Survey & research glossary
Plain-language definitions for the terms you'll run into designing and analyzing surveys.
Data cleaning
Removing or flagging low-quality responses - duplicates, speedsters, straight-liners - before analyzing results.
Data minimization
Collecting only the personal data actually needed for a survey's purpose, rather than asking for extra information "just in case."
Data retention
How long collected responses and personal data are kept before being deleted, typically governed by a documented policy.
Detractor
In an NPS question, a respondent who scores 0-6, indicating they are unlikely to recommend and may actively discourage others.
Learn moreDisplay logic
A rule that shows or hides a specific question based on an earlier answer, without necessarily skipping ahead or ending the survey.
Distribution channel
The method used to reach respondents - a public link, QR code, email invitation, or embedded form - each with different reach and response-rate characteristics.
Drop-off
Respondents who start a survey but abandon it before reaching the end, often concentrated at a specific question that's too long, sensitive, or confusing.
Duplicate response
A second or later submission from the same respondent to the same survey, which analysis should generally exclude or flag.
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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