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Click to See Terms Beginning
with:
A B C D E F G H I K L M N O P Q R S T U V W Z
AAU (attitude, awareness and
usage) study
A tracking study that monitors changes in consumer attitudes,
awareness and usage levels for products or brands.
Accuracy
The degree of conformity of a sample statistic to the population.
Ad concept testing
Testing used to determine the target audience reaction to alternative
advertising approaches or preliminary ad concepts.
Ad hoc surveys
Questionnaires administered to respondents with no prior contact
by the researcher.
Ad positioning statement tests
Testing to determine reactions of the target audience to positioning
statements that are being considered for use in advertisements.
ADI (Area of Dominant Influence)
A television market, as defined by Arbitron, a firm which measures
TV audiences. Each ADI is assigned Arbitron's three-digit numeric
code.
Allowable sampling error
The amount of sampling error the researcher is willing to accept.
Alternative hypothesis
What is believed to be true if the null hypothesis is false.
Also known as the research hypothesis.
Analysis of variance (ANOVA)
A method of analysis for determining the level of statistical
significance of differences among the means of two or more variables.
Applied research
Any research which is used to answer a specific question, determine
why something failed or succeeded, solve a specific, pragmatic
problem, or to gain better understanding.
Area samples
Samples which include geographic regions as part of the sample
design.
ASCII (American standard code
of information interchange)
Widely used code for transmission of data from one database to
another.
Attitudinal scaling
A moderation technique in which participants are instructed to
conceptualize the product or service on a two-dimensional scale,
such as price and quality. The goal is to better understand the
participants' feelings about the product or service.
Awareness
The proportion of people who are familiar with a product, brand
name or trademark.
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