The real lesson of new Coke: The value of focus groups for...

Robert M. Schindler
Marketing Research
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Key Takeaways
Looks at the value of focus groups for predicting the effect of social influence. Events surrounding Coco-Cola Company's failure of reformation of Coke; Reason for failure; Market researchers; Predicting effects of social influence; Validity of focus groups results; Conclusions.

Author Bio:

Robert M. Schindler
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