Outliers are extremely small or extremely large values in a set, compared with the mean of all values in the set.

OTS – Opportunities to See

OTS – Opportunities to See: see frequency.

Open-ended Questions (aka Unstructured Questions)

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.

Omnibus Study

Omnibus Study is a periodic study that asks questions on a number of unrelated subjects. The results may be completely or partially syndicated among clients.

NA (No Answer)

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.

Mystery Shopping

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.

Multiple Choice Questions

Multiple Choice Questions are those that ask respondents to select one or more alternatives from a set.

Multiple Answers

Multiple Answers are when more than one answer is acceptable for the same question.

Multi-dimensional Scaling

Multi-dimensional Scaling is a perceptual mapping technique that represents the perceptions and preferences of respondents as a spatial map. The axes of each map are the underlying dimensions that respondents use to form their preferences and perceptions.


The 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. […]

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