PROFILE - This is what you want to learn about a particular group of people.

UNIVERSE - This is the group of people for whom you want to find out some specific information.

INDEX TO MARKET - This is the comparsion of the universe to the total market for a particular item in the database

SAMPLING ERROR - This is the range in which the answers for a question would be expected to fall if the survey were conducted again in the same area with the same sample size.

CUMES - Short for Cumulative Audience. A station or network's sume consists of all of the people who have watched or listened for a specified amount of time within the past week.