Online Market Research Glossary

This glossary relates to the interface between Market Research and the Internet.  The choice of terms, and the definitions included for them, is driven by this focus of interest.  The glossary has been organized by Ray Poynter, CEO of The Future Place.  You are welcome to use, copy, and reproduce this glossary, provided that you make no charge for subsequent copies of this material and that you credit this source.

This glossary is permanently a work in progress, any suggestions, queries, or clarifications would be warmly received.  Please email any contributions to Ray Poynter at ray@thefutureplace.com, for more information about The Future Place, visit www.thefutureplace.com.

To find a word you can scroll down, use the links at the head of each section to jump to the required letter, or use your browsers search facility.  A friendly search facility will be added at a later date.

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3G

Third generation mobile telephony, see UMTS.

802.11b

802.11b is a wireless standard for connecting PCs together to create a LAN.  802.11b is also known as Wi-Fi.  802.11b provides connection speeds comparable to Ethernet networks, but without the cables.

A

ACA (Adaptive Conjoint Analysis)

A form of conjoint analysis developed by Sawtooth Software where the program determines which conjoint task to ask next, based on the respondent’s earlier responses.  For more information see www.sawtoothsoftware.com.  ACA is an example of a form of adaptive scripting.

Access panels

See panels.

Acrobat Reader

Acrobat Reader is a piece of software, which allows users to read PDF files.  Acrobat Reader is produced by Adobe and can be downloaded free from www.adobe.com.

ActiveX

ActiveX is Microsoft’s answer to Java; it is a programming language that can be used to write small programs (applets) that perform a specific task.  The main drawback to ActiveX for Internet is that it requires the server to be running Microsoft tools and for the browser to be capable of working with it.  More information about ActiveX can be found at www.microsoft.com.

Ad blocker

An ad blocker is a piece of software that works with the users browser to prevent online advertisements being displayed.  Ad blockers can have the side effect of blocking other events as well.

Ad click

An ad click is a measure of the number of users interacting with an ad.  The most important type of ad click is the click-through.

Ad click rate

The ad click rate is the ratio of ad clicks to ad impressions, ie the number of people who interacted with the ad as a percentage of all those who saw it.

Ad impression

An ad impression is created every time an ad is displayed on a Web page.  There are two categories of ad impression, push and pull.  Ads that are requested by the user’s browser are pull ads.  Ads that are initiated by the server are push ads.

Ad network

An ad network is a broker of advertising space for a number of different sites.  These brokers act as the sales representatives for the Web sites within the network.

Ad recall

Ad recall is a term used to describe the percentage of a sample that can recall seeing an ad, after being exposed to it. 

There are a number of variations that affect the recall scores.  The recall question is often asked immediately after the ad is removed from the screen, but it may be asked later – the later the question is asked the lower the recall is likely to be and the more likely that other chances to see the ad will effect the score. 

The recall question can be asked unprompted or as aided recall.  With aided recall the respondent is told the category, or brand, or shown a copy of the ad (these are also known as prompted recall).

Ad rotation

Ad rotation is when ads are rotated into an ad space from a list, either from the server or via an ad server.

Ad server

Most pages that display ads do not have the ad coded directly into them, what they have are one or more ad spaces where an ad server can send the ad to be displayed.  An ad server selects ads and sends them to the Web page when a request is received.

Ad serving

Ad serving is the delivery of an ad by the ad server to the user’s computer.  The ad serving is usually performed either by the publisher of the web site or by a third-party ad server.

Ad space

An ad space is the location on the page where an ad is going to be placed.  There can be multiple ad spaces on a single page.  An ad space group is a number of ad spaces on the same page that share the same characteristics and can be purchased as a group.

Ad stream

The collection of ads displayed to the user during a visit to a site.

Ad view

An ad view is created only when an ad is actually seen by a user, this is not measurable with current technologies.  Ad impressions may be off the visible screen, partially loaded, blocked, or otherwise not viewed.

Adaptive Scripting

Adaptive scripting is a generic term for questionnaires that are tailored to individual respondents.  For example adaptive scripting can be used to detect fraudulent responses, to shorten interviews for slower respondents, or to probe deeper when specific responses are identified.

ADSL (Advanced Digital Subscriber Line)

ADSL provides high bandwidth Internet access using an ordinary telephone line.  ADSL splits the telephone line into two channels; this allows users to make normal telephone calls whilst using the Internet.  ADSL is one form of DSL and is a type of broadband connection.

Affiliate marketing

Affiliate marketing is an arrangement where one site (the affiliate) carries ads for a second site and receives some form of compensation, such as a percentage of the sales generated from the visits to the second site.

Affinity marketing

Selling services and/or products to existing customers on the basis of their buying/viewing/searching patterns.

Animated ad

An animated ad is an ad that changes.  This can be achieved, for example, by using streamed media, Shockwave, Java applets, or animated GIFs.

Animated GIF

See GIF.

Anonymizer

An anonymizer is service that prevents Web sites from detecting the user’s IP address.  For more information on one provider of these services see www.anonymizer.com.

Antivirus software

Viruses are a major problem for computers connected to the Internet.  Antivirus software, software that searches for and deals with viruses, has become an essential part of any system configuration.  The safest approach to virus protection is to use a program that searches the Internet for updates on a regular basis.  For information on a leading provider of antivirus software visit www.norton.com.

AOL (America Online)

AOL is the leading provider of consumer online services in the US and is a leading provider globally.  AOL is the facilitator for Opinion Place, possibly the largest source of online sample in the US.  For more information visit www.opinionplace.com.

Applet

An applet is small self-contained piece of software that can be sent along with a Web page to the users browser to perform local processing.  Applets are usually written in Java and their uses include: interactive animations, immediate calculations, and the implementation of a market research questionnaire.  One problem with applet’s is that they require the user to be running a compatible browser and also for the user not to have blocked that type of applet.

ARF (Advertising Research Foundation)

The ARF is a USA-based non-profit trade association whose mission is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.  The ARF is co-sponsor of the ESOMAR/ARF guidelines on Internet research.  For more information visit www.arfsite.org.

ASCII (American Standard Code for Information Interchange)

ASCII is a method of representing Western character sets using just a single byte.  The standard form of ASCII uses just 7 bits of the byte, meaning that just 128 characters are defined.  It is generally assumed that Unicode, a system which has the disadvantage of using two bytes per character but which can represent over 65,000 characters, will replace ASCII over the next few years.

ASP (Active Server Pages)

Active Server Pages is a proprietary technique designed by Microsoft that allows a Web page to have a high degree of interactivity without resorting to CGI scripting.  However Application Server Pages will only run if your server is using the appropriate Microsoft software, eg it will not run if your server is Unix based.

This type of ASP is not particularly relevant to the world of market research and should not be confused with Application Service Providers (also referred to as ASPs), which are very important in the provision of market research online services.

ASP (Application Service Provider)

An ASP is a company that hosts applications on its servers and rents access to them over the Internet.  Rather than buy the software the subscribers use the systems on demand and tend to pay on a per use basis.  Within the world of market research two ASP products are Confirmit and GMI.

Asynchronous research

The term asynchronous research covers techniques that allow respondents to answer in their own time rather than in direct response to a question or prompt.  Many quantitative techniques have this property, for example mail, email, and diary.  Until recently qualitative techniques tended to be synchronous in nature, but the growth of Moderated Email Groups and Bulletin Board Groups has changed that.

Asynchronous Qualitative Research

Asynchronous qualitative is a term that includes those forms of qualitative that do not require the moderator and the subject to be interacting at the same time.  Examples of asynchronous techniques include MEGs and Bulletin Board Groups.

B

B2B (Business to Business)

B2B is a generic phrase for markets where the customers for the products and services are companies rather than consumers.  B2B market research is conducted amongst those businesses that are customers or prospective customers of the research agencies client.

B2C (Business to Consumer)

B2C is a generic phrase to describe selling things to consumers.  B2C marker research in conducted with consumers.

B2B Exchanges

B2B exchanges are online market places. Exchanges can take a variety of forms including: providers offering products/services at a specific price, providers offering products/services via an auction, buyers requesting products/services via tender or competitive bid.  B2B exchanges have been most successful where they have been dealing with commodities that can be readily interchanged, for example motor parts.  However, many analysts predict that in the future they will encompass a wider range of services, possibly including market research fieldwork.

Backbone

A backbone is central network connecting other networks together.  Networks within companies will often have a backbone connecting smaller networks together.  Likewise, the Internet has a backbone connecting countries and major sites together.

Bandwidth

Bandwidth describes the amount of electronic "space" available on a computer network.  Bandwidth is usually expressed in bytes per second.  A 56kbps modem, for example, can transmit data at the rate of 56,000 bytes per second.

Banner/Ad Banner

A banner is an advert that is displayed with a Web page.  The Web site’s publisher can serve banners or they can be organised and delivered by ad-serving companies, such as Double-Click.  More information on the different formats of banners is available from www.iab.net, the Interactive Advertising Bureau.

Beacon

See Web bug.

Bit rate

Bit rate is a measure of bandwidth that tells you how fast data is moving from one place to another.  A bit is a single unit of data (a 1 or a 0) and be expressed as Kbps (Kilobits per second).

Black box

The term black-box is a pejorative description of a proprietary system, where the owner of the system chooses to keep important information secret.  The term black-box can be applied to either the algorithm (as in the case of a market modeling system), or to the data format (ensuring that other vendors cannot supply additional or competitive functionality).

Bluetooth

Bluetooth is a protocol that enables mobile and fixed-location devices to communicate via short-range wireless connections.  For example Bluetooth can be used to enable a mobile to have an earpiece that is not connected by a cable.  The aim of Bluetooth proponents is to link together a wide variety of IT devices, including mobile phones, PCs, PDAs, payment systems, and entertainments centers.  However, Bluetooth has taken off much more slowly than was expected and is being challenged by the uptake of systems such as 802.11b.  For more information visit www.bluetooth.com.

Bookmark

Web browsers usually include a facility to ‘Bookmark’ a URL for future reference, ie storing the location so the user can readily find it next time.  Microsoft’s Internet Explorer uses the terms Favorites to describe the book marking process.

Bot

See Robot

Bounce-back

When an email is undeliverable it will generally be sent back to the sender with a message that it has not been delivered, this is a bounce-back.

Brand Impact

Brand Impact is Millward Brown’s proprietary technique for measuring the effectiveness of online advertising.

Bricks and mortar

A bricks and mortar company is a traditional business that only has real locations with real customers coming through its doors.  A company that operates both online and offline is often referred to as a clicks and mortar company.  Companies that operate only on the Internet are referred to as pure plays.

Broadband

A high speed Internet connection, any bit rate over 100Kbps is considered broadband.  Cable modems, ADSL, and ISDN offer broadband to the home user.

Buffering

A system used by streamed media providers to ensure the smooth delivery of the media.  The software loads an amount of the stream into a buffer before starting to display the media; it can then use this buffer to compensate for variations in download speed during the session.

Bulletin Board Groups

Bulletin Board Groups are an online qualitative approach that uses a bulleting board to provide a means to communicating with the group members.  The moderator posts questions online or sets tasks (eg to visit a site or to view some stimuli) and the members of the group log in at their convenience to reply to the prompts and to other members’ responses.  A Bulletin Board Group is an example if an asynchronous qualitative technique.  Software for Bulletin Board Groups is available from Itracks and GMI.

Button

In the context of a Web page, a button is either a clickable graphic with some functionality, or a form of online ad.

Byte

The byte is main unit of data in most modern computers.  A byte is holds 8 bits (1s or 0s) and can represent a number in the range 0 to 255.  Bytes can be combined together to represent larger numbers, decimal numbers, of executable code.  In ASCII one byte us used to store one character.

C

Cable modem

A cable modem is piece of hardware that allows a PC to connect to the Internet over a cable network (such as a cable TV system).  Cable modems typically deliver high-speed access, ie they are a broadband connection.

Cache

A cache (pronounced cash) is an area that is used to temporarily store information, particularly frequently used information.  PCs will usually use both RAM and hard disk caching to improve performance.  Web browsers write most of the information viewed to a cache, which speeds up re-viewing the same material.

CAWI (Computer Aided Web Interviewing)

CAWI refers to interviewing over the Web as opposed to CAPI (Computer Aided Personal Interviewing), CATI (Computer Aided Telephone Interviewing), and PAPI (Paper and Pencil Interviewing).  The term CAWI has a somewhat old fashioned feel to it (very 90s).

CGI (Common Gateway Interface)

CGI is a language that runs on a server and which processes responses from the user.  CGI can be used to take actions based on the respondent’s responses to items on the page, such as check boxes.  The strength of CGI is that it since it runs on the server, rather than via the users browser (which is what languages like Java do), it is more reliable.  The disadvantages include the latency in waiting for the server to respond, difficulties with the language, and problems with obtaining permission to load the CGI programs onto the server.

Chat

Chat is a facility for two or more people to communicate on the Internet using real-time text.  Chat tends to be divided into chat rooms and Instant Messaging.

Chat room

A chat room is Web location where two or more people can chat together.  Chat rooms can either be public (anybody can join them) or private (typically locked via a password).  Many chat rooms exist on a permanent basis, either to discuss a particular topic, or as a general place to meet.  A chat room may be moderated.

Click rate

Click rate is a measurement of the number of people clicking on an ad, as a percentage of all those seeing the ad.

Click stream

The click stream is the collection of data defining the sequence of signals between a browser and the Internet.  It is the combination of the messages sent from the user to the server, and the messages to the user.

Click-through

When somebody clicks on a hyperlink (eg a banner) they create a click-through.  For some types of advertising the click-through seen as the most important measure of its success, inasmuch as eyeballs have been delivered.  However, for most online ads it is more important to understand the impact of the ad on the brand and/or the ads performance at delivering completes (eg how many clicks lead to a purchase or a registration).

Click-through rate

The click-through rate is the percentage of people who see an ad and who then click on it.  Some online advertising is priced on a how many people click on an ad; see cost per click.

Clicks and mortar

A clicks and mortar company is one that operates via traditional real locations and via an Internet presence.  An e-tailer is a clicks and mortar if it has both real and virtual locations, but it is a so-called pure play if it only has an online presence.  The term clicks and mortar is an evolved form of bricks and mortar, a term that refers to companies that only have real locations.

Client/client-side

The client is the computer that is connected to the Internet and which sends information and requests to the server, ie it is the user’s computer.  Processing which takes place on the user’s computer is referred to as client-side processing, processing that takes place on the server is called server-side processing.

Codec

Codec stands for compression/decompression.  Codecs are algorithms for compressing the size of media files, making them easier to transmit over the Web.  A file can only be read using the same Codec that originally compressed it.

Content integration

Content integration refers to advertising that in integrated with the contents of a Web page, as opposed to having the advertising clearly separated.  Content integration can also be known as Web advertorial.

Cookies

A cookie is a file that the server puts on the user’s browser, which uniquely identifies the user’s computer.  There are two types of cookies: persistent cookies and session cookies.  Session cookies are temporary and are erased when the session ends.  Persistent cookies remain on the user’s hard drive until the user erases them or until they expire.

As a method of uniquely identifying people cookies have their limitations.  Firstly, a small number of people set their browser to reject cookies.  More importantly, using cookies to filter respondents assumes that each person has only on computer and that each computer has only one user.  These problems do not invalidate cookies as a tool for the market researcher, but they do make them a little fuzzy.

Cookies are currently the subject of substantial debate with the European Union and their use is likely to be heavily regulated in the near future.

Comley, Pete

Pete Comley is the CEO of UK agency Virtual Surveys and a recognized leader in the field of online research, particularly in Web site research.  One of Comley’s innovations was the invention of the Moderated Email Group (MEG).

Confirmit

Confirmit is the online market research service provided by Norwegian company, Firm.  Confirmit is an example of a service being provided as by an ASP.

Convergence

Convergence is a term that describes the coming together of different technologies.  For example the convergence of computer and telephone networks means that voice and data calls can be carried on a single network.

COPPA (Children’s Online Privacy Protection Act)

A US law passed in 1998 to protect children using the Internet.  The law sets down a series of regulations and guidelines that particularly apply to Web sites that are directed at children, but which cover anybody dealing with US children.

COPPR (Children’s Online Privacy Protection Rule)

COPPR is a set of rules published by the United States FTC in 1999 and which went into effect in the US in April 2000.  These rules provide the regulation provided for by COPPA.  One of the key features of these rules is the need to publish links to privacy statements on Web sites that may be visited by US children.

CPA (Cost per action)

Cost of advertising based on some agreed actions, for example registering for a service or completing on online survey.

CPC (Cost per click)

CPC is a pricing method for advertising based on charging for each user who clicks on the advert.

CPM (Cost per thousand)

Cost of advertising based on charges for units of thousands ad impressions, this is the most common and traditional way of pricing online advertising.

Crawler

See Robot.

CRM (Customer Relationship Management/Marketing)

The ultimate aim of CRM is to identify and develop those customers that will be most profitable to the company in the long-term.  CRM requires organizations to know about their individual customers, to track their relationship, and to organize their activities is a targeted way.

D

Dark Wire

Dark wire is the term applied to fiber optic cable which is sold as unused capacity, for example a cable provider may sell dark wire to a telco to allow them to use it for their services.

Data Protection

Data Protection usually refers to national and international legislation covering data privacy and the requirements on organisations to handle personal information in a safe and proper manner.  In addition, many organizations issue guidelines that cover the area of Data Protection/privacy, such as the ESOMAR/ARF guidelines.

DHTML (Dynamic Hypertext Markup Language)

DHTML is an extension to HTML to add animation to Web pages.

Digital signatures

Digital signatures provide a way of authenticating who has sent an email or electronic document.  Since digital signatures establish identity, they can be used to legally endorse agreements and contracts.

Domain Name

A name that represents an IP address.  Domain names are used to make IP addresses more friendly and informative.  In the following URL, ”http://www.thefutureplace.com/about.htm”, the domain name is “thefutureplace.com”.

Double-byte character sets

Characters are represented on computers, and on the Internet, via numbers stored in binary format, ie 1s and 0s.  For Western character sets (eg the Roman character set), the characters can be represented using a single byte (representing numbers in the range 0 to 255).  The standard system for representing Western characters is ASCII and is well established.

However, some scripts require much more variation than can be provided by ASCII.  For example, Chinese has over 2000 different symbols.  Computer systems can be updated to use two bytes to represent each character (two bytes provide over 65000 possible characters).  The most common method for using two bytes to represent characters is Unicode.

DSL (Digital Subscriber Line)

DSL is a method of sending high-speed data over a conventional telephone line.  DSL uses separate channels for voice and data, so the user can talk on the same line they are using to connect to the Internet.  DSL comes in several varieties:  The most common consumer variety is ADSL.

Dynamic IP address

A dynamic IP address is an IP address that changes every time that a user connects to the Internet.  Dynamic IPs are typical of users who connect via ISPs and individuals within large corporations.  Because many IP addresses are dynamic they are not a reliable way of identifying repeat visitors to a site.

E

eCRM (Electronic Customer Relationship Marketing)

The term eCRM is applied to both CRM being applied to customers of online companies and to the use of the Internet as part of a conventional organization's CRM programme.

Encryption

Encryption is a method of making it difficult or impossible for third parties to read information or data.  The original data is scrambled using mathematical techniques before being stored or transmitted; it is then decrypted when it is retrieved/received.

EDI (Electronic Data Interchange)

EDI is a well-established form of electronic commerce that has traditionally taken place over proprietary networks. One way of reducing the cost of EDI, and making it more accessible to smaller companies, is to migrate EDI standards to the Internet, various systems are currently competing to offer this service.

ESOMAR

ESOMAR is the European based international association of market researchers.  Amongst many other activities, ESOMAR issues guidelines on the conduct of market research, and these guidelines are binding on it members.  These guidelines include sections on using the Internet for market research.  Its website is www.esomar.nl.

ESOMAR/ARF Internet Guidelines

The most important guidelines for researchers using the Internet are those provided by ESOMAR and the ARF.  These rules include guidance on providing Privacy Policies, of the special rules for interviewing children, and the need to avoid spam.  The guidelines can be downloaded from www.esomar.nl.

E-tailer

An e-tailer is simply an online retailer.  Traditional retailers are described as bricks and mortar, whilst companies that embrace both traditional and electronic channels are referred to as clicks and mortar.  An e-tailer that operates only online is known as a pure play company.

Ethernet

Ethernet is a method of networking computers together within a site, ie a LAN.

Extranet

An extranet is an area within an Intranet that allows third parties to access specific information and resources.  Extranets are used both to share information with third parties and also to allow third parties to deliver information and services.

F

FAQ (Frequently asked questions)

Many Web sites and services have a FAQ section where users can review the answers to typical questions.  These FAQ’s can make the site more usable and reduce the load on technical support teams.

Firewall

A firewall is a technology that prevents unauthorized access to areas of a network, and in particular which regulates people entering private networks via the Internet, and prevents the admission of electronic agents that could compromise your systems.

Firm

The Firm is a Norwegian based ASP offering online quantitative market research services.  The Firm’s online market research system is called Confirmit, for more information see www.firm.no.

Flame

A flame, is an angry view that is emailed or posted on a bulletin board.  As a verb, Flame refers to the process of sending angry messages.  If you breach Internet netiquette you may find yourself being flamed, being sent angry messages by many people.

Flash

A technology from Macromedia used to present 'bandwidth-friendly' animations on Web pages.  For more information visit www.macromedia.com.

Flash page

See interstitials.

Frames

Frames are a way of organizing Web sites so that browsers display several areas on the screen at the same time, each of which is a Web page.

Frequency

The number of times the same ad is viewed by the same person.  Cookies can be used to control ad frequencies.

Freeware

Freeware is software that is distributed free, often as an inducement for people to try it and then to go on and buy a commercial version (usually with greater functionality).  Freeware should not be confused with shareware – for which some payment is usually required.

FTP (File Transfer Protocol)

FTP is a method of uploading and downloading files.  FTP used to be fairly common on the Internet, but is now restricted mainly to the technical community.

G

GIF (Graphics Interchange Format)

GIF is one of the two leading Internet formats for storing graphical images, the other popular format being JPG.  GIF files use data compression to reduce the size of the file, making it easier to transmit over the Internet.

An animated GIF is created by storing multiple images in the same file.  These images are then displayed one after another giving the impression of movement – in the same way a cartoon gives the image of movement.

GMI (Global Marketing Insite)

GMI is a US based ASP, providing online market research services to researchers.  GMI offers both quantitative and qualitative products.  For more information visit www.gmi-mr.com.

Godin, Seth

Seth Godin is a leading author and write on permission based marketing.  For more information see www.permission.com.

GPRS (General Packet Radio Service)

GPRS is often referred to as 2.5G (ie 2.5 generation) because it is a way of improving the performance of the existing second-generation mobile phone network.  It can offer data rates between 56kbits/s and 114kbits/s.  GPRS allows users to remain connected to the Internet, being charged on the volume of data sent and received, rather than by charging by connect time.  GPRS may provide a way of providing data communications prior to the introduction of third generation mobile phone networks (UMTS) in 2003.

GSM (Global System for Mobile Communications)

GSM, or second generation mobile, is the current standard for mobile telephony in Europe, and many other parts of the world.  Unlike its predecessors it is a digital service, but it offers only slow and relatively expensive data services.

GUI (Graphical User Interface)

An alternative to the older text based interface.  The most typical GUI is the windows mouse pointer interface, which allows the user to see the system as a sequence of icons and to use the mouse to control it.

H

Harris Interactive

Harris Interactive is a major US based research agency and owners of the largest online panel in the US.  Harris Interactive’s studies, predicting the results of US elections from surveys conducted amongst their online panel, have done much to increase the credibility of online research.  For more information visit www.harrisinteractive.com.

HDTV (High Definition TV)

TV using a digital format and providing about five times as much definition as conventional TV.

Hit

A hit is the term used to describe each element downloaded from the server when a user visits a web page.  If a page contains three graphical images then the server will record fours hits, one for the page and one for each of the images downloaded.  Hits are useful as a measurement of workload on the server.

Home page

The home page is the central point of reference for a Web site, and is often also known as the index page.  Web sites tend to have a tree structure, which starts with the home page and extends beyond it with a branch structure.  Many web sites will include links back to the home page at various points, to enable the visitor to readily return to the central point.

Host

A computer connected to the Internet offering services to other computers.  Each host has a permanent IP address.  A host is also known as a server.

Hotmail

Hotmail is owned by Microsoft (and operates as part of the MSN services) and is the leading supplier of free email services.  Hotmail is a Web based email system, users can connect via any Internet connection and do not store their emails and address books offline.  For more information visit www.hotmail.com.

House ads

House ads are ads for a product or service from the company publishing the web page.  The IAB recommends that revenues from house ads should not be included in reported advertising revenues.

HTML (Hypertext Markup Language)

HTML is the language that underpins World Wide Web.  HTML allows browsers to convert plain text Web pages into the graphical screens associated with the Internet.  HTML consists of a set of tags that tell the browser how to display the elements, or where to download additional elements.  HTML is a specific form of the more general SGML.

HTTP (Hyper Text Transfer Protocol)

HTTP is the most common format for transferring documents on the Internet.

HTTPS

By convention URLs that require SSL start with HTTPS.

Hyperlink

A hyperlink is a method of turning text or a graphic into an instruction to transfer the user to some other locations (within a document or across the Internet).  The link is associated with a piece of text or a graphic, when the users clicks on this link they are taken to the new location.

Hypertext

The term hypertext refers to text on a page that causes a hyperlink to be actioned when the user clicks on it.

Hyperstitial

A hyperstitial is an ad that is displayed whilst the user waits for the requested page to be downloaded; these ads can be full screen or smaller.

I

IAB (Interactive Advertising Bureau)

The IAB is a US based trade association (with other national affiliates) who seeks to promote and regulate Internet advertising.  For more information see www.iab.net.

ICQ

ICQ (pronounced I seek you) is the longest established instant messaging system.  In recent years MSN and AOL’s instant messaging have become more popular.

IM (Instant Messaging)

A method of two or more people creating a private chat room.  IM systems (such as ICQ, AOL Instant Messaging etc) tell users which of their friends/contacts are online.

Image map

An image map is a graphic on a Web page that comprises a number of hyperlinks.  Each hyperlink or hot spot can lead to a different location.  For example a store with regional outlets may show a map of the country on its web site, where clicking on a region would take the user to the information for that area.

IMAP (Internet Message Access Protocol)

IMAP is a protocol for retrieving email.  Version 4 of IMAP is similar to POP but it is claimed to have additional functionalities.

Insertion

An insertion is the placement of an ad on a Web page, as recorded by the ad server.

Interstitial

Interstitials are ads that appear between one page and another (the analogy being to stitching an ad between two pages in a magazine).  Interstitials are also known as transition ads, splash pages and flash pages.

Intranet

An intranet is an internal computer network that uses Internet technology to allow people within the organization to share information and work collaboratively, ie a web within one company.

Inventory

Inventory is an advertising term that covers the collection of ads available on a Web site.

Invisible processing

Invisible processing is a generic term that covers the practice of collecting information about users/respondents without them knowing.  For example the server may query the browser to find out client-side information such as: screen size, operating system, color settings, options enabled, plus server-side information such as date of access, referring URL, etc.  The ESOMAR/ARF guidelines say that a site’s Privacy Policy should warn users if invisible processing is being used.

IP (Internet Protocol)

IP is the standard communications protocol for transmitting data over the Internet. The reason the Internet works is that everybody is using the same protocol.

IP Address

Every system that is connected to the Internet has a unique address in the form of a four-part number XXX.XXX.XXX.XXX where each of the parts is an integer in the range 0 to 255.  Most ISPs and Proxy servers use a dynamic approach, which means that each user of their service does not have a permanent, unique IP Address.

IRC (Internet Relay Chat)

IRC is the software that underlies online chat rooms and other forms of online chat.

ISDN (Integrated Services Digital Network)

ISDN is a digital telephone system that can transfer data at up to 128 Kilobits per second.

ISP (Internet Service Provider)

The ISPs provide the connection between users and the Internet.  The services provided by ISP’s vary greatly and can cover everything from basic access and email, to sophisticated services such as VoIP.

Itracks

Itracks is a US based ASP offering online qualitative services to the market research industry.  Itracks offer services and support for both synchronous and asynchronous groups.  For more information visit www.itracks.com.

ITV (Interactive TV)

ITV is a generic phrase that includes any system that allows two-way communication between viewers and the broadcaster or cable operator.

J

Java

Java is programming language for building applications on the Internet.  Small Java programs, called applets, can be downloaded from a server and run by Java compatible browsers such as Internet Explorer.

JavaScript

JavaScript is a scripting language originally developed by Netscape to allow dynamic interaction with Web sites.  JavaScript is a quite separate language from Java, and is generally considered much easier to program, but more limited.

Jeavons, Andrew

Andrew Jeavons is a leading innovator in the area of online research and co-founder of OpenSurvey.

JPEG (Joint Photographic Experts Group)

JPEG is one of the two most popular formats for Internet graphics, allowing the image to be compressed to facilitate faster downloads.

Jump page ad

A jump page is a microsite that is activated by clicking on a button or banner.  The jump page contains links to several further pages.

K

Key word

Keywords are words or phrases typed into a search engine by users.  Advertisers can purchase key words from the search engine, so that people typing these words in will be directed to the advertisers site.

L

LAN (Local Area Network)

A network of computers connected together at a single location, using a technology such as Ethernet.

Latency

Latency describes the delay in a system.  For example the time it takes a packet of information to travel across the network, or the delay between a request and the display of content, are both described as the latency of those events.

Latent click through

A latent click through is when somebody sees an online banner, and later visits the advertiser’s site as a result of seeing the banner, but without clicking on the banner.

Legacy

Legacy refers to the need to ensure that new software packages and operating systems can read old data and will work with established interfaces.  Legacy issues tend to slow down the development of new systems and can also ensure that a company stays locked in to a less than optimal configuration, because otherwise it would have to pay to convert all its systems, or lose information.

Link

A link is a hyperlink between an item on a Web page and some other location.

Linux

Linux is a Unix-based operating system that is very suitable for PCs and is free.  Linux was developed by Linus Torvalds, from the University of Helsinki.

Listserver

A listserver is program/service that allows a user to send emails to a list of people.

Log file

A log file is a record on the server that records all the processes on the Web site.  This information includes date, URL served, IP address, referring URL, etc.

M

Macromedia

Macromedia is a software company that produces a number of leading products for the Web, for example Dreamweaver, Flash, and Shockwave.  For more information visit www.macromedia.com.

Maturation

Changes in people that take place during the experiment that are not necessarily related to the experiment but may affect their response to the element under investigation.  Asynchronous techniques such as Bulletin Board Groups facilitate the examination of the maturation effects.

MEG (Moderated Email Group)

A MEG is an asynchronous qualitative technique, originally developed by Pete Comley.  A MEG is conducted by the moderator sending a series of emails to the members of the group, who in turn reply to the moderator.  With a MEG the members of the group do not communicate directly with each other.

Meta tag

A meta tag is a special HTML tag that has no visible effect on the Web page.  The meta tag contains information about the page, such as who created the page, how often it is updated, what the page is about, and keywords.  Many search engines use the keyword and description meta tag contents when building their indexes.

M-commerce

M-commerce refers to any form of commerce transacted via a mobile device such as an Internet enabled mobile phone.

Microsite

A microsite is a multi-page ad or a sub-site delivered by clicking on an initial ad.  The microsite is normally hosted by the same server as the parent site.

Microsoft

Microsoft is the main provider of operating systems, office programs, and Internet browsers for the PC market.  In addition MSN is a major player in terms of the Internet, for example owning Hotmail.

Millward Brown

Millward Brown is a leading research agency and a member of the WPP group.  Millward Brown is a recognized leader in advertising tracking and pre-testing (with products such as ATP and Link), and via Millward Brown IntelliQuest and products such as Brand Impact has won recognition for its innovation in online research.  For more information visit www.millwardbrown.com or www.intelliquest.com.

Mirror site

A mirror site is a copy of a Web site.  The mirror site can be used to spread traffic to avoid bottlenecks, or to increase reliability.  Mirror sites are also used by parts of the Internet community to protect a site from censorship.

Moore’s Law

Moore’s law was originally developed by Gordon Moore in 1965, that the number of transistors per square inch doubles every 18 months.  The number of transistors per inch is directly related to the power of a processor.

MP3

MP3 is a compressed format for audio files.

MRS (Market Research Society)

The MRS is the market research organization of the UK.  For more information visit www.mrs.org.uk.

MRSA

The MRSA is the market research organization of Australia.  For more information visit www.mrsa.com.au.

MPEG (Motion Picture Exports Group)

MPEG is a format used to compress and transmit audio-visual material.

MSN

MSN is Microsoft’s online presence and includes such services as Hotmail and MSN’s Instant Messaging.

N

Net Effects

Net Effects is sequence of annual conferences held by ESOMAR to explore the interface between market research and the Internet.  Net Effects 5 was held in Berlin in February 2002.

Net TV

Net TV is a generic term for televisions that have the facility to connect to the Internet, this can be via cable or by a set-top box.

Netiquette

Netiquette is the etiquette of using the Internet.

NetRatings

Nielsen//Net Ratings is a leading provider of Internet audit data globally.  NetRatings have panels in 29 countries measuring Internet usage.  Each panel member has software that records what he or she views, where they surf, the advertising downloaded, etc.  These panels are then used to estimate what is happening for the whole country.  For more information visit www.netratings.com.

Newsgroup

A newsgroup is a discussion group, usually using a bulletin board, devoted to a single topic.

O

Online Focus Groups (OLFG)

See Synchronous Online Groups.

Open standards

Open standards is a movement to create an agreed set of protocols and systems that will enable software to work together collaboratively.  Traditionally, software packages have kept their data formats a secret, adopting a black box approach.  The campaign for open standards aims to sweep these black boxes away so that users will be better able to choose software tools on their merit rather than their legacy.

OpenSurvey

OpenSurvey is an organization that promotes the concept of open standards, particularly in the area market research.  OpenSurvey was started by Andrew Jeavons and Ed Ross and can be found at www.opensurvey.org.

Opinion Place

Opinion Place is provided by AOL and is the largest supply of online sample in the US.  Technically, Opinion Place is not a panel; it is a method of attracting sample via a system of invites and rewards.  For more information visit www.opinionplace.com.

Opt-in

A system of permission based on people actively requesting further contact.  Double-opt-in is a more secure form of opt-in, after somebody opts-in they are sent an email and must reply to this also before they are deemed to have opted-in.

Opt-Out

A system of permission based on people receiving further contact unless they request no further contact.

P

P3P (Platform for Privacy for Preference Project)

P3P is a specification that tells a browser to automatically understand a Web site’s privacy policy.

Panels

Panels, sometimes known as access panels, are lists people who are willing to take part in market research tasks in return for some remuneration.  Market researchers have been using panels for many years.  Outside of the US, these panels have mostly been for specialist samples (eg doctors, financial advisers), or for specialist research such as product audits, viewing/listening figures, and new product testing.  In the US panels have traditionally been used for a wider range of projects, including general research conducted by mail.

Because the Internet has no easy method of contacting representative samples, panels are very attractive to researchers.  Within the US there are massive panels and databases of people available for research.

Outside of the US there are a large number of formal panels and also databases of people who have given their consent to be contacted (this latter group tend to be lists accumulated for Direct Marketing).

Paradata

Paradata is data about the process.  In market research paradata includes the date and time of an interview, the number of answered questions, the length of text used in open-ends, the number of errors, etc.  Paradata can be used to find out more about the interview process and to optimize questionnaires.

PDA (Personal Digital Assistant)

The term PDA refers to handheld computers and electronic organisers, such as 3Com’s PalmPilot.

PDF (Portable Document Format)

PDF is a method of displaying output without having the original program.  PDF was developed Adobe and their PDF reader, Adobe Acrobat, is freely available from www.adobe.com.

Permission Based Marketing

Marketing based on consumers giving companies permission to market their products and services to them.  The seminal author in this field is Seth Godin, for more information see www.permission.com.

Permission Based Research

Permission based research is market research based on contacting people who have given permission to be contacted, this term includes access panels and databases, and arguably beyond that to people who have not opted out of receiving contact.

PIN (Personal Identification Number)

A PIN is a group of numbers that operates as a password.  PINs were originally used in services such as cash machines, and which has now been adopted by some web sites.

Pixel

A pixel is a single dot on a computer screen.  Ads and screens are defined in terms of pixel size, for example a tradition PC screen used to be 640 by 480 pixels, although 1024 by 768 is now more popular.

Platform

The term platform describes the type of computer and/or operating system eg Windows, Macintosh or Unix.

Plug-in

A plug-in is a program that can be installed and then used as part of a Web browser.  Popular plug-ins include: Adobe’s Acrobat, Real Media Player, and Macromedia’s Shockwave.  Once installed they can be recognized automatically and work with the HTML being downloaded.

PNG (Portable Network Graphics)

PNG, pronounced ping, is a patent free graphics format similar to GIF.  The World Wide Web consortium approved PNG as a replacement for GIF after it became widely known that the GIF format depended on a patented compression algorithm.

POP (Point of Presence)

A point of presence is a telephone number provided by an ISP that allows a user to obtain dial-in access to the Internet.  In some countries ISPs will offer numerous POP numbers to facilitate local area dialing, in other countries this is provided via a national pseudo local number.

POP (Post Office Protocol)

POP is the most common protocol for collecting email over the Internet, although some favor the newer IMAP.  Version 1 of POP required messages to be sent using SMTP, however the latest version of POP does not require this.

Pop-under

A pop-under is a new window that is created and placed behind the current browser window.  This pop-under can be used to place an ad to be seen at a later stage, it can also be used to organize an invitation to take part in a survey.

Pop-up

A pop-up is new window that is created in front of the user’s current browser window.  This window can be used to display an ad or to invite people to take a market research survey.

Portal

A portal is a Web site that attempts to serve as the starting page and main point of reference for users.  A portal offers a range of services that typically includes: search, news, links, email, and entertainment.

Poynter, Ray

Ray Poynter is the CEO of The Future Place and a recognized leader in the field of Futurism and market research.

Privacy Policy

A Privacy Policy is a statement by the owner of the Web site explaining what data is collected, how that data is stored, what happens to the data, and who has access to that data.  According to the ESOMAR/ARF guidelines, all online questionnaires should include either a privacy policy or a prominent link to the policy.

Privacy seal

A privacy seal is a protocol that confirms that the Web site owner complies with the Web sites privacy policy.  One example of a privacy seal system is TRUSTe, for more information visit www.truste.com.

Profiling

Profiling is process of collecting information about customers in order to be able to match their needs better.  This can be completed with declared information, but it can also be achieved by collecting information passively, for example pages viewed, text in search engines, etc.

Protocol

A protocol is a set of rules that allows two devices to transmit information to one another.  Examples of common protocols are TCP/IP, FTP, and HTTP.

Proxy servers

Proxy servers stand between users and popular Web servers.  Proxy servers cache the most popular sites so that the user can get a quicker response and to reduce the load on the system.  One by-product of proxy servers is that the number of people viewing a popular Web site can be greatly underestimated when its log files are inspected.

Pure play

A pure play company is one that exists only on the Internet.  By contrast companies that exist wholly in the real world are called bricks and mortar companies.  An e-tailer that only sold online would be a pure play company, but if it also had real locations it could be described as a clicks and mortar company.

Q

Quantime

Quantime was a leading providing of market research DP and data collection software, created by Ed Ross.  Quantime was purchased by SPSS and is not integrated with their products.

Query

A question sent to a database, for example the string typed into a search engine.

R

Reach

Reach is the number of unique visitors to a site over a specific reporting period.  Reach is normally expressed as a percentage of the relevant population.

Real Player

Real Player is a plug-in developed by RealNetworks to allow media files to be viewed by browsers.  Real Player is available in freeware and premium (paid for) versions, see www.real.com.

Referral fees

Money paid to a site in response to qualified sales leads or purchase enquires from users forwarded by another site.

Referring URL

The referring URL is the address of the page on which the user clicked a link to arrive at the current page.  This does not apply when a user types the URL in directly.

Rich media

Rich media is a generic term that includes animation, sound, video, interactivity, or other bandwidth hungry features.

Robot

Software can be programmed to traverse the web to find specific categories of information.  Robots come in many forms, such as: bots crawlers, intelligent agents, and spiders.  Owners of sites, and people counting ad impressions, need to be able to exclude these visits from their reported figures, since these visitors do not represent people.

Ross, Ed

Ed Ross was the founder of Quantime, now part of SPSS, and is the co-founder of OpenSurvey.

Router

A router is used to connect one network to another, for example to join two LANs together.  In the US and Australia the pronunciation of router rhymes with outer, whilst in the UK the pronunciation is ‘rooter’.

Run of network

With run of network, the scheduling of the ads is at the discretion of the network who will schedule the ads to best fit in with its other inventory, across the sites it represents.  The advertiser will normally be paying a lower CPM, but will not be getting the premium positions.

Run of site

With run of site, the ads are shown right across the site.  This tends to attract a lower CPM than specifying specific sections of the site, or positions on the page.

S

Search engine

A search engine is a tool to allow users search for information across a range of documents.  In many cases the term search engine is used to describe the specific case where a user types in key words and the search engine identifies the Web pages that may match the user’s needs.  One leading search engine is www.google.com.  One alternative to using a search engine is to use a directory of topics.  Many portals such as Yahoo offer both a directory and a search engine.

Secure server

A secure server is one that supports SSL and the HTTPS protocol and is used to send and receive encrypted information, such as credit card numbers.

Server/server-side

When a user requests a Web page a server supplies it.  A server sends pages to multiple users as and when requests are received.  The server is the place where files are stored, programs such as CGI are run, and where the log files are kept.  A server is also known as a host.

Processing which takes place on the server is known as server-side processing, as opposed to processing which takes place on the user’s computer, which is known as client-side processing.

Server Farm

A server farm is a collection of servers networked together at a single location.  Server farms depend on load balancing software to make sure that they provide an optimal solution to workload requests.  If one server in a server farm were to fail, others would be able to tale its load.

Session

A session is the collection of Internet transactions made by one user making a visit to one site.  However, most sites operate a time-out and if the user makes no action for say 30 minutes and then starts typing again this may count as a second session.  The term session can also be used to include visits to multiple sites if these can be tracked, for example a user might enter a site, click on an ad, and then return to the site.

SGML (Standard Generalized Markup Language)

SGML is a system for organizing and tagging documents and was published by the International Organization for Standards in 1986.  SMGL is not a practical solution, rather it is a set of rules for how to produce a specific solution.  HTMP, and XML, are examples of specific solutions that have flowed from the parent language, SGML.

Shareware

Shareware is software that can be freely downloaded and tried.  However, shareware is not freeware, and the authors usually expect payment if you intend to continue to use the package.  Not all shareware authors allow their products to be used for commercial purposes.

Shockwave

Shockwave is a browser plug-in that allows HTML pages to display multimedia.  Shockwave was developed by Macromedia and is freely available, however the tool to create Shockwave files is only available commercially.

Shop bot

A shop bot is an intelligent agent or Robot that can be used to find a best price on the Web, for example by searching through e-tailers or online auctions.

SHTML

See SSI.

Skyscraper

A skyscraper is a tall thin banner ad, the IAB guidelines specify two possible sizes for skyscrapers 120x600 and 160x600.

Slotting fee

A slotting fee is charged by media companies to advertisers who want to secure a specific premium position on their site, or for some other special treatment such as exclusivity.

SMTP (Simple Mail Transfer Protocol)

SMTP is the main protocol used on the Internet to send email from one server to another.  Messages sent using SMTP can be retrieved by using POP or IMAP.

Sniffer

A sniffer is a program that can monitor data traveling over a network.  They can be used be the authors of Web pages to detect details of the user’s browser, for example screen settings, plug-ins, and optional settings.  Using sniffers in a market research context comes under the generic heading of invisible processing and the appropriate warnings and guidelines (particularly the ESOMAR/ARF guidelines) should be adhered to.

Sniffers are a favorite tool of hackers and used incorrectly can be a significant threat to system security.  Sniffers can also be used by systems staff, to improve the flow of information and remove bottlenecks.

Snowball samples

A snowball samples is one where the selection of additional respondents is based on referrals from the initial respondents.  Snowballing is generally regarded as a poor methodology, but occasionally it can appear to be the only practical approach.

Spam

Spam refers to unsolicited email (although sometimes the term is only applied to unsolicited bulk email).  Spam is the cause of much discontent on the Internet and is being legislated against in many countries.  For example, Austria, Denmark, Finland, Italy, and Germany have already made it illegal to send unsolicited commercial email (at present market research email is not considered by these countries as commercial in this context).

The ESOMAR/ARF guidelines on Internet research state “Researchers should not send unsolicited messages on line to respondents who have indicated that they do not wish to receive such messages relating to a specific project or to any follow-up research resulting directly from it.”

The term Spam originates from the Spam song from Monty Python (a UK comedy series from the 1970s).

Spider

Spiders are a type of robot that is used to search the Internet for relevant Web pages.  For example, Spiders are used to feed pages into a search engine.  Spiders start at a location on the Web and then follow the links within that page to find new pages.

Splash page

A splash page is a page that loads before the page requested by the user loads, particularly the home page.  The splash page is written so that it moves on to the requested pages after a period of time.  When a splash page is used as an ad it is an example of an interstitial.

Sponsor/Sponsorship

When an advertiser sponsors a site they are paying a fee that helps fund the site and are hoping to gain by the association.  The credit to the advertiser may be via a conventional ad or via content integration.

SPSS/SPSSmr

SPSS is the leading provider of DP and data collection software for the market research community, via its SPSSmr brand.  For more information see www.spssmr.com.

SQL (Structured Query Language)

SQL (pronounced see-kwell) is a standardized query language for working with databases.  The latest versions of SQL work with double-byte characters, which means they will work with scripts such as Japanese and Chinese.

SSI (Server Side Include)

Pages with the suffix SHTML, rather than the plain old HTML, indicate that the server will be adding information on the fly, before sending it to you.  Typically the page will look up specific variables and include these with the page when it is displayed.

SSL (Secure Sockets Layer)

A protocol developed by Netscape to allow for the secure transmission of data between a user and a host.  By convention URLs that require SSL start with HTTPS.

Sticky/Stickiness

A sticky site is one where visitors tend to spend longer, or one where they return more frequently.  An example of a sticky site is eBay, where the average visitor spends about 4 times as long as the average visitor to Google (according to NetRatings, November 2001).

Streaming

Streaming is a method of transmitting audio and video so that the user views the file as it is being received, rather than having to download the file before viewing the file.  Usually streaming systems buffer some of the file before viewing starts to minimize breaks in viewing.  Examples of streaming media players are Real Player™ and Windows Media Player.

Superstitial™

The Superstitial™ was developed by Unicast as an interactive non-banner form of advertising.  The Superstitial can be any size and up to 100K in size, but it will not play until it is fully downloaded, to avoid latency problems.  The playing of the file is initiated by the user in some way, eg by clicking on a button.  For more information visit www.unicast.com.

Survey Sampling Inc (SSI)

Survey Sampling supply online and offline sample for market research.  SSI’s database of online addresses probably covers more countries in greater depth than any other market research sample supplier.  For more information see www.surveysampling.com.

Synchronous Online Groups

A synchronous online group (also known as an Online Focus Group) is formed by combining one or more moderators, with a group of typically six people, and possibly clients, in a specially modifies chart room.  Software for online groups is available from a number of suppliers including Itracks and GMI.

T

T1

T1 is a high-speed network or telephone connection (1.54 Megabits per second).

T3

T3 is a very high-speed network or telephone connection (45 Megabits per second).

T-commerce

T-commerce is a generic term for any form of commerce conducted via interactive TV.

TCP/IP (Transmission Control Protocol/Internet Protocol)

TCP/IP is the protocol that underlies the Internet, allowing data to be passed from one computer to another.

Telephone focus groups

A qualitative research methodology in which four to ten people are connected via a telephone conference call with a moderator leading them through a discussion about a particular topic.  This method is not common outside the US.

The Future Place

The Future Place is run by Ray Poynter and is focused on the interface of Futurism, market and business research.  For more information visit www.thefutureplace.com.

Third generation mobile phones

See UMTS.

Traffic

The volume of visitors to a Web site and the number of requests they make.  Traffic can be measured in a number of ways including unique users, user sessions, and page impressions.

Transition ads

See interstitials.

Triple-S

Triple-S is a format for exchanging data between one DP package and another.  Triple-S is an example of an open standard and has now been adopted by over 40 software packages.  For more information visit www.triple-s.org.

TRUSTe

TRUSTe is an organisation that helps sites prove that they adhering to declared Privacy Policies.  TRUSTe do not define the standards, they register the standards that have been agreed with the site and then provide a reference point where the adherence to these standards can be queried.  For more information visit www.truste.com.

U

U-Commerce

The term U-commerce was coined by Accenture to reflect the move to start to retail across multiple platforms, for example by combining e‑commerce, t‑commerce, and m‑commerce.

UMTS (Universal Mobile Telecommunication System)

UMTS is also known as third generation or 3G.  UMTS was intended to roll out in 2002 as the new standard for mobile telephony delivering high bandwidth for data and a pricing model based on data transmitted as opposed to connect time.  Data speeds are intended to reach 2 Mbps (2 megabits per second).  However, due to technical problems and the enormous cost of 3G licences plans for the roll out are well behind schedule.  The plan is that users will be able to switch from UMTS to the older GSM in areas where UMTS coverage has not been established.

Unicode

Unicode is a method that computers use to represent characters.  Each character is stored as two bytes, meaning that over 65,000 characters can be represented.  Unicode is an example of a double-byte system and is capable of representing languages such as Chinese and Japanese.  At present over 34,000 characters are defined, drawn from 24 language scripts.  Unicode is used by systems as a replacement for the much more limited, but still more common, ASCII.

Unique Visits/Users

Unique visits is a term that defines the number of different people who visit a site, in a given period of time.  However, the systems tend to be flawed, as they need some method of recognizing repeat visitors.  Systems use various combinations of: cookies to recognize repeat machines, Internet Addresses (but this misses people with dynamic or shared addresses), or some form of registration.

Unix

Unix is an operating system for computers, particularly for computers larger than the typical desktop but smaller than the larger mainframes.  Part of the popularity of Unix is that it is an open standard, which can be adopted and adapted.  Many servers use a variety of Unix, as do many workstations from the likes of Sun Microsystems.

Linux is a derivative of Unix that is well suited for PCs and takes the concept of open standards into the realm of free software.

URL (Uniform Resource Locator)

Every page on the Web has a unique address, allowing it to be found.  This address is its URL.  The URL includes the protocol (for example HTTP), server domain name (ie its IP address), its file path (ie the directory and file name), and format (the file extension eg HTML).

V

Viral marketing

Viral marketing is a somewhat loose term for any marketing that is self-propagating in the sense that consumers pass it from one to another.  One