國立虎尾科技大學 |

Formative research in social marketing = innovative methods to gain consumer insights /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Formative research in social marketing/ edited by Krzysztof Kubacki, Sharyn Rundle-Thiele.
其他題名:	innovative methods to gain consumer insights /
其他作者:	Kubacki, Krzysztof.
出版者:	Singapore :Springer Singapore : : 2017.,
面頁冊數:	viii, 290 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
標題:	Social marketing. -
電子資源:	http://dx.doi.org/10.1007/978-981-10-1829-9
ISBN:	9789811018299

Formative research in social marketing = innovative methods to gain consumer insights /
Formative research in social marketinginnovative methods to gain consumer insights /[electronic resource] :edited by Krzysztof Kubacki, Sharyn Rundle-Thiele. - Singapore :Springer Singapore :2017. - viii, 290 p. :ill., digital ;24 cm.

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.

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.

ISBN: 9789811018299

Standard No.: 10.1007/978-981-10-1829-9doiSubjects--Topical Terms:

811185
Social marketing.

LC Class. No.: HF5414 / .F67 2017

Dewey Class. No.: 658.8

Formative research in social marketing = innovative methods to gain consumer insights /
LDR:02642nam a2200313 a 4500 001 956648
003 DE-He213
005 20161007075901.0
006 m d
007 cr nn 008maaau
008 201118s2017 si s 0 eng d
020 $a 9789811018299 $q (electronic bk.)
020 $a 9789811018275 $q (paper)
024 7 $a 10.1007/978-981-10-1829-9 $2 doi
035 $a 978-981-10-1829-9
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5414 $b .F67 2017
072 7 $a KJSM $2 bicssc
072 7 $a BUS043060 $2 bisacsh
082 0 4 $a 658.8 $2 23
090 $a HF5414 $b .F724 2017
245 0 0 $a Formative research in social marketing $h [electronic resource] : $b innovative methods to gain consumer insights / $c edited by Krzysztof Kubacki, Sharyn Rundle-Thiele.
260 $a Singapore : $c 2017. $b Springer Singapore : $b Imprint: Springer,
300 $a viii, 290 p. : $b ill., digital ; $c 24 cm.
505 0 $a 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.
520 $a 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.
650 0 $a Social marketing. $3 811185
650 1 4 $a Business and Management. $2 eflch $3 934826
650 2 4 $a Market Research/Competitive Intelligence. $3 1069050
650 2 4 $a Health Promotion and Disease Prevention. $3 593964
700 1 $a Kubacki, Krzysztof. $3 1063135
700 1 $a Rundle-Thiele, Sharyn. $3 1247821
710 2 $a SpringerLink (Online service) $3 593884
773 0 $t Springer eBooks
856 4 0 $u http://dx.doi.org/10.1007/978-981-10-1829-9
950 $a Business and Management (Springer-41169)