Deck 3: Determining Research Needs and Options

Question 1

Several low-cost research approaches were mentioned in the text. List two of them.

Answer 1

Use available datAnswer: Conduct systematic observations. Try low-cost experimentation/test-marketing/pilots. Use quota sampling. Participate in shared cost studies. Ask professors and students at universities and colleges to volunteer their assistance.

Question 2

If you were charged with an effort to reduce texting while driving: What types of existing research would you investigate? What types of new research would you want to conduct?

Answer 2

Local statistics on incidence and related crashes, injuries and deaths; primary research conducted by others; journal articles; key informant interviews. Focus groups; personal interviews; observation research; crowdsourcing; quantitative surveys

Question 3

Which one of the following is not related to research characterized by Stage in the Planning Process?

A) Pretest research
B) Formative research
C) Evaluation research
D) Focus group research
E) Monitoring research

Answer 3

D

Question 4

Briefly describe each of the steps in the research planning process: Purpose, Audience, Informational Objectives, Respondents, Technique, Sample Size, source, and Selection, Pretest and Fielding, Analysis, Report.

Question 5

Which one of the following is not related to research characterized by Research Objectives?

A) Exploratory research
B) Evaluation research
C) Descriptive research
D) Causal research

Question 6

Relative to Focus Groups: When planning the focus group, what is the first question to answer? What decision are we trying to make that this group is intended to inform? What do the authors recommend as the ideal number of participants in a focus group?

Question 7

Which one of the following is not related to research characterized by Source of Information?

A) Secondary data
B) Ethnographic research
C) Primary data

Question 8

Describe a situation where observation research might provide valuable insights for a social marketing effort: First, what is the social issue/problem this observation research is being conducted to support? What behavior would you want to observe?

Question 9

Assume you were developing a campaign to increase seatbelt usage in your state. Assume as well that you learned that California had the highest seatbelt usage in the country. What are questions you would ask a program manager in that state?

Question 10

Which one of the following is not related to research characterized by Rigor of the Technique?

A) Qualitative research
B) Observation research
C) Quantitative research

Question 11

For the case example on increasing seatbelt usage, why did the state decide to emphasize the fine and enforcement versus saving your life?