GLOSSARY

To assist all those working in the market research and opinion industry ESOMAR maintains a comprehensive glossary of market research and marketing terms.

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A Posteriori
A Priori
A&U
AAPOR
Absolute Error
Accompanied Shopping
Achieved Communality
Acquiescence Bias
Ad Hoc Research
Additive Causal Relationship
Affective Component
Aggregate
Aided Awareness
Alert
All Commodity Volume (ACV)
Alternative Hypothesis
Analyse
Analysis of Covariance (ANCOVA)
Analysis of Variance (ANOVA)
Anchor Label
Anonymity
Answer Cards
Area Sampling
Arithmetic Mean
Artificiality
The degree to which experimental conditions do not reflect real-life conditions. A high degree of artificiality reduces external validity (ie it becomes difficult to project the experimental results to the population of interest).

Association Matrix
Association Technique
Atomistic Test
Attempt
Attitude
Attitude Research
Attitude Scaling
Attribute
Attribute Analysis
Audimeter
Audit
Average
Average Issue Readership
Average Opportunities to See
Awareness
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Contact

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