Consumerology
The Market Research Myth, the Truth about Consumers and the Psychology of Shopping
گزارش تخلف
کتاب های مرتبط
- اطلاعات
- نقد و بررسی
- دیدگاه کاربران
نقد و بررسی
August 1, 2010
Tackling the accuracy of market research, consumer behavior consultant Graves maintains that the most important factor that influences the public's opinion of a product is the subconscious or unconscious. He contends that asking individuals to describe why they like or don't like a product can only represent the conscious aspects and not the overarching unconscious facets that pervade our decision-making processes. Graves begins with a literature review, followed by chapters explaining what invisible factors influence why we want the things we do. Next, he addresses why market surveys and focus groups are ineffective and discusses five ways to critically evaluate market research results. Kevin Hogan's The Science of Influence deals with similar subject matter. VERDICT A good read for anyone interested in the psychology of group behavior or the validity of market research methods as well as for those in the business sector trying to introduce new products to the public.--Poppy Johnson-Renvall, Mesalands Community Coll. Lib., Tucumcari, NM
Copyright 2010 Library Journal, LLC Used with permission.
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