Consumer.ology : the market research myth, the truth about consumers and the psychology of shopping

"Explains the folly of using market research to make corporate decisions, describing examples of expensive mistakes made by corporations from General Motors to Mattel, and offers organizations an approach to better understand their customers."

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Bibliographic Details
Main Author Graves, Philip (Author)
Format Book
LanguageEnglish
Published Boston ; London : Nicholas Brealey, 2010
Edition1st pub.
Subjects
spotřebitelské chování
marketingový výzkum
consumer behavior
marketing research
příručky
handbooks, manuals, etc
Online AccessBiografické informace
ISBN9781857885507
Physical Descriptionviii, 216 s. ; 24 cm

Cover

Table of Contents:
  • Understanding the unconscious mind : why we buy what we do but can't explain it
  • Reading consumers : insights into the unconscious mind
  • The consumer in context : environmental influences
  • What consumers do : studying behavior
  • The irrelevant consumer : questioning questions
  • Relevant answers : questions worth asking
  • Understanding the crowd : focusing on focus groups
  • Consumer futurology : influencing innovation
  • Gaining an edge : beyond market research

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