Author Description

Written by leading experts in market research and Diversity, Equity & Inclusion (DEI), BIAS TESTING FOR MARKET RESEARCH presents a practical framework facilitated by easy-to-implement tools and real-life examples. You will be motivated to: Mitigate bias in survey questions using appropriate bias testing techniques Integrate bias testing in conjunction with technology use Enable an inclusive research design to maximize equity in access This book is the essential guide to mitigate implicit and unconscious bias in the research design process with 5 chapters: Chapter 1: Implicit and unconscious bias in research design Chapter 2: Bias testing fundamentals Chapter 3: Bias testing methods Chapter 4: Practical considerations Chapter 5: "What if" questions and solutions