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People Aren't Robots: A practical guide to the psychology and technique of questionnaire design
Newly revised in 2024! The 5th edition now includes how to leverage artificial intelligence in your survey design process and how to create fun and playful question styles.
Why this survey 👉 “People aren’t Robots” gets to the point right away. Learn what you need to know to build better surveys now with specific instructions, examples, and only the theory you need to know.👉 Learn how to gather great quality data even though people who answer surveys are fallible and imperfect, not robots.👉 Learn specific tactics to generate better response rates, completion rates, and data quality resulting in better quality business decisions from your survey data.👉 Learn how to write fun and engaging questionnaires that people want to finish and look forward to answering again.👉 Convenient size to tuck in your pocket or purse, and learn on-the-go on the plane, train, or metro.👉 Includes a forward by Pravin Shekar, the Outlier Marketer and Former Interim CEO of ESOMAR
Who will 🛒 Marketers, brand managers, and advertising executives who need to write surveys that will help them deeply understand retail, customer, consumer, and shopper behaviors, attitudes, beliefs, and opinions.📚 Community, social, academic, and experienced researchers in government, economics, education, psychology, sociology, anthropology, communications, and more.👩🏾 Founders, entrepreneurs, and start-up leaders who need surveys that will accurately identify white spaces, untapped markets, and innovation niches.🐵 DIY and self-directed researchers who want to create higher quality surveys using tools like SurveyMonkey, Qualtrics, Jotform, and Google Forms🎓 People who have minimal or no experience with research but need to write surveys that will answer key questions.
Questionnaire design topics Basic survey principles and guidelinesRespectful and inclusive language so people will want to finish your surveyUsing artificial intelligence to generate better questions and answersCreating fun and engaging questions that people enjoy answeringTarget audience screener questions so you won't pay for completes you can't useData quality questions, e.g., red herrings, straightlining, satisficing,Common question design problems, e.g., question length, opt-outs, biasQuantitative questions, e.g., closed-ends, single-selects, multi-selects, grids, scales, ranks, ratings, sumsQualitative questions, e.g., open-ends, verbatimsSensitive questions, e.g., income, ethnicity, disabilities, unethical, illegal activitiesDemographic questions, e.g., age, region, education, and employment
Why this survey 👉 “People aren’t Robots” gets to the point right away. Learn what you need to know to build better surveys now with specific instructions, examples, and only the theory you need to know.👉 Learn how to gather great quality data even though people who answer surveys are fallible and imperfect, not robots.👉 Learn specific tactics to generate better response rates, completion rates, and data quality resulting in better quality business decisions from your survey data.👉 Learn how to write fun and engaging questionnaires that people want to finish and look forward to answering again.👉 Convenient size to tuck in your pocket or purse, and learn on-the-go on the plane, train, or metro.👉 Includes a forward by Pravin Shekar, the Outlier Marketer and Former Interim CEO of ESOMAR
Who will 🛒 Marketers, brand managers, and advertising executives who need to write surveys that will help them deeply understand retail, customer, consumer, and shopper behaviors, attitudes, beliefs, and opinions.📚 Community, social, academic, and experienced researchers in government, economics, education, psychology, sociology, anthropology, communications, and more.👩🏾 Founders, entrepreneurs, and start-up leaders who need surveys that will accurately identify white spaces, untapped markets, and innovation niches.🐵 DIY and self-directed researchers who want to create higher quality surveys using tools like SurveyMonkey, Qualtrics, Jotform, and Google Forms🎓 People who have minimal or no experience with research but need to write surveys that will answer key questions.
Questionnaire design topics Basic survey principles and guidelinesRespectful and inclusive language so people will want to finish your surveyUsing artificial intelligence to generate better questions and answersCreating fun and engaging questions that people enjoy answeringTarget audience screener questions so you won't pay for completes you can't useData quality questions, e.g., red herrings, straightlining, satisficing,Common question design problems, e.g., question length, opt-outs, biasQuantitative questions, e.g., closed-ends, single-selects, multi-selects, grids, scales, ranks, ratings, sumsQualitative questions, e.g., open-ends, verbatimsSensitive questions, e.g., income, ethnicity, disabilities, unethical, illegal activitiesDemographic questions, e.g., age, region, education, and employment
- GenresNonfictionResearchDesign
125 pages, Kindle Edition
Published August 27, 2021
13 people are currently reading
67 people want to read
About the author
F. Annie Pettit
7 books4 followersAnnie Pettit, PhD CAIP FCRIC is a consumer, customer, and marketing researcher who specializes in survey research, data quality, and standards.
She has more than twenty years of experience in the research industry, having worked as VP Research Standards at Research Now (now Dynata), Chief Research Officer at Conversition Strategies, and VP Panel Analytics at Ipsos Interactive Services.
Annie is heavily involved in the marketing research industry. She served on the founding board of Canada’s CAIP-PAIM (Certified Analytics and Insights Professional) for six years, and chaired the Canadian Mirror Committee for ISO/TC 225 Market, Opinion, and Social Research for ten years.
She has spoken at hundreds of conferences around the world, including ARF, CASRO, ESOMAR, IIeX, MRA, MRIA, NetGain, NewMR, Quirks, QRCA, IIR, and many others. She has appeared on numerous podcasts, and written hundreds of blog posts and articles in both professional and refereed magazines and journals.
Annie also firmly believes that research should be fun. That’s why she created the Research Robot Books series of word puzzle books. 🧩 🧠
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Displaying 1 - 2 of 2 reviews
January 25, 2024
This book helps marketers, brand managers, and advertising executives who may have less experience in the research industry create great questionnaires and collect high quality data. It also helps 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.
August 29, 2021
Great short read. Straight to the point with best practices for questionnaire design. Exactly as advertised.
Highly recommend if looking for a quick refresher/cheat sheet. If this is your first exposure to questionnaire design, I would look elsewhere for something that goes into more depth.
Highly recommend if looking for a quick refresher/cheat sheet. If this is your first exposure to questionnaire design, I would look elsewhere for something that goes into more depth.
Displaying 1 - 2 of 2 reviews