Overview
Brings together in one scholarly resource a range of formative research methods for social marketers
Discusses in depth the considerations involved with each method
Includes short case studies offering practical examples of the methods discussed
Includes supplementary material: sn.pub/extras
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Table of contents (14 chapters)
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Front Matter
Keywords
- Action Research
- Behavior Change
- Big Data Analysis
- Case Study Method
- Consumer Diaries
- Consumer Insight
- Experimental Research
- formative research
- market research
- marketing mix
- netnography
- neuromarketing
- observation research
- project research techniques
- public health
- research methods
- social marketing
- social marketing benchmark criteria
- systematic literature review
- videography
About this book
This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and focus groups.
The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy.
Each chapter includes a scholarly discussion of key formative research methods, a list of relevant internet resources, and three key readings for those interested in extending their understanding of the method. Most chapters also feature a short case study demonstrating how the methods are used.Editors and Affiliations
About the editors
Sharyn Rundle-Thiele leads Social Marketing at Griffith University and is Editor of the Journal of Social Marketing. Her research focuses on behavior change and she currently serves as an advisor on a diverse range of social marketing projects. Her current projects include changing adolescent attitudes towards drinking alcohol, and increasing healthy eating and physical activity to combat obesity.
Bibliographic Information
Book Title: Formative Research in Social Marketing
Book Subtitle: Innovative Methods to Gain Consumer Insights
Editors: Krzysztof Kubacki, Sharyn Rundle-Thiele
DOI: https://doi.org/10.1007/978-981-10-1829-9
Publisher: Springer Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Science+Business Media Singapore 2017
Hardcover ISBN: 978-981-10-1827-5Published: 18 October 2016
Softcover ISBN: 978-981-10-9455-2Published: 16 June 2018
eBook ISBN: 978-981-10-1829-9Published: 07 October 2016
Edition Number: 1
Number of Pages: VIII, 290
Number of Illustrations: 10 b/w illustrations
Topics: Market Research/Competitive Intelligence, Health Promotion and Disease Prevention