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

• Corporate Author: SpringerLink (Online service)
• Other Authors: Kubacki, Krzysztof (Editor), Rundle-Thiele, Sharyn (Editor)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Singapore : Imprint: Springer, 2017.
• Subjects: Business.; Market research.; Health promotion.; Business and Management.; Market Research/Competitive Intelligence.; Health Promotion and Disease Prevention.

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 gr...