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Beyond listening : learning the secret language of focus groups

Author: Bonnie Goebert; Herma M Rosenthal
Publisher: New York : J. Wiley, ©2002.
Edition/Format:   Print book : EnglishView all editions and formats

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  Read more...


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Document Type: Book
All Authors / Contributors: Bonnie Goebert; Herma M Rosenthal
ISBN: 0471395625 9780471395621
OCLC Number: 875620264
Description: XVI, 224 p. ; 24 cm
Contents: Listening 101: The Value of Focus Groups. Choosing the Voices: Who Should--And Shouldn't--Be in Focus Groups. Listening behind the Mirror: Who Should Be Listening. Listening over the Fence: The Moderator's Role. Total Hearing: The Art of Really Listening to Focus Groups. Consumer's Rule: Seeing the Consumer's Perspective on Products. Consumer Laments: Learning from Consumer Disappointment. Brand Standing: Uncovering the True Identity of a Brand. Lasting Bonds: The Emotional Attachment between Consumers and Brands. A Brand for All Times: The Essence of Loyalty. Brand Stewardship: The Strategies of Winning Brands. Outside Pressure: Protecting Brands in a Changing Marketplace. Have You Heard: Trends for the New Millennium. Focusing In: A Few Final Thoughts about Focus Groups. Index.
Responsibility: Bonnie Goebert with Herma M. Rosenthal.


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"...there are some useful observations about the limitations of focus groups..."(Marketing, 31 July 2003)

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