Formative Research in Social Marketing

Innovative Methods to Gain Consumer Insights

  • Krzysztof Kubacki
  • Sharyn Rundle-Thiele

Table of contents

  1. Front Matter
    Pages i-viii
  2. Krzysztof Kubacki, Sharyn Rundle-Thiele
    Pages 1-9
  3. Heather Skinner
    Pages 11-31
  4. Dariusz Siemieniako
    Pages 53-66
  5. Micael-Lee Johnstone
    Pages 67-87
  6. Jane McKay-Nesbitt, Namita Bhatnagar
    Pages 89-106
  7. Julia Carins
    Pages 107-123
  8. Ross Gordon, Joseph Ciorciari
    Pages 145-163
  9. Krzysztof Kubacki, Dariusz Siemieniako
    Pages 165-181
  10. Mike Basil
    Pages 251-263
  11. Russell Belk, Robert Kozinetz
    Pages 265-279
  12. Rowena Merritt, Michelle Vogel
    Pages 281-290

About this book


This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. Further, it extends the use of formative research methods in social marketing beyond surveys and focus groups.

The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy.

Each chapter includes a scholarly discussion of an innovative research method, a short case study showing that method in use, a list of relevant internet resources, and four to six key readings for those interested in extending their understanding of the method.


Action Research Behavior Change Big Data Analysis Case Study Method Consumer Diaries Consumer Insight Experimental Research formative research market research marketing mix netnography neuromarketing observation research project research techniques public health research methods social marketing social marketing benchmark criteria systematic literature review videography

Editors and affiliations

  • Krzysztof Kubacki
    • 1
  • Sharyn Rundle-Thiele
    • 2
  1. 1.Griffith UniversityBrisbaneAustralia
  2. 2.Griffith UniversityBrisbaneAustralia

Bibliographic information

  • DOI
  • Copyright Information Springer Science+Business Media Singapore 2017
  • Publisher Name Springer, Singapore
  • eBook Packages Business and Management
  • Print ISBN 978-981-10-1827-5
  • Online ISBN 978-981-10-1829-9
  • Buy this book on publisher's site