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

• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Άλλοι συγγραφείς: Kubacki, Krzysztof (Επιμελητής έκδοσης), Rundle-Thiele, Sharyn (Επιμελητής έκδοσης)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Singapore : Springer Singapore : Imprint: Springer, 2017.
• Θέματα: 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...

Πίνακας περιεχομένων:

• 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.