Cover of: Beyond listening | Bonnie Goebert

Beyond listening

learning the secret language of focus groups

Published by J. Wiley in New York .
Written in English.

About the Book

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. In this fascinating book, Goebert, a highly respected moderator with three decades of experience with focus groups, explains what's wrong with how companies use the information. More importantly, she draws on her own experiences with clients like the New York Times, Tropicana, Maxwell House, Colgate, Maybelline, Lipton, Federal Express, and scores of other prestigious accounts to provide simple clear...

Edition Notes

Includes index.

Classifications

Library of Congress
HF5415.32 .G64 2002, HF5415.32 .G64 2002

The Physical Object

Pagination
xvi, 224 p.
Number of pages
224

ID Numbers

Open Library
OL18168401M
Internet Archive
beyondlisteningl0000goeb
ISBN 10
0471395625
LC Control Number
2001045637
Library Thing
1302085
Goodreads
1858160
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History

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December 29, 2018 Edited by ImportBot import existing book
September 26, 2018 Edited by ImportBot import existing book
August 18, 2010 Edited by IdentifierBot added LibraryThing ID
April 16, 2010 Edited by bgimpertBot Added goodreads ID.
October 11, 2008 Created by ImportBot Initial record created, from Oregon Libraries MARC record.