Formative Research in Social Marketing [[electronic resource] ] : Innovative Methods to Gain Consumer Insights / / edited by Krzysztof Kubacki, Sharyn Rundle-Thiele

• Pubblicazione: Singapore : , : Springer Singapore : , : Imprint : Springer, , 2017
• Edizione: 1st ed. 2017.
• Descrizione fisica: 1 online resource (viii, 290 pages) : colour illustrations
• Disciplina: 658.83
• Soggetto topico: Market research; Health promotion; Market Research/Competitive Intelligence; Health Promotion and Disease Prevention
• Persona (resp. second.): KubackiKrzysztof; Rundle-ThieleSharyn
• Nota di bibliografia: Includes bibliographical references at the end of each chapters.
• Nota di contenuto: Introduction -- 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.
• Sommario/riassunto: 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. 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.
• Titolo autorizzato: Formative Research in Social Marketing
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910254924103321
• Lo trovi qui: Univ. Federico II