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

By: Material type: TextTextPublication details: London ; Boston : Nicholas Brealey Pub., 2010.Description: viii, 216 p. ; 24 cmISBN:
  • 9781857885507 (trade)
  • 1857885503
Other title:
  • Consumerology
  • Consumer dot ology
Subject(s): DDC classification:
  • 658.8/34 22
LOC classification:
  • HF5415.32 .G73 2010
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.
Summary: 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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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.834 GR CO (Browse shelf(Opens below)) Available T0043493

Library Journal, August 2010

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.

Includes bibliographical references (p. [201]-210) and index.

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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