Qualitative and/or quantitative methods can be used to learn about a target audience and understand how best to design a social marketing campaign that suits that specific audience. Gaining insight into the target audience is labelled as __________ by Andreasen (2002) and as __________ by French et al. (2006).

Question

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understand the social marketing benchmark criteria. Andreason (2002) uses the term 'audience research' while French et al. (2006) chose the term 'insight' (refer to figure 14.4).

Qualitative And/or Quantitative Methods Can Be Used to Learn About