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dc.contributor.authorKubacki, K
dc.contributor.authorSiemieniako, D
dc.date.accessioned2017-05-03T15:50:08Z
dc.date.available2017-05-03T15:50:08Z
dc.date.issued2011
dc.date.modified2012-02-14T04:01:26Z
dc.identifier.issn1049-5142
dc.identifier.doi10.1080/10495142.2011.623551
dc.identifier.urihttp://hdl.handle.net/10072/42511
dc.description.abstractProjective techniques have become increasingly popular in market research. They are often used as a part of multimethod projects. However, researchers do not always appropriately discuss the practical implications and differences between the data collected using different data collection techniques. This article attempts to describe an innovative method that can potentially help social marketers to better understand harmful alcohol behaviors among young people. It reflects upon the multi-method project approach intended to investigate alcohol consumption among students. The research was carried out in two stages: Study 1 explored the phenomenon using a combination of focus groups and diaries, while Study 2 was conducted using one of the most popular projective techniques-collages. The various types of collected data are compared and the research process is critically reflected upon, highlighting the most important advantages and disadvantages of using collages as a part of a multimethod project.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom387
dc.relation.ispartofpageto407
dc.relation.ispartofissue4
dc.relation.ispartofjournalJournal of Nonprofit & Public Sector Marketing
dc.relation.ispartofvolume23
dc.rights.retentionY
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing research methodology
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350606
dc.titleInnovation in social marketing research methods: what can collages add to a multimethod research project exploring alcohol consumption among young people?
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.date.issued2011
gro.hasfulltextNo Full Text
gro.griffith.authorKubacki, Krzysztof


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