MARC record from Internet Archive

LEADER: 05555cam 2200841Ia 4500
001 ocm50766772
003 OCoLC
005 20180920054246.0
008 021011s2002 nyu o 001 0 eng d
006 m o d
007 cr cn|||||||||
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020 $a9780471209959$q(electronic bk.)
020 $a1280340169
020 $a9781280340161
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020 $z0471395625$q(cloth ;$qalk. paper)
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072 7 $aBUS$x043060$2bisacsh
072 7 $aKMC$2bicssc
082 04 $a658.8/3$221
100 1 $aGoebert, Bonnie.
245 10 $aBeyond listening :$blearning the secret language of focus groups /$cBonnie Goebert with Herma M. Rosenthal.
260 $aNew York :$bJ. Wiley,$c℗♭2002.
300 $a1 online resource (xvi, 224 pages)
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
500 $aIncludes index.
505 0 $aBeyond 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.
520 $aIn 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.
588 0 $aPrint version record.
650 0 $aConsumers' preferences.
650 0 $aConsumer behavior.
650 0 $aFocus groups.
650 7 $aBUSINESS & ECONOMICS$xMarketing$xResearch.$2bisacsh
650 7 $aConsumer behavior.$2fast$0(OCoLC)fst00876238
650 7 $aConsumers' preferences.$2fast$0(OCoLC)fst00876441
650 7 $aFocus groups.$2fast$0(OCoLC)fst01715732
655 4 $aElectronic books.
700 1 $aRosenthal, Herma M.
776 08 $iPrint version:$aGoebert, Bonnie.$tBeyond listening.$dNew York : J. Wiley, ℗♭2002$z0471395625$w(DLC) 2001045637$w(OCoLC)47756038
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