• Guidance

Glossary of terms

Understand technical terms on the Audience Research Toolkit site with this glossary of terms.

Full count Counting every person on entry. if you have multiple entry points this will be resource intensive.
Identifiable research information Personal information about participants in a research project. It includes any information or opinion (whether true or not) about a participant who is identified or could reasonably be identified, contact details, research status and research data. It may also include information that is not collected by means of direct questioning but by techniques such as observation or remote recording of customer behaviour. It does not include any unsolicited information.
Non-binary Gender identities which are outside the gender binary of exclusively masculine or feminine‍.
Screen reader An application that reads the content, which is on a screen, out loud. Screen readers enable access to a device and all the things it does when magnification no longer helps or when visual fatigue is experienced when reading large amounts of on-screen text.
Easy English A style of writing that is simple and concise, focuses on key information and uses words and images to help readers understand the information.
Heteronormativity The assumption that everyone is heterosexual (straight), and that this is the norm.
Heterosexism The belief that non-heteronormative sexual orientations or gender identities are unnatural.
Likert scale A 5- or 7-point scale that offers a range of answer options from one extreme attitude to another, such as ‘extremely likely’ to ‘not at all likely.’ Typically, it includes a moderate or neutral midpoint.
Misgendering Using language to refer to a person that is not aligned with how that person identifies their own gender or body.
Participant Any individual, whether representing themselves or an organisation, who is approached for interview or whose information is collected for the purposes of a research project. This includes those from whom passive data is collected.
Passive data The collection of identifiable research information by observing, measuring or recording an individual’s actions or behaviour.
Qualitative research Understanding respondent attitudes and motivations and why they feel that way. Qualitative research is often exploratory in nature. It relies on open-ended questions to uncover common themes or most mentioned words. Qualitative research is usually gathered from a small number of respondents. It often helps you to write your quantitative research questions.
Quantitative research Understanding how many respondents have the same attitudes and motivations. Quantitative research relies on closed questions – often multiple-choice – and uses the number of responses to uncover numerical and statistical trends. Quantitative research is often gathered from a large number of respondents representative of your population.
Research The systematic gathering and interpretation of information about individuals and organisations. This includes all forms of market research, opinion and social research and data analytics.
Research data A record of the responses provided by participants in research at the time of collection. Research data is a representation of a population’s or sub-population’s behaviour, needs, attitudes, opinions and motivations at a given point in time.
Responsible adult A child’s guardian or teacher. This may also include a welfare worker or social worker.
Sample (or Timed Entry) Count Counting people as they enter for a defined time each hour. This is typically for 10 or 20 minutes. You’ll need to avoid counting during unusual activity, such as when you open, during a major event, or at the end of the day.
Sample size Sample size is the number of completed responses your survey receives or needs to receive to be representative of your target population. It’s called a sample because it only represents part of the group of people (target population) whose opinions or behaviour you care about.
Sensitive information Identifiable research information about an individual’s racial or ethnic origin, health information, political opinions, membership of a political association, professional trade or trade association or trade union, religious beliefs or affiliations, philosophical beliefs, sexual orientation or practices, criminal record, genetic information, biometric information that is to be used for certain purposes or biometric templates as defined by the Privacy Act 1988.

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