Integrating Quantitative and Qualitative Methods in Social Marketing Research by Nedra Kline Weinreich Introduction Traditionally, research in the field of health promotion has followed in the footsteps of its "older brother," medicine. However, the reductionistic model of disease causation cannot adequately describe the complex mechanisms that influence health behavior.
Social marketers use commercial marketing techniques to get people to adopt healthy behaviors or change ones that can lead to problems in society overall, such as smoking.
Marketers commonly engage in social marketing in developing countries where problems penetrate large swaths of society, such as unhealthy sanitation practices.
These marketers rely on research to discover the extent of the problem and the best way to go about changing behaviors.
The surveys are structured and identical for all respondents so researchers can easily tabulate the results. For example, if you need a baseline count for how many households serve red meat more than twice a week or how frequently the population engages in aerobic exercise, a quantitative survey helps measure those behaviors.
In some cases you may be able to use software to input and then quantify the results. Qualitative researchers use more conversational methods, such as in-depth personal interviews.
Focus groups are also popular, where a moderator leads a small group of people through discussions on topics relevant to your social marketing goals. This allows the researcher to immerse himself into the lives of your target population, but you also lose some objectivity -- an inexperienced researcher can inadvertently lead research subjects in a specific direction, so choose your researchers carefully.
This research is also very time-consuming and with that time comes an additional expense. The Research Marriage Qualitative research can actually help you design your quantitative questionnaires for more accurate results. Qualitative research can also help you better understand the quantitative research responses.
Used together, these research techniques are the basis for formative research: Seek out demographic and health surveys, or global health organization surveys such as those conducted by the World Health Organization.
Social Media Confusion Social marketing is not the same as social media marketing, but name similarity leads to confusion between the two. Part of the confusion is that social media sites, such as Facebook, Twitter and LinkedIn, have progressed from personal and professional networking tools to marketing tools.
It also provides immediate feedback and is cost-effective.This glossary lists the most common methods and approaches, particularly for quantitative research.
See also the glossary of qualitative barnweddingvt.compping methods are listed in both glossaries. In natural sciences and social sciences, quantitative research is the systematic empirical investigation of observable phenomena via statistical, mathematical, or computational techniques.
The objective of quantitative research is to develop and employ mathematical models, theories, and hypotheses pertaining to phenomena. This step-by-step introduction to conducting media and communication research offers practical insights along with the author’s signature lighthearted style to make discussion of qualitative and quantitative methods easy to comprehend.
To some extent all questions may be approached either quantitatively or qualitatively. It all depends on what is our chief goal. Are we interested in a systematic approach, in order to produce comparable, generalisable data, or do we want to produce a "thick" description of a particular case/group.
Media - quantitative and qualitative research 1.
RESEARCH RESEARCH METHODS + THEORY QUANTITATIVE QUALITATIVE 2. RESEARCHPART1RESEARCH PARADIGMS: The Basics 3. RESEARCH METHODS AND THEORY The Research There are many ways to conduct a research.
Through a variety of multi-client projects, with various media research topics, TDG produces a quantitative media report. This works through a limited number of anonymous partners that come together, all sharing an interest in a specific research topic.
This produces a comprehensive media report that benefits all.