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  • Seeing through a Glass Onion: broadening and deepening formative research in social marketing through a mixed methods approach

    Author(s)
    Carins, Julia E
    Rundle-Thiele, Sharyn R
    Fidock, Justin JT
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Carins, Julia E.
    Year published
    2016
    Metadata
    Show full item record
    Abstract
    The purpose of formative research in social marketing is to understand the target audience to generate consumer insight, which informs the planning, development and initial implementation of social marketing programmes. Focus groups, interviews or surveys, all of which are self-report methods, are the most commonly reported methods employed in formative research. Reliance on a relatively narrow range of methods may constrain understanding and insight gained during formative research. This paper challenges social marketers to mix methods or use multiple methods and research perspectives to generate a broader understanding of ...
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    The purpose of formative research in social marketing is to understand the target audience to generate consumer insight, which informs the planning, development and initial implementation of social marketing programmes. Focus groups, interviews or surveys, all of which are self-report methods, are the most commonly reported methods employed in formative research. Reliance on a relatively narrow range of methods may constrain understanding and insight gained during formative research. This paper challenges social marketers to mix methods or use multiple methods and research perspectives to generate a broader understanding of the consumer and the context in which they behave. A case study is used to demonstrate how mixed methods were used in a formative research study to inform the development of a social marketing programme designed to change eating behaviour. Challenges of mixed methods are detailed along with recommendations for future research.
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    Journal Title
    Journal of Marketing Management
    Volume
    32
    Issue
    11-12
    DOI
    https://doi.org/10.1080/0267257X.2016.1217252
    Subject
    Marketing
    Social marketing
    Publication URI
    http://hdl.handle.net/10072/100252
    Collection
    • Journal articles

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