Poscente, Rothstein, and Irvine (2002) conducted research on the effects of marketing on stage specific intervention in a effort to change knowledge and implement interventions. This was a quantitative study done with questionnaire and the objective was to determine if this type of marketing worked for health care promotions. The basics to the marketing was a mass media approach followed up with a short questionnaire. This paper will critique the research article that followed. Polit , and Tatano, (2008) inform us that the first appraisal issue is whether or not the findings are valid?
The method used in this article is strong and provides valid information. It is a quantitative approach to the question that is well followed up. However, in the case of social research often it is more significant if the research is a combination of quantitative and qualitative data. In this case an in-depth focus interview might have been used. The research leaves the reader as if it is incomplete and a focus interview might have better concluded the information (Weinrich, 2009). The significance of the study is important.
Poscente, Rothstein, and Irvine (2002) found that there was good reason to use mass marketing at intervention stages to move an intervention forward. In this case, the people who were encouraged by the mass media to make a call to inquire about the intervention were mostly those who were ready to make a change. There were also some at the contemplative stage which begs the answer to how many contemplative stage people might they have been able to talk with if they had done focus interviews from the beginning.
The study was also important in the fact that it provided a much less expensive way to do this research and it pointed out the areas in which the mass media should be concentrated. That alone is important to future studies. The estimation of effectiveness may not be precise enough. It is really hard to tell. In reading this article, this reader was drawn to see how many other articles might show the same result. There is not much study out there like this one which asks the reader to believe this study result without support.
The result is valid based on the method and reporting of the study but would be more valid for change in process if there were more studies to support it which indicates the need for more study. In conclusion, there is one very important thing to remember here. This study has relevance in the sense that it is important to know right now. Many interventions are coming into existence and putting them into place in the most effective manner is important. It appears from this study that at least one good method is found and can be used.
In other words, this study is not perfect but in the world of science, it is both valid and relevant. References Polit, D. , Tatono, C. (2008). Research, generating and assessing evidence. 8th ed. Lippencott: Boston. Poscente, N. , Rothstein, M. , Irvine, J. (2002). Using marketing research methods to evaluate a stage-specific intervention. American Journal of Health Behaviors. 26(4). 243-251. Weinrich, N. (2009). Integrating quantitative and qualitative methods in social marketing research. Weinrich Communications.
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