Search results

1 – 6 of 6
To view the access options for this content please click here
Article
Publication date: 1 November 1996

Valerie Will, Douglas Eadie and Susan MacAskill

Explores the rationale for, and value of, using projective and enabling techniques in qualitative market research and in particular their application to researching…

Abstract

Explores the rationale for, and value of, using projective and enabling techniques in qualitative market research and in particular their application to researching “sensitive” issues. Defines these techniques and illustrates their usage through a case study of research conducted by the Centre for Social Marketing, University of Strathclyde. Concludes with a discussion focusing on the relevance, suitability and level of applicability of projective and enabling techniques to market research.

Details

Marketing Intelligence & Planning, vol. 14 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 24 April 2007

Douglas Eadie and Susan MacAskill

The primary aim of the research reported here is to provide strategic guidance for the development of a national communication strategy to improve sun protection practice…

Abstract

Purpose

The primary aim of the research reported here is to provide strategic guidance for the development of a national communication strategy to improve sun protection practice amongst young people.

Design/methodology/approach

The research adopted an exploratory approach, employing qualitative focus groups to represent three population groups, mothers, teenagers and young adults living independently of the family home. A total of 12 focus groups were conducted (with six to eight participants per group) in the UK. Participants were recruited door‐to‐door using quota sampling methods.

Findings

Consistent with other studies, awareness of sun protection measures was high compared with actual practice. A number of factors were identified which help to explain this behaviour deficit. These include environment and exposure context, financial cost, understanding of protection process, behavioural influence and control, experiential learning and benefits attached to tanning.

Originality/value

While the findings highlight the importance of supporting parents through the provision of information and guidance, they also identified a need to develop initiatives specifically tailored to meet the needs of young people as they achieve independence.

Details

Health Education, vol. 107 no. 3
Type: Research Article
ISSN: 0965-4283

Keywords

To view the access options for this content please click here
Article
Publication date: 20 September 2013

Andrew Lindridge, Susan MacAskill, Wendy Gnich, Douglas Eadie and Ingrid Holme

By applying ecological models of health behaviour to marketing communications to achieve behaviour change, this paper aims to illustrate the importance of taking into…

Abstract

Purpose

By applying ecological models of health behaviour to marketing communications to achieve behaviour change, this paper aims to illustrate the importance of taking into account various economic, environmental and social influences.

Design/methodology/approach

A two-part study was undertaken. Part one involved exploring the lived worlds of the targeted population. Part two explored how the needs of the target audience informed a social marketing communications strategy. This was illustrated through Childsmile, a Scottish Government funded oral health institution.

Findings

A variety of intra- and inter-personal influences where identified that encouraged or discouraged oral health. Complementing this was how these needs are incorporated into an ecological social marketing communications campaign. Although the long term effects of the ecological social marketing campaign will not become evident for a number of years, initial results indicate its important role in changing behaviour.

Practical implications

The importance of engaging with various groups within social marketing is shown. Specifically, the need to understand and encourage interaction between individuals, their community, health institutions and the Government.

Social implications

Behaviour change, through social marketing communications, is possible among socio-economic deprived groups. Change supported with face to face interactions with health professionals.

Originality/value

Previous criticisms of social marketing research being American-centric, and avoiding issues around socio-economic deprivation are addressed. In addressing this, the paper also answers calls for research into ecological models of social marketing communications to understand how influences affect its applicability.

Details

European Journal of Marketing, vol. 47 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 20 June 2008

Douglas Eadie and Susan MacAskill

Secondary prevention programmes have traditionally employed mass screening approaches to assess for asymptomatic signs of cancer. It has been suggested that early…

Abstract

Purpose

Secondary prevention programmes have traditionally employed mass screening approaches to assess for asymptomatic signs of cancer. It has been suggested that early detection strategies involving public education and self‐referral may prove more cost‐effective with low risk populations for cancers with symptomatic presentation. This study, which was commissioned to inform the development of a cancer awareness campaign, aims to examine public perceptions of the early detection of cancer, the psycho‐social barriers to self‐referral amongst a key at‐risk population and the implications for patient education.

Design/methodology/approach

An exploratory study using qualitative focus groups with an at‐risk population of older people living in deprived communities in west‐central Scotland.

Findings

The findings reveal broad support for initiatives designed to raise symptom awareness. However, fear of cancer can lead to apparently irrational responses to symptoms and subsequent delay, particularly amongst men who are less likely to seek support from lay networks.

Originality/value

Early detection messages need to take account tone and symptom description to allay fears and ensure appropriate presentation. Consideration also needs to be given to the role played by lay and professional opinion formers to informing and supporting patients' decision to present with suspicious symptoms, particularly when targeting harder to reach patients of men, older people, and people living in deprived communities.

Details

Health Education, vol. 108 no. 4
Type: Research Article
ISSN: 0965-4283

Keywords

To view the access options for this content please click here
Article
Publication date: 1 January 2003

Pete Ritchie and Susan Hunter

Abstract

Details

Tizard Learning Disability Review, vol. 8 no. 1
Type: Research Article
ISSN: 1359-5474

To view the access options for this content please click here
Book part
Publication date: 9 June 2011

Laura Toussaint

Purpose – The purpose of this chapter is to discuss diversity among individual activists and the movement as a whole in the United States and identify the concerns…

Abstract

Purpose – The purpose of this chapter is to discuss diversity among individual activists and the movement as a whole in the United States and identify the concerns, challenges, opportunities, and initiatives facing the broader network of global peace activists.

Design/methodology/approach – Data were from my study of U.S. peace activists that included 251 Internet survey respondents and 33 telephone interviewees.

Findings – I present a typology of internal and external challenges for the peace movement identified by activists, as well as five strategies for diversifying the movement.

Social implications – As some respondents expressed how their privileged status as American citizens prompted their peace activism, I explore how the intersection of a socially dominant status with the experience of belonging to a subordinated gender group impacts activism. I also discuss global opportunities to strengthen the peace and justice movement with a particular focus on women's activism.

Originality – While most studies of peace activism focus on social movement organizations, this is a comprehensive study of individuals involved in peace activism after September 11, 2001.

Details

Analyzing Gender, Intersectionality, and Multiple Inequalities: Global, Transnational and Local Contexts
Type: Book
ISBN: 978-0-85724-743-8

Keywords

1 – 6 of 6