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Social Marketing Research for Global Public HealthMethods and Technologies$
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W. Douglas Evans

Print publication date: 2016

Print ISBN-13: 9780199757398

Published to Oxford Scholarship Online: August 2016

DOI: 10.1093/acprof:oso/9780199757398.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 30 November 2021

Introduction to Social Marketing Research

Introduction to Social Marketing Research

Chapter:
(p.1) 1 Introduction to Social Marketing Research
Source:
Social Marketing Research for Global Public Health
Author(s):

W. Douglas Evans

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199757398.003.0001

Social marketing is a process, an approach to behavior change rather than a distinct discipline, which has grown tremendously; there is a need for more research and guidance on best practices. Also, social marketing research is a process with multiple stages. These have been challenges in integrating and translating social marketing practice and research, just as in other fields of health promotion. This chapter explores the specific issues in social marketing and suggests how they can be resolved. The chapter concludes by laying out a continuum of social marketing research activities. Campaign objectives and needs should be considered in recommending which strategies to apply, and the mix of methods should be considered in recommending how to research and evaluate a campaign.

Keywords:   social marketing, benchmark criteria, planning process, translational research, research continuum

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