Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires

Book Description

Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires?the most widely used method for collecting information about peoples attitudes and behavior. An essential tool for market researchers advertisers, pollsters, and social scientists, this thoroughly updated and definitive work combines time-proven techniques with the most current research, findings, and methods. The book presents a cognitive approach to questionnaire design and includes timely information on the Internet and electronic resources. Comprehensive and concise, Asking Questions can be used to design questionnaires for any subject area, whether administered by telephone, online, mail, in groups, or face-to-face. The book describes the design process from start to finish and is filled with illustrative examples from actual surveys.

Customer Reviews:

Great perspective on questionnaire fundamentals.......2006-11-15

This edition offers insight about the building blocks of questionnaire development, and more importantly, getting to the right answers. A good focus on the fundamentals and a valuable resource.

The definitive questionnaire design book.......2006-08-16

This book is a tremendous resource for any social science research methodology course. It should be used as a stand-alone text for a questionnaire design course or as core reading material for a general research methodology class (undergraduate or graduate). As a social scientist, I have used it to successfully create web-based questionnaires that have received great response rates, which I believe are a direct result of the depth and breadth of the knowledge conveyed in the book. In addition, the text itself is easy to understand, interesting, and intellectually stimulating (qualities that are lacking in many other questionnaire design books).

Dry and Outdated.......2006-03-02

I found this book to be a bit dry and behind the times, especially in terms of using the Web for surveys. There's also not much about polling. Unfortunately, that was my main reason for buying it. It is one of the few books out there about surveys and polls and there is some helpful information, but I will have to look elsewhere for my needs.

Qualitative Market Research: A Comprehensive Guide

Average customer rating:

FIVE WHYS BEFORE ONE HOW !
Thorough, enagaging - useful for new researchers as well as experienced professionals. Great basis for team workshopping.

Qualitative Market Research: A Comprehensive Guide
Hy Mariampolski
Manufacturer: Sage Publications, Inc
ProductGroup: Book
Binding: Paperback

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The Art & Science of Interpreting Market Research Evidence

ASIN: 0761969454

Book Description

Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect, it can be used as both a continuous teaching text and training manual, or individual sections may be consulted to enhance knowledge of `best practices' and improve productivity in any specific research application. Section one begins with an overview of the history and philosophy behind the practice of qualitative research, using qualitative or quantitative approaches, organizing qualitative research (particularly those in `practice' such as research consultants), qualitative research applications (including product development, branding and advertising) and the varieties of qualitative research methods. Section two looks at the management of qualitative research and discusses project management, planning and budgeting issues. Section three looks at group moderation and interviewing techniques, and section four addresses the whole area of collecting and analyzing qualitative data, including discussion of computer-assisted software methods, as well as research reporting. This book meets the needs of several audiences by creating some common ground in the applied practice of qualitative research. It should consequently be invaluable reading to a wide readership, from social research methods students (particularly those in sociology, business, psychology, education, marketing and market research) to worldwide practitioners of qualitative research, both clients and consultants.

". . . a comprehensive survey of the topic . . . a complete resource and a fundamental yet creative cookbook . . . Mariampolski offers detailed suggestions on how to effectively set up each particular type of project with step-by-step guidelines on how to proceed at each stage along the way. . . . It will be very interesting to those who wish to work in marketing, advertising, or research."

--Journal of Advertising Research

Customer Reviews:

FIVE WHYS BEFORE ONE HOW !.......2007-09-09

The break-through Japanese management researcher Ishikawa,What Is Total Quality Control?: The Japanese Way (Business Management) whose work was popular in the West in the 1960's as the 'Fish Bone' Diagramme, had a rule. Before you asked 'how'(you were to do anything) first you exhausted the 'why' (it should be done at all or on a particular project or at a particular time).

We have to disclose up-front that One Big Idea Consulting Limited NZ has been training and educating managements around the globe at board level in the Ishikawa philosophy for two decades... as it applies to marketing research, creative branding and intergrated R&D. We are biased. No doubt about that.Guide to Quality Control Ishikawa has legs into the 21st century !

This Ishikawa focus, highlights the flaw of this otherwise quite decent novice guide to marketing research in its so called 'qualitative' guise. Too much 'how' and not nearly enough 'why'.

Wendy Gordon's Good Thinking: A Guide to Qualitative Research is much more to the point... and much more in line with Ishikawa skepticism. For skeptical researchers with a few hundred projects behind their focus groups, observation windows and discussion panels and open-ended questionnaires, Gordon stands out as a veteran consumer researcher who tackles the really tough 'WHY' issues beyond the run-of-the-mill 'HOW'. Other than that, we have no quarrel with the Miriampolski content such as it is. For the beginners it is an OK starter, before you graduate to Gordon and tough-test your thinking.

The key question is not so much as 'HOW' to apply one other research technique in the tool-box. The really critical issue is 'WHY' should one or other research project be done at all ! Gordon digs much deeper than Miriampolski in trying to answer the 'WHY'.

Thorough, enagaging - useful for new researchers as well as experienced professionals. Great basis for team workshopping........2006-01-16

Hy Mariampolski is an inspiring man - and both generous and energetic in spreading the word about qualitative techniques and ethnography. It is refreshing to read such a well-written guide without having all the self-promotional baggage that litters too many practitioners handbooks.

For a start, I find his history of qualitative techniques a great place to start this volume. As a synopsis of our professional history this is colourful, accurate and useful in contextualising why researchers do what they do.

He then rolls through the big questions - when to use qualitative research, which techniques to choose, the planning of projects (including a thorough section of choosing & screening respondents) and then the juicy section: running interviews or focus groups.

Here, Mariampolski makes us feel right at home. He's instructive without being didactic, and he speaks in a common-sense manner, peppering his advice with pertinent examples and a few illustrations. He includes a very useful chapter on the special considerations of youth research, multicultural research, interviewing business executives and covering particularly sensistive topics.

The final main section is on the analysis of qualitative information, and the presentation of this. Again, Mariampolski speaks directly and usefully.

Overall I'd say the book is pitched mostly at newer researchers, and at those who are contemplating a typically fascinating career in qualitative research, but this shouldn't stop a more senior researcher from going through the easily read 300 pages and making notes: even to check their own techniques and consider new ideas.

The book is current (2001) and would make an excellent basis for a set of in-house training workshops for the research team. It is well worth the purchase. I wish all research texts were this clear.

The Market Research Toolbox: A Concise Guide for Beginners Second Edition

Average customer rating:

An essential entry-level guide to marketing research
Very Good Entry Level Overview
Marketing
Good, but EXPENSIVE !
Remarkable and perfectly titled

The Market Research Toolbox: A Concise Guide for Beginners Second Edition
Edward F. McQuarrie
Manufacturer: Sage Publications, Inc
ProductGroup: Book
Binding: Paperback

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Voices into Choices: Acting on the Voice of the Customer

ASIN: 1412913195

Book Description

If you want to conduct market research, but feel you have little experience in doing so, we have the ideal updated and revised resource for you! Written in an engaging and active style, the Second Edition of The Market Research Toolbox: A Concise Guide for Beginners describes how to think of market research in the context of making a business decision. The book begins by defining market research and discussing some of the various techniques. It then goes on to examine what objectives can be met by doing market research and the expected payoffs.

The Market Research Toolbox examines six traditional market research techniques:
• secondary research • customer visits
• focus groups • surveys
• choice modeling • experimentation

Author Edward F. McQuarrie describes how each technique works, along with its costs, uses, tips for success, and when and how to use certain techniques, as well as precautions to take while using them.

New to the Second Edition:

Includes new chapters on questionnaire design, sampling procedures, and data analysis to ease students into developing their own market research
Expands the discussion of how to determine needed market research via analysis of the underlying decision problem
Contains updated suggestions for additional reading to provide students with the most up-to-date resources on market research
Provides an Instructors Resource CD containing PowerPoint slides, case questions, teaching notes, and a sample syllabus

The Market Research Toolbox is a valuable textbook for a variety of advanced undergraduate and graduate business courses such as Marketing Research, Marketing Management, Customer Service, Industrial Marketing, Sales Management, Consumer Behavior, and Product Development. It will also be of particular interest to product managers, research & development managers, program managers, engineers, quality professionals, and executives responsible for developing business strategies.

Customer Reviews:

An essential entry-level guide to marketing research.......2006-10-15

"If you intend to execute a particular market research project yourself, you will certainly need to read more than this book - for the sake of brevity, this book won't go into a great deal of depth on any single technique, but will merely open the toolbox and explain its contents and application," states author Edward F. McQuarrie, who clearly sums up the purpose of this book in the preface.

This book gives a clear overview of different types of market research (secondary research, customer visits, focus groups, survey research, choice modeling, and experimentation), as well as related topics such as questionnaire design, probability sampling and data analysis. The units end with clear "Do's and Don'ts,' as well as very helpful lists of suggested readings for those interested in learning more about a particular area of research.

While I found this book extremely informative, I personally would have liked a few more examples to clearly illustrate some of the points. In any case, I recommend this book to marketers, who want to learn more about the benefits and limitations of marketing research techniques.

Very Good Entry Level Overview.......2006-03-21

For beginners in marketing research, this book will give you a strong understanding of the basic approaches and the relative values of different strategies.

The best value this book should provide are to people who believe that their business is doing market research by interviewing a few customers or conducting an occasional study. This book will clearly articulate the value and the errors that limited study can offer your business or group.

Especially valuable to Product Managers, Sales People, and their managers.

Marketing.......2005-10-24

Great book for research for the non-marketing professional trying to learn more about those specific skills.

Good, but EXPENSIVE !.......2003-10-23

Well, this book covers all the essentials to conducting marketing research, or at least to understanding how it is conducted! I would have given it a fourth star if the price tag had been lower.

Remarkable and perfectly titled.......2001-09-10

If you're dipping your toes into the waters of market research, you need this book. Its title is perfect: This really *is* a toolbox, written concisely for beginners.

I bought this book when my boss assigned me a market research task that could determine company direction. He gave me the task because of my past work with surveys and usability testing. I wasn't comfortable flying by the seat of my pants on this one -- determining company direction isn't the same as determining what people didn't like about a Help system you created or determining what does and doesn't work well in a computer program's user interface.

So I bought this book, and I'm glad I did. McQuarrie minced no words in explaining what market research is and what market research can and can't do for you. He next helped me determine the real goal for my research, and showed me what market-research tools are best suited for achieving that goal. He even told me what tools *not* to use. He did all this in the first 35 pages. The rest of the book describes the tools in the box. I only read the chapters about the tools relevant to my task. Within two hours, I had learned exactly what I needed to know for success -- no more, and no less.

I especially appreciate McQuarrie's writing style, which Strunk and White would call "vigorous." He packs a lot of information into very few words.

Customer Reviews:

More of an introduction than a handbook.......2006-01-10

OK as a starter, for someone who knows zero about media, but falls short of the mark for anyone who is a practitioner in a media-related industry. The first 100 pages are spent on "context" which might be helpful for readers who know nothing about marketing either (Ms. Katz feels it necessary to tell us what the 4Ps are...), but this leaves very little for anyone who actually needs to DO media buying, planning or research.

The Media Handbook a Handy Reference to Media Planning.......2003-06-19

Helen Katz' The Media Handbook is an easy to follow guide which will help a wide range of marketing/advertising students and practicioners gain a basic understanding of the media planning process. I feel comfortable making this observation as a former media planning executive at DDB Chicago advertising agency and now as instructor teaching two media planning courses at Loyola University Chicago.

This book begins with chapters on "What is Media" and "Media in the Marketing Context" then moves through the steps of the media planning process before it concludes with chapters on media buying and media plan evaluation/accountability. It provides a good overview of media planning yet spares the reader exhaustive explanations of media terminology and media math calculations found in may college media textbooks.

Author Katz has authored this 3rd Edition to stay current with the rapidly changing media environment. To a reasonable extent, she has succeeded although today's digital media technology changes are occuring at such a breakneck pace that any media textbook is somewhat out of date a week after it has been written.

A broad cross section of the marketing/advertising community will find The Media Handbook to be a useful reference source in understanding the role of media planning in the marketing communications process.

Average customer rating:

The Ethical Consumer
Rob Harrison , Terry Newholm , and Deirdre Shaw
Manufacturer: Sage Publications Ltd
ProductGroup: Book
Binding: Paperback

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ASIN: 141290353X

Book Description

`This book is not simply the best book on the remarkable phenomenon of today's ethical consumer. It is a gift of advice and insight, from the people that know best, to the cause of tomorrow. Many of the writers deserve the plaudits of being pioneers of a new consumer movement. These are the issues of our time' - Ed Mayo, Chief Executive of the UK's National Consumer Council (NCC)

Who are ethical consumers and why are they on the rise? Leading the way towards answering this question, The Ethical Consumer is an indispensable introduction to the subject. Exploring areas like boycotts and fair trade projects, it gathers together the diverse experiences of scholars, campaigners and business practitioners from the international community.

The chapters in this book explore:

- ethical consumer behaviours, motivation and narratives

- the social, political and theoretical contexts in which ethical consumers operate

- the responsibilities of businesses and the effectiveness of ethical consumer actions

Contributions are informed by a broad range of research methods, from case studies, focus groups to surveys and interviews.

The text is of interest to business related graduates, undergraduates and their tutors on courses relating to consumption. It will also be relevant to academics in other disciplines, as well as to politicians, producers, practitioners, campaigners and not least consumers.

Networking with the Affluent
Average customer rating:

Very Illuminating

Especially good for people in financial services

Excellent book to penetrate the affluent market

A very under-rated book! Where are the readers?

Some good advice on how to be useful to the affluent

Networking with the Affluent
Thomas J. Stanley
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Paperback

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The Art of Selling to the Affluent: How to Attract, Service, and Retain Wealthy Customers & Clients for Life

The Millionaire Mind

Attract and Retain the Affluent Investor: Winning Tactics for Today's Financial Advisor

ASIN: 0070610487

Book Description

"As usual, Tom Stanley hits the nail squarely on the head. No one better illuminates the 'who, where, and how' of the affluent market in America."-J. Arthur Urcioli, Chairman and Chief Executive, Merrill Lynch, Business and Financial Services, Inc. "This book is the best guide to success that I've seen."-Mary B. Lehman, Managing Director, Banker's Trust Company, The Private Bank.

Customer Reviews:

Very Illuminating.......2004-01-16

I never realized how easy it is to network with the high profile people. Like anythingelse, it can be learned.

Networking With The Affluent is a must read for all entrepeneurs, sales and business people. This is the book that your most successful competitors are reading, using and applying.

Especially good for people in financial services.......2004-01-16

I work for one of the big 3 insurance companies and getting to know the affluent and working their nests is critical to my success.

In Networking with the Affluent, Dr. Stanley shows how to get into this market and offer quality financial products and services. To serve the affluent and others in their network.

You won't find any tricky techniques. But you will find some powerful ideas on how to substantially increase your production.

I have recommended this book to dozens of people over the years. And I can tell by their productivity if they have actually read it.

Get this book. It's great.

Excellent book to penetrate the affluent market.......2004-01-16

Dr Stanley goes over and above the call of duty with this great work. Networking With The Affluent will show you how to penetrate the affluent market...network with it's members and key players within their group.

This book will create relationships that many have heretofore, been unable to penetrate.

Great book by Dr. Stanley.

A very under-rated book! Where are the readers?.......2004-01-16

I cannot believe that there is not at least three pages of reviews for this great book.Being able to link up with "Mr/Mrs High Credibility" is so essential to successand this is the only book that shows the why, who, where and how.Severall years ago I joined toastmasters and as a result was invited to join other organizations as well. I have to admit that I was [initially] very uncomfortable sitting with some of the top CEO's, Board Members and social elite of my city. This book was recommended to me then and I have never looked back.As a result, I have been able to increase my client base, penetrate the affluent market and network with their associates.As I said in the heading, I cannot believe that there are not more reviews here. Perhaps readers are hoping to keep this their secret. I know that when I first heard about this book, I was hoping that none of my competitors would find out about it.I also recommend Dr. Stanley's excellent "Selling To The Affluent" and "The Winners Circle" by Robert Shook.

Some good advice on how to be useful to the affluent.......2002-07-19

If you need to rub elbows with the affluent, who better to learn from than the man who made a career of studying the wealthy? Thomas Stanley, bestselling author of "The Millionaire Next Door," teaches us the networking methods of individuals who cater to the rich in "Networking With The Affluent And Their Advisors."

Stanley writes: "...always remember that you will succeed in marketing if you focus on the needs of your targets." What are the needs of the affluent? Stanley focuses upon eight valuable services that individuals can provide to the affluent.

According to Stanley, the "Eight Faces of Networking" are:

* Being A Talent Scout
* Being A Revenue Enhancer
* Being An Advocate (to your clients' industries)
* Being A Mentor
* Being A Publicist
* Being A Family Advisor
* Being A Purchasing Agent
* Being A Loan Broker

Noticeably missing from Stanley's list is walking poodles. What sort of pets do the rich have anyway? Are they largely cat people or dog people? Or do they tend to avoid pets altogether due to the cost of caring for the furry little fellows? Stanley is silent on the issue.

But, I guess offering to walk a potential client's poodle wouldn't enhance the image of a serious business professional anyway. So, we'll let Stanley off the hook on this point of omission. Each of his other networking suggestions would tend to enhance a businessperson's reputation as a savvy businessperson with the client.

Being a talent scout means providing your network with information about reliable suppliers and people who might be able to provide valuable services. For example, Stanley notes that the majority of the wealthy are business owners, so they are constantly looking for sources of supply for their businesses.

Suppose the fat cat you want to do business with owns a bakery chain. If you've focused your attention upon the food industry, you might just know a good supplier of doilies. That information will come in handy when fat cat laments the lack of reliable doily suppliers. By asking fat cat about his most important goals and concerns, you learn how you can be of service to him.

Of course, if the doily supplier delivers deformed doilies, you might lose the goodwill of the fat cat. Stanley tells us to only endorse people who provide quality services and products, otherwise we compromise the value of our personal network.

Stanley says that it's often wisest to focus upon networking within a few industries because positive word-of-mouth flows more rapidly through inter-industry communication than through intra-industry communication. We learn that one of the best places to learn about an industry are the industry's trade publications and associations.

So, while you're browsing through "Gingersnap Today," in addition to learning about the industry, you'll learn about the movers and shakers of the baking industry. More people to add to your potential food network.

What do most bakers really care about? In fact, what do most wealthy people care about? Dough, of course! Business owners, especially, are always looking to grow their revenue. So, if you enhance a business owner's revenue, you will become a valuable member of his or her network.

Would doily supplier dare drop doing business with you in favor of your competition if you are providing many referrals and enhancing his doily revenue? Especially, if other people providing the same core service don't enhance his revenue at all?

Stanley gives us the example of a financial advisor who was talking with the wealthy owner of a welding company. Rather than focusing upon the financial advisor's "me, me, me" interest of getting as much money under his grubby management paw as possible, the advisor focused upon his potential client's real concerns and priorities.

Upon meeting the wealthy welder, the financial advisor immediately said that he had several clients who owned oil rigs which needed welding services. He put the welder in contact with the oil riggers. The welder received much business and opened a multimillion dollar account with the financial advisor.

Of course, savvy networking is sometimes derogatorily referred to as "The Old Boy's Network," where members only tend to do business with other members. But, everyone has the opportunity to create their own network. Building networks is an equal opportunity endeavor. Unfortunately, sometimes, people have network envy.

Also, notice that financial advisors and others offering core services to the wealthy tend to benefit most from such networking. This is especially true if the basic service provided is largely undifferentiated, as it typically is with accounting services or financial advising, for example.

Stanley argues that the core service provided clients must be worthwhile to secure and retain business. But, core services being equal, the provider who excels at revenue enhancement will probably win.

While revenue enhancement is crucial, maybe, top dog's greatest concern is building his new home. He's a successful doctor who hates negotiating and doesn't have the time for it. But, it so happens that you know the building contracting business and are a strong negotiator. By acting as a purchasing agent for members of your network, you can save members money. And, as they say, a penny saved is a penny earned.

Stanley relates the story of a successful CPA who saved his wealthy client about [money] on the purchase of a new home. When the successful doctor told Mr. CPA about his new home plans along with its 15% builder's fee and extra fees and commissions here and there, Mr. CPA offered to negotiate the final purchase on behalf of his client. Knowing construction, Mr. CPA knew that a 10% builder's fee was fair. But, the commission, paid to the builder, on the sale of the lot, owned by the builder, had to go.

Saving members of your network money on expensive purchases is one more way to benefit them.

Overall, if you provide a service to wealthy individuals and you wish to increase the value of your networking skills, you might find this book useful.

Book Description

All new or new uses of previously developed scales in consumer behavior and advertising that appeared between 1998 and 2001. 654 scales are presented along with a description, the origin of the scale, reliability, validity, and other useful information for the academic and professional researcher. This volume includes two indices: by author and by publication.

Creating Ever-Cool: A Marketer's Guide to a Kid's Heart

Average customer rating:

Outstanding
Eeeeever-Cooooool
Secret Weapon for Kid marketing!
Enlightening, entertaining and easy to read!
It's my kid marketing bible.

Creating Ever-Cool: A Marketer's Guide to a Kid's Heart
Gene Del Vecchio
Manufacturer: Pelican Publishing Company
ProductGroup: Book
Binding: Hardcover

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ASIN: 1565542568

Book Description

By its very nature, "cool" is a nebulous distinction. What is cool one year, or even one month, may not be the next. Yet some products are able to remain consistently cool year-in and year-out. In their quest for a share of the $171 billion of purchases that kids influence every year, marketers strive to develop such cool products. These the author terms "Ever-Cools."

The Barbie doll represents a perfect example of an "Ever-Cool" product. Barbie rides the trends and fads, assuming various guises to reflect current coolness. Mothers who had Malibu Barbie dolls now buy Baywatch Barbies for their daughters. This is an exploration of achieving the elusive Ever-Cool status.

Customer Reviews:

Outstanding.......2005-07-01

This might be the most useful business book and the best book on kids that I've ever read.

Most business books have just a couple of points, mostly covered in the first chapter, and then drone on to fill the pages with expansions, slight additions, and examples. They should have been articles instead of books.

This book, however, is absolutely brimming with valuable information about the psyche of kids, chapter after chapter. It starts with ever-present needs; moves into fads; gender specific issues; age based issues; etc etc.

It draws on the authors extensive hands on experience at Ogilvy working with kids marketing. And his apparent research on child development and psychology.

This is an excellent, concise but information-packed book on reaching kids for marketers, product developers and even parents!

Eeeeever-Cooooool.......2001-01-06

Are you looking for a secret formula to guide your kid focused marketing decisions? Gene Del Vecchio's book - "Creating Ever-Cool A Marketer's Guide to a Kid's Heart" is truly insightful. It is the closest thing to a secret formula that I've come across.

'Ever-Cool' is a book that answers a seemingly simple but actually quite complex question... Why do some brands in the kids marketplace remain the favorites of children year after year - generation after generation. Exactly what gives these brands their staying power? 'Ever-Cool' answers this question in a well written and entertaining style.

The book has 4 sections: 'The Introduction' , 'The Child's Psyche' , 'A Kid's World and Culture' and 'Marketing to a Child's heart'.

In 'The Child's Psyche' section Del Vecchio examines the timeless and underlying needs of childhood. From the differences between girls and boys, to their fears and fantasies.

'A Kid's World and Culture' investigates children in the world today. Their self awareness, shifting family structures, and universal (hopefully) experiences of childhood such as going to school, and living in the neighborhood. The 'Marketing to a Child's heart' section contains lots of advice and suggestions on how to utilize these insights.

I found the concept that there could be 'Kid Psyche Gaps' in the market place to be particularly intriguing. Del Vecchio explains it in the following way: Psyche Gaps are "that part of the child's psyche that is not currently being satisfied by a competitor" (pg. 221.) Clearly identifying what these gaps are and strategically developing a product to fill the gap is very sound marketing.

Another really cool part of this section is the 'Kids' Idea Matrix'. Del Vecchio provides a creative idea development aid that works in the following way: "By forcing our eyes to see relationships, we help our brains consider the ideas that are born from them. This can be accomplished with a system I call Matrixing a simple process of putting various categories of items in front of our eyes, side by side, in a fashion that will help us to easily mix and match them. The items we will force together are those that we have discussed throughout this book." (pg. 185) Del Vecchio essentially is showing us how to use his ideas.

Del Vecchio also briefly covers advertising, setting up a research program, and ethics. All in all I personally have no hesitation in recommending this book. I found it to be highly insightful and an enjoyable read.

Secret Weapon for Kid marketing!.......2000-07-22

Short version: Buy this book now, and get it shipped to you overnight!

This book is the secret weapon for anyone who markets to kids or wants to. Gene Del Vecchio manages to make the subject entertaining and engaging while teaching you a pile of indispensible techniques to capture a kid's heart.

Not only does the book teach you how to market products better, it gets you thinking different. Suddenly, you're developing products and strategies with kids in mind, and you understand why certain products are big hits with kids.

Another funny thing about this book...it helps you to understand kids better. For readers with their own kids, this could be the greates value of all.

Enlightening, entertaining and easy to read!.......1999-01-02

The author not only reveals important and interesting aspects of a child's psyche, but also gives you insights on how to use those aspects to make your products and brands "ever cool".

It's my kid marketing bible........1998-12-11

Buy it for the 25 pages on kid psyche. The rest is bonus (special bonus offer: 90% more free!). Damn insightful bonus. I constantly refer back to the kid psyche section. Every time I work on a creative strategy. Every time I look at a new toy. I can't tell you how valuable this book as been for me and my group. Five stars+++

A Designer's Research Manual: Succeed in Design by Knowing Your Clients and What They Really Need (Design Field Guide)

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Put this book in your tool belt.
Clear, very straight foreward
A great service to the design profession and it's clients

A Designer's Research Manual: Succeed in Design by Knowing Your Clients and What They Really Need (Design Field Guide)
Jennifer Visocky O'Grady , and Kenneth Visocky O'Grady
Manufacturer: Rockport Publishers
ProductGroup: Book
Binding: Hardcover

General | Instructional & How-To | Arts & Photography | Subjects | Books

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ASIN: 1592532578

Book Description

Doing research can make all the difference between a great design and a good design. Most experienced designers would quantify this "legwork" with the term research. By engaging in competitive intelligence, customer profiling, color and trend forecasting, etc., designers are able to bring something to the table that reflects a commercial value for the client beyond a well-crafted logo or brochure. Although scientific and analytical in nature, research is the basis of all good design work. This book provides a comprehensive manual for designers on what design research is, why it is necessary, how to do research, and how to apply it to design work. As designers embrace research methodologies, they share a common vernacular with their clients, and establish respect as idea people. In an increasingly crowded marketplace, embracing research practices will ensure a continued viable role for designers in business. No other books address this issue for student and professional graphic designers. Books on how to do research are usually aimed at writers, business marketers, and scientists. The ability to execute effective research methods is as important to a career in graphic design as the ability to build a grid or layout a page. Understanding the needs of the client and the client's market are essential components of creating value.

Customer Reviews:

Put this book in your tool belt........2007-03-08

This book is a must have for any aspiring designer. I have the good fortune of studying under the author of "A DESIGNER'S RESEARCH MANUAL" Mr. Visocky O'Grady. Ken is my 'Design research' instructor; he is a high-energy teacher with a vast knowledge in his field. I recommend to all designers/students that you add this book to your library.

Clear, very straight foreward.......2007-02-22

I had to buy this book for a Design Research class. I like the simplicity of the book and the information it contains. The authors dont bogg the reader down with a bunch of advanced technical terminology. I think this is a GREAT book for anyone just starting to get into design research. Its clear, consise and an all around good read. I've taken a few classes with Ken Visoky-O'Grady and he's an amazing professor. I think the book is a great first attempt and would be an asset for any young designer.

A great service to the design profession and it's clients.......2006-12-12

In my search for structured discussion on design process and research, I was fortunate enough to find this book, "A Designer's Research Manual," at the MOMA bookstore in SoHo. I only wish this had been available and required text when I was still in school. The Authors have done a great service to the design profession, and it's clients. Those of us who are more designers than "artists" would do well to integrate the principles of this book into our processes & methodologies for tackling our clients' business problems. It's thinking like that in this book that will make the case for design's value to the business of our clients. Thank you Jenn & Ken Visocky O'Grady!

The Power of Survey Design: A User's Guide for Managing Surveys, Interpreting Results, and Influencing Respondents

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The Power of Survey Design: A User's Guide for Managing Surveys, Interpreting Results, and Influencing Respondents
Giuseppe Iarossi
Manufacturer: World Bank Publications
ProductGroup: Book
Binding: Paperback

Statistics | Economics | Business & Investing | Subjects | Books

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Survey Research Methods (Applied Social Research Methods)
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Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research (Market Research in Practice Series)
Quasi-Experimentation: Design and Analysis Issues for Field Settings

ASIN: 0821363921

Book Description

Are you in favor of financial incentives for poor countries?" If this question were asked in a survey many would be inclined to agree. Yet the result of this poll would be different if the question asked was "Are you in favor of subsidies for poor countries?" This is a simple example of how one single word, incentives or subsidies, can change the answers to virtually the same question.

How we ask the question can often lead the respondent in one direction or the other. And this effect can be significant, in the order of up to 30%. Hence a skillful questionnaire designer can "demonstrate" popular support by wording the question in a way congenial to his or her desired objective.

Similarly the international comparison of survey results is today a common occurrence, yet rarely survey design effects are taken into account when results are presented. So for instance underreporting will certainly be present if a question on corruption is asked by a government official. Henceforth if we wish to obtain a meaningful comparison of this phenomenon across countries we must control for this effect. If we don't China's corruption level will appear lower than Honduras', contrary to what Transparency International reports.

This handbook aims at showing the multitude of survey design factors that play a subtle but crucial role in the accuracy of survey data and can taint its interpretation. A practical how-to guide on all the steps involved with survey implementation, this volume covers survey management, questionnaire design, sampling, respondent's psychology and survey participation, and data management. A comprehensive and practical reference for those who both use and produce survey data.

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