S

Sagacity Segmentation is a method of segmenting a population under study using life-cycle stage, income and occupation variables.
Salience is a general term that can be used in two similar ways: (1) The perceptual leverage (importance) that a brand has among different groups of consumers. It is an indication of consumer's affinity with a brand. (2) The extent to which a brand comes readily to mind (eg first mentioned in an answer to an awareness question), or the most closely associated with a set of attributes.
Sample is subset of a population taken to be representative of the population as a whole for the investigative purposes of research.
Sample control is the efficiency and the effectiveness of the sampling approach at reaching the units specified in the research brief.
Sample Definition is a description of the ideal (or the intended) unit to be included in the sample for a research project.
Sample Selection Error occurs in experiments when a bias is introduced into the way in which experimental units are assigned to groups.
Sample Size is the number of sample units to be included in the sample.
Sample Unit is an individual members of the target population whose characteristics are to be measured.
Sampling Error Sampling error is the difference between the sample finding and the true population value due to the fact that a sample was taken.
Sampling Frame is a list or map that identifies every unit within the target population eg a voter's list, telephone directory, etc. and is used for drawing a sample from the population.
Sampling Frame Error is a type of non-sampling error in a survey caused by a sampling frame containing either more or less of a particular type of potential respondent, compared with the population of interest.
Sampling Instructions (aka Sampling Plan) are a set of instructions given to interviewers concerning the selection of participants for a research project. These instructions must be followed exactly to ensure accurate respondent selection.
Sampling Interval is the size of the gap between selected units in systematic sampling.
Sampling Plan see sampling instructions.
Sampling without Replacement is when sample units cannot be included more than once in the sample.
Sampling with Replacement is when sample units can be included more than once in the sample.Saturation Survey is a survey where as many members as possible of a population of interest are contacted.
Scale Accuracy is the extent to which a scale is valid and reliable, ie free from bias and random error.
Scale Reliability is the degree to which a scale is free from random error and can reproduce consistent results over repeated administrations of the test.
Scales (aka Rating Scales) are measurement devices that allow respondents to report the degree of their opinions. Scales are usually in the form of statements or numbers. Pictures may also be used - see pictorial scale.
Scale Transformation is the manipulation of scale variables to ensure comparability with other scales and enable comparisons to be made. The most frequently used scale transformation procedure is standardisation.
Scale Validity is whether a scale measures what it is intended to measure. A scale may be biased by the way in which a question is worded and therefore the results it produces are not valid.
Scanner Data is the data recorded by bar-code scanners.
Scanner Panel is a type of consumer panel where participants use a bar-code scanner to record purchases.
Scatter Diagram (aka Scattergram) is a plot of the values of two variables for all the cases or observations.
Score is a numerical value assigned to a response or an observation.
Screening is the procedure of asking specific questions to determine whether respondents are eligible to participate in a particular research study. This is done at the very beginning of an interview.
Screening Questions are asked at the beginning of an interview or questionnaire to ensure that a potential respondent is eligible for the survey according to a pre-set respondent definition.
Secondary Data is information that has already been collected and published for another research project (other than the one at hand).
Segmentation is the process of dividing markets into homogenous groups of consumers, which are different from the consumers in other groups.
Selection Bias is a type of non-sampling error where the sample units are selected for treatment in a particular way that produces a different profile to the population. Selection bias can be introduced by researchers and/or by respondents (putting themselves into groups to which they aspire to belong, but they do not currently belong).Self Administered (aka Self Completion) is where a respondent completes a survey without the assistance or involvement of a researcher, eg a self-completion questionnaire sent through the mail.
Self Completion see self administered.
Self-effacing Situation is where the true answer to a question does not reflect favourably on the respondent or it contravenes a social group norm. In order to avoid bias in the data, one should try to avoid putting respondents in self-effacing situations if possible.
Self-selection Bias is a type of non-sampling error that occurs when respondents who chose to participate in some research are systematically different to the intended sample. This type of bias is caused by some types of respondent replying to a survey invitation more than others.
Semantic Differential Scale (aka Osgood Scale) is a type of categorical, non-comparative scale with two opposing adjectives separated by a sequence of unlabelled categories, eg Good 1 2 3 4 5 6 7 Poor.
Semiotics is the theory of signs and symbols in language and the meanings they convey. In research it is used to identify and evaluate the true meaning behind consumers' linguistic responses, to decode their cultural frames of reference and behaviours. It employs specialist techniques to overcome the problems of conditioned or expected responses (Social Group Norms) and provides a deeper understanding of consumers' motivations.
Semi-structured A questioning methodology which has many or almost all open-ended questions and gives the interviewer more opportunity to clarify and probe the answers given by respondents.
Sensitivity is the extent to which a research technique can identify differences between sub-groups of participants.
Sensitivity Panel is a type of focus group where the same participants are convened several times over a period of time. The subsequent discussions may or may not be on the same subject.
Sensory Test is an examination of some or all aspects of products that are perceived by the five senses.
Sentence Completion is a projective technique where participants are asked to complete a number of incomplete sentences that are provided by the researcher.
Sequential Bias see order bias.
Sequential Monadic Evaluation is where two or more products or concepts are each evaluated in isolation, one after the other. The sequence is usually rotated to minimise order bias (ie respondents favouring an object or idea because of its position in a list).Sequential Sampling is where the sample units are drawn one by one or in groups and the results of the drawing at any stage decide whether sampling is to continue.
Share of Mind is the extent to which a particular brand will be thought of in relation to a specific product category.
Share of Voice is the percentage of all promotion in a specific product category that is accounted for by a particular brand.
Shelf Check see distribution check.
Show Cards are a type of prompt material in the form of cards with images that are shown to participants in research studies.
Significance Level (represented by a) is the maximum probability of rejecting a true null hypothesis (or committing a type I error) and it is equal to one minus the confidence level.
Significance Test is an analysis of sample data to determine whether the data supports a hypothesis about the population from which it was drawn.
Simple Correlation see product moment correlation coefficient.
Simple Random Sample (aka Random Sample) is a type of probability sample where all units in a population of interest have an equal, known and non-zero chance of being selected.
Simulated Test Market is a type of laboratory experiment that aims to imitate real life, where respondents are selected, interviewed and then observed making or discussing their purchases. The results from simulated test markets are be used to awareness, trial, sales volumes, impact on other products etc.
Simulation is a model composed of mathematical and logical relationships designed to represent an actual system and indicate how the real system would react in various circumstances.
Single Cross-sectional Design is a type of research design where one sample is drawn from the population of interest only once.
Single Item Scale is a measurement scale that gathers opinions about an object on a single dimension.Single Product Test see monadic test.
Single Response Question is one that asks respondents for only one answer.
Single Source Data is data on a variety of behavioural habits from consumers in the same households, such as TV watching, reading and shopping habits.
Situation Analysis is part of the marketing planning process that deals with understanding the environment and the market, (by identifying opportunities and threats) and assessing a firm's competitive position (by identifying its strengths and weaknesses).
Skewness refers to the symmetry of a distribution. A skewed distribution is one where the mean, the median and the mode have different values, whereas in a symmetrical distribution they all have the same value.
Skip Pattern (aka Branching Question) is a question used to guide an interviewer through a survey to different questions (ie skipping some questions), depending on the answers given.
Smiling Face Scale is a type of pictorial scale that consists of a balanced series of facial expressions that are often used in children's research to obtain satisfaction ratings.
Smoothing is the process of removing fluctuations in an ordered series of data.
Snowball Sampling is a type of non-probability sampling where initial respondents are selected at random and subsequent respondents are then selected by referrals or information from the earlier respondents.
Social Class see socio-economic groups.
Social Desirability is the tendency for respondents to give answers that are socially desirable or acceptable, that may not be accurate.
Social Grades see socio-economic groups.
Social Group Norms are expected overt modes of behaviour that constitute culturally acceptable ways of behaving in specific situations. Participants in market research projects may well bias their responses in order to conform to expected behaviour.
Social Indicators are statistics that describe social rather than economic variables (eg birth rate, life expectancy at birth and doctors per thousand of the population).
Socio-economic Groups (aka Social Grades or Social Class) are a method of dividing a population of interest into groups usually based on income and occupation of the head of household, although other variables can also be used. The ESOMAR social grades (A, B, C1, C2, D, E1, E2 & E3) are based on the terminal education age and occupation of the main income earner.

SEC

Socio-economic Information is information that is based on the occupation and income level of the head of household.
Solomon Four-Group, Six-Study Design is a type of true experimental design where test units are randomly allocated to two experimental groups and two control groups. One of the experimental groups and one of the control groups is measured. Both experimental groups are then exposed to a treatment. Afterwards both experimental and control groups are measured. Six measurements are taken in all and the design aims to account for pre-testing bias and pre-test manipulation interaction bias.
Specialist Research see expert opinion survey.
Split Ballot Technique is a procedure where a sample is divided into two halves and each receives a slightly different questionnaire.Split Run is a technique in advertising research that involves placing an advertisement in one form in half of the copies of a given publication and in another form in the other half. The purpose is to compare the relative effectiveness of the two forms of advertisement.
Spontaneous Awareness (aka Unaided Awareness or Unaided Recall) is a measure of how many respondents can quote a brand name without any assistance on behalf of the interviewer.
Spurious Correlation is when two variables appear to change together but there is no causal relationship between them.
Standard Deviation (aka Standard error of the mean) is a measure of variability (or dispersion) of a distribution and it is equal to the square root of the variance.
Standard Error is a measure of the amount of sampling error present and it is equal to the standard deviation.
Standard Error of the Mean see standard deviation.
Standard Industrial Classification (SIC) is a means of classifying businesses based on the products or services they provide.
Standardisation is a scale transformation procedure that involves manipulating data from different types of scales so that they can then be compared. It consists of subtracting the sample mean from each score and dividing by the standard deviation.
Stapel Scale is a type of categorical, non-comparative scale that is similar to a semantic differential scale except that instead of having two opposing adjectives, there is only one adjective in between a sequence of positive and negative categories. Respondents indicate how relevant each single characteristic is to an object in question.
Static Group is a type of pre-experimental design where there are two groups; an experimental group and a control group. The test units are not assigned randomly between both groups. The experimental group is exposed to a treatment and afterwards, both groups are measured.
Statistical Design is a type of experimental design that allows for the statistical analysis and control of external variables. Examples of statistical design are: randomised blocks, Latin square and factorial design.
Statistical Efficiency involves a comparison of the sampling errors generated by different sampling procedures. A statistically efficient sampling procedure is one that produces fewer sampling errors for the same sample size than other procedures.
Statistical Significance refers to whether some research results genuinely reflect a population of interest in some way or whether the results could occur by chance. Statistical significance is determined by comparing the research results with the values defined by the confidence interval.
Stimulus Material see prompt material. Stochastic Process is one where there is an element of random variation.
Story Boards are a set of boards that illustrate the main points of a proposed TV commercial, details of dialogue and sound effects are also included.
Story Completion is a projective technique where participants are asked to provide the conclusion to a number of incomplete stories provided by the researcher.
Stratified Sample is a type of probability sample where the units in a population of interest are divided into mutually exclusive and collectively exhaustive strata and a (proportionate or disproportionate) random sample is drawn from each stratum.
Stratum Chart is a set of line charts where the data are successively aggregated over the series. The magnitudes of each variable are represented by the areas between the line charts.
Strike Rate see incidence.Structured Observation is a form of observation study where the behaviour of interest and the method of observation are clearly specified in advance of the study.
Structured Questions (aka closed questions) are those where the choice alternatives for respondents are all specified.
Stub is a row heading in banner format tabulations. It is usual practice to have the dependent variables as stubs.
Sub Sample is a sample of a sample, which may or may not be selected using the same approach as the original sample.
Sugging is sales under the guise of research and it is one of the reasons why potential participants in market research projects are reluctant to take part.
Surrogate Error is a type of non-sampling error where someone other that the intended respondent participates in the research and this produces a systematic difference between the resulting sample and the intended sample.
Surveys involve a (statistically) large number of interviews with respondents, using pre-designed questionnaires.
Syndicated Research is where the findings and costs of a research project are shared (partially or fully) among a number of clients.
Synectics is a type of brain storming where the participants are from a variety of different backgrounds are asked to solve a specific problem. The approach is intended to increase the creativity of ideas produced.
Systematic Error is an error that affects measurements in a consistent way.
Systematic Sample is a type of probability sample where every nth unit is included in the sample from a list of the population of interest. The value of n is calculated by dividing the number of units in the population of interest by the required sample size.

T

Tab (aka Tabulate) is the process of counting the various responses to each question asked in a survey.
Tab Houses are specialist suppliers of research data and simple analysis.
Tab Plan see code and tab plan.
Tabulation is a frequency count of each question's answers.
Tachistoscope is a device that allows a participant to look at some stimulus material (eg packaging or a brand name) for a pre-defined brief period of time. The aim is to investigate the stand out and/or recognisability of the material under investigation.
Tally Sheet is a form used by each interviewer on a job to track the results of each contact made for a study, whether by phone or in person. This form can also be referred to as a "call record sheet", "contract record", "dialling records" or a "tick sheet". A new tally should be used every day of a job by each interviewer.
Target Population see population of interest.
Taste Test is where participants evaluate the taste of a product, either on its own or compared with other products. Taste tests are often conducted "blind" where brand names, packaging and other identifying items are removed. Taste tests are usually conducted at a central location, although they can be carried out in participants' homes.
T Distribution is a symmetrical bell-shaped distribution that is used for testing samples smaller than 30.
Teleology is a consequential approach to evaluating ethics whereby the degree of ethicalness depends on the outcomes or actions that result from the decisions (rather than the decisions themselves).
Telephone Interview is where participants are asked survey questions over the telephone. Telephone interviewing is usually conducted from a central telephone interviewing facility.
Telescoping is when respondents mis-remember when an event occurred, usually by stating that it occurred more recently than it really did.
Television Rating (TVR aka Gross Rating Point) = (reach * frequency) One TVR represents 1% of a specified television audience or universe seeing an advert at least once. (At extremes, television ratings can be made from either many people seeing an advert only once, or just a few people seeing an advert many times.)
Temporal Ordering is when a variable X (or a change in X) must occur before the variable Y (or a change in Y) is observed and it is one of the three conditions that have to be met to infer a causal relationship.
Terminate is when an interview is stopped before completion. This may occur for one of three reasons: (1) The respondent gives a non-qualifying response and the interviewer is instructed to TERMINATE AND TALLY. (2) The interviewer decides to stop the interview because of a language problem or disability on the part of the respondent. (3) The respondent refuses to complete the entire survey.
Termination Rate is the number of eligible respondents who do not complete an interview once started.
Test Marketing is a type of controlled experiment conducted in a carefully selected geographical area to understand the impact of a marketing programme on the sales or profits of a product or service.
Test-retest Reliability is a method of estimating the reliability of a test by repeating the measurement using the same scaling device under conditions that are judged to be similar.
Test Statistic is a measure (derived from a formula) of how close the sample has come to the null hypothesis.
Theatre Test is an advertising testing procedure where participants are exposed to test and control commercials in the context of a TV programme or a film.Thematic Apperception Test TAT (aka Cartoon Test or Bubble Test) is a projective technique where participants are presented with one or more pictures or cartoons that depict a situation. They are asked to suggest what will happen or what one character may be saying or thinking in response to another character or a situation.
Third Person Technique is a projective technique where participants are presented with a situation and are asked to suggest the feelings and attitudes of other people to the situation.
Time Series Design is a type of quasi-experimental design where a series of periodic measurements is taken from one group of test units, followed by a treatment, then another series of measurements.
Top Box Score is the percentage of respondents who gave the highest or top score on a scale. Sometimes the top two or three scores may be aggregated to calculate a top boxes score.
Topic Guide see discussion guide.
Top-of-mind Awareness see front-of-mind awareness.
Total Error is the difference between the true value of a parameter in the population and a value derived from a survey. Total error is the sum of the sampling and non-sampling errors in a survey.
Topline Report is a brief summary of the main findings of a study.
Trace Analysis see indirect observation.
Tracking Study is a study that provides periodic updating of company and competitor performances on criteria other than sales.
Trade Off Analysis see conjoint analysis.
Traffic Count is the measurement of a flow of people or vehicles past a particular point and it can be used in observation studies.
Transcribing see data entry.
Treatment refers to the manipulation of one or more independent variables during an experiment.
Triad see friendship pair interview.
Triangle Group is a focus group with three participants who each have differing viewpoints.
Triangular Product Test is a type of blind test that involves three products where two are similar and the third is different. Participants are asked to test all three and indicate which two are similar to each other. The purpose of the test is to determine the degree to which participants can differentiate between the similar products and the different one.
True Experimental Design is a type of experimental design where the researcher randomly assigns test units and treatments to the experimental groups. Examples of true experimental designs are: pre-test - post-test control group, post-test only control group and a Solomon four group, six-study design.
T-Scope see tachistoscope.
T Test is a statistical test that compares a sample mean with a hypothesised mean for a population of interest. The test is appropriate for small sample sizes (less than 30) or when the population variance is unknown. The test is also designed for comparing the differences between two means.
TVR see television rating.
Tweenager see pre-teen.Two Stage Sampling is a simple case of multi-stage sampling where a sample of units is drawn from selected sub-groups of a population of interest. (Whereas with one stage sampling, data is collected from all available units in the selected sub-groups.)
Two-tailed Test is a test where the null hypothesis is expressed in terms of a characteristic existing or not existing, eg a value is 50%. From the results of the test, it is not possible to determine on which side of the test value the true answer lies, therefore directional (or one-tailed tests) are used more often.
Two Way Classification is the classification of a set of observations according to two criteria.
Type I Error is a mistake that is made when a researcher rejects the null hypothesis and accepts the alternative hypothesis, when the null hypothesis is correct.
Type II Error is a mistake that is made when a researcher accepts the null hypothesis and rejects the alternative hypothesis, when the null hypothesis is incorrect.

U

Unaided Awareness see spontaneous awareness.
Unaided Recall see spontaneous awareness.
Unbalanced Scale is a scale where the number of favourable and unfavourable categories is not the same.
Unbiased Questions are those that are worded so that they do not influence respondents' opinions.
Undisguised Observation is the observation of behaviour or events with participants' knowledge.
Unforced Rating Scale is a scale that allows a neutral or no opinion choice.
Univariate Techniques are forms of statistical analysis that are used where there is a single measure of each variable or where each variable is measured in isolation of other variables.
Unstructured Questions see open-ended questions.
Unstructured Observation is a form of observation study where the behaviours of interest and/or the method of observation are not clearly specified in advance of the study.
Unstructured Questions (aka open-ended questions) are those that do not have any suggested alternatives and respondents answer in their own words.
Unwillingness Error is where respondents are reluctant to answer a particular question. This may be because too much effort is required, the situation or context is not seen as appropriate for disclosure, no legitimate purpose or need is seen for the information requested or the information is seen as sensitive.
Usage & Attitude Surveys (U&A) are research projects that aim to describe users (and non-users) of a product, together with their attitudes towards the product.
User Image is the impression created, either explicitly or implicitly, about the type of person who is likely to be a user of a brand. User images can be defined demographically, by life stage, lifestyle or attitude.
Utility is the worth or value of each level of each variable relative to the other levels.

V

Validation (aka Back-checking) is the subsequent re-contacting of respondents in a survey to check that the proper procedures have been followed, eg the respondent was qualified to be included in the survey, the responses recorded were accurate or even that the interview actually took place. Validation can be performed by the data collection company and/or the client, in person, by telephone or by mail.
Validity is the extent to which a research process is accurate and reflects actual market conditions (ie it is free from systematic error).VALS (Values and Lifestyle) is a psychographic segmentation system offered by the Stanford Research Institute.
Variable is a property that takes on different values at different times.
Variable Respecification is the transformation of data to create new variables (or modify existing variables) so that they are more consistent with the objectives of the study.
Variance is a measure of variability (or dispersion) of a distribution and it is equal to the mean of the squared deviations of all values from the mean.
Venn Diagram is a graphical method of representing operations on sets that is often used to illustrate probabilities.
Verbal Protocols is a technique used to understand respondents thought processes while they are performing a task or making a decision by asking them to think aloud.
Verbal Rating Scales are those that require respondents to indicate their position by selecting among orally identified categories.
Verbatim (aka Verbatim Statement) is a reproduction of all of a respondent's opinion of an object or concept word-for-word, without any omissions, abbreviations or interpretations by the interviewer.
Viewing Facility is a venue for conducting group discussions or individual interviews that has a two-way mirror. The purpose of the mirror is to allow clients and other invited parties (advertising or design agencies) to observe without influencing the discussion taking place.
Virtual Group is a general term to cover any form of group discussion that is convened using electronic means and participants do not see each other. Examples of virtual groups are: online group discussions, moderated e-mail groups (MEGs) and chat rooms.
Volume per Buyer see buying rate

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