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  • The Consumer Diaries Research Method

    Author(s)
    Siemieniako, Dariusz
    Griffith University Author(s)
    Siemieniako, Dariusz
    Year published
    2017
    Metadata
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    Abstract
    The objective of this chapter is to explore the characteristics of the diary research method and its use in a social marketing context. First, the diary research method is discussed and presented, including justification for use, definitions, classifications, typologies, methods of recording data, and contexts for use. The chapter presents one case study featuring use of paper-and-pencil consumer diaries combined with focus group interviews, in the context of alcohol consumption. The advantages and disadvantages of using the consumer diary research method in social marketing are also presented. The practical case study ...
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    The objective of this chapter is to explore the characteristics of the diary research method and its use in a social marketing context. First, the diary research method is discussed and presented, including justification for use, definitions, classifications, typologies, methods of recording data, and contexts for use. The chapter presents one case study featuring use of paper-and-pencil consumer diaries combined with focus group interviews, in the context of alcohol consumption. The advantages and disadvantages of using the consumer diary research method in social marketing are also presented. The practical case study identifies key benefits for using consumer diaries in social marketing research including information gathering and reflexivity of diarists.
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    Book Title
    Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights
    DOI
    https://doi.org/10.1007/978-981-10-1829-9_4
    Subject
    Marketing not elsewhere classified
    Publication URI
    http://hdl.handle.net/10072/371568
    Collection
    • Book chapters

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