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Formative Research in Social Marketing
ISBN-13:
9789811018299
Veröffentl:
2016
Seiten:
290
Autor:
Krzysztof Kubacki
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
1 - PDF Watermark
Sprache:
Englisch
Beschreibung:
Each chapter includes a scholarly discussion of an innovative research method, a short case study showing that method in use, a list of relevant internet resources, and four to six key readings for those interested in extending their understanding of the method.
Introduction.- Chapter 1 What can formative research do for you?.- PART I Getting started: Looking backwards.- Chapter 2 Case study.- Chapter 3 Systematic literature review.- Chapter 4 Making sense of big data.- Chapter 5 Ethics in social marketing research.- PART II Quantitative methods: Looking forwards.- Chapter 6 Experimental methods.- Chapter 7 Eye tracking (neuromarketing).- Chapter 8 Observational techniques.- Chapter 9 Visual observation techniques.- PART III Qualitative methods.- Chapter 10 Projective techniques.- Chapter 11 Consumer diaries.- Chapter 12 Videography and netnography.- Chapter 13 Action research.- Conclusions.- Chapter 14 The importance of formative research.
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