استخدام البحث النوعي في مجال التسويق الاجتماعي : عرض مشروع "Foqus" لمنظمة الخدمات السكانية الدولية PSI

الملخص EN

The purpose of this study is to emphasise the significance of qualitative research in the implementation of effective social marketing initiatives.

to accomplish this purpose, we described the qualitative research project "FoQus" conducted by population services international (PSI).

as a result, (PSI) was able to acquire an accurate picture of the target customers and launch successful marketing campaigns.

one of the study's most notable findings was that adopting the most appropriate data collecting and interpretation methodologies-through qualitative research-increased customer perception and generated marketing plans for social marketing projects.

to achieve successful outcomes, this study recommends collaboration between marketers and researchers during the data collecting, interpretation, and analysis processes, as well as during the marketing planning process.

and inventiveness in data gathering approaches to acquire a closer and deeper perception.