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Case Studies in Formative Research

Merritt, Rowena K. and Vogel, Michelle (2016) Case Studies in Formative Research. In: Kubacki, Krzysztof and Rundle-Thiele, Sharyn, eds. Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights. Springer, Singapore, pp. 281-290. ISBN 978-981-10-1827-5. E-ISBN 978-981-10-1829-9. (doi:10.1007/978-981-10-1829-9_14) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:62944)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
https://doi.org/10.1007/978-981-10-1829-9_14

Abstract

Formative research is a vital component of the social marketing process. Unless you understand the problem you are addressing from your target audience’s perspective, and gain insight into what would motivate your target audience, you cannot change behaviour. There are numerous research methods which can help you gain this crucial understanding, however some methods are more appropriate than others, and the methods used must take into consideration the audience type and/or topic area. This chapter uses a series of case studies to explore how different research methods have been used to gain the key insights and in-depth understanding of the target audience required to develop effective behaviour change programs. The research methods covered in this chapter include focus group discussions, individual interviews, observations, and photo diaries, plus the use of new technologies including text messaging and video booths.

Item Type: Book section
DOI/Identification number: 10.1007/978-981-10-1829-9_14
Subjects: H Social Sciences
H Social Sciences > HM Sociology
Divisions: Faculties > Social Sciences > School of Social Policy Sociology and Social Research
Faculties > Social Sciences > School of Social Policy Sociology and Social Research > Centre for Health Services Studies
Depositing User: Rowena Merritt
Date Deposited: 24 Nov 2017 14:22 UTC
Last Modified: 06 May 2020 03:16 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/62944 (The current URI for this page, for reference purposes)
Merritt, Rowena K.: https://orcid.org/0000-0001-7767-0991
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