Go to the website for this book (www.routledge.com). Click on the link to “Bar Soap Focus Groups,” and review the list of bar soap purchase criteria that were identified in the focus groups. Rank the criteria from most important to least important in deciding which brand of soap to purchase. Now click on “Ranking Answer” to see whether your answers are the same as those in the original sample. Can you think of any criteria that were not identified? If so, send an e-mail to one of the authors of this book to see whether they agree.

Their e-mail addresses are provided on the home page of the book’s website.