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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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Research Methods and Evidence For Social Marketing

Research Methods and Evidence For Social Marketing

(p.13) 2 Research Methods and Evidence For Social Marketing
Social Marketing Research for Global Public Health

W. Douglas Evans

Oxford University Press

Social marketing has a growing evidence base. However, there are challenges in reviewing the literature due to inconsistent reporting and description of programs. There has been growth in the evidence base both through more rigorous evaluation of social marketing campaigns, including large efforts in tobacco control, obesity prevention, and drug use. There is growing recognition of the importance of monitoring and process evaluation. But, gaps in the evidence persist, and application of the full spectrum of benchmark criteria and research continuum stages discussed in Chapter 1 is often lacking. Gaps in the current evidence base should be filled using innovative methods and by harnessing new technologies, such as social media and mobile devices.

Keywords:   social marketing evidence, tobacco control, obesity prevention, drug use, systematic review, Medicare, formative research, process evaluation, outcome evaluation, impact evaluation

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