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A Priori Segmentation

A Priori Segmentation

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Published by Mortalycan
tells about the jargons of MR
tells about the jargons of MR

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Published by: Mortalycan on Feb 01, 2010
Copyright:Attribution Non-commercial


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A priori segmentation
Market segmentation which is not empirically based. It involves segmenting markets onthe basis of assumptions, custom or hunches.
A.C. Nielsen Retail Index
Audit of household items, food, personal products etc., at the retail level.
AAU (attitude, awareness and usage) study
A type of tracking study that monitors changes in consumer attitudes, awareness andusage levels for a product category or specific brand.
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.
Account Manager/Executive
Generally the person in any company responsible for selling or promoting the serviceswhich the company has to offer. In marketing research, this is typically the person at theresearch company who oversees the entire research process to deliver a project whichmeets the client's expectations. This person would normally be the client's key contact.
The degree of conformity of a sample statistic to the population.
A classification of residential neighborhoods; a marketing segmentation system thatenables consumers to be classified according to the type of area they live.
Association for Consumer Research
Action devices
Items and techniques used to encourage positive response, e.g. tokens, stickers.
Active buyer
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.
Aided Recall/Awareness
A technique used to aid memory, something that stimulates remembering, i.e., picture,words. Reading or showing the respondent the possible answers to a specific question.
Any means (i.e., telephone, fax, mail) of informing a Data Collection Company of thestudy authorization to include the starting date, delivery of materials, quota, timing, cost,etc.
Allowable sampling error
The amount of sampling error the researcher is willing to accept.
Alternative hypothesis
What is believed to be true if the null hypothesis is false. Also known as the researchhypothesis.
American Marketing Association
Analysis of variance (ANOVA)
A method of analysis for determining the level of statistical significance of differencesamong the means of two or more variables.
The person most responsible for reviewing, analyzing and summarizing the data from aresearch project.
To review information gained from the responses of questionnaires completed for astudy; to arrive at conclusions and to make the necessary decisions and recommendationson the subject being studied.
Answer Cards

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