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Formative Research in Social Marketing

Innovative Methods to Gain Consumer Insights

Editors: Kubacki, Krzysztof, Rundle-Thiele, Sharyn (Eds.)

  • 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
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Buy this book

eBook $99.00
price for USA (gross)
  • ISBN 978-981-10-1829-9
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $129.00
price for USA
  • ISBN 978-981-10-1827-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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.

About the authors

Krzysztof Kubacki is Associate Professor in Marketing at Griffith University. Woven throughout his research is an interest in the relationship between social marketing and consumer culture, with his most recent work focusing on physical activity among adults and children and alcohol consumption among young people.

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.

Table of contents (14 chapters)

  • Expanding the Formative Research Toolkit

    Kubacki, Krzysztof (et al.)

    Pages 1-9

  • Action Research

    Skinner, Heather

    Pages 11-31

  • Approaching Big Data: Harnessing App Information in Social Marketing

    Acker, Felix (et al.)

    Pages 33-52

  • The Consumer Diaries Research Method

    Siemieniako, Dariusz

    Pages 53-66

  • Depth Interviews and Focus Groups

    Johnstone, Micael-Lee

    Pages 67-87

Buy this book

eBook $99.00
price for USA (gross)
  • ISBN 978-981-10-1829-9
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $129.00
price for USA
  • ISBN 978-981-10-1827-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Formative Research in Social Marketing
Book Subtitle
Innovative Methods to Gain Consumer Insights
Editors
  • Krzysztof Kubacki
  • Sharyn Rundle-Thiele
Copyright
2017
Publisher
Springer Singapore
Copyright Holder
Springer Science+Business Media Singapore
eBook ISBN
978-981-10-1829-9
DOI
10.1007/978-981-10-1829-9
Hardcover ISBN
978-981-10-1827-5
Edition Number
1
Number of Pages
VIII, 290
Number of Illustrations and Tables
10 b/w illustrations
Topics