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| OBSERVER EFFECT: |
| a tendency in which the presence of the observer changes what is being observed. |
| ONE-ON-ONE INTERVIEW: |
| a market research technique in which subjects are interviewed one at a time. |
| ONE-STOP SHOP: |
| a single firm that offers a full range of branding services, as opposed to an IMT. |
| OPINION LEADER: |
| a person whose opinion or personality exerts an influence over other members of a group; also called an opinion maker. |
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