Irving Crespi was a public opinion pollster, professor, and market researcher long associated with The Gallup Organization. Crespi was also the author of books on polling, public opinion, and democracy. He earned his PhD from The New School for Social Research. He was associated with Gallup for a long period of time. He held subsequent research positions at Mathematical Policy Research, the Roper Organization, the Total Research Corp., and Irving Crespi & Associates. He also taught at Baruch College. He passed away in 2004.
Attitude Research was written by Irving Crespi. This work is a comprehensive summary on the attitude theory and research methods employed in the 1960s with respect to marketing and marketing research. Divided in two parts, this monograph speaks on the role of attitude research in marketing and consumer research as well as methods of conducting attitude research. As Part I talks about the theory and concept, Part II is the cookbook on how the theory can be applied in real time situation.