| 000 | 02616nam a2200349Ia 4500 | ||
|---|---|---|---|
| 001 | 2897 | ||
| 008 | 230305s2017 xx 000 0 und d | ||
| 020 | _a9789811094552 | ||
| 043 | _aen_UK | ||
| 041 | _aeng | ||
| 245 | 0 | _aFormative research in social marketing | |
| 260 |
_a _bSpringer, _c2017 |
||
| 300 |
_aviii, 290 p. _c24 cm. |
||
| 500 | _ainnovative methods to gain consumer insights | ||
| 505 |
_aIncludes case studies. _r-- _rExpanding the Formative Research Toolkit-- _rAction Research-- _rApproaching Big Data: Harnessing App Information in Social Marketing-- _rThe Consumer Diaries Research Method-- _rDepth Interviews and Focus Groups-- _rExperimental Methods-- _rVisual Observation Techniques-- _rMechanical Observation Research in Social Marketing and Beyond-- _rSocial Marketing Research and Cognitive Neuroscience-- _rProjective Techniques-- _rReviewing Research Evidence for Social Marketing: Systematic Literature Reviews-- _rSurvey for Formative Research-- _rVideography and Netnography-- _rCase Studies in Formative Research-- |
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| 520 | _aThis 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. | ||
| 590 | _bPreview available on publisher's website. | ||
| 630 |
_aHF COMMERCE _914 |
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| 650 |
_aFormative research _912439 |
||
| 650 | 0 |
_aBranding (Marketing) _xSocial aspects _98758 |
|
| 650 | 0 |
_aMarketing research _91465 |
|
| 700 |
_aRundle-Thiele, Sharyn _eDirector CientÃfic _912441 |
||
| 700 |
_aKubacki, Krzysztof _eDirector CientÃfic _912442 |
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| 856 | _uhttps://www.springer.com/gp/book/9789811018275 | ||
| 902 | _a352 | ||
| 905 | _am | ||
| 911 | _ahttps://biblioteca.tbs-education.es/portadas/9789811094552.jpg | ||
| 912 | _a2017-01-01 | ||
| 942 | _a1 | ||
| 953 | _d2021-02-10 18:52:42 | ||
| 999 |
_c2759 _d2759 |
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