Market Research & Survey Terms Explained

A psychometric rating scale - typically 5 or 7 points - used to measure attitudes, opinions, or agreement levels.

A mobile survey is a questionnaire designed and optimised for completion on smartphones and tablets, with layouts, question formats, and interaction patterns suited to small touchscreens.

An online survey is a questionnaire distributed and completed over the internet, typically via email, a direct link, or embedded on a webpage.

A questionnaire is a structured set of written questions designed to collect specific information from respondents, used as the core instrument in surveys and other research methods.

Response rate is the percentage of people who complete a survey out of the total number who were invited or sent it, calculated by dividing completed responses by total invitations and multiplying by 100.

Skip logic is a survey feature that automatically routes respondents to a different question or section based on how they answered a previous question.

A survey is a structured research instrument that uses a standardised set of questions to collect data from a defined group of respondents.

Survey analytics is the process of examining, interpreting, and presenting survey data to extract meaningful conclusions and support decision-making.

Survey design is the process of planning and structuring a survey - its questions, order, format, and logic to collect accurate, relevant, and actionable data from a defined group of respondents.

A survey introduction is the opening statement or welcome screen that tells respondents who is running the survey, why, how long it will take, and how their data will be used.

Survey length refers to the total time required for a respondent to complete a survey, which directly influences completion rates and the quality of answers given.

A survey template is a pre-built set of questions structured around a specific research goal, used as a starting point that researchers adapt for their own context.