Formative Research in Social Marketing
Innovative Methods to Gain Consumer Insights

Editors: Krzysztof Kubacki, Sharyn Rundle-Thiele



Brings together in one scholarly resource a range of formative research methods for social marketers

Discusses in depth the considerations involved with each method

Includes short case studies offering practical examples of the methods discussed

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.

Table of contents

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