Glossary of Helpful Feedback and Survey Terminology

Ever feel lost with unfamiliar terms when it comes to building and sending surveys? Or have a blank state of mind when someone throws a marketing term at you? You’re in luck! Here’s a glossary for some of the most popular terms when it comes to survey and feedback technology.

Glossary of Survey Terminology


  • An assessment is a process or an action of assessing someone or something. Assessments come in many forms including surveys. In the context of surveys, the purpose of assessments is to understand the expectations and desires of both internal and external stakeholders.


  • Bias is an opinion or prejudice favoring one thing, person, or group above others. This can be related to any number of attributes, such as origin or identity, and is usually an unfair judgment of one attribute over another.


  • Click Rate (CTR): Clickthrough Rate, or CTR, is defined as the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. To put it simply, it decides the success of your webpages and campaigns.
  • Customer Effort Score (CES): Customer Effort Score, or CES, is a service metric that measures how much effort customers put in to interact with your business. Experiences to test and measure this metric can include returning or exchanging a product, asking for a refund, making a customer service request, and answering any additional questions.
  • Customer Satisfaction (CSAT): Customer Satisfaction, or CSAT, is a measurement that helps determine the level of satisfaction a customer has with a company’s products, services and capabilities. The key is to step into the shoes of the customer in order to understand their needs, rather than directly asking them their expectations.
  • Closed-Ended Question: A closed-ended question is a question that can only be answered based on a limited number of options given. Such questions need to be concise and to the point. The goal of these questions is to get a quick response to short and simple questions.
  • Churn Rate: Churn Rate is the rate at which customers stop doing business with a certain brand. It is commonly expressed as the percentage of service subscribers who discontinue their subscriptions within a given time period.


  • Data Analytics: According to Investopedia, “data analytics is the science of analyzing raw data to make conclusions about that information.” This allows your business to improve its performance to stand out from competitors.
  • Dropout Rate: Dropout rate is defined as the percentage of respondents that do not complete a survey.


  • Explicit Data is defined as data that is provided intentionally and taken at face value rather than analyzed or interpreted for further meaning. It’s one-click feedback that determines satisfaction with a business and its products.


  • Grid questions allow you, as the survey creator, to combine all questions into a table. Such questions typically have options ranging from Not Satisfied to Very Satisfied, Strongly Disagree to Strongly Agree…etc.


  • Implicit Data is defined as unintentionally provided information that is gathered from available data streams.


  • Margin of Error: Margin of Error is a term that expresses a certain amount of random sampling error in a set of survey results.
  • Market Research: Market Research is the go-to guide to discover and learn the ins and outs for your business and potential clientele.


  • Net Promoter Score (NPS): Net Promoter Score, or NPS, is a popular metric used to measure the level of loyalty a customer has towards your brand. Not just that, this also determines whether customers will recommend your brand to other people. Your NPS score will let you know the percentage of customers who either love, hate, or feel neutrally towards your brand.


  • Open-Ended Questions: Open-ended questions allow clients to expand their thoughts and write down how they feel in a concise manner. These cannot be answered with just a “yes” or “no” response. When creating open-ended questions, keeping the “other” option open is practical for clients who wish to express a unique opinion.


  • To put it in simple terms, partial responses are incomplete responses. They allow you to decide whether to keep them or delete them and after how long.


  • Quantitative Data: Quantitative data comes in the form of count or numbers where each data-set has a unique set of numbers associated with it.
  • Qualitative Data: Qualitative data is data describing the attributes or properties that an object possesses.


  • Respondents: Respondents are your clients. They are the ones taking your survey and feeding you data to ensure your business is performing well.
  • Response Rate: Response rate is the number of people who answered the survey divided by the number of people in the sample. It is usually expressed in the form of a percentage
  • Retention Rate: Retention rate is defined as the percentage of existing clientele who remain loyal to your brand after a given period. This can give you an exact prognosis in terms of how well your business stands next to its competitors.


  • Sample: A sample is a piece of data shown to represent the whole survey. Typically, it is represented in the form of a question.
  • Score: A score is a cumulative result that decides the number of points generated from the survey taken.
  • Skip Logic: Based on how the question is answered, skip logic is a feature that changes what question or page a respondent sees next.
  • Statistics: Keeping it simple and easy, statistics are a collection of data that usually shows up in a numerical format.
  • Surveys: Survey a general examination of a particular subject that pertains to your clientele. Such topics could include mental health, omnichannel marketing, work-life balance, diversity, equity & inclusivity….etc


  • Your target audience is the audience you choose to send the survey to. It’s demographic that fits the subject matter of your survey.


  • URL parameters are a strategy to pass information about a click through the URL. Additionally, this can allow URLs to track information about the clicks.

Get started on building surveys with PxidaX

Now that you are familiar with these terms, you are all set to create and launch your survey! PxidaX is the tool to get you started. Sign up for a free trial today!