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Understanding the behaviour of the target market: what do adolescents think about when asked questions about their behaviour in the sun?

Conference Paper


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Abstract


  • We undertook a project to develop a psychometrically sound instrument measuring adolescent

    sun-related behavior for use in the evaluation of a social marketing program. During the

    preliminary stages, we conducted a pilot study to test the face validity of the instrument with

    adolescents. Think-aloud sessions were completed with 24 adolescents. Results identified

    gaps in our understanding of adolescent sun-related behavior. Adolescents interpreted

    ‘tanning’ as specifically lying at the beach in the sun, however also reported behaviours to

    ‘get a bit of sun’, suggesting adolescents and researchers have different interpretations of key

    terms. The study highlights that use of the think-aloud technique can improve understanding

    behaviours of the target market and improve the validity of measures of adolescent sunrelated

    behaviour.

UOW Authors


  •   Williams, Melinda (external author)
  •   Jones, Sandra C. (external author)
  •   Caputi, Peter
  •   Iverson, Donald C.

Publication Date


  • 2011

Citation


  • Williams, M., Jones, S. C., Caputi, P. & Iverson, D. C. (2011). Understanding the behaviour of the target market: what do adolescents think about when asked questions about their behaviour in the sun?. In M. MacCarthy (Eds.), Proceedings of Australia New Zealand Marketing Academy Conference 2011 (pp. 1-7). Australia: Edith Cowan University.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1005&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/6

Start Page


  • 1

End Page


  • 7

Abstract


  • We undertook a project to develop a psychometrically sound instrument measuring adolescent

    sun-related behavior for use in the evaluation of a social marketing program. During the

    preliminary stages, we conducted a pilot study to test the face validity of the instrument with

    adolescents. Think-aloud sessions were completed with 24 adolescents. Results identified

    gaps in our understanding of adolescent sun-related behavior. Adolescents interpreted

    ‘tanning’ as specifically lying at the beach in the sun, however also reported behaviours to

    ‘get a bit of sun’, suggesting adolescents and researchers have different interpretations of key

    terms. The study highlights that use of the think-aloud technique can improve understanding

    behaviours of the target market and improve the validity of measures of adolescent sunrelated

    behaviour.

UOW Authors


  •   Williams, Melinda (external author)
  •   Jones, Sandra C. (external author)
  •   Caputi, Peter
  •   Iverson, Donald C.

Publication Date


  • 2011

Citation


  • Williams, M., Jones, S. C., Caputi, P. & Iverson, D. C. (2011). Understanding the behaviour of the target market: what do adolescents think about when asked questions about their behaviour in the sun?. In M. MacCarthy (Eds.), Proceedings of Australia New Zealand Marketing Academy Conference 2011 (pp. 1-7). Australia: Edith Cowan University.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1005&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/6

Start Page


  • 1

End Page


  • 7