Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 4
Determining Research Needs and Options
DISCUSSION QUESTIONS
1. Which, if any, of the research myths mentioned are ones you identify
with?
2. Explain, in your own words, the basic di&erences between qualitative
and quantitative research.
3. Assume you are at the beginning stages of developing a plan to
influence residents in the county to reduce water consumption by 10%.
You have heard that similar water conservation campaigns have been
conducted in a neighboring state. What questions would you have of a
peer in this state?
4. Why is the recommended research planning process called “Backwards
Research” and why is it recommended?
5. Marketing Highlight:
Summarize the barriers identified to family planning and note what 4P
tools were used to address each.
6. Research Highlight:
Why did the combination of counseling and promotional elements
exceed results for a) counseling alone; and b) promotional elements
alone