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Published in:
2015 | OriginalPaper | Chapter
Revisiting The Netnography: Implications For Social Marketing Research Concerning Controversial And/Or Sensitive Issues
Author : Emre Ulusoy
Published in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Publisher: Springer International Publishing
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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)