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Divining desire : focus groups and the culture of consultation /

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Bibliographic Details
Main Author: Featherstone, Liza (Author)
Format: Book
Language:English
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.
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?