Accuracy—the degree to which a measure conforms to the truth or a standard.
Adequacy—a measure by which the researcher determines whether data is sufficient to answer the company's information needs.
After-market—sales of component parts for use in maintaining, repairing or upgrading equipment that is already in use, e.g., the sale of replacement tyres to a vehicle owner.
Alternate hypothesis—a positive statement indicating belief in the nature and level of possible difference between the estimate and the parameter.
American Marketing Association—the association of marketing practitioners and academicians in the USA that publishes journals and organizes conferences for the dissemination of marketing knowledge.
AMSO—Association of Market Survey Organizations.
Analytical bias—A source of bias arising when the technique used to analyse the data is not sufficiently appropriate.
AQR—Association of Qualitative Researchers.
Association—measure of the degree to which two or more variables interrelate. Usually refers to nominal measurements.
Attitudes—mental states used by individuals to structure the way they perceive their environment and to guide the way in which they respond.
Backhoe loader—a heavy-duty industrial digger. The backhoe loader is often known as a 'JCB' in the United Kingdom because JC Bamford Excavators Ltd manufactures the market-leading product.
Back-translation—a method of translation that initially uses a translator fluent in the foreign language into which the research method is being translated and then uses a translator whose native language was the original language to translate back again.
BARB—Broadcast Audience Research Board.
BMRA—British Market Research Association.
Browsing—visiting and reading a particular Web document or website.
CAPI—computer-assisted personal interviewing—a method of data collection using a hand-held personal computer designed to reduce the time required for data input and analysis.