國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Formative research in social marketi...

Kubacki, Krzysztof.

Formative research in social marketinginnovative methods to gain consumer insights /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Formative research in social marketingedited by Krzysztof Kubacki, Sharyn Rundle-Thiele.
其他題名:	innovative methods to gain consumer insights /
其他作者:	Kubacki, Krzysztof.
出版者:	Singapore :Springer Singapore :2017.
面頁冊數:	viii, 290 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Social marketing.
電子資源:	http://dx.doi.org/10.1007/978-981-10-1829-9
ISBN:	9789811018299$q(electronic bk.)

Formative research in social marketinginnovative methods to gain consumer insights /
Formative research in social marketinginnovative methods to gain consumer insights /[electronic resource] :edited by Krzysztof Kubacki, Sharyn Rundle-Thiele. - Singapore :Springer Singapore :2017. - viii, 290 p. :ill., digital ;24 cm.

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.

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 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 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.

ISBN: 9789811018299$q(electronic bk.)

Standard No.: 10.1007/978-981-10-1829-9doiSubjects--Topical Terms:

188081
Social marketing.

LC Class. No.: HF5414 / .F67 2017

Dewey Class. No.: 658.8

Formative research in social marketinginnovative methods to gain consumer insights /
LDR:02642nmm a2200313 a 4500 001 507761
003 DE-He213
005 20161007075901.0
006 m d
007 cr nn 008maaau
008 171031s2017 si s 0 eng d
020 $a 9789811018299$q(electronic bk.)
020 $a 9789811018275$q(paper)
024 7 $a 10.1007/978-981-10-1829-9 $2 doi
035 $a 978-981-10-1829-9
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5414 $b .F67 2017
072 7 $a KJSM $2 bicssc
072 7 $a BUS043060 $2 bisacsh
082 0 4 $a 658.8 $2 23
090 $a HF5414 $b .F724 2017
245 0 0 $a Formative research in social marketing $h [electronic resource] : $b innovative methods to gain consumer insights / $c edited by Krzysztof Kubacki, Sharyn Rundle-Thiele.
260 $a Singapore : $b Springer Singapore : $b Imprint: Springer, $c 2017.
300 $a viii, 290 p. : $b ill., digital ; $c 24 cm.
505 0 $a 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.
520 $a 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 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 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.
650 0 $a Social marketing. $3 188081
650 1 4 $a Business and Management. $2 eflch $3 639169
650 2 4 $a Market Research/Competitive Intelligence. $3 731061
650 2 4 $a Health Promotion and Disease Prevention. $3 274213
700 1 $a Kubacki, Krzysztof. $3 711114
700 1 $a Rundle-Thiele, Sharyn. $3 770183
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
856 4 0 $u http://dx.doi.org/10.1007/978-981-10-1829-9
950 $a Business and Management (Springer-41169)