Bias Testing for Market Research

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

Emily Geisen is an experienced survey methodologist and an expert in UX research who helps design inclusive and innovative products for researchers at Qualtrics.
Mandy Sha is a questionnaire design and testing expert who influences and educates the insights industry via inclusive research design, highly-cited publications, and multimedia speaking engagements.
Farren Roper is a DEI practitioner, former attorney, entrepreneur, and product leader who connects DEI goals to business results. He advances DEI at a global scale through Qualtrics and his volunteer work.