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Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping
NICHOLAS BREALEY
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0/5 Stars (0)
Length: 226 Pages 11 Chapters
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Publisher: Nicholas Brealey Publishing
Released: 2010-06-03
Category: Non Fiction - Self-help Book
ISBN: 9781857885507
Market research is a myth. Philip Graves, one of the world's leading experts in consumer behaviour, reveals why the findings obtained from most market research are completely unreliable. Whether it is company executives seeking to define their corporate strategy or politicians wanting to understand the electorate, the idea that questions answered on a questionnaire or discussed in a focus group can provide useful insights on which to base business decisions is the cause of product failures, political blunders and wasted billions.Consumer.ology exposes some of the most expensive examples of research-driven thinking clouding judgement, experience and evidence – from New Coke to General Motors, from Mattel to the Millennium Dome – and instances of success through ignoring market research, such as Baileys and Dr Who.
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Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping
Ratings:
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Length: 226 Pages 11 Chapters
Publisher: Nicholas Brealey Publishing
Released: 2010-06-03
ISBN: 9781857885507
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