MMResearch Profile 2016

MICHAEL MURPHY RESEARCH
Behaviour Change & Social Marketing
Research Consultancy
Company Profile
August 2016
ABN: 42 396 046 010
5 / 8A Dickens Street
Elwood Vic 3184
0395372959
0438241831
michael@mmresearch.com.au

MMResearch – Company Profile
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MMRESEARCH
BEHAVIOUR CHANGE & SOCIAL MARKETING CONSULTANCY
Michael Murphy Research (MMResearch) provides research services for health organisations,
specialising in social marketing, where Michael’s interest, expertise and skills continue to make a
unique contribution to health, wellbeing and social issues across the Australian population.
MMResearch offers the full range of qualitative research methods, a collaborative working style, and
a commitment to perceiving and understanding the minds and hearts of our clients’ target
audiences. With 25 years’ experience to draw on, MMResearch also offers a consultative service,
providing advice on behaviour change research and social marketing campaign development.
Personnel
Michael Murphy (Director) is the Account Director and principal researcher for work on all projects.
Michael is supported in his work by Mischa Rose (Research Consultant), Dr Barbara Murphy (Senior
Research Consultant) and Erin Walsh (Research Services Manager) and a team of casual research
assistants as required.
Prior to establishing MMResearch, Michael was Director of Qualitative Research at the Social
Research Centre (2009-2011), and Research Director of Market Access Research & Consulting (1995-
2009). He has substantial experience conducting communications research to assist health-related
service providers to reduce risk behaviours.
Michael has twenty years’ experience consulting to Quit Victoria and the Cancer Council of Victoria,
and a considerable history with noted health organisations such as Cancer Institute NSW, Heart
Foundation, and Health Departments. In the past year, MMResearch has been commissioned to
conduct exploratory and concept testing research for a range of tobacco, sun protection, cancer
screening and weight management campaigns throughout Australia, including several projects that
have specifically focused on Aboriginal Australians.
MMResearch has a specialized and unique approach to the use of research in the process of
campaign development and to the evaluation of advertising concepts.
Michael is supported by a talented team of research and consulting staff:
Mischa Rose joined MMResearch in 2012 as a Research Consultant, and has worked on exploratory
research, concept testing and evaluation projects in tobacco and sun protection. She has also
worked on a range of cancer screening projects, providing insights for the development of social
marketing and letter campaigns for pap, breast and bowel screening programs. She has a
background in Nutrition and Health Sciences, and is undergoing a training program with Michael in
qualitative research.
Dr Barbara Murphy has 25 years’ experience in psychosocial and behavioural research. Recent work
focuses on the psychosocial consequences of cardiac disease, notably anxiety, depression and social
isolation, and interventions to support psychological recovery and health behaviour change. She
holds positions as Honorary Senior Fellow in the Department of Psychiatry, University of Melbourne
and Conjoint Senior Lecturer in Department of Behavioural Medicine, University of Newcastle.

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MICHAEL MURPHY (DIRECTOR)
Professional History
Michael Murphy has worked in social and market research for over twenty years, specialising in the
use of qualitative research methods for the development of social marketing campaigns.
After graduating from Melbourne University, Michael spent a year with the Victorian Public Service
on its Graduate Trainee Scheme, working directly with senior management, and having responsibility
for a range of projects in policy and program development and evaluation.
From 1987 until 1993 he worked with the Centre for Behavioural Research in Cancer, a department
of the Anti-Cancer Council of Victoria. It was during this time that he was introduced to qualitative
research methods. His major responsibilities for the Behavioural Research Centre were in evaluation
of quit smoking programs and as the primary qualitative researcher in the development and
consumer testing of communication strategies and concepts for Quit and SunSmart campaigns.
In late 1993 Michael established himself as a freelance research consultant and in 1996 he formed a
partnership with Dean McDonald establishing Market Access Consulting and Research, continuing
his work in social and health research. In 2009 Michael joined The Social Research Centre as Director
of Qualitative Research to establish its qualitative research division.
Michael launched MMResearch at the beginning of 2012, with his intention now being to focus on
the specialist field of social marketing research and health behaviour change. With this new
consultancy he continues a successful relationship with his long term clients.
Experience and Expertise
Michael Murphy has worked in social and market research for over twenty years, specialising in
using qualitative research methods to assist the development of social marketing campaigns and
services for government, health and community agencies.
Michael is a recognised expert in social marketing, with a career spanning 25 years in social and
behaviour change campaigns. Over this time, he has conducted exploratory, strategic and concept
testing research for nationally and internationally recognised and awarded campaigns on a range of
health and social issues – smoking, alcohol, sun protection, nutrition, weight management, cancer
screening, early detection of heart disease and stroke, gambling, violence and respectful
relationships, amongst others.
He has published articles and reports, presented at conferences and taught post-graduate classes, in
relation to both research methods and health behaviour change content.
His breadth and depth of experience in the field of social marketing campaign research has provided
him with a unique understanding of the nuances of social marketing within the complex field of
health behaviour change. He has developed specialised approaches to the role and process of
research in the development of campaigns; and unique mechanisms for the evaluation of advertising
concepts. In this capacity he has played a key role in the development of protocols for the testing
and evaluation of health behaviour change advertising that have been used extensively through Asia,
Africa and the Americas to assist in the development of localised social marketing campaigns
(Murphy, M., Wakefield, M., Durkin, S., Cotter, T. “Using market research for concept development
of anti-smoking commercials.” 2010, Cancer Institute NSW).

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Michael also has considerable experience conducing strategic research for health and social
agencies. This has included branding and positioning research, research for the development of
corporate communication campaigns, and research for the development and evaluation of
programs, products and services. Related clients have included not for profits, such as BreastScreen
Victoria, Women’s Health Victoria, MS Society, World Vision, Red Cross and Gippsland Southern
Health.
Many of Michael’s long term clients are major agencies in health, public education and community
and social sectors. They include the Cancer Council of Victoria, Quit Victoria, Cancer Institute NSW,
National Heart Foundation, Diabetes Australia, Cancer Council SA, National Stroke Foundation,
Victorian Health Promotion Foundation, Transport Accident Commission, WorkSafe Victoria,
VicHealth and various community agencies.
Specialising in the field of health and social research, Michael has a specific interest in addictive and
difficult to change behaviours. He has extensive experience facilitating discussions with a broad
diversity of target groups, having conducted thousands of interviews and focus groups with all
manner of workforce representatives, health professionals, industry peak body representatives,
policy makers, and the breadth of the Australian population.
MMResearch has conducted extensive consumer research with a diversity of target audiences,
including people with a range of chronic diseases (cancer, diabetes, heart disease), disabilities and
injuries, their carers and family members. Michael’s research in these areas has provided valuable
insights for the development of programs and resources, including printed and electronic resources.
He has conducted research to inform the development of information services, including websites,
for people with a range of mental and physical disabilities and injuries, including projects for the
TAC, Worksafe, Cancer Council and others.
Michael has conducted several research projects that have focussed on health issues amongst
Indigenous Australians, including evaluations of anti-smoking campaigns in South Australia and NSW,
and research that provide insights for the development of heart health social marketing for the
Heart Foundation. During 2011-13 he conducted a process evaluation of the SA Health funded
Tackling Smoking Programs for CCSA.
Education and Affiliations
Michael first undertook a Bachelor of Arts degree at the University of Melbourne, majoring in
psychology and politics. He has since completed a Diploma of Applied Science (Naturopathy) from
the Southern School of Natural Therapies, and a Graduate Diploma in Applied Psychology from
Swinburne University.
Michael is a Member of the Australian Market & Social Research Society and a foundation member
of the Australian Association of Social Marketing.

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SOCIAL MARKETING CAMPAIGNS
MMResearch is best known for our intuitive and insightful research work in the development of
social marketing campaigns, especially those focused on health behaviour change. Our expertise
crosses a range of health behaviours (smoking, tanning, nutrition, physical activity, drinking). The list
below is a sample of recent campaigns in which our research has played a pivotal role.
 Men’s anti-smoking campaign (Cancer Institute NSW & Cancer Council Victoria, 2016). This
campaign, which is currently under development will target men with anti-smoking
messages that encourage them to quit smoking. MMResearch conducted several rounds of
exploratory and concept testing research to inform the development of this campaign.
 UV. It all adds up (Cancer Council Victoria (2015). This new campaign from SunSmart aims
to increase awareness of the risk of developing skin cancer through incidental exposure to
UV radiation, and reinforce awareness of effective sun protection behaviours. The
advertisements are a shift away from the iconic summer beach scene, so often associated
with sun protection and skin cancer campaigns. The campaign warns of the danger of
‘incidental’ sun exposure, challenging the idea that it is only tanners or those with visible
signs of sun damage that get skin cancer. MMResearch conducted several rounds of
(http://www.sunsmart.com.au/tools/videos/current-tv-campaigns/uv-it-all-adds-up.html)
 Live Lighter (Heart Foundation WA, Cancer Council Victoria, 2012-15). The Live Lighter
campaign is a breakthrough campaign in the field of weight management and health. The
advertising component takes people on a confronting journey inside their own bodies to
highlight the consequences of leading an unhealthy lifestyle, with a message about the
health effects of toxic fat. The campaign was developed for WA Heart Foundation and
Cancer Council WA, assisted by research insights from MMResearch. We have also tested
the campaign for Victorian audiences. In WA the research included a specific focus on
Indigenous Australians. (http://www.livelighter.com.au/)
 Triggers (Quit Victoria, 2014). The Triggers campaign includes an animated ad which was the
second positive advertisement produced by Quit Victoria. The ad targets smokers in the
contemplation, preparation and action phases of the quitting process and aims to increase
their confidence, motivation and ability to quit. The campaign focuses on the importance for
smokers to recognise their own smoking triggers and come up with their own ways of
dealing with them. MMResearch conducted several rounds of exploratory and concept
testing research to inform the development of this campaign.
(http://www.quit.org.au/staying-quit/triggers
 Last Dance (Quit Victoria, 2013). This ad depicts a man dying of a smoking-caused disease
during a tender moment with his wife as she cares for him during the final stages of his
illness. Last Dance asks smokers to consider how smoking will affect them and their families.
MMResearch conducted several rounds of exploratory and concept testing research to
inform the development of this campaign. (http://quit.org.au/lastdance/)
 The Wait (Quit Victoria 2012). Set in a doctor’s waiting room, this ad depicts the agonising
anxiety of a smoker’s wait for test results. The ad aims to motivate smokers to quit now to
avoid consequences they could regret forever. MMResearch conducted several rounds of
 The Dark Side of Tanning (Cancer Institute NSW, 2008-10). This campaign shows the
dangers of tanning and that damage can happen to skin before it starts to show signs of
burning, revealing the damage that occurs at a cell level and how this can lead to a deadly
melanoma. The campaign challenges the belief that a tan looks healthy and prompts viewers
to re-consider their sun protection behaviour. Research was conducted in several stages
(exploratory, strategic and concept testing) with audiences throughout NSW. Subsequent
years repeated the process to evaluate the concepts and assist in the production of new

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campaign directions. This campaign has subsequently been commissioned in other States,
testifying to its effectiveness. (http://www.darksideoftanning.com.au/)
 Wes Bonny (Cancer Institute NSW, 2010-11). The Wes Bonny Testimonial Campaign tells
the true story of a 26 year young man who died of melanoma. Wes’ story demonstrates that
melanoma does affect young people. It also acknowledges that people know how to protect
themselves from the sun, they just need to be more vigilant about sun protection. Our
research provided insights into the state of play after the successful Dark Side of Tanning
campaign, and recommended that a testimonial approach was likely to address the lack of
belief that serious forms of melanoma can affect young people. The subsequent picking up
of this campaign by other States throughout Australia reflects its effectiveness and
demonstrates the value of our research. (http://www.cancerinstitute.org.au/prevention-
and-early-detection/public-education-campaigns/skin-cancer-prevention/wes-bonny-
testimonial)
 iCanQuit (Cancer Institute NSW, 2010). The iCanQuit Campaign demonstrates the value,
importance and role of willpower in quitting smoking. Informed through research with NSW
smokers this campaign challenges smokers to re-think their understanding of willpower and
how they could use willpower if they were planning to quit. The television campaign was
supported through the development of internet based support programs for smokers
wanting to quit, the content, style and tone of which was also developed with insights from
our research. Several stages of exploratory, strategic and concept testing research informed
the campaign. (http://www.cancerinstitute.org.au/prevention-and-early-detection/public-
education-campaigns/tobacco-control/icanquit)
 ‘I wish I could have my heart attack again’ (Heart Foundation, 2009). Michael Murphy
conducted several stages of research, including exploratory and concept testing research, to
inform the development of this campaign. The research included groups with the general
population, those with heart disease risk factors and those who had previously had a heart
attack. This research also included specific groups with people from Aboriginal And Torres
Strait Islander background.
 Separation (Cancer Council Victoria, Quit Victoria, 2008). This campaign depicts powerfully
the personal and emotional impact that smoking-caused illnesses have on the lives of
smokers' families, particularly their children. The campaign targeting parents who smoke,
aims to encourage smokers to consider the potential impact of their loss on their children
and use this as motivation to quit now. The advertisement was developed through several
stages of exploratory, concept testing and finished ad testing research programs. The
obvious sensitivity of the topic meant that careful consideration was required in
development of the campaign, and our research was crucial in this process.
(http://www.quit.org.au/media/article.aspx?ContentID=separation)
 Never Give Up Giving Up (Quit Victoria, 2010-11). In a new approach not seen in Australia
before, the campaign recognises the difficulties facing quitting smokers and is designed to
build smokers' confidence to quit for good rather than focus on the negative effects of
smoking.IT is based on research that reveals how much smokers do want to stop smoking,
and supports and encourages smokers through the process. The campaign was informed by
stages of exploratory and concept testing qualitative research. This campaign has also been
developed Australia wide, demonstrating its utility.
(http://www.quit.org.au/media/article.aspx?ContentID=never-give-up)
 Meet Mick. (Quit Victoria, 2011). In a series of ads, 49-year-old former smoker and father
Mick Roberts talks about living with emphysema and how the illness has affected him and
his family.
 Give Up Smokes for Good (Cancer Council SA, 2011-12). Give up smokes for good is a
campaign supporting Aboriginal people in South Australia to quit smoking and to help
Aboriginal people become healthier through simple actions like having smoke-free homes
and cars. The campaign was sponsored by Health SA, Quit SA and Drug and Alcohol Services

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SA. Our research helped to evaluate the campaign through a series of group discussions and
interviews with Indigenous people throughout South Australia.
 Stickin it up the Smokes (Cancer Council SA, 2012). The Stickin' it up the smokes program
encourages young Aboriginal women in South Australia to give up smoking during pregnancy
to have healthier, stronger babies. This program was launched in March 2012 and aims to
decrease smoking rates among pregnant Aboriginal women. It forms part of the Aboriginal
Health Council of South Australia's Maternal health tackling smoking project. MMResearch
conducted an evaluation of the campaign through a series of group discussions with young
aboriginal women, including those who were pregnant and recent mothers in metropolitan
and rural areas of SA. (http://www.ahcsa.org.au/news/2012-06/ahcsa-launches-new-
stickin-it-up-the-smokes-campaign/)
 Peace of Mind (Papscreen, Cancer Council Victoria, 2010). This campaign 'Peace of Mind'
aims to increase awareness of the need for women to have regular cervical screening (Pap
tests). The campaign encourages women aged 18-69 years to make an appointment for a
Pap test every two years. The campaign acknowledges how awkward it can be for a woman
to have a Pap test and compares having a Pap test to other awkward things women do. It
also reinforces the need for women who have received the HPV vaccine to continue with
regular Pap tests to protect against cervical cancer. The 'Peace of Mind' campaign was
originally developed by the Cancer Council Victoria based on research that indicated
embarrassment as a significant barrier to women participating in regular cervical screening.
It has subsequently been picked up by other States. MMResearch conducted exploratory
and concept testing research to inform the development of this campaign.
 Don’t Just Sit There (Papscreen, Cancer Council Victoria, 2005). The 'Don't Just Sit There'
campaign, originally developed by the Cancer Council Victoria in 2004, and subsequently
picked up in other States has helped increase screening rates in several states across
Australia, and the campaign has been acknowledged in advertising effectiveness awards.
MMResearch conducted several rounds of exploratory and concept testing research to
inform the development of this campaign. The number of Pap tests conducted in NSW
during the 2007 campaign period increased by 21% in comparison to the same period in
2006. The commercial demonstrates the difference between the feeling of being
uncomfortable during a Pap test and the feeling of being uncomfortable during the
treatments of cervical cancer which could involve chemotherapy, radiotherapy and surgery.
It also reinforces the need for regular Pap tests for women who may have been recently
vaccinated against cervical cancer.
Other examples of earlier campaigns that Michael Murphy’s research contributed to include:
 National Tobacco Campaigns 1996-2000 (Artery, Brain, Tumour, Eye, Lungs, Tar)
 National Tobacco Health Warnings Campaigns 2006 (Gangrene/Amputation, Mouth Cancer)
 Mick Roberts (2010-11, Quit Victoria)
 If smoking was a friend (CINSW, 2007)
 Which Disease (Cancer Institute NSW, 2006)
 Stairway to Emphysema (CINSW, 2006)
 Bubblewrap (2005 onwards, Quit Victoria, Cancer Institute NSW)
 Voice Within (Quit Victoria, 2005)
 Carotid (2005, Quit Victoria)
 Sponge (10 years on)
 Excuses (Quit Victoria)
 Jack, Janet and Jenny campaigns (Quit Victoria, 2002)

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 Janet Sackman (Quit Victoria)
 Gambler (Quit Victoria)
 Dave (Quit Victoria, 2000)
 Don’t Just Sit There (Papscreen, Cancer Council Victoria, 2005)
 Uncomfortable (Papscreen, Cancer Council Victoria, 2010)
 I wish I could have my heart attack again (2009, Heart Foundation)
 Farmers' campaign (SunSmart, 2008-2012)
 Clare Oliver: No Tan is Worth Dying For (SunSmart, 2008)
 Tattoo/Killer Body Art (SunSmart, 2003-2004)
 Leave Your Hat On (SunSmart, 1991-1992)

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CANCER SCREENING COMMUNICATIONS RESEARCH
MMResearch has extensive experience conducting qualitative research to inform the development
of communications aimed at encouraging participation in cancer screening programs. A selection of
recent projects that MMResearch has been involved in includes:
 BreastScreen NSW – CINSW (2015). Conducted a series of group discussions and in-depth
interviews to inform the renewal of invitation and reminder letters and information
brochures.
 BreastScreen NSW – CINSW (2014). Conducted two separate stages of qualitative research
to inform the development of brand materials for BreastScreen NSW.
 Cervical Cancer Screening - Cancer Council Victoria (CCV) and Victorian Cervical Cytology
Registry (VCCR) (2014). Research to inform development of communications (letters, printed
resources) to encourage participation in cervical screening program. This included testing of
various versions of invitation letter and information about the human papilloma virus
vaccine.
 Bowel Cancer Screening – CCV (2014). Research with health professionals to inform the
development of strategies and communicate to engage health professionals in encouraging
participation in bowel cancer screening.
 Bowel Cancer Screening – CINSW (2014). Research to inform the development of social
marketing approaches to increase awareness of the importance of bowel cancer screening
and to encourage participation in bowel cancer screening programs.
 Cancer Screening - CCV and VCCR (2013). Research to provide an in-depth understanding of
issues around screening in general, and to provide insights for the development of programs
to address low screening rates in regional locations.
 Screening Behaviours – Dept Health (Vic) and VCCR (2011). Consultation to design a
program of research that will identify factors that contribute to low screening rates across
breast, bowel and cervical screening programs, with the intention of informing an integrated
approach to the promotion of screening behaviours.
 Breast and cervical screen social marketing campaigns – CINSW (2007-11). As Director of
Market Access, Michael Murphy was involved in several exploratory, strategy and concept
testing research for breast screen and pap screen social marketing campaigns.
 Cervical Cancer Screening - Cancer Council Victoria (2007-11). Research to inform
development of advertising campaigns and other social marketing activities to increase
cervical screening rates.
 Bowel Cancer Screening - Cancer Council Victoria (2013). Research to inform the
development of a messages and social marketing strategies to increase awareness of the
importance of bowel cancer screening and to encourage uptake of the National Bowel
Cancer Screening Program.

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POLICY AND PROGRAM DEVELOPMENT & EVALUATION
Listed below is a sample of recent projects in the field of policy and program development and evaluation
to which the MMResearch team has contributed.
 Review of Quitline Enhancement Program (Tasmania). The Cancer Council Tasmania
commissioned MMResearch to conduct an evaluation of the Quitline Enhancement Program
(QEP). The QEP aimed to enhance existing Quitline services to be more culturally sensitive
and effective for Aboriginal and Torres Strait Islander people. The research comprised a
series of in-depth interviews with key informants from organisations involved in the delivery
of health and welfare services to Aboriginal people in Tasmania. The interviews explored
their experiences of the QEP, their perceptions of resources, the Quitline, the Project Officer
position, and identified learnings that would inform future programs.
 Review of Indigenous Tackling Smoking Programs (SA). The Cancer Council South Australia
commissioned MMResearch to conduct a program of qualitative research as a process
evaluation of the SA Health funded Tackling Smoking Programs. This evaluation took the
form of a series of interviews with those funded by SA Health to develop and implement the
Tackling Smoking programs, and provided a reflection of SA Health funded tobacco
programs occurring across the state between 2010 and 2013. The programs reviewed in this
report included a range of social marketing and quitting interventions. In-depth interviews
were conducted with a range of stakeholders. Participants in the review included tobacco
action workers, healthy lifestyle workers, regional coordinators, the evaluation officer from
CCSA, the social marketing coordinator and those in program management and coordinating
roles from DASSA and AHCSA.
 Sugar Sweetened beverages. MMResearch was commissioned by South Australian Health
and Medical Research Institute to conduct a program of qualitative research to explore
knowledge, perceptions and behaviours around the consumption of sugar sweetened
beverages amongst young adults and parents of young children. The aim of the research was
to explore behaviours, attitudes and beliefs around the consumption of SSBs. Areas of
investigation included: knowledge and consumption patterns of SSBs; knowledge of health
issues and consumption recommendations; and perceptions of potential regulations such as
taxation, restrictions on marketing to children and restrictions on sales to children. The
research has been used to inform the development of policies around sugar sweetened
beverages and food labelling.

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MICHAEL MURPHY, PUBLICATIONS
Clarke V, Hill D, Murphy M, Borland R “Community based Fresh Start courses, February 1983-June 1988” Quit
Evaluation Studies No. 5, 1989.
Hill D, Fawkes S, and Murphy M “Hospital based group smoking cessation programs” Aust Health Review,
1990, Vol 13. pp. 95-102.
Murphy B, Cockburn J, and Murphy M “Focus groups in Health Research”, Health Promotion Journal of
Australia, 1992, Vol 2, pp 37-40.
Clarke V, Hill D, Murphy M, Borland R “Factors affecting the efficacy of a community based quit smoking
program” Health Education and Research: Theory and Practice, 1993, Vol 8, No. 4, pp 537-546.
Reid C, Murphy B, Murphy M, Maher T, Ruth D and Jennings G “Prescribing medication versus promoting
behavioural change: A trial of the use of lifestyle management to replace drug treatment of hypertension in
general practice”, Behaviour Change, 1994, Vol. 11, No. 3, pp 177-185.
Murphy M and Mullins R “It’s no big deal, just something to do: Research on adolescent smoking using focus
groups”. Quit evaluation Studies No. 7:1992-1993, 1995.
Murphy M “Drop a dress size by the weekend – Yeah, sure: A qualitative study of young women and the social
and cultural influences on body image”, 1997, Body Image and Better Health Program, Victoria.
Murphy M, Mee V. “The impact of the National Tobacco Campaign on indigenous communities”. Australia’s
National Tobacco Campaign Evaluation Report Volume One, Commonwealth of Australia, 1999.
Murphy M. “Access to Women’s Health Information: Issues for Opinion Leaders and Service Providers”. 2003,
Women’s Health Victoria.
Murphy M, Murphy B. “Access to Women’s Health Information: A survey of Victorian Women as Information
Seekers”. 2003, Women’s Health Victoria.
Murphy M, Murphy B, Kanost, D.. “Access to Women’s Health Information: A Literature Review of Health
Professionals as Service Providers”. 2003, Women’s Health Victoria.
Murphy M, Murphy B, Kanost, D. “Access to Women’s Health Information: A Literature Review of Women as
Information Seekers”. 2003, Women’s Health Victoria.
Kausman R., Murphy M., O’Connor T., Schattner P. “Audit of a behaviour modification program for weight
management”. Australian Family Physician, Vol 32, No 1/2, 2003.
Clark E., Murphy M. “Focus Group Discussions: A guide to using them to investigate beliefs and attitudes to
health and healthcare.” Australian Communication Quarterly: Acquiring Knowledge in Speech, Language and
hearing, Volume 7, Number 3, 2005.
Wakefield, M., Durkin, S., Murphy, M., Cotter, T. “Pre-testing anti-smoking commercials: Process for the
conduct of market research.” Cancer Institute NSW and The Cancer Council Victoria, September 2007.
Cotter T, Perez D, Dessaix A, Baker D, Murphy M, Crawford J, Denney J, Bishop JF. “Cancer and Lifestyle
Factors.” Sydney: Cancer Institute NSW, December 2007.
Cotter T, Perez D, Dessaix A, Crawford J, Denney J, Murphy M, Bishop JF. “NSW Smokers’ attitudes and beliefs:
Changes over three years.” Sydney: Cancer Institute NSW, February 2008.
Wakefield, M., Cameron, M., Murphy M. “Potential for smoke-free policies in social venues to prevent smoking
uptake and reduce relapse: A qualitative study”. Health Promotion Practice. 2009 Vol. 10, No. 1, 119-127.
Dixon, H., Scully, M., Wakefield, M., Murphy M. “The prostate cancer screening debate: public reaction to
medical controversy in the media”. Public Understanding of Science. 2009 Vol. 18, No. 1, 115-128.
Murphy, M., Wakefield, M., Durkin, S., Cotter, T. “Using market research for concept development of anti-
smoking commercials.” 2010, Cancer Institute NSW.
Adamson E, Haynes K, Murphy M. Perceptions of liver cancer and hepatitis B in the Victorian Chinese
community. Summary Report. Melbourne: Cancer Council Victoria, 2013.

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