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Global Market Research 2011
Global Market research 2011 is the 23rd annual industry study undertaken by ESOMAR. Providing a comprehensive and authoritive view on the state of the market. Available now in the Publications Store
A quest for answers
The campaign against Why
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Author(s): Stephen Phillips, Sarah Hamburger Collection: Congress 2007 - Excellence - Celebrating 60 years Keywords: In-Depth Interviews, Focus Groups  ESOMAR Congress 2007 Award Nominee - Best Methodological Paper |
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| EUR 15.00 Members: EUR 12.00 |  |
Everyone wants to know ‘why’ consumers choose brand A, switch from A to B, believe X and behave in certain ways. Yet most of the time, consumers don’t know ‘why’.
This presentation looks at alternatives to ‘why’ and more broadly, the best questioning methods and techniques to get to the truth about people’s attitudes, beliefs and behaviours.
In this quest, other professions are queried about the techniques they use; from forensic psychologists to art therapists and police interviewers.
Date of publication: 19.09.2007
ISBN: 92-831-0208-8
Order Code: CON07_32
Number of pages: 17
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This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
For further information about publications contact ESOMAR Customer Service:
publications@esomar.org
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