Marketing Research And The Book Of Mormon This presentation reports the results of a means/end market research survey concerning the Book of Mormon. What did the survey reveal to be the underlying values Latter-day Saints bring to their reading of the Book of Mormon? What are the “product features” in the Book of Mormon that appeal to Latter-day Saints and cause them to read the book? Do the readers’ reactions show us something fundamental about the text and its rhetoric? And since it is a book of scripture, does the Book of Mormon affect those very values that brought the reader to the book in the first place? Come hear the diversity, power, humor, and intimacy of the responses to this survey.

Mark D. Thomas, Presenter; John-Charles Duffy, M.A., Respondent