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Table of Contents
Acknowledgements; Contents; 1 Expanding the Formative Research Toolkit; Abstract; The Importance of Formative Research in Social Marketing; Customer Orientation: A Philosophical Approach; Taking the Other Side; Structure of the Book; Conclusion; References; 2 Action Research; Abstract; Action Research and the Work of Kurt Lewin; Contemporary Approaches to Action Research; Ethical Issues in Action Research; Human Subjects as Participants; Digital Data Collection and Dissemination; The Action Researcher as a Responsible Member of Society; Permanence; Power and Control; Cross-Cultural Ethics.
Action Research and Action LearningKey Features of Action Research; Methodological; Philosophical; Practical; Action Research and Social Marketing; Case Study; General Idea (Objective Setting); Examination of Idea in Light of Available Means; Fact-Finding; Decision for Action; Execution; Reconnaissance: More Fact-Finding-to Evaluate Action; Evaluating Achievement of Objectives; Deciding What Next Steps Should Be; Revising Overall Plan; Summary; Key Issues for the Use of Action Research for Social Marketing; Key Internet Sources; Key Readings; References.
3 Approaching Big Data: Harnessing App Information in Social MarketingAbstract; Big Data: What Is It and Why Should Social Marketers Care?; Definition of Big Data; Big Data in Social Marketing and Public Health; Actionable Insights; Obtaining Big Data for Social Marketing; Getting a Handle on Big Data; Integrating Data from Different Sources; Preparation and Analysis of Data Sets; Privacy; Risks, Errors, Misdirection; Data Mining Without Hypotheses; False Conclusions; Case Study: VicHealth TeamUp Data; Brief Introduction to TeamUp; Sources of Data; Data Preparation and Analysis.
Insights GainedActivities that TeamUp Users are Searching for Versus Activities that are Listed; Summary; Key Internet Sources; Key Readings; References; 4 The Consumer Diaries Research Method; Abstract; Introduction; Characteristics of the Consumer Diaries Research Method; Defining Consumer Diaries: Types and Characteristics; Forms and Methods of Diary Recording; Practical Application of a Paper and Pencil Consumer Diary Method in Alcohol Consumption Research; Design of the Diary and Focus Group Interview Research Method; Data Collecting Process.
Phase 1: First Round of Focus Group InterviewsPhase 2: Qualitative Paper-and-Pencil Diaries; Phase 3: Second Round of Focus Group Interview; Key Insights from Diaries as a Research Method; Opportunity for Reflection; Reflexivity of Diarists; Detailed and Precise Information in Diary Entries; Limitation of Harmful Drinking As An Effect of Diary Usage; Sensitisation effect of diarists; Conclusions; Key Internet Sources; Key Readings; References; 5 Depth Interviews and Focus Groups; Abstract; Introduction; Focus Groups; What Are the Steps in Designing and Conducting Focus Groups?
Action Research and Action LearningKey Features of Action Research; Methodological; Philosophical; Practical; Action Research and Social Marketing; Case Study; General Idea (Objective Setting); Examination of Idea in Light of Available Means; Fact-Finding; Decision for Action; Execution; Reconnaissance: More Fact-Finding-to Evaluate Action; Evaluating Achievement of Objectives; Deciding What Next Steps Should Be; Revising Overall Plan; Summary; Key Issues for the Use of Action Research for Social Marketing; Key Internet Sources; Key Readings; References.
3 Approaching Big Data: Harnessing App Information in Social MarketingAbstract; Big Data: What Is It and Why Should Social Marketers Care?; Definition of Big Data; Big Data in Social Marketing and Public Health; Actionable Insights; Obtaining Big Data for Social Marketing; Getting a Handle on Big Data; Integrating Data from Different Sources; Preparation and Analysis of Data Sets; Privacy; Risks, Errors, Misdirection; Data Mining Without Hypotheses; False Conclusions; Case Study: VicHealth TeamUp Data; Brief Introduction to TeamUp; Sources of Data; Data Preparation and Analysis.
Insights GainedActivities that TeamUp Users are Searching for Versus Activities that are Listed; Summary; Key Internet Sources; Key Readings; References; 4 The Consumer Diaries Research Method; Abstract; Introduction; Characteristics of the Consumer Diaries Research Method; Defining Consumer Diaries: Types and Characteristics; Forms and Methods of Diary Recording; Practical Application of a Paper and Pencil Consumer Diary Method in Alcohol Consumption Research; Design of the Diary and Focus Group Interview Research Method; Data Collecting Process.
Phase 1: First Round of Focus Group InterviewsPhase 2: Qualitative Paper-and-Pencil Diaries; Phase 3: Second Round of Focus Group Interview; Key Insights from Diaries as a Research Method; Opportunity for Reflection; Reflexivity of Diarists; Detailed and Precise Information in Diary Entries; Limitation of Harmful Drinking As An Effect of Diary Usage; Sensitisation effect of diarists; Conclusions; Key Internet Sources; Key Readings; References; 5 Depth Interviews and Focus Groups; Abstract; Introduction; Focus Groups; What Are the Steps in Designing and Conducting Focus Groups?