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Innovative Methods to Gain Consumer Insights
Editors: Krzysztof Kubacki, Sharyn Rundle-Thiele
Brings together in one scholarly resource a range of formative research methods for social marketers
Discusses in depth the considerations involved with each method
Includes short case studies offering practical examples of the methods discussed
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.
Table of contents
Expanding the Formative Research Toolkit
Action Research
Approaching Big Data: Harnessing App Information in Social Marketing
The Consumer Diaries Research Method
Depth Interviews and Focus Groups
Experimental Methods
Visual Observation Techniques
Mechanical Observation Research in Social Marketing and Beyond
Social Marketing Research and Cognitive Neuroscience
Projective Techniques
Reviewing Research Evidence for Social Marketing: Systematic Literature Reviews
Survey for Formative Research
Videography and Netnography
Case Studies in Formative Research
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Formative Research in Social Marketing_Innovative Methods to Gain Consumer Insights.pdf
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