| Titre : | Consumer.ology : the market research myth, the truth about consumers and the psychology of shopping |
| Auteurs : | Philip GRAVES |
| Type de document : | Texte imprimé |
| Editeur : | Nicholas Brealey, 2010 |
| Importance matérielle : | 214 p. |
| ISBN/ISSN/EAN : | 978-1-85788-550-7 |
| Langues: | Anglais |
| Index. décimale : | 122.94 |
| Mots-clés : |
[Classement] ETUDE DE MARCHE [Aciège 2017] COMPORTEMENT DU CONSOMMATEUR [Aciège 2017] QUESTIONNAIRE [Aciège 2017] PSYCHOLOGIE |
| Résumé : | In this book, the author, one of the world's leading experts in consumer behavior, reveals why the findings abtained 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. |
Exemplaires (1)
| Code-barres | Cote | Support | Emplacement | Disponibilité |
|---|---|---|---|---|
| 038685 | 122.94 GRA | Livre | Salle de lecture | Disponible |
