Formative Research in Social Marketing

Beschreibung

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.
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.
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 Includes supplementary material: sn.pub/extras

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Krzysztof Kubacki

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