Conducting Social Marketing Research
eBook - ePub

Conducting Social Marketing Research

A Practical Guide

  1. English
  2. ePUB (mobile friendly)
  3. Available on iOS & Android
eBook - ePub

Conducting Social Marketing Research

A Practical Guide

About this book

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.

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Yes, you can access Conducting Social Marketing Research by Nancy R. Lee in PDF and/or ePUB format, as well as other popular books in Politique et relations internationales & Politique sociale. We have over one million books available in our catalogue for you to explore.

Table of contents

  1. Cover
  2. Endorsement
  3. Half-Title
  4. Title
  5. Copyright
  6. Contents
  7. Figures
  8. Tables
  9. Author Note
  10. Foreword
  11. 1 Overview of Social Marketing Research
  12. 2 Research to Determine Purpose & Focus for a Social Marketing Effort
  13. 3 Research to Determine Strengths & Weaknesses, Opportunities & Threats
  14. 4 Research to Inform Selection of a Priority Audience
  15. 5 Research to Inform Setting Objectives & Goals
  16. 6 Research to Identify Audience Insights
  17. 7 Research to Inform Crafting a Positioning Statement
  18. 8 Research to Inform Product Offerings
  19. 9 Research to Inform Price Strategies
  20. 10 Research to Inform Place Strategies
  21. 11 Research to Inform Promotion Strategies
  22. 12 Research to Inform Evaluation Components
  23. 13 Research to Inform a Budget Plan
  24. 14 Research Related to Developing an Implementation Plan
  25. 15 Summary of Social Marketing Research Objectives & Methodologies
  26. Appendix A: Focus Group Discussion Guide
  27. Appendix B: Sample Worksheet: Selecting a Priority Audience
  28. Appendix C: Sample Worksheet: Selecting a Desired Behavior
  29. Index