Customer whose latest purchase was made within the last 12 months.
Ad concept testing
Testing used to determine the target audience reaction to alternative advertisingapproaches or preliminary ad concepts.
Ad hoc surveys
Questionnaires administered to the target audience with no prior contact by theresearcher.
Ad positioning statement tests
Testing to determine reactions of the target audience to positioning statements that are being considered for use in advertisements.
Ad tracking research
Periodic measurements of the impact of advertisements over time.
Address coding guide (CG)
List of beginning and ending house numbers, ZIP codes and other geographic codes for all city delivery service and streets served by 31,540 post offices located in 6,601 ZIPcodes.
ADI (Area of Dominant Influence)
A television market, as defined by Arbitron, a firm which measures TV audiences. EachADI is assigned Arbitron's three-digit numeric code.
Affective component of attitudes
An individual's emotional reactions about an object.
After-only with control group
True experimental design involving the random assignment of subjects to experimentaland control groups but no pre-measurement of the dependent variable.
AID (automatic interaction detector)
A method of multivariate analysis often used in market segmentation studies.