A.C. Nielsen Retail Index

: Provides consumer oriented and media research market intelligence from various sources.

Accuracy

: The ability of a measurement to match the actual value of the quantity being measured.

Active Buyer

: An active buyer is a consumer that has made a purchase during the previous 12 months.

Ad Concept Testing

: Testing on a target market segment employed to evaluate advertising theme concepts. The testing results can determine the most appropriate pricing, brand concepts, appeals, and positioning strategy concepts. Respondents provide responses to questionnaires, surveys or interviews.

Ad Hoc Surveys

: A developed survey for the target audience with no previous contact by the examiner.

Ad Recall

: This measures a respondent's recollection or recall of an advertisement. The respondent's answers provide insight to the most memorable attribute of the advertisement. Generally, ad recall is requested immediately after the respondent views the advertisement. Recall is lessened over time.

Affiliate Marketing

: Affiliate marketing is revenue sharing advertising between two websites. The affiliate website will display an online advertisement of another website. Internet traffic from the affiliate site will be driven to the other website. The affiliate is compensated for displaying the advertisement.

At-Home Testing

: The respondent is allowed to bring the product home for testing use. The respondent provides product information and reaction in a telephone survey, written survey or in a group session scheduled after a certain period of time.

Attitudinal Scaling

: A two dimensional technique in which the respondent determines the two most important characteristics of a product.

Awareness

: The familiarity of a product, brand name, company, new concept or trademark.

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