Download - Community-Based Social Marketing WORKSHOP
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1
Community-Based Social Marketing
WORKSHOP
Wesley Schultz, Ph.D.
California State University
Action Research, Inc.
June, 2011
Wesley Schultz, Department of Psychology, California State University, San Marcos, CA, 92078. [email protected]. (760) 750-8045.
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Community-Based Social Marketing
www.cbsm.com Effective approach to behavior change Origins in behavioral science research Five step, data-driven process “Community” based Removes barriers and enhance benefits
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3
Five Steps to Behavior Change
1. Select the target behavior - Evaluate impact, penetration, probability of success in changing behavior, and an end result that is a non-divisible result (cannot divide into further behaviors)
2. Identify barriers and benefits to a specific behavior – focus groups not always an accurate predictor
3. Design program to address barriers –
4. Pilot test the program elements -
5. Evaluate your program
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1. Behavioral selection
Impact:
Penetration:
Probability: behavioralwedge.msu.edu is a good resource to help determine the probability of success.
End-state:
Nondivisible:
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2. Identifying barriers
Anything that reduces the probability of a person engaging in the desired behavior
Each behavior typically has its own set of barriers
Internal barriers (knowledge, motivation, perceptions)
External barriers (lack of access, difficulty)
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Identify the Barriers
Literature review and “best practices” Observations Existing data Focus groups Surveys
Mail, web, telephone, intercept
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Literature review
Start here. Internet searches, colleagues, reports CBSM website (www.cbsm.com) Academic databases CAUTION: What works in one community
will not necessarily transfer to another Be mindful of similarities and differences
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CA Stormwater Example
ThinkBlue San Diego TMDL Water sampling Priority rating Bacteria
(other top rated included oil, litter, pesticides, metals, dry flow, copper, sediment, fertilizers)
Link to behavior: Pet waste End-state, nondivisible
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Observations
Not to be underestimated Participant observation Unobtrusive Examples:
Keep America Beautiful Littering Studies Water runoff in La Jolla Cove (residential and
commercial) Pet waste collection
Can also serve as baseline for future evaluation
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Existing data
Hotlines or calls Tonnage, volume, counts CAUTION:
Existing data typically comes from people who do the right behavior. Not a central target.
Existing data typically comes from a vocal minority (again, not our central target)
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Focus groups
Qualitative Allows for quick testing of ideas 6-10 individuals recruited from the target
population Diversity is important Respond to a set of scripted questions or
materials Can be conducted through specialized facility,
but not essential
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Focus Groups
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Focus groups
CAUTION: Not representative (small sample) Important to conduct more than one, but still not
representative Qualitative in nature
Examples: Disposal of used motor oil by DIYers. (searching for
barriers) Home energy retrofits in California (searching for barriers) Busting the 3000 mile myth (testing creative) Climate Change Education Partnership (NSF-funded: USD,
Scripps, CSUSM. Key influentials.)
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Surveys The process of collecting quantitative information
about a population Biology (e.g., calculate the number of animals living in an area)
Environmental (e.g., forecast amount of contamination in a region)
Social (e.g., estimate the number of people who engage in a behavior)
Geological (e.g., determine the size of geographic region)
Observational
Self-report
Typically based on samples (subsets) drawn from a defined population
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Sampling “Surveys are done to describe, compare, and
predict characteristics of a population” Purpose: to obtain a representative subset Sample size is largely irrelevant. (to be discussed
in more detail) Methodology reigns supreme. Define the population Set inclusion / exclusion criteria
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Sampling Method
1. Probability: every member of the target population has a known, nonzero probability of being included in the sample.
Requires random sample
2. Nonprobability: participants are chosen in a systematic and nonrandom manner.
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Surveys
Representative samples Random selection of target population
(random sampling) Biased samples
The problem with convenience samples Programs typically target people who DON’T
already do the behavior
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Surveys
Sample size Mode of survey Length Probes Item wording
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Statistical considerations
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Mode
Intercept Draw random sample from specific location Sampling protocol Allows for probes and “interview” Generally good response rate Can offer incentive
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Mode
Intercept Draw random sample from specific location Sampling protocol Allows for probes and “interview” Generally good response rate Can offer incentive Examples:
Busting the 3000 mile myth PSA messages for DIYers
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Mode Postal mail
Can draw random sample of household Useful for geographically defined
population Cost effective Limitation: No opportunity for probe Limitation: Hard to use multiple languages Limitation: No guaranteed sample size
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Mode Web surveys
Generally cost effective Can prescreen on important variables
Example: Individuals who rent their homes in Canada
Can specify sample size Limitation: Not representative. Almost always
drawn from panel. Limitation: No opportunity for probes.
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Mode Telephone surveys
Can obtain representative sample (~) Can probe and ask open-ended items Cover large regions Limitation: Cell phones Limitation: Cost
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Cost considerations
Focus groups: ~$10K per group Intercepts: $50/complete
Generally more focused, with smaller sample (N~100)
Mail surveys: $15/complete Web surveys: $15/complete Telephone surveys: $30/complete