Attitude is an individual's learned predisposition to behave in a consistent manner towards an object or idea. Attitude Scaling is the development of measurement criteria used to measure individuals' attitudes. Attribute is a qualitative characteristic of an idea or object being evaluated, eg gender is a attribute but age is a variable. Attribute Analysis is a technique that is designed to develop lists of characteristics, uses or benefits relevant to a particular product category. Audimeter see people meter.
Audit is a data collection process based on counting physical objects, such as records or inventory.
Average is a general term that is used to represent or summarise the relevant features of a set of values. The arithmetic mean is often used as a measure of average, but the median and the mode can also be used to summarise a set of values. Average Opportunities to See see frequency. Awareness is a measure of respondents' knowledge of an object or an idea.