Collect data on the knowledge, attitudes and behaviours of target groups
Overview
This standard is about collecting data on the knowledge, attitudes and behaviours of target groups. This is usually carried out as part of a social research or social marketing programme. When applied in a social marketing context, this activity may be carried out at any point during the social marketing programme:
- at the beginning to establish the scope and baseline data to develop the social marketing strategy;
- during the programme to monitor progress; or
- at the end to evaluate impact.
This standard is for researchers who directly collect data on the knowledge, attitudes and behaviours of target groups.
Performance criteria
You must be able to:
- establish a steering group and involve the relevant stakeholders for collective input and feedback
- establish and agree with key stakeholders the purpose, scope and resources for the research programme
- agree on the time scale, volume and format of data to deliver the required level of statistical accuracy and confidence
- develop the surveys or questionnaires to capture the knowledge, attitude and behaviour of target groups
- assess the data quality and reliability in accordance with organisational procedures
- establish the methods, tools and techniques for collecting data
- liaise with colleagues who can facilitate access to the required data
- collect data that relates to both overt and covert behaviours
- store the data in accordance with organisational procedures
- evaluate the data collected against the specified requirements
- reflect and evaluate your own practice in relation to the quality of research
- present the required data in the agreed format within time scales, respecting the confidentiality and sensitivity of information
- check with stakeholders that the results and outcomes presented fully meet their requirements
- ensure compliance with the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out
Knowledge and Understanding
You need to know and understand:
- how to establish a steering group and involve the relevant stakeholders
- the importance of regular communication and progress meetings with steering group and key stakeholders
- the relevant stakeholders, target groups, their diverse interests, needs, abilities and preferences
- how to define the purpose, scope and resources for data collection with key stakeholders
- the time scale, volume and format of data to deliver the required level of statistical accuracy and confidence
- how to develop the questionnaires or surveys to collate data on the knowledge, attitudes and behaviours of target groups
- the current and emerging trends and developments in the sector internationally, nationally and locally
- how to assess the data quality and reliability
- the sources of the required data and the methods of checking the quality and reliability
- the types of behaviours for collection and analysis
- the social marketing principles, ethical principles, concepts, theories and techniques
- how to analyse the research outcomes and the relevant procedures for reporting these
- the relevant quality assurance and evaluation methods of the information collected against the requirements
- the importance of reflection and evaluation in improving your own practice
- the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out
Scope/range
Scope Performance
Scope Knowledge
Values
Behaviours
Skills
Glossary
Purpose
These are the reason(s) why the data is being collected. The purposes can be discovered by asking the question: what is the data going to be used for?
Scope
Includes both the nature of the data (e.g. smokers) and the target group (e.g. Asian women).
Resources
Include: physical (premises, equipment, consumables, energy); financial; human (whether paid or unpaid, internal or external); information.
Data
This means raw facts which have not been interpreted in any way to give them meaning. The data can be on values, culture, beliefs, environmental issues, economics, etc.
As used in the standards, "social marketing programme" encompasses longer-term (3 years) programmes, medium-term (1-3 years) campaigns and short-term (<1 year) targeted initiatives.
Links To Other NOS
External Links
Academic Competencies in Social Marketing developed and approved by International Social Marketing Association (iSMA), European Social Marketing Association (ESMA), Australian Association of Social Marketing (AASM). https://socialmarketing.blogs.com/rcraiiglefebvres_social/2014/09/academic-competencies-for-social-marketing.html
Social Marketing Statement of Ethics: https://www.instructus-skills.org/documents/SM%20statement%20of%20ethics%20FINAL%2006032020.pdf
Global Consensus of Social Marketing Principles, Concepts and Techniques by ESMA, AAS, SMANA, iSMA: https://europeansocialmarketing.org/wp-content/uploads/2017/08/ESMA-endorsed-Consensus-Principles-and-concepts-paper.pdf