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Market Research Definitions

F-Test:
A statistical probability test measuring a calculated value’s ability to occur due to chance.

Face Validity:
Determining that a measurement truly represents that which it is intended to measure.

Factor:
The independent variable which is subject to being manipulated by the researcher so that different results may be observed.

Factor Analysis:
A search performed by researchers through rating scales that allow another smaller set of factors or composite variables to emerge and can then identify underlying information.

Factor Loadings:
The identified correlation taking place between the original variables and each factor score.

False Accuracy:
A misleading statistic that fails to be accurate because of some missing detail. For example, .78 and .7899 represent different probabilities.

Family:
Officially defined by the Census Bureau as two or more persons that live together in one household that are related by birth, marriage, or adoption. A one-person household or multiple unrelated persons do not constitute a family.

Fertility Rate:
Generally given based on the number of births per year by 1,000 women who are between 15 and 44 years old. A total fertility rate refers to how many live births occurred per 1,000 women at some point in their lifetimes.

Field Experiments:
Research conducted in the actual setting environment (i.e. outside of the laboratory).

Field Management Companies:
Companies that act as subcontractors to collect data, format questionnaires, and screen write for market research firms.

Field Service:
The process of collecting survey data.

Final Report:
A complete description of the research for the client after the research has been conducted. A typical report would include a summary of the methodologies used, key findings, and interpretations drawn from the collected data that would aid the company in future success. Recommendations for future action may also be included in this report.

Findings:
Reported in the final report as the facts that were uncovered during the research. There should not be an interpretation of the facts in the findings section of the final report.

Finite Population Correction Factor (FPC):
A noted adjustment to a required sample size when the sample needs to be greater than or equal to a stated percentage of the total population.

Fixed Personality Association:
A qualitative technique used by a moderator where images of people, places, or things are shown to participants and they are then asked to interpret the pictures around a given topic. The same images are shown in several sessions to different respondents so that results can be applied as norms.

Focus Group:
A marketing research technique for qualitative data that involves a small group of people (6-10) that share a common set characteristics (demographics, attitudes, etc.) and participate in a discussion of predetermined topics led by a moderator. There are opportunities to conduct focus groups with the use of focus group software.

Focus Group Facility:
A central location in which focus groups are held. Conference rooms are connected to observation rooms by a two-way mirror so that researchers can observe the respondent’s words and actions. Facilities also offer services that might include focus group recruiting, food for participants, competitive product samples, and/or session videotaping.

Focus Group Moderator:
The trained professional that leads the focus group and is appointed by the client.

Forecast:
An estimate on future occurrences based on past performance data. Projections are often made about trends such as births, deaths, or migration or demographic characteristics as in population growth rates.

Frame Error:
An inaccurate or incomplete sample frame that results in an error.

Frequency:
The numerical value assigned to how often an event occurs, sometimes within a given time period.

Fresh Participants:
Recruits that are participating in a focus group for the first time or have not participated for several years.

Full Group:
A focus group comprised of 8 to 10 respondents. Mini-groups consist of less than 8 participants.

Full Text Database:
An index with access to full text versions of source documents like articles.