Abstract
In doing primary data collection, social marketers must ask people questions about topics such as smoking, sickness, sex, and charity- topics that touch people’s deepest fears, anxieties, and values. While people are generally willing to be interviewed about these topics, they are more likely to give inaccurate, self-serving, or socially desirable answers to such questions than to questions about cake mixes, soft drinks, or cereals. (Bloom and Novelli 1981, p.80)
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© 2015 Academy of Marketing Science
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Ulusoy, E. (2015). Revisiting The Netnography: Implications For Social Marketing Research Concerning Controversial And/Or Sensitive Issues. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_138
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DOI: https://doi.org/10.1007/978-3-319-10912-1_138
Publisher Name: Springer, Cham
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