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9781032936116

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""As a researcher, practitioner, and instructor, I’ve long shared Nancy’s belief that research is not just a tool but the foundation of effective social marketing. Yet, accessible guidance on conducting and applying research has been scarce, often leading to research activities being skipped or misused. Until now, no resource has effectively filled the gap between the brief overviews of research in social marketing books and the dense material in research methods textbooks. That is why Conducting Social Marketing Research Efforts: A Practical Guide is so valuable for anyone seeking to drive behavior change for good."" Jennifer Tabanico, Owner & President, Action Research

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Nancy R. Lee, MBA, is President of Social Marketing Services, Inc., in Seattle, Washington, an Affiliate Instructor at the University of Washington, and a strategic advisor for social marketing campaigns at C+C in Seattle, a communications firm.

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