ESOMAR（欧洲民意与市场研究学会）的市场研究词典

ESOMAR Marketing Research Glossary

30页 18th January, 2001 英文版

A
AAPOR is the American Association of Public Opinion Research.
A&U see Usage & Attitude Surveys.
Absolute Error see total error.
Accompanied Shopping is a form of observation study where an interviewer accompanies a
respondent (with his or her agreement) as they go shopping.
Achieved Communality a term used in factor analysis that represents the proportion of variance in
an original variable accounted for by all the extracted factors. Each original variable will have an
achieved communality value in the factor analysis output.
Acquiescence Bias (aka “yea saying” or “friendliness effect”) A systematic bias caused by
some respondents tending to agree with whatever is presented to them. Such a bias may be caused by
either respondents or interviewers being overly friendly during

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