For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.

Measurement in Quantitative Methods

Measurement in Quantitative Methods

Measurement in quantitative methods
Fiona J.Harris


Quantitative methods play a crucial role in building an evidence base to guide social marketing interventions and to help bring about policy changes. This chapter discusses the rationale for using quantitative methods and considers their use in social marketing. Key measurement issues are ...

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