Divining desire
Subtitle: focus groups and the culture of consultation
By: Liza Featherstone
Publisher: OR Books
Published: 2017
Language: eng
Number of pages: 304
ISBN-13: 9781944869489
Copyright date: 2017
Subjects: Focus groups; Marketing research; Consumer panels; History
Description: 304 pages : 21 cm
Notes: Includes bibliographical references (pages 257-291) and index.
Table of contents: title: Introduction : Dichter's egg; title: The birth of the focus group; title: "The snowball interview" : the focus group comes to Madison Avenue; title: "King Consumer" : market research is attacked; title: and industry responds; title: Viper, fool, or expert? the consumer as a woman; title: "We ask them" : focus groups in the age of women's liberation; title: Entertaining Joe Sixpack; title: "Where is the emotion?" : the emergence of the focus group in electoral politics; title: "God and Coca-Cola" : the story of New Coke; title: "A faster horse?" : the entrepreneur strikes back; title: "The decider"; title: Bartender in a Lamborghini : the professional respondent; title: "Who are these appalling people?"; title: Conclusion : are focus groups dead?.