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Glossary of Market Research Terms – F
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Field Experiments:

The research studies conducted on actual locations pertaining to the study are known as field experiments. They are in the real setting or environment and not in the laboratory.

Focus Group:

It is a prevalently used market research technique for collection of qualitative data. The process of focus group involves discussions on predetermined topics between small groups of people usually six to ten, conducted with the help of a moderator. Thus it is a tool which enables collection of opinions from a small sample of population that has some special knowledge of the topic under consideration. Focus groups can be conducted both in traditional settings as well as online, using software designed for this purpose.

Focus Group Facility:

Refers to a location where the studies are conducted through focus groups. These are generally conference rooms with adjoining observation rooms with two-way mirrors from where the respondents can be observed. Most facilities also offer focus group recruiting, videotaping of the sessions, Internet communication through web-conferencing and catering for participants. Competitive product samples are also supplied to the respondents.

Face Validity:

Face Validity is the technique of determining that the measurement under question truly represents what it is intended to measure.

False Accuracy:

False accuracy is the situation when a statistic fails to be accurate because there are some details either missing or wrongly reported.

Field Service:

The process of collecting data by various survey methodologies for which the data collectors have to scout the sample areas and reach out to the respondents.

Final Report:

Final report is the complete description of the research objectives, proceedings, findings or outcomes and conclusions 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 preset and future pursuits. Recommendations for future actions and implementations may also be included in this report.


Findings refer to the objective mention of the facts that have emerged out of a research project. This section just contains just the statement of the outcomes of the research without any detailed explanations of them.

Finite Population Correction Factor (FPC):
Sometimes the samples are exactly not of the recommended size that is truly representative of the population, a noted correction in the sample size for the sake of adjustment that is done under such circumstances is called Finite Population Correction Factor (FPC).

Fixed Personality Association:

Fixed Personality Association is a visual 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 standards.

Focus Group Moderator:

Focus Group Moderator is a person who is a market research professional, trained as an interviewer. This person is usually appointed by the client but many times is supplied by the research company. The main job of a moderator is to lead the focus group without introduction of bias.


Forecast is an estimate on future occurrences based on data collected on past performance, and analysis of it. Projections are often made about trends like births, deaths, migration, income levels, changes in the working population, demographic characteristics, population growth rates, ethnographic changes, affect of advertising on company products and services and many others.

Fresh Participants:

Fresh participants are the recruited participants who have either never participated in a focus group before or are participating after some considerable time lapse.

Full Group:

A full group refers to the focus groups conducted with 8-10 respondents. In contrast, a mini group consists of a focus group with less than 8 respondents.

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