Formative research in social marketing

Includes case studies. -- 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--

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.