Beyond Anxiety and 'Political Correctness': How Experimental Design Trumps 'Gaming It' and Gets More Deeply into the Mind

14 Pages Posted: 28 Jul 2009 Last revised: 18 Apr 2010

See all articles by Howard R. Moskowitz

Howard R. Moskowitz

Moskowitz Jacobs Inc.

Jacqueline Beckley

The Understanding and Insight Group, Inc.

Hollis Ashman

The Understanding & Insight Group,Inc.

Date Written: July 24, 2009

Abstract

The researchers present a research approach which was stimulated, in part, by genomics thinking in the biological sciences, conjoint analysis in marketing, and psychophysical measurement in experimental psychology. We present the approach in terms of different steps, both conceptual and executional, respectively, as a method for measuring truth for highly, emotionally tinged topics. In doing so, we overcome the continuing issues in both consumer and public opinion research where the respondents’ desire to please the interviewer by seeming to be politically correct ('PC') provides erroneous information.

Keywords: conjoint analysis, genomics, psychophysical, politically correct

JEL Classification: C9

Suggested Citation

Moskowitz, Howard R. and Beckley, Jacqueline and Ashman, Hollis, Beyond Anxiety and 'Political Correctness': How Experimental Design Trumps 'Gaming It' and Gets More Deeply into the Mind (July 24, 2009). Available at SSRN: https://ssrn.com/abstract=1438648 or http://dx.doi.org/10.2139/ssrn.1438648

Howard R. Moskowitz (Contact Author)

Moskowitz Jacobs Inc. ( email )

1025 Westchester Ave., 4th fl
White Plains, NY 10604
United States

Jacqueline Beckley

The Understanding and Insight Group, Inc. ( email )

Denville, NJ 07834
United States

Hollis Ashman

The Understanding & Insight Group,Inc. ( email )

Denville, NJ 07834
United States
973 328 9107 (Phone)

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