By Douglas Rushkoff
Famous media pundit Douglas Rushkoff offers a devastating critique of the impression options in the back of our tradition of rampant consumerism. With a talented research of the way specialists within the fields of promoting, ads, retail atmospherics, and hand-selling try to remove our skill to make rational judgements, Rushkoff promises a bracing account of why we purchase what we purchase, and is helping us realize while we're being handled like shoppers rather than people.
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Additional info for Coercion: Why We Listen to What "They" Say
For example, telephone surveys often are fielded by data-collection services with supervisors who monitor — some may say eavesdrop on — many calls placed from extensive telephone banks. Supervising such fieldwork is fairly straightforward. For personal interviews, immediate oversight is impossible, so the type of supervision differs markedly. Supervising personal interviews typically entails verifying that at least 10 or 15 percent of interviews were conducted as indicated by field service workers.
Save those games for troublesome siblings! Because research is meant to assist rather than replace managerial decisionmaking, you can’t blame previously conducted research for your faulty decisions. In a pinch, remind disappointed business associates that the value of a decision isn’t based on the outcome. You can determine whether to trust the results of a research study, and thus make a more informed decision, but that decision still can produce a marketing failure. ✓ You’ve already made your decision.
Indd 34 2/23/10 8:24 PM Chapter 2: Following the Stages of the Marketing Research Process 35 ✓ What’s the nature of the data? If the data are qualitative, you’re looking at people’s open-ended and rambling responses to questions. If the data are quantitative, you’re looking at close-ended data, which are far easier and more straightforward to analyze. Chapter 9 discusses the relative strengths and weaknesses of open-ended versus close-ended questions. Stage 6: Communicating the findings and their implications The value of a research study is only as good as the weakest link in the chain of the process.