Just as complex numbers have a "real part" and an "imaginary part", quaternions (which can be thought of as elements of $\Bbb R^4$ with a "special multiplication") can also be separated into a "real part" and a "vector part" (that is, as an element of $\Bbb R \times \Bbb R^3$):
$q = a + bi + cj + dk \to (a,(b,c,d))$.
The quaternion product is given so:
$qq' = (a + bi + cj + dk)(a'+b'i + c'j + d'k)$
$= (aa' - bb' - cc' - dd') + (ab' + a'b + cd' - c'd)i + (ac' + a'c + b'd - bd')j + (ad' + a'd + bc' - b'c)k.$
Writing this as $q = (a,\vec{v})$ and $q' = (a',\vec{w})$, some tedious algebra gives:
$qq' = (aa' - \vec{v}\cdot\vec{w}, a\vec{v} + a'\vec{w} + \vec{v} \times \vec{w})$.
It is common for $q = (a,\vec{v})$ to call $\overline{q} = (a,-\vec{v})$ the quaternion conjugate of $q$, and in this case we see that:
$q\overline{q} = (a^2 +\|\vec{v}\|^2,0)$, which can be considered as a real number, and that $\sqrt{q\overline{q}}$ is thus the same as the length of the vector $q$ seen as an element of $\Bbb R^4$. This number is called the norm of $q$, $\|q\|$.
Of particular interest are the quaternions of the form $q = (0,\vec{v})$ where $\|\vec{v}\|$ (and thus $\|q\|$) equals $1$-these can be identified with vectors on the unit sphere in $\Bbb R^3$. In fact, for such quaternions $p,q$, the map:
$p \mapsto qpq^{-1}$
can be identified with a rotation of the sphere in $3$-space.
All of this is in analogy with the complex numbers, complex-conjugation, and regarding purely imaginary numbers of norm $1$ as rotations acting on complex numbers with $|z| = 1$ (the unit circle).