Formative Research in Social Marketing

Formative Research in Social Marketing
Author: Krzysztof Kubacki
Publisher: Springer
Total Pages: 288
Release: 2016-10-07
Genre: Business & Economics
ISBN: 9811018294

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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. 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.


Formative Research in Social Marketing
Language: en
Pages: 288
Authors: Krzysztof Kubacki
Categories: Business & Economics
Type: BOOK - Published: 2016-10-07 - Publisher: Springer

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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 overl
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As marketing professionals look for more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the abi
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Language: en
Pages:
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