LEADER 03529nam 22004935 450 001 9910254924103321 005 20200702041326.0 024 7 $a10.1007/978-981-10-1829-9 035 $a(CKB)3710000000891765 035 $a(DE-He213)978-981-10-1829-9 035 $a(OCoLC)960210405 035 $a(MiAaPQ)EBC4714260 035 $a(PPN)222232145 035 $a(EXLCZ)993710000000891765 100 $a20161007d2017 u| 0 101 0 $aeng 135 $aurcn|nnn||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aFormative Research in Social Marketing $eInnovative Methods to Gain Consumer Insights /$fedited by Krzysztof Kubacki, Sharyn Rundle-Thiele 205 $a1st ed. 2017. 210 1$aSingapore :$cSpringer Singapore :$cImprint: Springer,$d2017. 215 $a1 online resource (viii, 290 pages) $ccolour illustrations 311 $a981-10-1827-8 311 $a981-10-1829-4 320 $aIncludes bibliographical references at the end of each chapters. 327 $aIntroduction -- Chapter 1 What can formative research do for you? -- PART I Getting started: Looking backwards -- Chapter 2 Case study -- Chapter 3 Systematic literature review -- Chapter 4 Making sense of big data -- Chapter 5 Ethics in social marketing research -- PART II Quantitative methods: Looking forwards -- Chapter 6 Experimental methods -- Chapter 7 Eye tracking (neuromarketing) -- Chapter 8 Observational techniques -- Chapter 9 Visual observation techniques -- PART III Qualitative methods -- Chapter 10 Projective techniques -- Chapter 11 Consumer diaries -- Chapter 12 Videography and netnography -- Chapter 13 Action research -- Conclusions -- Chapter 14 The importance of formative research. 330 $aThis 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. Further, it extends the use of formative research methods in social marketing 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 an innovative research method, a short case study showing that method in use, a list of relevant internet resources, and four to six key readings for those interested in extending their understanding of the method. 606 $aMarket research 606 $aHealth promotion 606 $aMarket Research/Competitive Intelligence$3https://scigraph.springernature.com/ontologies/product-market-codes/513030 606 $aHealth Promotion and Disease Prevention$3https://scigraph.springernature.com/ontologies/product-market-codes/H27010 615 0$aMarket research. 615 0$aHealth promotion. 615 14$aMarket Research/Competitive Intelligence. 615 24$aHealth Promotion and Disease Prevention. 676 $a658.83 702 $aKubacki$b Krzysztof$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aRundle-Thiele$b Sharyn$4edt$4http://id.loc.gov/vocabulary/relators/edt 906 $aBOOK 912 $a9910254924103321 996 $aFormative Research in Social Marketing$92104150 997 $aUNINA