Glossary

Questionnaire (form)

A form containing one or more questions that is created using the Survey Builder.

Benchmark

An indicator whose value serves as a model for comparing the results obtained.

Question

An element of the questionnaire, a sentence that requires an answer. According to the form, questions fall into three categories: open-ended, close-ended, and half-closed.

• Open-ended questions: respondents are not given answer options. They are required to give their own answer.
• Closed questions: respondents should select one or more answers from the given set of options.
• Half-closed answers are somewhere between open-ended and closed answers. In addition to predefined answer options, there is an additional one, like "Other". Usually, respondents can use it to enter their own option.

Sample

Part of general population that is examined to get information about this population. The findings of the sample examination can be generalized to the entire general population only if the sample is representative.

In the narrow sense, this is the number of completed questionnaires for one survey.

General population

The total number of observed objects, such as people, households, enterprises, populated places etc., that:

• Have a certain set of characteristics, like gender, age, or income.
• Are limited in space and time. An example of a general population may be the entire population of the Russian Federation (147 million people according to the 2021 census).

Completed questionnaire

A questionnaire filled out by a respondent from start to finish. A questionnaire is considered completed if the respondent has seen the final thank you screen.

Quota sample

It's a method of choosing respondents to participate in the survey. A sample is divided into non-overlapping groups depending on the client's needs. For example, a 100-participant sample can be formed from four groups that vary in gender and age: 25 men from 18 to 24 years old, 25 men from 25 to 34 years old, 25 women from 18 to 24 years old and 25 women from 25 to 34 years old.

Non-aggregated data

Raw data, that is data in the form in which it was collected. With Yandex Surveys, you can download a complete database of all survey answers as an Excel spreadsheet.

Survey

A project that you launch in Yandex Surveys.

Response

A statement that expresses the respondent's point of view or motivation, or demonstrates their knowledge and experience related to the question asked.

Sampling error

Deviation of the sampling results from the true data of the general population.

For example, for a survey with a sample of 400 respondents, the maximum sampling error is 4.9% (with confidence probability of 95%), for a sample of 600 respondents, it's 4.0%, and for a sample of 1100 respondents it's 3.0%.

Respondent panel

People registered on a resource where online surveys are conducted. These users are invited to participate in surveys for a small reward.

Sample representativeness

The ability of the sample to reflect the general population correctly.

Respondent

A person who participates in the survey.

Data collection

Getting answers to questionnaire questions from respondents. The process starts when the survey is submitted for moderation and ends when a predefined sample is reached for the survey.

Statistics

Statistically processed data (for example, percentages and coefficients) are displayed on the results page once data collection begins.

Targeting

A survey for a narrow audience. Targeting tools are used to invite respondents from target audiences that the client is interested in. For example, you only need to poll pet owners. In this case, there's no point in inviting the widest possible range of groups within the population. If you choose a targeting tool, this survey will be shown to a narrower group of respondents.

Top 2, %

The percentage of respondents who selected two highest scores on the scale. For example, 4 and 5 on a five-point scale or 9 and 10 on a ten-point scale.

Tracking

A survey that is regularly repeated to evaluate indicators over time.

Target audience

A group of customers or potential customers who are interested in a certain product or service.

BHT (brand health tracking)

Regular research of brand performance on the market (KPIs of "brand health"). The main indicators are awareness and consumption, which form the funnel or pyramid of the brand.

CSI (customer satisfaction index)

The consumer satisfaction index is used to assess how satisfied customers are with goods, services, customer experience, and the company as a whole. The index is calculated as the average of the answers to the question "How satisfied are you?.." on a ten-point scale.

NPS (net promoter score)

The index of customer loyalty. Calculated based on the respondents' answers to the question "How likely will you recommend ... to your friends and acquaintances?" on a scale from 0 to 10. Respondents are divided into three groups:

• Critics: users who selected options from 0 to 6.
• Neutral users: users who selected 7 or 8 points.
• Promoters: users who gave 9 or 10 points.

NPS is the difference between the shares of promoters and critics: NPS = % of promoters – % of critics. It can take values from -100 to 100.

Screening questions

Special questions in the questionnaire that are used for the pre-selection of respondents before the main survey and allows to reduce the number of non-suitable respondents. With their help you can keep only those participants who are suitable the needed target audience and belong to a certain demographic group. There are two types of questions: gender and age.