What Did You Say?

All industries use jargon to speed up communication among practitioners and marketing research is no exception. Indeed, many of the terms commonly used by market researchers have become familiar to the broader audience who encounter the findings from the most recent poll or study in newspapers and other media. Terms like "margin of error" and the companion phrase "19 times out of 20", along with several other research terms, have become commonplace and are frequently used, or derided, by pundits and the public.

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