TY - CHAP
T1 - Revisiting The Netnography
T2 - Implications For Social Marketing Research Concerning Controversial And/Or Sensitive Issues
AU - Ulusoy, Emre
N1 - Publisher Copyright:
© 2015, Academy of Marketing Science.
PY - 2015
Y1 - 2015
N2 - 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)
AB - 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)
UR - https://www.scopus.com/pages/publications/85125151053
U2 - 10.1007/978-3-319-10912-1_138
DO - 10.1007/978-3-319-10912-1_138
M3 - Chapter
AN - SCOPUS:85125151053
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 422
EP - 425
BT - Developments in Marketing Science
PB - Springer Nature
ER -