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The Resource Formative Research in Social Marketing : Innovative Methods to Gain Consumer Insights

Formative Research in Social Marketing : Innovative Methods to Gain Consumer Insights

Label
Formative Research in Social Marketing : Innovative Methods to Gain Consumer Insights
Title
Formative Research in Social Marketing
Title remainder
Innovative Methods to Gain Consumer Insights
Creator
Contributor
Subject
Language
eng
Cataloging source
MiAaPQ
Literary form
non fiction
Nature of contents
dictionaries
Formative Research in Social Marketing : Innovative Methods to Gain Consumer Insights
Label
Formative Research in Social Marketing : Innovative Methods to Gain Consumer Insights
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=4714260
Publication
Copyright
Related Contributor
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Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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 Learning -- Key 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 Marketing -- Abstract -- 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 Gained -- Activities 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 Interviews -- Phase 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? -- Data Collection Decisions -- Depth Interviews -- Different Methodological Approaches to Interviews -- What are the Steps When Conducting Depth Interviews? -- Quality Issues with Depth Interviews and Focus Groups -- Ethical Issues to Consider When Conducting Depth Interviews and Focus Group Interviews -- Acknowledgments -- Key Internet Sources -- Key Readings -- Focus Groups -- Interviews -- References -- 6 Experimental Methods -- Abstract -- Introduction -- The Concept of Causality -- Structuring Experiments -- Experimental Designs and Formative Research -- Challenges in Employing Experimental Methods in Formative Research
  • Opportunities for Using Experimental Methods in Formative Research -- Conclusion -- Key Internet Sources -- Key Readings -- References -- 7 Visual Observation Techniques -- Abstract -- Introduction -- What Is Meant by 'Observation' of Behaviour? -- Case Study (Carins et al. 2016) -- Background -- Rationale for Observations -- Methods -- Dual Insights -- How This Extended Research Practice -- Key Considerations -- Conclusion -- Key Internet Sources -- Key Readings -- References -- 8 Mechanical Observation Research in Social Marketing and Beyond -- Abstract -- Why Observation Research is Critical for Social Marketing -- Mechanical Observation Research -- Mechanical Observation Tools -- Population-Level Observations -- Purchase Observations -- Traffic and Movement Observations -- Media Usage Observations -- Individual-Level Observations -- Eye Tracking and Field of Vision Observations -- Physical Activity Observations -- BMI, Physiological Observations and Biomarkers -- Psycho-Physiological Measures -- Virtual Reality Observations -- Challenges in Mechanical Observation Research -- Conclusions -- Key Internet Sources -- Key Readings -- References -- 9 Social Marketing Research and Cognitive Neuroscience -- Abstract -- Introduction -- Approaches to Formative Research and Pretesting in Social Marketing -- Cognitive Neuroscience: A Brief Synopsis -- Cognitive Neuroscience and Marketing -- The Utility and Role of Cognitive Neuroscience in Social Marketing -- Case Study Using Cognitive Neuroscience to Pre-test Social Marketing Videos -- Limitations of Cognitive Neuroscience -- Implications and Reflections on the Future -- Key Internet Sources -- Key Readings -- References -- 10 Projective Techniques -- Abstract -- Introduction -- Projective Techniques -- Categories of Projective Techniques -- Advantages of Projective Techniques
  • Disadvantages of Projective Techniques -- Projective Techniques in Social Marketing -- Case Study: Using Collages to Understand Students' Associations Between Alcohol Consumption and Sexual Behaviours -- Method and Procedure -- Findings -- Discussion -- Conclusions -- Key Internet Sources -- Key Readings -- References -- 11 Reviewing Research Evidence for Social Marketing: Systematic Literature Reviews -- Abstract -- Introduction -- Systematic Literature Reviews in Social Marketing -- A Systematic Review of Formative Research in Social Marketing Health Interventions -- Discussion and Conclusion -- Appendix -- Key Internet Sources -- Key Readings -- References -- 12 Survey for Formative Research -- Abstract -- Introduction -- Surveys -- Advantages and Disadvantages of Surveys -- What Are the Typical Steps in Designing and Conducting a Survey? -- Data Collection Decisions -- Behavioural Surveillance -- Knowledge and Attitude Research -- Segmentation Research -- Case Study: Health Styles -- Conclusion -- Key Internet Sources -- Key Readings -- References -- 13 Videography and Netnography -- Abstract -- Introduction -- Videography -- Netnography -- Videography, Netnography, and the Future of Formative Social Marketing Research -- Key Internet Sources -- Key Readings -- References -- 14 Case Studies in Formative Research -- Abstract -- Introduction -- Focus Group Discussions: Road Crew, USA -- The Use of Individual Interviews: Program H, Brazil -- Text Messaging: Increasing Breastfeeding Rates, UK -- Observations: World Health Organisation Maternal Health, Philippines and Lao PDR -- Use of a Video Booth: Graffiti Project, UK -- Photo Diaries: Sub21, UK -- Key Internet Sources -- Key Readings -- References
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{'f': 'http://opac.lib.rpi.edu/record=b4386272'}
Extent
1 online resource (288 pages)
Form of item
online
Isbn
9789811018299
Media category
computer
Media MARC source
rdamedia
Media type code
c
Sound
unknown sound
Specific material designation
remote

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