Conducting Social Marketing Research - A Practical Guide

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 Efforts: A Practical Guide fills this gap.

List of 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

About the author

Nancy R. Lee, MBA, is President of Social Marketing Services, Inc., in Seattle, Washington, an Affiliate Instructor at the University of Washington, and a strategic advisor for social marketing campaigns at C+C in Seattle, a communications firm.

Product details

• Authors: Nancy R. Lee, Nancy R. (University of Washington Lee
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 08.08.2025
• EAN: 9781032936116
• ISBN: 978-1-0-3293611-6
• No. of pages: 134
• Subjects: Social sciences, law, business > Political science > Political science and political education; POLITICAL SCIENCE / Public Policy / Social Policy, POLITICAL SCIENCE / Public Affairs & Administration, Organizational theory & behaviour, Public Administration, Political campaigning & advertising, Political campaigning and advertising, Organizational theory and behaviour, Public ownership / nationalization, Public Opinion & Polls, Public opinion and polls, POLITICAL SCIENCE / Public Opinion Polling