processing error, respondent error, non-response error, instrument error, interviewer error and surrogate error.
Norm is the standardised or hypothesised value against which a sample statistic is compared.
Normal Distribution is a symmetrical bell-shaped statistical distribution where the mean, the median and the mode all have the same value.
Normative Data see measures of central tendency.
Null Hypothesis is a statement to be tested that is usually expressed in a negative (or null) way and suggests that no difference or effect is expected. If the statement is disproved, then the null hypothesis is rejected and the alternative hypothesis is accepted.
Numerical Scale is a type of scale where the intervals are represented by numbers (as opposed to pictures or words).

O

Observation

A non-verbal means of obtaining primary data as an alternative or complement to questioning
Observation Bias Bias in the behaviour caused by errors in the observation process itself. Personal observation is usually more likely to have observation bias than mechanical observation.
Observation Check see distribution check.
Observation Study A research study where data is collected by watching consumer behaviour or an event.
Observed Value The number of objects identified by research (it may be different to the expected value).
Occasion Image The impression created, either explicitly or implicitly, of the types of occasion for which a brand is perceived to be most appropriate.
Omnibus Study A periodic study that asks questions on a number of unrelated subjects. The results may be completely or partially syndicated among clients. This is the cost effective method and caters to multiple clients.
On-air Test is where research participants are exposed to some advertising in a natural setting, such as their own homes.
One Group Pre-test - Post-test A type of pre-experimental design where a single group of test units is measured, exposed to an experimental treatment and then measured again.
One-on-ones see in-depth interview.
One-shot Case Study A type of pre-experimental design where a single group of test units is exposed to an experimental treatment and a single measurement is taken afterwards.
One-sided Question A form of leading question that presents only one aspect of an issue being considered by respondents.
One Stage Sampling A sampling process, which involves collection of data from all available units in selected sub-groups of a population of interest.
One-tailed Test A one-sided test is a statistical hypothesis test in which the values for which we can reject the null hypothesis, H0 are located entirely in one tail of the probability distribution.
One-Way Mirror A sheet of glass which, when viewed from one side, appears to be a normal mirror and when viewed from the other side, is transparent. It is used in Marketing Research to observe respondents without their being constantly reminded that they are being watched, although they have to be advised by the researcher that they are being observed. A one-way mirror is often used in focus group discussions.
Online Discussion Group (aka Virtual Group) is where a number of pre-recruited research participants are in simultaneous electronic contact (via a PC) and they are discussing a particular subject. The discussion is guided by a moderator and the participants are unable to see each other, therefore no visual signals can be communicated although anonymity can be assured.
Open-ended Questions (aka Unstructured Questions) are questions that do not have a set of anticipated responses listed on the questionnaires. The interviewer records the respondent's verbatim response. When the survey is interviewer-administered, the respondent is encouraged to respond completely and freely with the use of probing and clarifying techniques. These questions may also be self-administered.
Opening Questions are the questions at the beginning of a questionnaire. They are usually interesting, simple and non-threatening to gain the confidence and co-operation of respondents.
Opinion is the verbal expression of an attitude and is not directly verifiable by research data.
Opinion Poll is a study that collects views of the public on matters of broad interest.
Optimum Allocation The allocation of sample units to strata so as to maximise the statistical efficiency of the survey.
Order Bias (aka position bias or sequential bias) Occurs when respondents tend to favour objects because of their position in a list or sequence. The objects at the beginning and at the end of a list can be remembered more than those occurring in the middle. Usual practice is to rotate a list to eliminate this type of bias.
Ordinal Scale (aka Ranked Scale) A scale where the numbers assigned represent relative amounts of the characteristic being measured, eg first or second in a ranking. The distances between intervals in an ordinal scale are usually not equal - ie the difference between the values of first and second is not the same as the difference between third and fourth in a ranking.
Osgood Scale see semantic differential scale.
OTS - Opportunities to See see frequency.
Outliers are extremely small or extremely large values in a set, compared with the mean of all values in the set.
Overclaiming A phenomenon where research participants make claims that are not factually correct. There are many reasons for this behaviour including; best light phenomenon and social group norms.

A, B, C
D, E, F
G, H, I
J, K, L
M, N, O
P, Q, R
S, T, U, V
W, X, Y, Z