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...

Table of Contents:

• Acknowledgements; Contents; 1 Expanding the Formative Research Toolkit; Abstract; The Importance of Formative Research in Social Marketing; Customer Orientation: A Philosophical Approach; Taking the Other Side; Structure of the Book; Conclusion; References; 2 Action Research; Abstract; Action Research and the Work of Kurt Lewin; Contemporary Approaches to Action Research; Ethical Issues in Action Research; Human Subjects as Participants; Digital Data Collection and Dissemination; The Action Researcher as a Responsible Member of Society; Permanence; Power and Control; Cross-Cultural Ethics.
• Action Research and Action LearningKey Features of Action Research; Methodological; Philosophical; Practical; Action Research and Social Marketing; Case Study; General Idea (Objective Setting); Examination of Idea in Light of Available Means; Fact-Finding; Decision for Action; Execution; Reconnaissance: More Fact-Finding-to Evaluate Action; Evaluating Achievement of Objectives; Deciding What Next Steps Should Be; Revising Overall Plan; Summary; Key Issues for the Use of Action Research for Social Marketing; Key Internet Sources; Key Readings; References.
• 3 Approaching Big Data: Harnessing App Information in Social MarketingAbstract; Big Data: What Is It and Why Should Social Marketers Care?; Definition of Big Data; Big Data in Social Marketing and Public Health; Actionable Insights; Obtaining Big Data for Social Marketing; Getting a Handle on Big Data; Integrating Data from Different Sources; Preparation and Analysis of Data Sets; Privacy; Risks, Errors, Misdirection; Data Mining Without Hypotheses; False Conclusions; Case Study: VicHealth TeamUp Data; Brief Introduction to TeamUp; Sources of Data; Data Preparation and Analysis.
• Insights GainedActivities that TeamUp Users are Searching for Versus Activities that are Listed; Summary; Key Internet Sources; Key Readings; References; 4 The Consumer Diaries Research Method; Abstract; Introduction; Characteristics of the Consumer Diaries Research Method; Defining Consumer Diaries: Types and Characteristics; Forms and Methods of Diary Recording; Practical Application of a Paper and Pencil Consumer Diary Method in Alcohol Consumption Research; Design of the Diary and Focus Group Interview Research Method; Data Collecting Process.
• Phase 1: First Round of Focus Group InterviewsPhase 2: Qualitative Paper-and-Pencil Diaries; Phase 3: Second Round of Focus Group Interview; Key Insights from Diaries as a Research Method; Opportunity for Reflection; Reflexivity of Diarists; Detailed and Precise Information in Diary Entries; Limitation of Harmful Drinking As An Effect of Diary Usage; Sensitisation effect of diarists; Conclusions; Key Internet Sources; Key Readings; References; 5 Depth Interviews and Focus Groups; Abstract; Introduction; Focus Groups; What Are the Steps in Designing and Conducting Focus Groups?