A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
S
Sample
Those respondents identified as being eligible to be interviewed or questioned for a survey. It often refers to those actually interviewed or questioned (i.e. those who were successfully interviewed or who returned usable questionnaires), which is the Analysis Sample. In fact, it is usually the analysis sample that is quoted in computer analysis of readership surveys. See Random or Probability Sample
Sample Weights
See Weights.
Sampling Frame
Known data used to generate the sample. More specifically, a grouping or listing of all the eligible units (such as countries, post codes, addresses, establishments, etc.) which are used to provide the sample. The sampling frame is often derived from one or more directories, Parent Surveys or lists. See Sample.
Sampling Point
A geographic district where interviews were carried out. The definition of the districts will be determined by the structure of the sampling frame. The selection of sampling points is usually the first stage of a multi-stage sampling procedure (the second stage comprises the selection of individuals within these points).
Sampling Procedure
See Sample.
SAP
See Pure Station Average
Schedule Evaluation
An estimate of how a schedule or schedules perform against given target markets. A means of comparing different schedules. Generated by computer to give - for each schedule - Reach, Average Frequency, Gross OTS, Cost-Per-Thousand Net Reach and usually Cost-Per-Thousand Gross OTS. Frequency Distributions can also be provided if requested.
SCC
Abbreviation for Single Column Centimetre
Scrambling
In cable television this refers to process of electronically modifying or encrypting a broadcast signal to allow only persons with an appropriate decoder to view the output.
Screen Grabs
The name given to the process of capturing images and video stills to a digital file.
Screening
The identification of eligible units (people, addresses, companies, etc.) within the Sampling Frame. For example, if the sampling frame is a list of eligible geographic areas, screening is necessary to identify eligible addresses or individuals within those areas; if it is a list of eligible organisations, screening is necessary to identify eligible individuals working in those organisations. These are then sampled.
Scroller
See Rollervision
Search Engine
A sophisticated database or index that helps users find content or information on the Web or similar environment. See Content.
Search Engine Optimisation (SEO)
The process of improving volume and quality of traffic to a website from search engines via natural search results for targeted keywords (see Page Rank)
SECAM
Abbreviation for Systeme Electronique Couleur Avec Memoire, similar to the PAL standard (625 lines)
Secondary Readers
See Pass-On Readers.
Secondary Target Audience
An audience for secondary consideration in the targeting of a campaign
Secure Server
Encrypting system that allows confidential information (such as credit card details) to be sent safely sent over the Internet. See Online Shopping and Encryption.
Section
Distinct part of a newspaper, usually with a distinct numbering system
Self-Completion Survey
A survey for which the questionnaire or a diary is wholly or partly completed by the respondent him/herself. The method of placement and/or collection (=return) of questionnaire or diary may be postal (e.g. by mail) or personal through the interviewer, or by mixed methods (e.g. personal placement and postal return). Self-completion surveys may also be conducted electronically via e-mail or the world-wide-web.
Service Provider
The company or group that provides access to the Internet or an online service (e.g. AOL, Earthlink, Wanadoo, Netcom, etc.).
Set Meters
TV meters which only collect information on set/equipment/channel - i.e. no information on who is viewing. Rarely used nowadays except in single source panels in order to reduce respondent workload. See Peoplemeters.
Set-Top Box
See Decoder. Also known as a Converter.
Share
Channel or Audience Share is calculated by comparing the average minutes viewed/listened for each channel/station in a given time period (See Hours of Viewing). Reporting in decimal minutes per day is preferable to hours, because of the greater precision allowed. This becomes increasingly important as the number of channels available increases, and the average time spent watching each of them falls. The minutes viewed per day should be calculated for the whole time that TV is available in the day, usually 24 hours.
Share of Viewing/Listening
The percentage of total viewing or listening time accounted for by a channel/station.
Share of Voice
In TV - the share of total Impacts for product/advertiser across a market category
Shareware
Software that can be downloaded from the Internet for users to try before deciding to buy. Once the software has been used for a set trial period the user must normally pay a fee for its continued usage. See Freeware.
Sheetage
The number of individual panels, by size available for sale by each contractor.
Shockwave
Shockwave allows interactive multimedia content such as sounds and animation to be seen on the Internet. See Multimedia.
Signal Strength Indicator
The display on a mobile phone that indicates if a user has a good signal reception for making and receiving calls.
Significance Testing
Statistical technique for measuring the significance of research results, taking account of sample size and construction.
Sim Card
Abbreviation of Subscriber Identity Module Card. A card used inside a mobile phone containing a computer chip which stores information such as the users identity and received SMS messages.
Simple Random Sample
A single-stage sample where every member of the population has an equal chance of being selected. See Stratification.
Simulation
The systematic ascription of figures to populations in analysis for which such figures were not obtained by standard interviewing methods. The three terms Simulation, Adjustment and Ascription are used loosely and inter-changeably. There is a difference between invention and amendment, but the borderline is not clearly defined. (See also Ascription).
Single Column Centimetre
Currency of press buying to indicate size of a press advertisement (e.g. 25x4 is an ad that is 25cm high by 4 columns wide – this equates to 100 scc). Column widths vary from and in publication to publication.
Single-Copy-Sales
The sales figure applicable to the single copies of a publication which are sold, on a "casual" basis, by the retailer to the buyer; that is, it excludes "committed" sales via subscriptions, or via regular orders from a newsagent.
Site Architecture Review
Alternatives or suggestions for Meta Tags and descriptions in the technical (coding or text) parts of sites.
Skeletonised Copies
Stripped-down copies of publications consisting of the front cover and a number of key pages/articles. These may be used as the test issues in surveys which determine Average Issue Readership from the number of people whoclaim to read a specific issue of each title, because it would be physically difficult for interviewers to carry around full issues of all the titles asked about.
SKYPE
Skype is a software program that allows users to make calls over the Internet to other Skype users free of charge. Calls to landlines and cell phones can be made for a fee. Additional features include instant messaging, file transfer and video conferencing.
SLA
Service Level Agreement is a formal negotiated agreement between two parties. It is a contract that exists between customers and their service provider, or between service providers. It records the common understanding about services, priorities, responsibilities, guarantee, etc. with the main purpose to agree on the level of service.
SMATV
A SMATV or Satellite Master Antennae TV set is a set receiving a TV signal by wire from a communal satellite dish on a multi-occupancy building.
SMS
Also known as Short Message Service. This technology allows mobile phone users to send and receive text messages up to 160 characters long.
Social Class
See Socio-Economic Groups.
Social Grade
See Socio-Economic Groups.
Social Network Service
Primarily a web based service that allows users to interact using chat rooms, email, video, file sharing, blogging, discussion groups etc. MySpace, Facebook and Bebo are popular examples.
Socio-Economic Groups
Classification of social status, usually based on the occupation of the head of household.
Socio-Economic Data
Indication of 'class' based on occupation of the head of the household.
Total VAC's expressed as a % of total OTS.
Solus
Definition for a given outdoor panel satisfying the parameters of solarity by the POSTAR/Solus working group
Source Code
The technical programming code behind a website
SOV
See Share of Voice, Share of Viewing
Spam
A term used to describe unsolicited e-mails. See Email.
Specials (Outdoor)
Designed to maximise standout for the advertiser and dominate the location they occupy. E.g. Specials include Fort Dunlop; Europe’s largest Outdoor advertising site.
Specials (TV)
Programmes designated by TV contractors to be sold at a premium rate
Spectaculars (Outdoor)
Bespoke billboards designed especially with one advertiser in mind. Capable of supporting many types of creative design and generating huge PR and impact for the advertiser.
Split-run
The insertion or substitution of different advertising content for a portion of the distribution of an edition or of an issue for either a newspaper or periodical.
Sponsorship
A form of promotion where a company associates itself or/and a product with a particular activity or event.
Sponsorship Research
Research to aid the understanding of the effectiveness of this communication vehicle in the sports, arts and broadcast sectors.
Spontaneous Recall
The respondent's ability to remember things he or she is asked about without visual aids or other Memory Prompts. See Aided Recall.
Spot
In TV, a single commercial transmission
Spot Colour
See Full Colour
Spot Ratings
See Ratings (Rating Points).
Spread Traffic
See Page Traffic.
Stand Alone Computer
Name given to any computer that is not part of a network and not connected to any other computers. See Network.
Standard Error
A measure of the amount by which a survey finding may differ from reality. It is used to calculate Confidence Limits. The standard error varies from one survey finding to another. Its magnitude depends on the sample size, percentage of the sample which fall into the group being measured and the Design Factor (which is a function of the Sampling Procedure) of the survey.
Standby Time
The amount of battery power time that a mobile phone has whilst not in use for conversation and left on to receive calls.
Station Average Price
See Pure Station Average
Stickiness
The degree to which an Internet site can keep online users and encourage return visits.
Stratification
If some important detail is known about the population which is being sampled, and this is associated with the variables that are to be measured, it is possible to increase the efficiency of the sample. This is achieved by ordering the sampling units according to the detail that is known and selecting systematically through the ordered frame. This assists an unbiased representation in respect of this detail. This deliberate arrangement of the sampling frame before sampling is called stratification.
Streaming Audio/Video
Compressed digital multimedia files either audio and/or video that are transmitted one-way over the Internet in real time. This means that the content sent can be viewed or heard almost as soon as data is fed to the receiver without the necessity to transfer an entire large file first. An example of streaming audio is Internet radio. An example of streaming video are real time images sent via a webcam.
Strike Weight
Number of Ratings delivered over a given period, normally a week.
Subscribers
A household or business that legally receives and pays for cable and / or pay cable services.
Subscription TV
System usually transmitted over the air but scrambled to stop non-subscribers viewing. A device attached to the TV set decodes the signal for subscribers.
Supplement
A part (usually a colour magazine) separate from a newspaper itself.
Surfing
The process of moving between Internet web pages/sites by clicking on links to go from one page to the next. Also sometimes used to describe frequent channel changing when watching TV.
Syndication
The packaging of a radio or TV programme for sale to individual stations.
