Author: Judith Langer
Publisher: Paramount Market Publishing, Inc.
Keywords: point, view, moderator, groups, window, focus, mirrored
Number of Pages: 272
Published: 2005-01-01
List price: $34.95
ISBN-10: 0976697335
ISBN-13: 9780976697336

Focus groups are important method for learning about your customers. If you’re involved with focus groups in any way, look no further for expert advice. Whether you are using focus groups for the first time, looking for ways to make your focus groups more productive, or you want to make your focus group facility a regional star, The Mirrored Window offers practical advice. Expert moderator Judith Langer guides you to success step-by-step-using real examples-from defining your focus group project to writing the report. Compare the advantages of focus group research over quantitative studi

Author: M. Isabel Valdes
Publisher: Paramount Market Publishing, Inc.
Keywords: acculturation, fresh, life, customers, hispanic
Number of Pages: 194
Published: 2008-02-11
List price: $49.95
ISBN-10: 0978660269
ISBN-13: 9780978660260

Isabel Valdes’ newest take on acculturation focuses on the challenges and opportunities her powerful segmentation techniques uncover. One of PMP’s best-selling authors, Isabel Valdes features completely new analysis of Latino segments, based on how long Latinos have lived in the U.S. culture. These new segments provide an excellent understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in th

Author: James U. McNeal
Publisher: Paramount Market Publishing
Keywords: realities, myths, market, kids
Number of Pages: 272
Published: 1999-06
List price: $54.95
ISBN-10: 0967143918
ISBN-13: 9780967143910

Author: Cristina Benitez
Publisher: Paramount Market Publishing, Inc.
Keywords: transforming, culture, latino, latinization
Number of Pages: 125
Published: 2007-07-01
List price: $24.95
ISBN-10: 0978660250
ISBN-13: 9780978660253

The news is filled with references to Hispanics and Latinos, but what the news doesn’t tell you is the impact and influence that Latino culture is having on the United States. You know about the pop celebrities and the baseball stars, but do you know about the contributions Latinos are making in arts, the sciences, education, and literature? And how about the influence on family life-- the center of Latino culture? Cristina Benitez, an experienced Latino marketer, identifies and discusses contributions that Latinos are making to U. S. culture, providing key insights into what this

Author: Jean Bystedt
Publisher: Paramount Market Publishing
Keywords: focus, groups, depth, interviews, insightful, creative, max, full, tilt, guide, moderating
Number of Pages: 150
Published: 2003-08
List price: $34.95
ISBN-10: 0972529012
ISBN-13: 9780972529013

Moderating to the Max provides you with detailed instructions for more than 20 techniques that will deepen focus group findings and bring life to a fading group. From perceptual mapping to personification, you will never again have to guess whether the technique is the right one for the occasion. This guide will enhance and broaden the work of moderators who already have a good foundation. With myriad examples and illustrations, the book’s emphasis is on "play" and how fun exercises can inspire focus group respondents to reveal deeper motivations.

Author: Dan Herman
Publisher: Paramount Market Publishing, Inc.
Keywords: strategy, marketing, branding, competitive, guide, mba, clones, alternative, outsmart
Number of Pages: 200
Published: 2008-01-07
List price: $39.95
ISBN-10: 0978660285
ISBN-13: 9780978660284

How can you be immensely successful for many years, and yet not be imitated by competitors? Impossible, you say. Not so. Virgin Atlantic, the Body Shop, Apple Computers, and Birkenstock they all achieved this status, and there are ample additional examples. They cracked the secret of successful differentiation that is not imitated and are adored by customers who think that they are incomparable. Dr. Dan Herman calls it an Unfair Competitive Advantage. It’s not at all unethical. Everyone has a fair chance of attaining such an advantage including, every reader of this book. There is

Author: Isabelle Albanese
Publisher: Paramount Market Publishing
Keywords: communication, truth, 4cs
Number of Pages: 144
Published: 2007-04-02
List price: $24.95
ISBN-10: 0978660226
ISBN-13: 9780978660222

Even though we all communicate every waking hour of every day, truly effective communication isn’t always easy to identify, much less execute. Consumers are deluged by messages with different purposes to inform, to persuade, and to entertain. This plethora comes to us courtesy of a variety of resources that are increasingly fragmented by advances in technology. With more communication to sift through, it has never been more important to make this communication clear. Don’t let the size of this little book fool you. The 4Cs of Truth in Communications presents a remarkably stra