Social marketing-based strategy for sun protection interventions: supplementary document quantitative benchmark Cornwall PCT region

Eagle, Lynne, Kemp, Gillian, and Jones, Simon (2009) Social marketing-based strategy for sun protection interventions: supplementary document quantitative benchmark Cornwall PCT region. Report. University of the West of England, Bristol, UK.

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[Extract] This study was undertaken using a convenience sample of members of the public within the South West PCT region in order to illustrate the attitudes, beliefs, and behaviours of specific segments of the target population. The findings from the analysis cannot be viewed as being generalisable to all adults within the region due to the sample size and structure; however, it provides a useful indicator of some of the attitudes and behaviours that are likely to be prevalent amongst these groups.

The questions were drawn from the literature, particularly previous studies by Langford et al., (2005) and Jopson and Reeder (2004), and modified following consultation with Dr Julia Verne of SWPHO to ensure compatibility with other studies in this area. This study used a four-page questionnaire administered during June 2009. The details of each question are provided within the questionnaire codebook (see Appendix 3).

The questionnaire was distributed by three methods: online, e-mail, and in hardcopy format. UWE personnel administered the on-line version of the questionnaire via the Qualtrics® software.

All responses to the on-line questionnaire were anonymous and respondents' personal details were not stored within the database. Employees of the South West PCT returned completed copies of both the email and hardcopy questionnaire to UWE personnel.

The on-line questionnaire was live for a total of 12 weeks and deactivated on the 6th June 2009. Following this date, no further questionnaires could be completed. The on-line questionnaire data file was downloaded and the e-mail and hardcopy questionnaires manually entered into the SPSS® file to create a single data file totalling 673 useful questionnaires. Following this stage the data file was 'cleaned', and checked for any outliers. Then a number of dummy variables were created that included age, age categories, mosaic segments, and mosaic groups. The scales on questions 13 (viii) and 13 (viii) were reversed as they were negatively worded in relation to the other scales within question thirteen.

Following the deactivation of the online questionnaire, UWE personnel received approximately 300 hard copies of questionnaires. These questionnaires have not been used within the analysis due to the commencement of interventions for the summer of 2009. It was felt that there may be some possibility of 'contamination' of the results if some of the respondents had been 'exposed' to any of the interventions.

Item ID: 20355
Item Type: Report (Report)
Keywords: sun protection, social marketing
Additional Information:

Report prepared for South West Public Health Observatory

Date Deposited: 22 Nov 2016 23:54
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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