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Title: Beyond Listening: Learning the Secret Language of Focus Groups by Bonnie Goebert, Herma Rosenthal ISBN: 0-471-39562-5 Publisher: Wiley Pub. Date: 21 November, 2001 Format: Hardcover Volumes: 1 List Price(USD): $29.95 |
Average Customer Rating: 5 (3 reviews)
Rating: 5
Summary: Really insightful
Comment: I usually don't write reviews, but this book compelled me. I have read a lot of books, but I really learned something from this one. My advertising approach will be different from now on.
Rating: 5
Summary: People Insights for Marketing Mavens
Comment: Warm, well written, insider's book based on thirty years of focus group research. Written with a voice that listens. Bonnie Goebert obviously likes people and likes listening. Her insights into customer motivation would help anyone who wants to sell anything to anybody, especially corporate types who sometimes forget that the consumer is us.
Rating: 5
Summary: Sell More Product, Read This Book
Comment: I loved this book and I wish all those high flying ad agency people would read it. What are the thoughts that float through a homemaker's mind as he pushes his cart through the supermarket? You know what yours are, but do you know what his are? Bonnie Goebert says listen, ask the right questions. Don't try to con, talk down to or objectify the consumer because the consumer is us. This is the perfect book for account executives, art directors, copywriters, market researchers and anyone who's ever wondered how people make the decisions they do when they go to buy a product, any product. It's full of interesting anecdotes about human behavior, insightful observations and common sense conclusions that could help any company looking to jump start their business. It's lively, well written, and as the culmination of thirty years of focus group moderating, impecably researched. If more ad agencies and CEO's read this book, they'd find out who we really are...and what we really want. Wouldn't that be nice?
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Title: Focus Group Research Handbook by Holly Edmunds ISBN: 0658002481 Publisher: NTC/Contemporary Publishing Company Pub. Date: 01 February, 2000 List Price(USD): $24.95 |
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Title: The Mirrored Window: Focus Groups from a Moderator's Point of View by Judith Langer ISBN: 0967143942 Publisher: Pmp Pub. Date: 26 February, 2001 List Price(USD): $49.95 |
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Title: Focus Groups: A Practical Guide for Applied Research by Richard A. Krueger, Mary Anne Casey ISBN: 0761920714 Publisher: Sage Publications Pub. Date: 01 April, 2000 List Price(USD): $43.95 |
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Title: Moderating To The Max: A Full-Tilt Guide to Creative Insightful Focus Groups and Depth Interviews by Jean Bystedt, Siri Lynn, Deborah Potts, Gregg Fraley ISBN: 0972529012 Publisher: Paramount Market Publishing Pub. Date: August, 2003 List Price(USD): $34.95 |
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Title: How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman ISBN: 1578518261 Publisher: Harvard Business School Press Pub. Date: 21 February, 2003 List Price(USD): $29.95 |
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