Qks MR Glossary_A-E Flashcards
24-Hour Recall
24-Hour Recall: Also referred to as Day-After Recall. An advertising-testing technique that measures the percentage of people watching a given TV program who recall seeing or hearing a TV commercial 24 hours after its airing. Same definition applies to radio commercials.
3D Animation
3D Animation: A three-dimensional representation of images. Decision Analyst uses 3D animation in virtual shopping exercises and in product evaluations. Shelf Set Testing Services
80-Column Dump (Marginal Report)
80-Column Dump: A computer-generated frequency count of the number of people giving each answer to the questions in a questionnaire. Used primarily to double-check the results in cross-tabulations or to generate a topline report. Also called a Marginal or a Flash Report.
A Posteriori
The opposite of A Priori. A posteriori knowledge is established from the research after it has been conducted.
A Priori Segmentation
Market segmentation which is not empirically based. It involves segmenting markets on the basis of assumptions, custom or hunches.
[Per DA]
A Priori Segmentation: Market segmentation based on someone’s judgment, experience, or intuition.
A.C. Nielsen Retail Index
Audit of household items, food, personal products etc., at the retail level.
[Per DA]
A. C. Nielsen Retail Index: Historically, an in-store audit-based service to measure retail sales of food, household supplies, beauty aids, and related products sold through supermarkets and major retailers. Store audits were replaced over time by Scanner data and Panel data.
AAPOR
American Association of Public Opinion Research
[Per DA]
AAPOR: A professional organization of more than 2,000 public-opinion and survey-research professionals in the United States and from around the world, with members from academia, media, government, the non-profit sector, and private industry. AAPOR publishes three academic journals: Public Opinion Quarterly, Survey Practice, and the Journal for Survey Statistics and Methodology.
A&U, AAU (Attitude, Awareness and Usage) Study
A type of tracking study that monitors changes in consumer attitudes, awareness and usage levels for a product category or specific brand.
[Per DA: https://www.decisionanalyst.com/library/aglossary/]
A&U (Attitudes & Usage): Another name for AAU (Awareness, Attitude, & Usage) or ATU (Awareness, Trial, & Usage) studies. A quantitative survey to measure consumer awareness, trial, and usage for a product category and/or brand. These same measurements are often incorporated into tracking studies.
ACASI (Audio Computer Aided Self-Administered Interviewing)
Self-administered surveying in which the respondent listens to the questions over headphones. Responses are usually registered using a computer-based questionnaire. If responses are recorded on paper it is known as audio SAQ.
ACASI (Audio Computer-Aided Self-Administered Interviewing): Self-administered survey in which the respondent listens to the questions over headphones. Responses are usually registered using a computer-based questionnaire.
Acceptance
Acceptance: A decision by individuals to participate in a survey or study.
Acceptance Rate
Acceptance Rate: The percentage of the population that agrees to participate in a survey or study.
Access Panel
Access Panel: Also referred to as a Consumer Panel. A database of consumers who have agreed to take part in surveys. Typically, these consumers register and share information about their households; this information is then used in sample selection. American Consumer Opinion® Online is Decision Analyst’s worldwide consumer panel with several million members.
ACORN
A classification of residential neighborhoods; a marketing segmentation system that enables consumers to be classified according to the type of area they live.
ACORN (A Classification of Residential Neighborhoods): A classification system that groups U.S. households into many different lifestyle segments, broken down by small geographic areas.
ADI (Area of Dominant Influence)
A television market, as defined by Arbitron, a firm that measures TV audiences. Each ADI is assigned Arbitron’s three-digit numeric code.
ADI (Area of Dominant Influence): The geographic area dominated by the television or radio stations in a given market. The boundaries of these areas are defined by the points where 50% of television households are watching TV stations from the central market. Every county is assigned to an ADI.
AID (Automatic Interaction Detector)
A method of multivariate analysis often used in market segmentation studies.
ASCII (American Standard Code Of Information Interchange)
Widely used code for transmission of data from one database to another.
American Standard Code of Information Interchange (ASCII): Character encoding for the English alphabet. ASCII codes represent text in computers and databases.
Accompanied Shopping
An interviewer accompanies a consenting respondent as they go shopping in order to observe shopping behavior.
[Per DA]
Accompanied Shopping: A shopping trip during which an interviewer accompanies a respondent (with his or her agreement) as that person goes shopping. Sometimes called a Shop-along.
Accuracy
The degree of conformity of a sample statistic to the population.
[Per DA]
Accuracy: The degree to which a sample statistic estimates or predicts a population parameter.
Achieved Communality
Total amount of variance an original variable shares with all other variables included in the analysis. A variable’s communality must be estimated prior to performing a factor analysis.
[https://www.decisionanalyst.com/library/aglossary/]
Achieved Communality: A term used in factor analysis that represents the proportion of variance in an original variable accounted for by all the extracted factors. Each original variable will have an achieved communality value in the factor analysis output.
Acquiescence Bias
The tendency of respondents to agree with whatever is presented to them. Sometimes called ‘yea saying’ or ‘friendliness effect’.
Acquiescence Bias: A systematic bias caused by a tendency of some respondents to agree with whatever is presented to them. Such a bias is more likely to occur during telephone or in-person interviews.
Acquisition Studies
Research to determine if a business should expand its product offering by means other than internal development.
Action Devices
Items and techniques used to encourage positive response, e.g. tokens, stickers.
Active Buyer
A customer whose latest purchase was made within the last 12 months.
Active Buyer: A customer whose latest purchase was made recently (purchase cycle determines the definition of “recently”).
Active Panel Members
Active Panel Members: Panel members who have registered to join American Consumer Opinion® (Decision Analyst’s worldwide online panel), participate in surveys on a regular basis, and maintain their memberships in the panel. Online Research Capabilities