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Formative Research in Social Marketing

Formative Research in Social Marketing

Innovative Methods to Gain Consumer Insights

by Krzysztof Kubacki and Sharyn Rundle-Thiele
Paperback
Publication Date: 01/11/2018
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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.
ISBN:
9789811094552
9789811094552
Category:
Market research
Format:
Paperback
Publication Date:
01-11-2018
Publisher:
Springer Verlag, Singapore
Country of origin:
Singapore
Pages:
290
Dimensions (mm):
235x155x16mm
Weight:
0.46kg

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