Beyond Listening: Learning the Secret Language of Focus Groups

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A groundbreaking guide to making one of marketing's mostimportant resources more effective When kids in a Nabisco focus group told researchers that theyalways separated their Oreos before they ate them, the researchersrecommended that the company develop a cookie that couldn't betaken apart. Fortunately, in this case, Nabisco didn't heed theresearchers' advice. Each year, companies spend a billion dollarson focus groups designed to ferret out consumer motivation, and, according to expert Bonnie Goebert, in many cases they ...

Beyond Listening: Learning the Secret Language of Focus Groups 2001, Wiley, New York, NY

ISBN-13: 9780471395621

Hardcover

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