编辑推荐 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.
Biographical Note Annie Pettit, PhD, is a Fellow of the Marketing Research and Intelligence Association, the Canadian body for market research. She received a PhD in experimental psychology after completing her dissertation on the data quality of offline and online surveys. Dr. Pettit has more than fifteen years of experience writing, analyzing, advising, and teaching questionnaire design in the professional world of marketing research. She writes for professional journals and industry associations, and has been an invited speaker at many industry conferences. Dr. Pettit has won a 2016 Ginny Valentine Award, 2014 ESOMAR Excellence Award for Best Paper, 2014 MRIA Award of Outstanding Merit, 2013 ESOMAR award for Best Methodological Paper, and the 2011 David K. Hardin Award. Her first book published in 2011, The Listen Lady, is a novel about social media research.
