RESEARCH METHODS

Quantitative Research Methods



Quantitative Research Methods

Introduction

Traditionally, research in the field of health promotion has followed in the footsteps of its "older brother," medicine. However, the reductionistic model of disease causation cannot adequately describe the complex mechanisms that influence health behavior. Social marketers working to promote health have learned that rigorous quantitative research surveys do not necessarily provide all of the data needed to develop effective communications. Consequently, qualitative methods such as focus groups and in-depth interviews, as well as less precise but useful semi-quantitative approaches, such as intercept surveys, have emerged as part of their research repertoire. In an ...