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Full Description
High-quality research underpins all effective social marketing, but it can be hard for practitioners to find practical, accessible guidance on conducting, interpreting, and applying research. Conducting Social Marketing Research: A Practical Guide fills this gap.
Offering a clear and concise roadmap for leading social marketing research, the book begins with an introduction to social marketing and its 10-step framework, preparing readers for a thorough understanding of the foundational principles before diving into research methodologies. Each chapter is carefully structured to align with the 10 steps of social marketing, presenting specific research objectives, recommended methodologies, and real-world case examples that illustrate how research insights translate into action. A comprehensive table of market research terminology to help define key concepts, as well as summary tables that serve as quick reference tools, is included. The author Nancy Lee, a leading voice in social marketing, presents all guidance with clarity, practicality, and expertise, encouraging program planners to make research standard practice rather than an afterthought.
Conducting Social Marketing Research: A Practical Guide is designed to support practitioners, research firms and communication agencies in the development of social marketing research for instructors and students in public administration, nonprofit management, public health, and environmental science programs.
Contents
Chapter 1. Overview of Social Marketing Research Chapter 2. Research to Determine Purpose & Focus for a Social Marketing Effort Chapter 3. Research to Determine Strengths, Weaknesses, Opportunities & Threats Chapter 4. Research to Inform Selection of a Priority Audience Chapter 5. Research to Inform Setting Objectives & Goals Chapter 6. Research to Identify Audience Insights Chapter 7. Research to Inform Crafting a Positioning Statement Chapter 8. Research to Inform Determining Product Offerings Chapter 9. Research to Inform Price Strategies Chapter 10. Research to Inform Place Strategies Chapter 11. Research to Inform Promotion Strategies Chapter 12. Research to Inform Evaluation Components Chapter 13. Research to Inform a Budget Plan Chapter 14. Research Related to Developing an Implementation Plan Chapter 15. Summary of Social Marketing Research Objectives & Methodologies Appendix A Appendix B Appendix C
