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2019 | OriginalPaper | Buchkapitel

4. Theory in Social Marketing

verfasst von : Michael D. Basil

Erschienen in: Social Marketing in Action

Verlag: Springer International Publishing

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Abstract

As scientists, we try to derive theories to provide predictions on why things operate as they do. That is, we hope to understand a phenomenon by understanding the underlying system. In its most ideal form, we try to understand the general principles which underpin the phenomenon—to allow us to explain not only when something occurs and when it does not, but why. Ideally, this understanding will lead us to be able to make predictions not only about the particularistic phenomenon but lead up to generalizable knowledge about similar phenomena. In Chap. 4, we discuss the use of research and evaluation in social marketing. We address the nature of research, when it should be conducted, and how. The appendix offers online resources that provide further guidance into conducting research and evaluating your program.

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Vorheriges Kapitel Research and Evaluation in Social Marketing

Nächstes Kapitel A Brief History of Social Marketing

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Titel: Theory in Social Marketing
verfasst von: Michael D. Basil
Verlag: Springer International Publishing
Buch: Social Marketing in Action
Print ISBN: 978-3-030-13019-0

Electronic ISBN: 978-3-030-13020-6

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-13020-6_4