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34 Research Research Quantitative research Essentially surveys. Actually, surveys are best constructed after some qualitative work has been done. Many of the source research findings may be surveys completed by others in the past. Surveys require a good deal of professional experience to put together, administer, and analyze. But they are the only sure way of determining how representative your conclusions may be. Qualitative and quantitative research may sound similar, but they serve two very different purposes. Each type of research can answer different types of questions as illustrated in figure 6. Figure 6: Purposes of Qualitative and Quantitative Research Qualitative (such as focus groups) - Provides depth - Asks “why?” - Studies motivation - Is subjective - Is exploratory - Provides insights - Interprets Quantitative (such as surveys) - Measures occurrence - Asks “how many?” - Studies action - Is objective - Is definitive - Measures levels - Describes Doer/Nondoer Analysis One of the most practical research tools is the “Doer/Nondoer” exercise. It allows you to compare people who perform the new, safer behavior with those who don’t, looking at determinants – like whether something is fun, easy and popular. You can draw some conclusions using a relatively small number of respondents (80 to 150 in many cases), as long as you have pre-identified both groups (that is, the doers and the nondoers). Often this analysis can help identify important differences that can be factors in social marketing planning. For instance, in one study of condom users versus nonusers, the key factor that distinguished users of condoms from non-users was the acceptability of the condom by the user’s partner. This information was used to develop messages about talking to a partner about condom use.
Research 35 Research Here are the steps to doing a quick, doer/nondoer study. If you’d like to try the process with your own project use the sample questionnaire and analysis table in the Social Marketing Tools section of this handbook. 1. Identify the specific behavior you want to learn about. Write it out in clear, precise terms. 2. Recruit equal numbers of doers and nondoers. 3. Ask them to complete your survey, which includes the same questions about performing the specific behavior. 4. Tally and analyze the data. Attitudes and beliefs that are the same for both doers and nondoers probably are not the determinants that affect the behavior. Look for wide differences between the two groups for areas of possible intervention. Spotlight on Social Marketing Projects Since 2002, the African commercial sector, with AED-managed NetMark, has delivered 30 million insecticide treated nets. NetMark’s commercial partners are on track to achieve full market sustainability, despite intense competition. Partner: USAID Social Marketing Behavior A Practical Resource for Social Change Professionals
Page 3 and 4: Social Marketing Behavior A Practic
Page 5 and 6: Table of Contents iii Marketing Mix
Page 7 and 8: About This Book Overview The Single
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Page 12 and 13: 6 The Basics Social Marketing Eat y
Page 14 and 15: 8 The Basics Social Marketing This
Page 16 and 17: 10 The Basics Thinking Like a Marke
Page 18 and 19: 12 The Basics The 5 “Thinking lik
Page 20 and 21: 14 The Basics The BEHAVE Framework
Page 22 and 23: 16 The Basics Working Toward a Stra
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Page 27 and 28: Research What is Behavior? Behavior
Page 29 and 30: Research 23 What is Behavior? To un
Page 31 and 32: Research 25 What is Behavior? • R
Page 33 and 34: Research 27 What is Behavior? Under
Page 35 and 36: Research 29 Behavioral Science Thes
Page 37 and 38: Research 31 Behavioral Science Embe
Page 39: Research 33 Research So how do you
Page 43 and 44: From Behavior to Strategies Determi
Page 45 and 46: From Behavior to Strategies 39 Dete
Page 47 and 48: From Behavior to Strategies 41 Dete
Page 49 and 50: Marketing Mix Product The Price P T
Page 51 and 52: Marketing Mix 45 Product Commercial
Page 53 and 54: Marketing Mix 47 Product 7. Connect
Page 55 and 56: Marketing Mix 49 The Place P The pr
Page 57 and 58: Marketing Mix 51 The Promotion P Pr
Page 59 and 60: Possible Interventions Information
Page 61 and 62: Marketing Mix 55 Advertising • Me
Page 63 and 64: Marketing Mix 57 Advertising “dec
Page 65 and 66: Marketing Mix 59 Public Relations W
Page 67 and 68: Marketing Mix 61 Partnerships When
Page 70 and 71: Execution 4
Page 72 and 73: Execution The Marketing Process Mar
Page 74 and 75: Execution The Strategy Statement Ex
Page 76: Execution The BEHAVE-based Marketin
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Page 82 and 83: Social Marketing Tools The BEHAVE F
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Social Marketing Tools Doer/Nondoer
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