Objective
A statement of purpose of an organization, or more commonly, for individual programs. Usually expressed in terms of markets to be covered, products or services to be developed and financial targets to be met, i.e. profit. Should be a SMART goal, i.e. Specific, Measurable. Achievable, Realistic and Timed.

Observational Research (see Research Studies)

Observational/Naturalistic
A type of longitudinal clinical study where there are no rigid criteria for selection of subjects or allocation to treatment (as opposed to randomized controlled clinical trials). Absence of rigid design criteria usually allows recruitment of larger populations of patients and longer term follow-up than under strict conditions of conduct of most clinical trials.

Omnibus Research (see Research Studies)

Open Ended Question (see Research Questions)

Open Pricing
General circulation of pricing practices with a view to achieving conformity of prices within an industry.

Opinion Formers / Leaders
People whose attitudes or actions are likely to influence or affect those of others. Also referred to as opinion leaders or thought leaders.

Opinion Poll
A means by which the views of customer groups are ascertained by questioning a representative sample.

Opinions (see Motivations)

Opportunity Cost
The foregone alternative use of resources. It is the real cost of the chosen course of action from the economist's viewpoint.

Optimization Analysis
In sensory evaluation, optimization analysis can be performed where sufficient data points are collected on formula variables in a controlled research design.

Order of Entry (see Entry Order)

Ordinal Scale (see Rating Scale)

Orphan Drug Status
An orphan drug is a product which only has a limited target population or which treats a rare disease, thus limiting its financial potential. As a result, the manufacturer can be given tax or patent concessions (as an incentive for development).

Osgood's Semantic Differential (see Rating Scale)

OTC
Over The Counter
Medicines which can be dispensed without prescription and purchased by patients Over The Counter. These fall into two categories - available only through a pharmacy, or general sale, e.g. in supermarkets.

OTC Switch
Gaining approval to sell prescription only medicines OTC. Only available to restricted number of drugs, and used to compensate for patent expiry.

Outcome (see Economic Consequences)

Outcomes Research
A multidisciplinary approach to identifying, evaluating, monitoring and interpreting the whole range of measurable changes and events that are attributable to healthcare interventions.

Overview Analysis (see Analysis)