Formative Research in Social Marketing

1. Front Matter

   Pages i-viii

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2. Expanding the Formative Research Toolkit

   • Krzysztof Kubacki, Sharyn Rundle-Thiele

   Pages 1-9

3. Action Research

   • Heather Skinner

   Pages 11-31

4. Approaching Big Data: Harnessing App Information in Social Marketing

   • Felix Acker, Sarah Saunders

   Pages 33-52

5. The Consumer Diaries Research Method

   • Dariusz Siemieniako

   Pages 53-66

6. Depth Interviews and Focus Groups

   • Micael-Lee Johnstone

   Pages 67-87

7. Experimental Methods

   • Jane McKay-Nesbitt, Namita Bhatnagar

   Pages 89-106

8. Visual Observation Techniques

   • Julia Carins

   Pages 107-123

9. Mechanical Observation Research in Social Marketing and Beyond

   • Svetlana Bogomolova

   Pages 125-143

10. Social Marketing Research and Cognitive Neuroscience

    • Ross Gordon, Joseph Ciorciari

    Pages 145-163

11. Projective Techniques

    • Krzysztof Kubacki, Dariusz Siemieniako

    Pages 165-181

12. Reviewing Research Evidence for Social Marketing: Systematic Literature Reviews

    • V. Dao Truong, Nam V. H. Dang

    Pages 183-250

13. Survey for Formative Research

    • Mike Basil

    Pages 251-263

14. Videography and Netnography

    • Russell Belk, Robert Kozinetz

    Pages 265-279

15. Case Studies in Formative Research

    • Rowena Merritt, Michelle Vogel

    Pages 281-290

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.

• 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

• Griffith University, Brisbane, Australia

  Krzysztof Kubacki, Sharyn Rundle-Thiele

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.

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