Formative Research in Social Marketing - Innovative Methods to Gain Consumer Insights (Hardcover, 1st ed. 2017)

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.

General

Imprint:	Springer Verlag, Singapore
Country of origin:	Singapore
Release date:	October 2016
First published:	2017
Editors:	Krzysztof Kubacki • Sharyn Rundle-Thiele
Dimensions:	235 x 155 x 18mm (L x W x T)
Format:	Hardcover
Pages:	290
Edition:	1st ed. 2017
ISBN-13:	978-981-10-1827-5
Categories:	Books > Computing & IT > Social & legal aspects of computing > General Books > Reference & Interdisciplinary > Interdisciplinary studies > Cultural studies > General Books > Social sciences > Sociology, social studies > Social issues > Consumer issues Books > Business & Economics > Business & management > Sales & marketing > Market research Promotions
LSN:	981-10-1827-8
Barcode:	9789811018275

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