Glossary

Survey & research glossary

Plain-language definitions for the terms you'll run into designing and analyzing surveys.

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Benchmark

A reference score, such as an industry-typical NPS or CSAT, used to judge whether your own result is strong, average, or weak.

Bias

A systematic distortion in survey results caused by how questions are worded, who was sampled, or how the survey was distributed - as opposed to random error.

Branching

Routing respondents to different questions or pages based on how they answered an earlier question. See also Skip logic.

Use terms carefully

Clear definitions improve survey decisions

Terms such as anonymous, representative, significant, confidential, compliant, and secure carry specific expectations. Use them only when your survey method and implementation actually support the claim.

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