國立虎尾科技大學 |

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

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Formative research in social marketing/ edited by Krzysztof Kubacki, Sharyn Rundle-Thiele.
Reminder of title:	innovative methods to gain consumer insights /
other author:	Kubacki, Krzysztof.
Published:	Singapore :Springer Singapore : : 2017.,
Description:	viii, 290 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	Social marketing. -
Online resource:	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 /
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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.
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