Case Study 4.3 Diet and Exercise Campaign Extension – North Central Region Brett Henderson Then central problem facing Ms. Joan Bennett was developing supplements and extensions to the organization’s national campaign. She needed an insight into the attitudes and behaviors of young professional women ages from 22-‐34 who were college graduates, and were employed outside of their home. This issue that she was most concerned about was, what motivates this targeted group of women to take action on health related issues. How can they get them to frequent websites, participate in outreach programs, and support campaigns related to the field by either donating money or volunteer hours. Problems facing the Facebook Survey include how to recruit and motivate the participants of the survey. How does recruiting friends of the organization reflect on the results and how to construct the survey to receive the answers wanted. The problems facing the focus group are pretty significant. The main problem she will have is trying to find a group of people that share the same interest that don’t already know each other. Who should moderate the session is a rather it be the in house workers or higher an experienced team to run it. All of these different problems with the research are things that need to be decided. Ms. Bennett chose to try two different approaches to capture the information she needs to find a solution to the problem she has: Facebook
survey’s and a focus group. These two ways gathering research each bode critical factors. Will the participants answer each of the questions in the survey appropriately in order to gather enough information to make an informed decision moving forward? Can she that the information received be trusted? Will they questions in the focus group be formatted in such a way to pull out the most information possible from each group? All of these are critical factors that need to addressed in order to make this research study worth the time. The choice of research methods cause a hesitation in whether she will get all of her answers to create the program she wants to. This case is pretty difficult to get the exact information needed to run the type of promotional campaign Ms. Bennett desirers. I think that the Facebook survey would be very beneficial if done the right way. I think that in the case study it poses a lot of questions on how this operation should be run. I believe that she should motivate the potential participants by a give away. If you feel out the survey you will be entered in a raffle to win a prize. I also believe that they should do a follow up email or post to show who won the raffle so the participants know that she followed through with her promise. Everything written in the questionnaire should be clear and concise in order to get the information desired. I really like using SurveyMonkey, I found it to be the easiest and most efficient when conducting a questionnaire research project. The pro’s for using an online survey is having a large reach. They are able to distribute the survey to a large number of people, and with having Facebook; they are able to
specify their target market. The con’s of running an online survey is having to throw out some responses. Not being able to hear the participant’s inflection and tone can also be a con. I think a depth interview type of qualitative research will give a large amount of information that would be most helpful with the promotion of a healthier life style. Conduction a one on one interview using unstructured probes of underlying motivators with let the interview get in depth about this situation. The depth interview will give Ms. Bennett real life answers into how they can help this health promotion campaign. The people who will volunteer to sit down for an interview will have a connection to the problem. They will be willing to share all of the information that they have in order help more individuals get educated on health promotion. There are pro’s and con’s to this type of research. The pro’s being the vast amount of information as well as correct information for each interview. They will also be able to interview people that know each other. In focus groups they shy away from having people know each other. This is difficult to do for Ms. Bennett because every one in the health promotion circle in their specific target market because it is a close-‐knit circle. Doing in depth interviews with by pass the rule of knowing each other and will still get the information needed. There are a few cons’ that precede this type of research tool. The first being that it can be difficult to get the participants to sign up for a time to interview, and stick to their time. There will be situations that come up and participants will want to reschedule. This can cause a headache for the firm
doing the interviews. The second con is the time period that individual interviews can take. The interviews can take weeks to conduct when a focus group can take only a few days. I think that the in-‐depth interviews can provide a wide variety of information and it will give Ms. Bennett an insight on what she needs to do to promote her project. I believe that half of what Ms. Bennett is doing with her campaign research. I believe that the online survey via Facebook is a really smart research method. She will be able to specifically select her very narrow target market of young professional women, ages 22-‐34 who were college graduates and who are employed outside of the home. I believe that if she creates a clear and concise questionnaire she will be able to get the information from each survey needed. The trick will be getting the participants to fill out the survey. I think she can get the participants to fill out the survey with a raffle. I also believe that a big step would be the follow up of the prizewinner. This will show the participants in the survey that they were not lying about the prize. This will keep the faith of the participants and hopefully they will be willing to participate in another online survey if Ms. Bennett needs more information. The other method that I would choose would be the in-‐depth interviews instead of the focus groups. This would give the group a wide variety of information. They would be able to interview everyone that is interested one on one, which will give them a personal connection. It will be enhance their promotional project while gaining the respect of the people that they interview. It will give the participants a feeling of
accomplishment because they directly affected the program. These two research methods, online survey and in depth interviews, are they two research methods that I would choose if I were running this campaign.