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
Attitude Research
Attitude Scaling
Attribute
Attribute Analysis
Audimeter
Audit

Has two definitions in the context of Marketing Research:

  • Store Audit: A method of determining the number of product units that have been sold, by counting physical units in stores and combining that with a knowledge of the number ordered and stock levels.
  • Project Audit: Involves visiting a project site to ensure all project specifications are being met and agreed procedures are being followed.


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