Social MarketingResearch Needs & Options Dr. Samir Al-Alfy Senior Communication Advisor JHU/CCP March 2010 firstname.lastname@example.org
Research Needs & Options“Research is the foundation for the design andimplementation of effective social marketingprograms, but that isn’t enough. You must check inthe target audience to monitor changes inperception and behavior over time. Customers arenot static or formulaic. Their knowledge, attitudees,and behavior are susceptible to change over timeand marketing programs must evolve with them.” (Gregory R. Niblett, AED Director)
Research Needs & OptionsMarketing Research:Is the systematic design, collection, analysis, andreporting of data and findings relevant to a specificmarketing situation facing the organization.
STEPS OF SOCIAL MARKETING PLANMarketing Research
Research Needs & OptionsCharacters of research • Research Objectives • Planning Process • Source of Information • Collecting Primary Data • Technique
Research Needs & OptionsPlanning Process• Formative: select target markets & marketing mix strategy. Qualitative OR Quantitative Primary OR Secondary data• Pretest: evaluate short list of alternative strategies andtactics. Pretest marketing mix strategies (qualitative)• Monitoring: ongoing measurement of program outputs & outcomes• Evaluation: to measure campaign effort (single final assessment,compare with baseline study)
Research Needs & OptionsSource of information• Secondary data: information that already existssomewhere, in the agency prior to the campaign, orresearches conducted by someone else (peers &colleagues) in similar organizations.• Primary data: information collected for the specificpurpose for the first time.
Research Needs & OptionsCollecting Primary Data1. Key Informant interviews: with decision makers, community leaders, technical experts, .. (questionnaire)2. Focus Group: information about thoughts, feelings, recommendations (qualitative). (table 4.2)3. Surveys: mail, telephone, online, intercept, self administered surveys (knowledge, attitudes, preferences, behaviors). (qualitative) - Sampling unit: who is to be surveyed? - Sample size: how many people should be surveyed? - Sampling procedure: how the people will be chosen?
Research Needs & OptionsCollecting Primary Data4. Experimental: measure cause-and-effect relationships, matched groups, expose to alternative marketing strategies, controlling related factors, differences in group responses (Pilot).5. Observation: observe relevant people, actions, situations6. Ethnographic: observation and face-to-face interviews7. Mystery Shoppers: pose as customers & report on storage or weak points experienced in the buying process.
Research Needs & OptionsTechnique اﻟﺒﺤﻮث اﻟﻜﯿﻔﯿﺔ• Qualitative: measure current knowledge, attitudes, beliefs, andbehaviors of target markets. • Focus groups discussion (FGD) • Personal interviews • Observation • Ethnographic studies اﻟﺒﺤﻮث اﻟﻜﻤﯿﺔ• Quantitative:
Research Needs & OptionsTechnique اﻟﺒﺤﻮث اﻟﻜﻤﯿﺔ• Quantitative: to reliably profile markets, predict cause and effect,and project findings. Characters of quantitative surveys: • Large sample sizes • Rigorous sampling procedures • Controlled & organized environment
Research Needs & Options• Quantitative: 4 belief variables affecting behavior change: • Perceived susceptibility • Perceived severity • Perceived response efficacy • Perceived self-efficacy (examine the psychological, social, cultural, and structural bases of these beliefs)
Steps in Developing Research Plan 1. Purpose 2. Informational objectives 3. Audience 4. Technique 5. Sample size, source, and selection 6. Pretest and fielding 7. Analysis 8. Report