Stereotypes are a real time (and money) saver: The role primary demographics play when analyzing survey results

This paper explains how CivicScience, an online data and polling company, used the data it had already collected from its panel to understand which non-demographic questions best indicated broader attitudes and behaviours.

Stereotypes are a real time (and money) saver: The role primary demographics play when analyzing survey results

John DickCivicScience

Research purpose

In all likelihood, anyone who's reading this paper has either responded to or written a survey. In either situation, that survey almost certainly included questions about primary demographics — gender, age, income, etc. Despite the possibility of imputing these values for any respondent given other, more exotic attributes that might have been collected, primary demographics are going to remain a fundamental part of market research surveys for the foreseeable future. This paper does not attempt to suggest otherwise....

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