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.