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

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Krzysztof Kubacki Sharyn Rundle-Thiele

Formative Research in Social Marketing

Name: Formative Research in Social Marketing
Price: 261.21 AUD
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ISBN: 9789811018275

Innovative Methods to Gain Consumer Insights

Krzysztof Kubacki, Sharyn Rundle-Thiele

$326.95 $261.21

Hardback

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English

Springer Verlag, Singapore
18 October 2016

Cultural studies; Consumerism; Market research; Digital lifestyle

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.

Edited by: Krzysztof Kubacki, Sharyn Rundle-Thiele
Imprint: Springer Verlag, Singapore
Country of Publication: Singapore
Edition: 1st ed. 2017
Dimensions: Height: 235mm, Width: 155mm, Spine: 18mm
Weight: 5.738kg
ISBN: 9789811018275
ISBN 10: 9811018278
Pages: 290
Publication Date: 18 October 2016
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Krzysztof Kubacki is Associate Professor in Marketing at Griffith University. Woven throughout his research is an interest in the relationship between social marketing and consumer culture, with his most recent work focusing on physical activity among adults and children and alcohol consumption among young people. 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.