Transcript ActionResearchinsocialmarketing-Gerard - Propel

Social Marketing, Action Research
and Making a Difference
Gerard Hastings
Action Research Workshop
University of Stirling
17th February 2011
ISM Institute for Social Marketing
Overview
1. What is social marketing?
2. Why do social marketers do
research?
3. The link to action research
4. Summary
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)
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….
4
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?
Understanding
people
1.
Understand
problem
2. Establish
achievable
objectives
6. Generate
learning for
future
Objectives
again
Measurable
Achievable
3. Design and
test initiatives
5. Measure
impact
Responsiveness
Who?
What?
Why?
4. Monitor and
adjust initiatives as
they progress
Appealing
Accessible
Affordable
Appreciated
Overview
1. What is social marketing?
2. Why do social marketers do
research?
3. The link to action research
4. Summary
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 work
People 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 work
People issues
• Understanding people rather than testing material
• Empathy
Methodological issues
• Mixed methods: qualitative and quantitative
• Non-sampling error
• Conversation and partnership: co-creation
Overview
1. What is social marketing?
2. Why do social marketers do
research?
3. The link to action research
4. Summary
Action Research
Managerial issues
People issues
Methodological issues
Overview
1. What is social marketing?
2. Why do social marketers do
research?
3. The link to action research
4. Summary
Summary
Decision making
Empathy
Pragmatism
We are here to make a difference