W. Douglas Evans
- Published in print:
- 2016
- Published Online:
- August 2016
- ISBN:
- 9780199757398
- eISBN:
- 9780190226022
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199757398.003.0010
- Subject:
- Public Health and Epidemiology, Public Health, Epidemiology
Social marketing research is growing along with theory and practice in the field. This book identifies best practices and innovations in social marketing research. New methods and technologies can ...
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Social marketing research is growing along with theory and practice in the field. This book identifies best practices and innovations in social marketing research. New methods and technologies can fill important gaps in the evidence. Translational research is a critical part and major purpose of social marketing but is often lacking. There are challenges in terms of closing the loop of research into practice as described in the PRECEDE-PROCEED and other translational research models. Strategic use of the social marketing research approach should be a priority for social and behavior change programs generally, and renewed efforts to build knowledge, education, and skills in the use of research for this purpose are an urgent priority for the field as a whole. More research on how best to diffuse social marketing methods into practice and how to close the research-practice loop is needed.Less
Social marketing research is growing along with theory and practice in the field. This book identifies best practices and innovations in social marketing research. New methods and technologies can fill important gaps in the evidence. Translational research is a critical part and major purpose of social marketing but is often lacking. There are challenges in terms of closing the loop of research into practice as described in the PRECEDE-PROCEED and other translational research models. Strategic use of the social marketing research approach should be a priority for social and behavior change programs generally, and renewed efforts to build knowledge, education, and skills in the use of research for this purpose are an urgent priority for the field as a whole. More research on how best to diffuse social marketing methods into practice and how to close the research-practice loop is needed.
