Understanding the behaviour of the target market: what do adolescents think about when asked questions about their behaviour in the sun?
Williams, Melinda, Jones, Sandra C., Caputi, Peter and Iverson, Donald C.. (2011) Understanding the behaviour of the target market: what do adolescents think about when asked questions about their behaviour in the sun? In M. MacCarthy (Ed.). Perth, Australia: Edith Cowan University. pp. 1 - 7
|Authors||Williams, Melinda, Jones, Sandra C., Caputi, Peter and Iverson, Donald C.|
We undertook a project to develop a psychometrically sound instrument measuring adolescent sun-related behavior for use in the evaluation of a social marketing program. During the preliminary stages, we conducted a pilot study to test the face validity of the instrument with adolescents. Think-aloud sessions were completed with 24 adolescents. Results identified gaps in our understanding of adolescent sun-related behavior. Adolescents interpreted 'tanning' as specifically lying at the beach in the sun, however also reported behaviours to 'get a bit of sun', suggesting adolescents and researchers have different interpretations of key terms. The study highlights that use of the think-aloud technique can improve understanding behaviours of the target market and improve the validity of measures of adolescent sunrelated behaviour.
|Publisher||Edith Cowan University|
|Web address (URL)||http://ro.uow.edu.au/sspapers/6/|
|Open access||Open access|
|Book title||Proceedings of Australia New Zealand Marketing Academy Conference 2011|
|Page range||1 - 7|
|Research Group||Centre for Health and Social Research|
|Place of publication||Perth, Australia|
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