T Tests
A statistical significance test applied to the mean from a single small sample distribution where the population variance is unknown.

Tables (in Market Research)

• Tabulation - Putting data collected during market research into tables.
• Cross Tab or Cross Tabulation - A two-dimensional market research table, based on answers to two survey questions, e.g. products used by frequency of their use.
• Table Editing - A process of organizing and ordering research data. This involves checking that returned questionnaires have been completed by respondents who conform with the recruitment criteria, and that all questions have been answered appropriately.
• Tab Spec or Table Specification - A template and instructions which defines how the data processor should produce and display the tables.

Tactics
The detailed components of a strategy contained within a marketing plan explaining in detail what actions are to be taken to meet the objectives set.

Target Audience
Group of people, or segment of a market, towards which a campaign is aimed.

Targeting
Directing marketing activities and resources into a specific market segment or niche, by evaluating market segment attractiveness and making a selection.

Technical Efficiency
Generation of the greatest amount of health benefits per unit of resources consumed.

Territory Management
An electronically supported system to help representatives visit key doctors, with the right frequency and sequence while organizing their travel around their territory in the most efficient way.

Test Marketing
Method of testing some or all parts of a marketing plan on a smaller scale, simulating as closely as possible all the factors involved in a national or international campaign. Enables a company to obtain an indication of likely market acceptance without the expense and risk of a full scale launch.

Therapeutic Window
The difference between the minimum and maximum doses of a drug that is both efficacious and safe (i.e. free of toxic effects).

Time Trade Off
A method of valuation where a respondent is asked to state the amount of time of life he or she is prepared to forego to achieve a given health state.

Tolerability
An index of drug safety indicating how likely it is to produce untoward reactions in patients.

Tracking
Monitoring a campaign as it progresses to ensure that it is having the required effect on the target audience. A tracker is the name given to such a research study. (see Research Studies)

Trade Name
Another term for brand name.

Trade-Off Analysis
A research method which determines the most attractive combination(s) of attributes for a product or service. Each attribute is represented at a series of levels.

Training Manual
Self-learning modules (paper or computer based) covering therapeutic and product knowledge. Used by medical and marketing staff during early prelaunch and by sales representatives shortly before launch.

Triadic Test (see Monadic Test and Dyadic Test)

Trio
A group discussion comprising three respondents. Useful when there may be a need to explore and challenge individual attitudes and behavior (sometimes called 'conflict trios') and can be more creative than a larger group due to the greater intensity of group dynamics. (see also Dyad)