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There are 156 entries in this glossary.
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A

Term Definition
ACORN
A classification of residential neighborhoods; a marketing segmentation system that enables consumers to be classified according to the type of area they live - usually just by using the consumer's postcode.
Ad Hoc
In basic terms this means 'as and when' required. Generally applied to single surveys which are designed as a 'one-off' rather than continuous on-going research.
Ad Testing

Closely, related to promotion testing, ad testing (a.k.a. advertisement testing)refers to various methodologies that focus exclusively on gauging the, perception, effectiveness, or targeting of advertisements in a market be they single adverts or a series. The major difference between ad and promo testing is that promo testing is usually carried out on a larger scale to measure the reaction to a campaign.

Ad testing can deal with adverts of all types across the spectrum and can be employed at any stage throughout the advertisement development process.
The most frequent use for ad testing is to identify the most effective advert(s) at the prototype stage which helps in turn to eliminate the likelihood of expensive and ineffective campaigns. Furthermore, it tests the appropriateness of an advert to its audience.

Some use the method to measure an advert’s competitiveness against a major competitor’s. In this case researchers ask respondents to read magazines or papers or ask them to watch a television programme with an advertisement break and then ask the respondents to recall the adverts that caught their attention or ask them for key information that the adverts contained. A deeper way of using this method is by conducting face-to-face interviews or using focus groups to gain consumer feedback to potential adverts or advertising campaigns.
Researchers aim to analyse the ability of the respondents to recall information, the affect that the advert has on a respondent, its persuasive power, whether respondents identify with the given setting in the advert, understanding of the appeal, and the respondents’ perception of the brand in question.

Agency
An agency can be any individual, organisation, department or division (which includes those belonging to the same organisation as the client) responsible for or acting on all or part of a market research project.
AIMRI

AIMRI
26 Granard Avenue
London SW15 6HJ
United Kingdom
Tel: +44 (0) 20 8780 3343
Fax: + 44 (0) 20 8246 6893

info@aimri.org

Analysis
This is the processing of data collected (which can be qualitative or quantitative data) within a market research project, which allows us to draw summary and conclusions in relation to the project.
APG

APG
16 Creighton Avenue
London N10 1NU
United Kingdom
Tel: +44 (0) 20 8444 3692
Fax: +44 (0) 20 8883 9953

mail@apg.org.uk
(more market research associations)
APOPO
Association of Political Opinion Polling Organisations
(more market research associations)
AQR

Davey House
31 St Neots Road
Eaton Ford
St Neots
Cambs PE19 7BA
United Kingdom
Tel:+44 (0) 1480 407227
Fax: +44 (0) 1480 211267

info@aqr.org.uk

(more market research associations)
ASC

Association of Survey Computing


ASC
PO Box 60
Chesham
Bucks HP5 3QH
United Kingdom
Phone & Fax: +44 (0)1494 793 033
admin@asc.org
 (more market research associations)

 

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