Glossary: every term in plain English
The words you'll meet in MarketKloud, and what Typeform and other tools call the same thing.
| Term | What it means | Elsewhere called |
|---|---|---|
| Respondent | Someone filling in your assessment. | Participant, user |
| Welcome screen | The optional first screen, before any question. | Intro, start screen |
| Statement | A screen with text and no question. | Text block |
| Ending | Where a respondent finishes: an end screen or a redirect to a URL. | Thank-you screen, outcome |
| Branching | Rules that choose the next question or ending from the answers. | Logic jumps, skip logic, conditional logic |
| Map | A left-to-right picture of every path through the assessment. | Logic map |
| Score dimension | A named score, like Leadership or Total, that answers add points to. | Score, outcome variable |
| Variable | A value your rules work out: a number, a word, yes/no, or a write-up. | Calculator, variable |
| Write-up | A variable that picks a paragraph based on another value. | Dynamic content |
| Hidden field | A value read from the assessment's link, like ?utm_source=newsletter. | URL parameter |
| Question code | A short fixed name for a question, like R1, used in formulas and exports. | Field ref, export tag |
| Recall | Inserting an earlier answer into later text with @. | Answer piping |
| Tag | A label a response earns from its answers, like Hot lead. | Tagging rule, segment |
| Answer check | A rule that refuses an answer that can't be right. | Validation |
| Personalised sections | Parts of an ending that only show for some people. | Conditional content |
| Partial response | Answers from someone who started but didn't finish. | Incomplete, drop-off |
| Organization | A shared space for a team's assessments, members and plan. | Workspace, account |