F. Annie Pettit

People Aren't Robots: A Practical Guide to the Psychology and Technique of Questionnaire Design (eBook, ePUB)

• Format: ePub

Produktbeschreibung

The 4th edition is newly revised in 2023 and includes a forward by Pravin Shekar, The Outlier Marketer and Former Interim CEO of ESOMAR!

This book will help marketers, brand managers, and advertising executives who may have less experience in the research industry create great questionnaires and collect high quality data. It will also help academic and experienced researchers write questionnaires that are better suited for the general population, particularly when using research panels and customer lists.This book was conceived by experienced researcher with more than twenty years of practical experience who realized that many questionnaire guides continue to treat the people who answer questionnaires as robots rather than as fallible, imperfect people.Topics include general considerations related to the process, how to write screener questions, how to write data quality questions, and how to tackle specific types of questions from single-selects, grids, scales, and more. And, it does it from an empathetic and respectful point of view which points people first and researchers second.

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Produktdetails

• Verlag: F. Annie Pettit PhD FMRIA
• Erscheinungstermin: 27. Oktober 2016
• Englisch
• ISBN-13: 9781370693108
• Artikelnr.: 52293852

Autorenporträt

Annie Pettit, PhD, is a Fellow of the Marketing Research and Intelligence Association. She has more than 15 years of experience as an online market researcher and specializes in market research methodologies, survey research, and data quality. Her expertise in research methods and data quality has been highlighted through numerous conference presentations, including ARF, CASRO, MRA ,MRIA, NetGain, NewMR, and IIR. She has also published numerous articles in both professional and refereed magazines and journals. Annie tweets at @LoveStats and maintains the LoveStats marketing research blog where she occasionally showcases her attempts at being a better baker and gardener