Paul Lambert (Univ. Stirling) Dave Griffiths (Univ. Stirling)
Social Marketing, Action Research and Making a Difference Gerard Hastings Action Research Workshop...
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Social Marketing, Action Research and Making a Difference Gerard Hastings Action Research Workshop University of Stirling 17 th February 2011 ISM Institute for Social Marketing
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Social Marketing “social marketing is concerned with the application of marketing knowledge, concepts, and techniques to enhance social as well as economic ends. It is also concerned with the analysis of the social consequences of marketing policies, decisions and activities” (Lazer and Kelly 1973)
Transcript of Social Marketing, Action Research and Making a Difference Gerard Hastings Action Research Workshop...
Social Marketing, Action Researchand Making a Difference
Gerard Hastings
Action Research WorkshopUniversity of Stirling
17th February 2011
ISM Institute for Social Marketing
1. What is social marketing?
2. Why do social marketers do research?
3. The link to action research
4. Summary
Overview
Social Marketing
“social marketing is concerned with the application of marketing knowledge,
concepts, and techniques to enhance social as well as economic ends. It is
also concerned with the analysis of the social consequences of marketing policies, decisions and activities”
(Lazer and Kelly 1973)
4
human behaviour
From teen smoker to cabinet minister
thrawn; dysfunctional; perverse; rebellious; unpredictable; contrary; unreasonable; peculiar; wilful; irregular; stubborn; odd;
impulsive; erratic; variable; extraordinary; fickle; arbitrary; obstinate; changeable;
capricious; off the wall; cussed; headstrong; erratic; inexplicable; foolish; obtuse; bizarre; strange; implausible; unbelievable; odd….
A typical social marketing project
You are a team comprising:– Social marketing consultants
– A cancer charity
– A PR agency
You’re goal is to:– Develop and run an initiative to reduce teen
smoking in Dundee
How will you develop and evaluate your initiative?
How will research help?
A typical social marketing project (2)
You are a team comprising:– Social marketing consultants
– A cancer charity
– A PR agency
You’re goal is to:– Develop and run an initiative to push the GVT to
mandate the removal of POS tobacco displays
How will you develop and evaluate your initiative?
How will research help?
1. Understand
problem
2. Establish achievable objectives
3. Design and test initiatives
4. Monitor and adjust initiatives as
they progress
5. Measure impact
6. Generate learning for
future
Who?What?Why?
MeasurableAchievable
Appealing AccessibleAffordableAppreciatedResponsiveness
Objectivesagain
Understandingpeople
1. What is social marketing?
2. Why do social marketers do research?
3. The link to action research
4. Summary
Overview
Why do social marketers do research?
Managerial issues
People issues
Methodological issues
Why do social marketers do research?
Managerial issues•Multi-stage and multi-task: incremental learning•Continuous•Developmental and evaluative: navigational•Coherent team work
Why do social marketers do research?
Managerial issues•Multi-stage and multi-task•Continuous•Developmental and evaluative: navigational•Coherent team workPeople issues•Understanding people rather than testing material•Empathy
Why do social marketers do research?Managerial issues•Multi-stage and multi-task•Continuous•Developmental and evaluative: navigational•Coherent team workPeople issues•Understanding people rather than testing material•Empathy Methodological issues•Mixed methods: qualitative and quantitative•Non-sampling error•Conversation and partnership: co-creation
1. What is social marketing?
2. Why do social marketers do research?
3. The link to action research
4. Summary
Overview
Action Research
Managerial issues
People issues
Methodological issues
1. What is social marketing?
2. Why do social marketers do research?
3. The link to action research
4. Summary
Overview
Decision making
Empathy
Pragmatism
We are here to make a difference
Summary
