Visual Observation Techniques
Most scholars agree that social marketing aims to understand individuals, groups and/or communities in order the devise strategies to change behaviour. Yet often the research underpinning this process fails to directly observe behaviour, instead relying o
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Formative Research in Social Marketing Innovative Methods to Gain Consumer Insights
Formative Research in Social Marketing
Krzysztof Kubacki Sharyn Rundle-Thiele •
Editors
Formative Research in Social Marketing Innovative Methods to Gain Consumer Insights
123
Editors Krzysztof Kubacki Social Marketing Griffith University Brisbane Australia
ISBN 978-981-10-1827-5 DOI 10.1007/978-981-10-1829-9
Sharyn Rundle-Thiele Social Marketing Griffith University Brisbane Australia
ISBN 978-981-10-1829-9
(eBook)
Library of Congress Control Number: 2016948625 © Springer Science+Business Media Singapore 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #22-06/08 Gateway East, Singapore 189721, Singapore
Acknowledgements
This book was conceived early in 2015 and over the past 18 months many people have been involved assisting us to deliver a resource which we hope will help social marketers to extend the methods used to focus more comprehensively on our target audiences and understanding their lives. First, we thank staff at Springer for placing faith in us to deliver a manuscript and for assisting us so quickly and efficiently throughout the project. We have enjoyed working with you to deliver this book and are happy to say we would willingly do so again. Krzysztof and I wish to thank the reviewers who assisted throughout the process. Your comments and guidance significantly improved the final manuscript and we are indebted to you all for the service you have given. We also wish to thank the authors who have worked with us over the past twelve months to deliver resources which we know many researchers and practitioners alike will learn from in the years to come. Thank you for your energy, commitment and enthusiasm to see the project through. We could not have achieved this book without you!
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