Beyond Listening: Learning the Secret Language of Focus Groups (w/Jacket!) 2001
Beyond Listening: Learning the Secret Language of Focus Groups. Goebert, Bonnie; Rosenthal, Herma, Wiley, 2001.
Business & Economics
ISBN: 0471395625
A groundbreaking guide to making one of marketing's most important resources more effective When kids in a Nabisco focus group told researchers that they always separated their Oreos before they ate them, the researchers recommended that the company develop a cookie that couldn't be taken apart. Fortunately, in this case, Nabisco didn't heed the researchers' advice. Each year, companies spend a billion dollars on focus groups designed to ferret out consumer motivation, and, according to expert Bonnie Goebert, in many cases they're throwing their money away. She explains what's wrong with how companies use the information. She provides simple clear-cut guidelines on how companies of just about any size can use focus groups to capture the hearts and minds of consumers.
Ex-library book. Secure binding with clean pages and light cover wear. The jacket is attached to the book, with library stickers over the plastic protector. Hardcover book.