Importance of Social Marketing Research

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The importance of social marketing research cannot be understated. Since the core of a good social marketing program is to address the needs of consumers, these needs must be accurately determined through market research. Methods for social marketing research include qualitative research about attitudes, knowledge and behaviors of the target audience.

Gaining insight into consumer psychology through techniques like focus groups and interviews can provide invaluable insight that can be used in the development of a successful social marketing program. These programs require research at different stages which enables evaluation of feedback to keep the program on track.

Specifically, research should be conducted at five general program stages, which include planning, message development, testing, implementation and review. Social marketing is usually not a series of clear, sequential steps but more like a feedback loop which often requires reevaluation of strategies at each major program stage.

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