Helpful Survey Terminology
Participating in online surveys is much easier when you are familiar with the terminology. Most administrators of paid surveys and free surveys aim to write their market research projects free of industry jargon or lingo, yet despite their user-friendly efforts there are still occasionally terms that some of us are unfamiliar with. Some of the following terms are frequently encountered when you take surveys and it is good to familiarize yourself with the meanings. If you ever have questions about a specific term when you take surveys, do not hesitate to call or email the company for clarification.
Demographics: Demographics are various sets of data that define a human population. Market researchers are often interested in demographics that have to do with age, income, ethnicity, gender, and occupation among others.
Screener: A screener is a pre-qualification survey that market research companies give potential participants to determine whether they qualify for the study. Screeners may be based on several demographic and user-based criteria including whether or not you use the product, if you have children living at home, your attitudes and perceptions and other preliminary questions.
Head of Household: Head of household is a demographic label that refers to the personal that is the leader of a house or family. On paid surveys, only one person can be marked as “head of household” and typically, when there are two or more adults in the home, the distinction is made based on who generates the most income or has the most influence over major household purchases.
Moderator: A moderator is a neutral party that is paid by the market research company or survey site to lead a focus group or interview. This person is skilled in asking unbiased questions that will lead to more in-depth conversation about the product or service being researched. You may encounter a moderator in both in-person situations and through internet research activities where they act as a sort of “chat” facilitator.