Divining desire : focus groups and the culture of consultation / Liza Featherstone.

Format:

Book

Author/Creator:

Featherstone, Liza, author.

Language:

English

Subjects (All):

Focus groups--United States--History.

Focus groups.

Focus groups--Social aspects--United States.

Consumer panels--United States--History.

Consumer panels.

Marketing research--United States--History.

Marketing research.

History.

Social aspects.

United States.

Physical Description:

304 pages : illustrations ; 21 cm

Distribution:

[United States] : Distributed to the trade by Publishers Group West.

Place of Publication:

New York : OR Books, [2017]

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?

Notes:

Includes bibliographical references (pages 257-291) and index.

ISBN:

9781944869489

1944869484

OCLC:

988846300

Publisher Number:

99976112778