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
Association Matrix
Association Technique
Atomistic Test
Attempt
Attitude
An individual’s learned predisposition to behave in a consistent manner towards an object or idea. There are three components of attitude:
  1. A cognitive component - knowledge and beliefs.
  2. An affective component - feelings and emotions.
  3. A conative component - behaviour (usually measured in terms of likelihood to buy).


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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