Research Catalog

Beyond listening : learning the secret language of focus groups

Title
Beyond listening : learning the secret language of focus groups / Bonnie Goebert with Herma M. Rosenthal.
Author
Goebert, Bonnie.
Publication
New York : J. Wiley, [2002], ©2002.

Items in the Library & Off-site

Filter by

1 Item

StatusFormatAccessCall NumberItem Location
Request for On-site UseRequest Scan
How do I pick up this item and when will it be ready?
TextRequest in advance HF5415.32 .G64 2002Off-site

Holdings

Details

Additional Authors
Rosenthal, Herma M.
Description
xvi, 224 pages; 24 cm
Subject
  • Consumers' preferences
  • Consumer behavior
  • Focus groups
Note
  • Includes index.
Contents
1. Listening 101: The Value of Focus Groups -- 2. Choosing the Voices: Who Should - And Shouldn't - Be in Focus Groups -- 3. Listening behind the Mirror: Who Should Be Listening -- 4. Listening over the Fence: The Moderator's Role -- 5. Total Hearing: The Art of Really Listening to Focus Groups -- 6. Consumer's Rule: Seeing the Consumer's Perspective on Products -- 7. Consumer Laments: Learning from Consumer Disappointment -- 8. Brand Standing: Uncovering the True Identity of a Brand -- 9. Lasting Bonds: The Emotional Attachment between Consumers and Brands -- 10. A Brand for All Times: The Essence of Loyalty -- 11. Brand Stewardship: The Strategies of Winning Brands -- 12. Outside Pressures: Protecting Brands in a Changing Marketplace -- 13. Have You Heard: Trends for the New Millennium -- 14. Focusing In: A Few Final Thoughts about Focus Groups.
ISBN
0471395625 (cloth : alk. paper)
LCCN
2001045637
OCLC
  • ocm47756038
  • SCSB-4232238
Owning Institutions
Columbia University Libraries