Formative Research in Social Marketing (PDF)
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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. 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.Sharyn Rundle-Thiele leads Social Marketing at Griffith University and is Editor of the Journal of Social Marketing. Her research focuses on behavior change and she currently serves as an advisor on a diverse range of social marketing projects. Her current projects include changing adolescent attitudes towards drinking alcohol, and increasing healthy eating and physical activity to combat obesity.
- 2016, 1st ed. 2017, 290 Seiten, Englisch
- Herausgegeben: Krzysztof Kubacki, Sharyn Rundle-Thiele
- Verlag: Springer-Verlag GmbH
- ISBN-10: 9811018294
- ISBN-13: 9789811018299
- Erscheinungsdatum: 07.10.2016
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