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Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights
Hardcover
MarketingHealth GeneralMedical Reference
ISBN13: 9789811018275
Publisher: Springer Nature
Published: Oct 18 2016
Pages: 290
Weight: 1.31
Height: 0.69 Width: 6.14 Depth: 9.21
Language: English
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.
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