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portada Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights
Type
Physical Book
Publisher
Author
Language
English
Pages
290
Format
Paperback
Dimensions
23.4 x 15.6 x 1.6 cm
Weight
0.42 kg.
ISBN13
9789811094552
Categories

Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights

Kubacki, Krzysztof ; Rundle-Thiele, Sharyn (Author) · Springer · Paperback

Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights - Kubacki, Krzysztof ; Rundle-Thiele, Sharyn

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Synopsis "Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights"

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.

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