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" Beyond listening : "
Bonnie Goebert with Herma M. Rosenthal.
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BL
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| Record Number
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997935
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b752305
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| Main Entry
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Goebert, Bonnie.
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| Title & Author
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Beyond listening : : learning the secret language of focus groups /\ Bonnie Goebert with Herma M. Rosenthal.
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| Publication Statement
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New York :: J. Wiley,, ©2002.
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| Page. NO
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1 online resource (xvi, 224 pages)
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| ISBN
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0471209953
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: 1280340169
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: 9780471209959
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: 9781280340161
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0471395625
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9780471395621
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| Notes
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Includes index.
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| Contents
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Beyond Listening; PREFACE; ACKNOWLEDGMENTS; 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.
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| Abstract
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In Beyond Listening, focus group expert Bonnie Goebert explains how to interpret consumer response and turn that information into hard-core benefits for any size company. She presents case studies of her household-name clients, such as Excedrin, Tropicana, and DuPont, to illustrate how companies leverage consumer information to meet changing consumer needs and strengthen loyalty to products. Any merchant, marketer, or retailer will find Beyond Listening invaluable in the ongoing struggle to gain insight into consumer behavior.
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Consumer behavior.
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Consumers' preferences.
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Focus groups.
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BUSINESS ECONOMICS-- Marketing-- Research.
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Consumer behavior.
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Consumers' preferences.
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Focus groups.
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| Dewey Classification
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658.8/3
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| LC Classification
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HF5415.32.G64 2002eb
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| Added Entry
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Rosenthal, Herma M.
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