Ms. Joan Bennett was developing supplements and extensions for a national diet and exercise campaign. She wanted insights into young professional women ages 22-34 to understand what motivates them to take health actions like visiting websites or volunteering. She chose Facebook surveys and focus groups for research. However, both methods posed challenges in recruiting participants, getting honest answers, and extracting the right information. The document discusses various issues with each research approach and suggests alternatives that could provide more in-depth insights for the campaign.

1. Case
Study
4.3
Diet
and
Exercise
Campaign
Extension
–
North
Central
Region
Brett
Henderson
Then
central
problem
facing
Ms.
Joan
Bennett
was
developing
supplements
and
extensions
to
the
organization’s
national
campaign.
She
needed
an
insight
into
the
attitudes
and
behaviors
of
young
professional
women
ages
from
22-­‐34
who
were
college
graduates,
and
were
employed
outside
of
their
home.
This
issue
that
she
was
most
concerned
about
was,
what
motivates
this
targeted
group
of
women
to
take
action
on
health
related
issues.
How
can
they
get
them
to
frequent
websites,
participate
in
outreach
programs,
and
support
campaigns
related
to
the
field
by
either
donating
money
or
volunteer
hours.
Problems
facing
the
Facebook
Survey
include
how
to
recruit
and
motivate
the
participants
of
the
survey.
How
does
recruiting
friends
of
the
organization
reflect
on
the
results
and
how
to
construct
the
survey
to
receive
the
answers
wanted.
The
problems
facing
the
focus
group
are
pretty
significant.
The
main
problem
she
will
have
is
trying
to
find
a
group
of
people
that
share
the
same
interest
that
don’t
already
know
each
other.
Who
should
moderate
the
session
is
a
rather
it
be
the
in
house
workers
or
higher
an
experienced
team
to
run
it.
All
of
these
different
problems
with
the
research
are
things
that
need
to
be
decided.
Ms.
Bennett
chose
to
try
two
different
approaches
to
capture
the
information
she
needs
to
find
a
solution
to
the
problem
she
has:
Facebook

2. survey’s
and
a
focus
group.
These
two
ways
gathering
research
each
bode
critical
factors.
Will
the
participants
answer
each
of
the
questions
in
the
survey
appropriately
in
order
to
gather
enough
information
to
make
an
informed
decision
moving
forward?
Can
she
that
the
information
received
be
trusted?
Will
they
questions
in
the
focus
group
be
formatted
in
such
a
way
to
pull
out
the
most
information
possible
from
each
group?
All
of
these
are
critical
factors
that
need
to
addressed
in
order
to
make
this
research
study
worth
the
time.
The
choice
of
research
methods
cause
a
hesitation
in
whether
she
will
get
all
of
her
answers
to
create
the
program
she
wants
to.
This
case
is
pretty
difficult
to
get
the
exact
information
needed
to
run
the
type
of
promotional
campaign
Ms.
Bennett
desirers.
I
think
that
the
Facebook
survey
would
be
very
beneficial
if
done
the
right
way.
I
think
that
in
the
case
study
it
poses
a
lot
of
questions
on
how
this
operation
should
be
run.
I
believe
that
she
should
motivate
the
potential
participants
by
a
give
away.
If
you
feel
out
the
survey
you
will
be
entered
in
a
raffle
to
win
a
prize.
I
also
believe
that
they
should
do
a
follow
up
email
or
post
to
show
who
won
the
raffle
so
the
participants
know
that
she
followed
through
with
her
promise.
Everything
written
in
the
questionnaire
should
be
clear
and
concise
in
order
to
get
the
information
desired.
I
really
like
using
SurveyMonkey,
I
found
it
to
be
the
easiest
and
most
efficient
when
conducting
a
questionnaire
research
project.
The
pro’s
for
using
an
online
survey
is
having
a
large
reach.
They
are
able
to
distribute
the
survey
to
a
large
number
of
people,
and
with
having
Facebook;
they
are
able
to

3. specify
their
target
market.
The
con’s
of
running
an
online
survey
is
having
to
throw
out
some
responses.
Not
being
able
to
hear
the
participant’s
inflection
and
tone
can
also
be
a
con.
I
think
a
depth
interview
type
of
qualitative
research
will
give
a
large
amount
of
information
that
would
be
most
helpful
with
the
promotion
of
a
healthier
life
style.
Conduction
a
one
on
one
interview
using
unstructured
probes
of
underlying
motivators
with
let
the
interview
get
in
depth
about
this
situation.
The
depth
interview
will
give
Ms.
Bennett
real
life
answers
into
how
they
can
help
this
health
promotion
campaign.
The
people
who
will
volunteer
to
sit
down
for
an
interview
will
have
a
connection
to
the
problem.
They
will
be
willing
to
share
all
of
the
information
that
they
have
in
order
help
more
individuals
get
educated
on
health
promotion.
There
are
pro’s
and
con’s
to
this
type
of
research.
The
pro’s
being
the
vast
amount
of
information
as
well
as
correct
information
for
each
interview.
They
will
also
be
able
to
interview
people
that
know
each
other.
In
focus
groups
they
shy
away
from
having
people
know
each
other.
This
is
difficult
to
do
for
Ms.
Bennett
because
every
one
in
the
health
promotion
circle
in
their
specific
target
market
because
it
is
a
close-­‐knit
circle.
Doing
in
depth
interviews
with
by
pass
the
rule
of
knowing
each
other
and
will
still
get
the
information
needed.
There
are
a
few
cons’
that
precede
this
type
of
research
tool.
The
first
being
that
it
can
be
difficult
to
get
the
participants
to
sign
up
for
a
time
to
interview,
and
stick
to
their
time.
There
will
be
situations
that
come
up
and
participants
will
want
to
reschedule.
This
can
cause
a
headache
for
the
firm

4. doing
the
interviews.
The
second
con
is
the
time
period
that
individual
interviews
can
take.
The
interviews
can
take
weeks
to
conduct
when
a
focus
group
can
take
only
a
few
days.
I
think
that
the
in-­‐depth
interviews
can
provide
a
wide
variety
of
information
and
it
will
give
Ms.
Bennett
an
insight
on
what
she
needs
to
do
to
promote
her
project.
I
believe
that
half
of
what
Ms.
Bennett
is
doing
with
her
campaign
research.
I
believe
that
the
online
survey
via
Facebook
is
a
really
smart
research
method.
She
will
be
able
to
specifically
select
her
very
narrow
target
market
of
young
professional
women,
ages
22-­‐34
who
were
college
graduates
and
who
are
employed
outside
of
the
home.
I
believe
that
if
she
creates
a
clear
and
concise
questionnaire
she
will
be
able
to
get
the
information
from
each
survey
needed.
The
trick
will
be
getting
the
participants
to
fill
out
the
survey.
I
think
she
can
get
the
participants
to
fill
out
the
survey
with
a
raffle.
I
also
believe
that
a
big
step
would
be
the
follow
up
of
the
prizewinner.
This
will
show
the
participants
in
the
survey
that
they
were
not
lying
about
the
prize.
This
will
keep
the
faith
of
the
participants
and
hopefully
they
will
be
willing
to
participate
in
another
online
survey
if
Ms.
Bennett
needs
more
information.
The
other
method
that
I
would
choose
would
be
the
in-­‐depth
interviews
instead
of
the
focus
groups.
This
would
give
the
group
a
wide
variety
of
information.
They
would
be
able
to
interview
everyone
that
is
interested
one
on
one,
which
will
give
them
a
personal
connection.
It
will
be
enhance
their
promotional
project
while
gaining
the
respect
of
the
people
that
they
interview.
It
will
give
the
participants
a
feeling
of

5. accomplishment
because
they
directly
affected
the
program.
These
two
research
methods,
online
survey
and
in
depth
interviews,
are
they
two
research
methods
that
I
would
choose
if
I
were
running
this
campaign.