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The Mirrored Window: Focus Groups from a Moderator's Point of View
 
 
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The Mirrored Window: Focus Groups from a Moderator's Point of View (Hardcover)

by Judith Langer (Author) "THE PHONE RINGS ..." (more)
4.0 out of 5 stars  See all reviews (1 customer review)

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Product details

  • Hardcover: 272 pages
  • Publisher: Paramount Market Pub (Mar 2001)
  • Language English
  • ISBN-10: 0967143942
  • ISBN-13: 978-0967143941
  • Product Dimensions: 23.6 x 18.3 x 2 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon.co.uk Sales Rank: 1,932,351 in Books (See Bestsellers in Books)

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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3 of 3 people found the following review helpful:
4.0 out of 5 stars Dynamic analysis of consumer motivations, 31 Aug 2007
By Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews
(TOP 50 REVIEWER)    (REAL NAME)   
The hidden persuaders of marketing have come out of their mazes to explain willingly how they probe people to find out what makes them tick and why they buy one product instead of another. Everybody knows about surveys and nose counting from political polls and other quantitative research. Now Judith Langer covers qualitative research (QR), the established, but often less explained, way to find out what consumers like and dislike on a deeper level. She notes the advantages and disadvantages of focus group set-ups that allow marketers' clients to hide behind big one-way mirrors, and watch and hear representative customers responding to their product. QR's chief drawback and the reason some companies prohibit it, Langer notes, is that some clients find it "vague," and are uncomfortable with its surveillance tactics. We recommend this authoritative look behind the one-way mirror to those who deal with focus group results.
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