Divining desire : focus groups and the culture of consultation / Liza Featherstone.
By: Featherstone, Liza [author.].
Publisher: New York : OR Books, ©2017Distributor: [United States] : Distributed to the trade by Publishers Group West. Copyright date: ©2017Description: 304 pages : illustrations ; 21 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781944869489.Subject(s): Focus groups -- United States -- History | Focus groups -- Social aspects -- United States | Consumer panels -- United States -- History | Marketing research -- United States -- HistoryGenre/Form: Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | H61.28 .F43 2017 (Browse shelf) | Available | AU00000000014074 |
Includes bibliographical references (pages 257-291) and index.
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?