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Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment by R. Craig Lefebvre

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Chapter 6

The Consumer Experience as the Marketer’s Touchpoint

The weekly marketplace of a village in western Kenya proves a great opportunity to immerse oneself in people’s daily lives. (Image courtesy of the author.)

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Learning Objectives

  • Discuss four methods for disrupting your usual approach to thinking about a problem.
  • Distinguish among the three major types of formative research.
  • Discuss how formative research can be used in partnership and stakeholder development.
  • Give examples of novel ways to collect information in formative research settings.
  • Identify the strengths and weaknesses of alternative approaches to analyzing qualitative data. ...

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