Social Marketing: Theoretical and Practical Perspectives

By Marvin E. Goldberg; Martin Fishbein et al. | Go to book overview
Save to active project

Chapter 6
From Madison Avenue to the Field:
Cross-Cultural Uses of
Media Research Technology

Jonathan P. Baggaley
Athabasca University, Alberta


This chapter includes three audience research studies representing successive stages in the implementation of educational media campaigns, from the initial needs assessment stage to the product's development and its eventual delivery. Each study indicates the particular problems that arise when the developers and the intended consumers of educational material come from different cultures, and the obstacles this presents for the pilot-testing process. To deal with these problems, the studies used a computer-based data collection methodology of a type more commonly associated with North American advertising research. The chapter outlines uses of this methodology, known as Time-Scaling™, by community educators working with Somali refugees living in Canada, farmers in the fields of Mount Kenya, and townspeople and villagers of Ukraine.


Conventional media evaluation methods commonly fail to overcome problems associated with cross-cultural testing. The need arises for a rapid, reliable, inexpensive, and culture-free method of surmounting linguistic and literacy barriers, and the wide geographic dispersion of test audiences, in order to ensure that social marketing and development communications programs achieve the goals they intend.

Commercial advertisers have long since streamlined the process of media evaluation through the use of automated research methods that collect


Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this page

Cited page

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Social Marketing: Theoretical and Practical Perspectives
Table of contents

Table of contents



Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 457

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?