Divining desire : focus groups and the culture of consultation /

"The focus group, over the course of the last century, became an increasingly vital part of the way companies and politicians sold their products and policies with few areas of life, from salad dressing to health care legislation to our favorite TV shows, left untouched by moderators questionin...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Featherstone, Liza (Author)
Format: Electronic eBook
Language:Inglés
Published: New York : OR Books, [2017]
Subjects:
Focus groups > United States > History.
Focus groups > Social aspects > United States.
Consumer panels > United States > History.
Marketing research > United States > History.
Panels de consommateurs > États-Unis > Histoire.
Marketing > Recherche > États-Unis > Histoire.
BUSINESS & ECONOMICS > Marketing > Research.
Consumer panels.
Focus groups.
Marketing research.
United States.
History.
Online Access:Texto completo
Table of Contents:
  • Introduction: Dichter's egg
  • The birth of the focus group
  • "The snowball interview": the focus group comes to Madison Avenue
  • "King Consumer": market research is attacked--and industry responds
  • Viper, fool, or expert?: the consumer as a woman
  • "We ask them": focus groups in the age of women's liberation
  • Entertaining Joe Sixpack
  • "Where is the emotion?": the emergence of the focus group in electoral politics
  • "God and Coca-Cola": the story of New Coke
  • "A faster horse?": the entrepreneur strikes back
  • "The decider"
  • Bartender in a Lamborghini: the professional respondent
  • "Who are these appalling people?"
  • Conclusion: Are focus groups dead?

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