Name: Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights (en Inglés)
Price: 403.26 PEN
Availability: InStock
Author: Kubacki, Krzysztof ; Rundle-Thiele, Sharyn
ISBN: 9789811094552

portada Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights (en Inglés)

Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights (en Inglés)

Formato

Libro Físico

Editorial

Springer

Autor

Kubacki, Krzysztof ; Rundle-Thiele, Sharyn

Idioma

Inglés

N° páginas

290

Encuadernación

Tapa Blanda

Dimensiones

23.4 x 15.6 x 1.6 cm

Peso

0.42 kg.

ISBN13

9789811094552

Categorías

Investigación de mercado
Salud pública y medicina preventiva
Medicina popular y salud

Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights (en Inglés)

Kubacki, Krzysztof ; Rundle-Thiele, Sharyn (Autor) · Springer · Tapa Blanda

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Reseña del libro "Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights (en Inglés)"

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.