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AuthorAbrams, Bill
TitleThe observational research handbook : understanding how consumers live with your product / Bill Abrams
Imprint Illinois : NTC Business Books, c2000
Descript xxiv, 277 p

CONTENT

Why observational research -- The practical values of observational research -- Observational techniques -- Planning the observational research project: How to make sure you get what you want -- Recruitment: How to make sure the right consumers are observed -- On the consumer's turf: Interviewing and documenting the product experience -- Watching consumers shop: In-store observation puts you right there when consumers select-or reject-your prduct -- Observing consumers in motion: On the road, in the air, and in cyberspace -- Looking for patterns: How the field-work is analyzed and interpreted -- Presenting the findings: Making the insights accessible -- Next steps: What to do with the findings -- Observational research and the twenty-first century -- Frequently asked questions about observational research


Consumer behavior -- United States Marketing -- United States

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Chula Business School Library658.83421 A161O 2000CHECK SHELVES

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