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 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: Focus Group Discussion Guide
Appendix B: Sample Worksheet: Selecting a Priority Audience
Appendix C: Sample Worksheet: Selecting a Desired Behavior
Biography
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.
"As a researcher, practitioner, and instructor, I’ve long shared Nancy’s belief that research is not just a tool but the foundation of effective social marketing. Yet, accessible guidance on conducting and applying research has been scarce, often leading to research activities being skipped or misused. Until now, no resource has effectively filled the gap between the brief overviews of research in social marketing books and the dense material in research methods textbooks. That is why Conducting Social Marketing Research Efforts: A Practical Guide is so valuable for anyone seeking to drive behavior change for good."
Jennifer Tabanico, Owner & President, Action Research
