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The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. 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This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie shows how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful.Drawing on Bourdieu and Campbell to support his thesis, Edward McQuarrie uncovers what is new online by:      presenting a sociological perspective on what consumers do online and contrasting it to more familiar economic, psychological and ethnographic views reinterpreting Bourdieu s idea of cultural capital to understand the success of fashion bloggers showing how the meaning of taste and what it means to dress fashionably have changed with the Web explaining why online reviews cannot be considered word-of-mouth and therefore cannot be understood using that idea examining why Pinterest is so attractive to female consumers while relating Pinterest to Walter Benjamin's ideas about how mechanical reproduction changes the meaning of art.  This book will be valuable to students and scholars interested in consumer research, marketing, and sociology, specifically those who seek an alternative to purely psychological and economic explanations for what consumers do online.","brand":"WoB","offers":[{"title":"US \/ GOOD \/ SBYB","offer_id":49801804284177,"sku":"CIN1784715999G","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1784715999.jpg?v=1750802051"},{"product_id":"go-figure-new-directions-in-advertising-rhetoric-book-edward-f-mcquarrie-9780765618016","title":"Go Figure! New Directions in Advertising Rhetoric","description":"Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. 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