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Theory in Social Marketing

In: Social Marketing in Action

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  • Michael D. Basil

    (University of Lethbridge)

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.

Suggested Citation

  • Michael D. Basil, 2019. "Theory in Social Marketing," Springer Texts in Business and Economics, in: Debra Z. Basil & Gonzalo Diaz-Meneses & Michael D. Basil (ed.), Social Marketing in Action, chapter 0, pages 59-78, Springer.
    • Handle: RePEc:spr:sptchp:978-3-030-13020-6_4
    DOI: 10.1007/978-3-030-13020-6_4
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