Shopping Cart : 0 Items
 
Home    Books    Consumerology
Consumerology
Consumerology
 
Write a Review
Author : Philip Graves
Publisher : Nicholas Brealey
ISBN# : 978-1-85788-550-7
Pages : 216
Price :INR 995
Offer Price:INR 886
 
Out of Stock - On Order
Buy
 
Book Description
Market research is a myth. Philip Graves, one of the world`s leading experts in consumer behaviour, reveals why the findings obtained from most market research are completely unreliable. Whether it is company executives seeking to define their corporate strategy or politicians wanting to understand the electorate, the idea that questions answered on a questionnaire or discussed in a focus group can provide useful insights on which to base business decisions is the cause of product failures, political blunders and wasted billions. ""Consumer.ology"" exposes some of the most expensive examples of research-driven thinking clouding judgement, experience and evidence - from New Coke to General Motors, from Mattel to the Millennium Dome - and instances of success through ignoring market research, such as Baileys and Dr Who. It also shows organizations the tools they should be using if they want to understand their customers. Using his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight, Graves asserts that it`s time for a fresh approach that embraces this new understanding of human behaviour. Along the way, he reveals why the current practice of market research is a false science, why we often don`t buy what we say we will, and how to understand consumers better than they do themselves. After reading ""Consumer.ology"" business leaders and politicians will never look at market research in the same way again.
 
DISCLAIMER
  • The book summary and image may vary as per the binding and edition available of the same title.
  • Book reviews are added by registered customers. They need not necessarily have read or bought the book.
  • These books are not available for reading online from this website or for free download in PDF or ebook format.
  • Price can change or vary due to reprinting, price change by publisher or sourcing cost change for imported books.
  • The presently available edition will only be supplied at the present best possible price.