Social Marketing
Nutrition and Physical Activity


Scenario 17


"So, Dan worked with me to eliminate some questions, but there are still a few that I'm not sure what to do with. We don't want to be asking questions just to ask questions; we want to get the information we need! Can you help me figure out which research questions we should eliminate?"

Key Decisions What we know (existing data) What we don't know (information gaps) Formative Research Questions
Whom do we want to reach?
Potential Ways to Segment:
  • Current behavior
  • Future Intentions
  • Readiness to Change
  • Demographics
  • Where to Reach Them
  • Other Variables
  • Decision made to have a broad audience of children, but that parents would be influential.
  • National-level data on current TV watching behavior that includes TV usage for children (broken down by age, gender, family income level, and race and ethnicity).
  • Demographic information on families who have participated in TV-turnoff events over past two years (Wellington TV-Turnoff chapter).
  • Current behavior of Wellington families (check national level data in our community, is Wellington consistent?).
  • Knowledge and attitudes of Wellington families about TV.
  • Benefits that might encourage behavior change.
  • Potential secondary audiences or influencers.
  • Who influences the home environment and policies?
  • Who influences children? Their parents?
  • Do parents make the connection between weight and TV time?
  • How do parents and children influence each other with regards to TV watching?
  • Do children (or parents) think they can reduce TV time in their household?
  • What do parents value that will help them reduce children's TV time?
  • How do children watch TV now?
  • What do children do when they are not watching TV?
  • What do parents enjoy about watching TV during mealtimes with their children?
  • Do boys watch more TV than girls?