• Summary
  • Contents
  • Subject index

For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.

Qualitative Research Methods in Social Marketing
Qualitative research methods in social marketing
SimonePettigrew and MicheleRoberts
Introduction

This chapter discusses the current and potential role of qualitative research methods in social marketing. The major methodological approaches and the specific data collection and analysis methods that can be used to ...

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