Advanced Formative Research for Social Marketing
June 15-19, 2010
USF College of Public Health
Tampa, Florida
Sponsored by
Course / Instructor / Dates & Room
Advanced Formative Research for Social Marketing
PHC 6934
CRN #TBD / Tait J. Martin, PhD / June 15-19, 2010
CPH 2022
Course Description
This course is designed to give students an advanced and applied perspective of formative research and its specific implications to public health social marketing campaigns. Appropriate for current and future social marketing practitioners, the course will expand on introductory research techniques and focus on the areas of survey questions writing and analysis; online quantitative research techniques; survey instrument pretesting and revision; translating findings to applicable social marketing strategy; and applied data reporting techniques. Students will be expected to actively participate in class discussion and outside assignments.
Delivery Format: Most class sessions combine lecture with a lively class discussion and exercises. Because the classes are held in a one week period, a great deal of information must be covered in the reading materials. Students do best if they read the assigned materials prior to the one-week class format. Familiarity with the readings facilitates participation in class discussions, and leaves more time during the evening and weekends to complete other assignments. All assignments require students to apply the knowledge and skills covered in the readings and class sessions to outside activities. Therefore, students are expected to be familiar with the assigned readings before the class meets and bring the first assignment with them on June 15th.
Objectives
At the end of the course, students should be able to:
- Describe the goals of formative research in social marketing and health communication program development;
- Use a systematic planning model to develop formative research objectives;
- Discuss at an advanced level the appropriate uses of qualitative and quantitative research methods in conducting formative research;
- Analyze the advantages and limitations of survey methodologies in social marketing planning research;
- Discuss the advantages and limitations of sampling;
- Use a written summary of qualitative research to develop survey questions;
- Design a survey instrument for the appropriate delivery method;
- Develop a timeline and budget for a formative research plan;
- Pretest a survey instrument for use in multiple data collection scenarios;
- List the key tasks for conducting quantitative data collection;
- Discuss ethical issues associated with formative research and principles for protecting human subjects including the American Association of Public Opinion Research (AAPOR) Code of Ethics; and
- Design a formative research plan for a social marketing issue important to the student.
Accreditation
Whether registering FOR-university-credit or NOT-for-university credit, CEUs are available for Certified Health Education Specialists (CHES):
The College of Public Health, University of SouthFlorida has been designated as a Multiple Event Provider (#FL0027) of Category I Continuing Education Contact Hours in health education by the National Commission for Health Education Credentialing, Inc. This program has been reviewed and approved for up to 30, 60-minuted contact hours for event number 1149 CHES.
Course Outline & Assignments
Pre-class assignment:
Define a social issue that you want to change (either in your community or on a larger scale). Write a three-page synopsis of why the issue is important and what specific change you want to make. You will present your topic at the end of the first day of class.
Related reading for first class:
- Theory at a Glance: Application to Health Promotion and Health Behavior (Second Edition) <insert download button, link to attached PDF>
- Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors <insert download button, link to attached PDF>
9:00 - 10:00Introductions and class expectations
10:00 - 12:00Review of Formative Research in Social Marketing
- Reviewing the 4 P’s of marketing
- Theoretical foundations of social marketing
1:00 - 3:00A mixed-methods approach to social marketing research
- Advantages and limitations of the major methodologies
- The “realities” of research in social marketing – applied perspective
3:15 - 4:45Defining your issue – What do you want to research?
- Presenting your “pre-class” assignment
- In no more than three pages, answer the following questions:
- Why should we care if you change behavior?
- Who, specifically, do you need to research in order to change behavior?
9:00 - 10:00Discussion of assignment
10:00 - 12:00Moving from qualitative data to survey questions
- Types of survey questions
- Question resources
- RoperCenter for Public Opinion Research []
- PewResearchCenter []
- Cornell Institute for Social and Economic Research []
- Polling Report []
- Fed Stats []
1:00 - 3:00Constructing questions for appropriate response
- What kind of data do you want? Discussing the different “types” of data.
- Quick introduction to Qualtrics®
- Qualtrics® []
3:15 - 4:45From qualitative themes to research questions
- The role of qualitative field work in the identification of relevant issues to include in a survey instrument
- Selecting language and concepts that are culturally relevant
- Identification of issues involved in a particular topic of interest
- Writing meaningful questions from qualitative data
- Class assignment:
Related reading:
- Helping Respondents Get it Right the First Time: The Influence Of Words, Symbols, and Graphics in Web Surveys <insert download button, link to attached PDF>
- SWFWMD Focus Group Report – DO NOT PRINT OUT – it is 280+ pages – we will use parts of it in class. <insert download button, link to attached PDF>
- Develop 10 to 15 questions pertaining to the behavior you’re trying to change. For each question you write, give a brief explanation of why you are asking it and how you will use it in your planning. Program the questions into Qualtrics®.
9:00 - 10:00Review of assignment
- Challenges
- How to make the questions better?
- Different approaches to pretesting
- QUAID
- Interviews
- Test samples
- Break into groups and pretest assignment questions
- Methods for Testing and Evaluating Survey Questions <insert download button, link to attached PDF>
- QUAID Tool: University of Memphis []
1:00 - 2:00Determining the best data collection approach
- Strengths and weaknesses of each survey methodology
- Sample size and types
- Data collection times
- National Surveys Via RDD Telephone Interviewing Versus The Internet: Comparing Sample Representativeness and Response Quality <insert download button, link to attached PDF>
3:45 - 4:45Budgetary implications of research
- Building a research budget
- Write a basic budget for your research approach. Be sure to explain specifically what you are spending money on. In addition to a monetary budget, develop a timeline (time budget) for your research project.
- Answer the class’ surveys on Qualtrics®
9:00 - 10:00Review of assignments
- Challenges with budgeting
- Organizational implications to your decision
- Exploring issues in both qualitative and quantitative research
- Incentives
- Improving Mail Survey Response Rates Using Chocolate and Replacement Questionnaires <insert download button, link to attached PDF>
- Incentives in Web Studies: Methodological Issues and a Review <insert download button, link to attached PDF>
1:00 - 3:15Making your data defensible
- Probability vs. non-probability sample issues
- Question ordering
- Using the correct analyses
- A comparison of reliability between telephone and web-based surveys <insert download button, link to attached PDF>
- Order Effects in Complex and Simple Tasks <insert download button, link to attached PDF>
3:30 - 4:45Reporting results
- Knowing your audience
- What to report and why?
- What is expected in both written and verbal reports?
- Overview of statistical analyses
- What are the challenges you believe you’ll face when trying to accomplish formative research in your organization? Write no more than two pages.
9:00 -10:00 Discussion of assignment from the day before
10:00 - 11:30Making decisions based on research
- Pretesting and post testing
- Campaign evaluation
- Ethical concerns in the formative research process.
- Incorporating research into your “standard” operations
- American Association of Public Opinion Research []
- Evaluation Primer on Health Risk Communication Programs[]
- Write a formative research and analysis plan to develop a social marketing project on a topic of your choice (It may or may not be the one you chose for class). The report will include:
- A succinct description of the behavior you are trying to change
- A succinct description of the population you are attempting to study.
- A timeline and budget for an overall formative research plan that covers qualitative and quantitative research, a data analysis plan and plan for reporting results.
- A qualitative instrument – in-depth interview guide, focus group moderator’s guide, observation scheme, etc. – used to gather information to develop larger survey. For each question or observation, defend the reason for including it in the instrument.
- A survey (no more than 35 questions including demographics) developed using available research (previous studies). For each question, defend the reason for including it in the instrument.
- Anticipation for the challenges you will have if you implemented the formative research plan.
- The plan will be delivered to Tait via e-mail before the end of the summer.
- CDC Framework for Program Evaluation in Public Health <insert download button, link to attached PDF>
Required Text
There is no textbook for the class. Students will be reading current journal articles pertinent to class discussion. The PDF articles will be made available to each student electronically. In addition, the instructor will refer to specific websites during the course. Students are encouraged to bring their laptop computers to class.
*Please note that it is strongly recommended for students to complete the required reading for the entire course prior to the first day of the course. Daily reading assignments will then be "refreshers."
Faculty
Course Faculty
Tait J. Martin, PhD
Speaker • Researcher • Strategist • Teacher
President & CEO, iNSiGHT Cooperative
Tallahassee, FL
Registration
COURSES ARE LIMITED TO 25 PARTICIPANTS.
How to Register:
NOT-for-University Credit:
The cost per course is $1,200. The registration fee for the event covers the cost of food and beverage (breakfast and afternoon break). You may also purchase a $20 parking permit that is valid for all 5 days of the course. Since parking is extremely limited, it is recommended that you plan to arrive at the course early. In lieu of driving, you may also utilize the shuttles that are available at several of the hotels in the area. Contact information for these hotels is listed further down on this website.
You may pay by credit card (Visa, MasterCard, American Express) or check (payable to USF HPCC). All payments must be made in U.S. dollars. Purchase orders will only be accepted if prior permission is received. Please e-mail Stephanie Makar at if you would like to pay with a purchase order.
Online Registration Coming Soon
FOR-University Credit:
All students registering FOR-university-credit are liable for the applicable USF tuition and fees.
- E-Mail Leah Phillips at with your name, U student number (if you have one), and phone number.
- Leah will respond and confirm that a seat has been reserved for you. (There are a very limited number of seats available!)
- Complete CPH Permit Form by clicking HERE . (choose the category that describes your student status on the left side of the screen)
- Once CPH Academic Affairs has issued you a permit in OASIS, register in OASIS.
Cancellation Policy
NOT for University Credit: Cancellations must be requested in writing via fax or email, and received by May 21, 2010. A $35 cancellation fee will be assessed to cover administrative costs. There are no refunds for no-shows; however, substitutions are welcome without penalty.
FOR University Credit: Students who are taking courses FOR credit and wish to drop the class must follow deadlines and procedures established by the Registrar’s Office.
The University and reserves the right to revise program content and presentation, or to cancel the program if registration criteria are not met or when conditions beyond USF’s control prevail. If the program is cancelled, the University’s liability is limited to refund of the registration fee paid by each registrant.If a course does not have enough students it will be cancelled. This determination will be made by May 3, 2010. All registrants will be notified by e-mail as soon as the course has been confirmed or cancelled so that they can make travel arrangements.
Location
University of SouthFloridaCollege of Public Health
CPH 2022
13201 Bruce B. Downs Blvd.
(between Holly & Fletcher Ave.)
Tampa, FL33612
Phone: (813) 974-3623
Fax: (813) 974-4718
Students are on own for lunch each day. Please click the link below to download a map of restaurants in the area:
Food Map
Parking
Students coming from a distance may stay in any of the hotels listed below, many of which offer complimentary shuttle service to the USF campus.. If you drive a car on campus and are not already a student with a parking permit, you may purchase parking permits for the number of days that the course meets on campus by indicating as such on your registration form. Parking permits will be mailed to you.
PARKING MAP
Off-Campus Lodging / Hotel
Note: Hotels, except for the Embassy Suites, are not within easy walking distance of the campus. The order in which the hotels are listed does not imply an ordered recommendation.
- Embassy Suites Tampa – USF/Busch Gardens
3705 Spectrum Boulevard
Tampa, Florida 33612
813-977-7066
Embassy Suites USF Website
Located at edge of USF campus
Complimentary local shuttle service. - Hampton Inn & Suites – Tampa North
8210 Hidden River ParkwayFletcher Ave.
Tampa, FL33637
813-903-6000
Hampton Inn Website - Wingate by Wyndham Tampa
3751 East Fowler Ave.
Tampa, FL33612
813-979-2828
Wingate Tampa Website
Complimentary local shuttle service.
- Hilton Garden Inn - Tampa North
13305 Tampa Oaks Blvd (turn on Morris Bridge Rd/Tampa Oaks Blvd)
Temple Terrace, FL33637
813-342-5000
Hilton Garden Inn - Tampa North Website - AmeriSuites Tampa – Near Busch Gardens
11408 North 30th Street
Tampa, FL33612
813-979-1922
AmeriSuites Website - Residence Inn by Marriott – Tampa North
13420 North Telecom Parkway
Tampa, FL33637
813-972-4400
Marriott Website - TownePlace Suites by Marriott – Tampa North
6800 Woodstork Road
Tampa, FL33637
813-975-9777
TownPlace Website
Accommodations for Disabilities
Please call the CPD Office at (813) 974-4296 or (800) 852-5362 by June 1, 2010 if a reasonable accommodation for a disability is needed.
Equal Opportunity
Events, activities and facilities of the University of South Florida are available without regard to race, color, sex, national origin, disability, age, or Vietnam veteran status as provided by law and in accordance with the University’s respect for personal dignity.