The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.
Chapter 23: Evaluation Design
With any research method you choose, you first will decide how to structure your evaluation design. This will determine where you find your data, at what points you take measurements, and whether you will use comparison groups. The design you use to carry out the evaluation will depend in part on your resources and ...