Formative research in social marketing : innovative methods to gain consumer insights

• Other Authors: Kubacki, Krzysztof (Editor), Rundle-Thiele, Sharyn (Editor)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Verlag, [2017]
• Subjects: Social marketing.; elektronické knihy; electronic books
• ISBN: 9789811018299; 9789811018275
• Physical Description: 1 online resource (viii, 290 pages) : illustrations

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. Further, it extends the use of formative research methods in social marketing beyond surveys and focus gr...