This course is designed to familiarize students with the basic principles and techniques in conducting formative research for social marketing program development. The major topics covered include: principles of formative research design, qualitative data collection methods, interviewing techniques, qualitative data analysis, survey design, pretesting, and implementation, ethical principles and protection of human subjects.

Upon the completion of this course, the participant will be able to:

• Describe the goals of formative research in social marketing
• Use a systematic planning model to develop formative research objectives
• Discuss the appropriate uses of qualitative and quantitative research methods in conducting formative research
• Discuss the advantages and limitations of participant observation, in-depth interviews and focus group interviews in social marketing planning research
• Develop an in-depth interview guide
• Develop a focus group moderator's guide
• Conduct an in-depth or focus group interview
• Analyze qualitative data
• Prepare a written summary of qualitative research
• Design a survey instrument
• Pretest a survey instrument
• Discuss ethical issues associated with formative research and principles for protecting human subjects
• Pretest concepts and promotional materials
• Design the formative research for a social marketing project.

Most class sessions combine lecture with a lively class discussion and exercises.  Because the classes are held in a one week period, a great deal of information must be covered in the reading materials. Students do best if they read the assigned materials prior to the one-week class format.  Familiarity with the readings facilitates participation in class discussions, and leaves more time during the evening and weekends to complete other assignments.  All assignments require students to apply the knowledge and skills covered in the readings and class sessions to outside activities. Therefore, students are expected to read the assigned readings before the class meets on June 11. 

Whether registering FOR-university-credit or NOT-for-university credit, CEUs are available for Certified Health Education Specialists (CHES):        
The College of Public Health, University of South Florida has been designated as a Multiple Event Provider (#FL0027) of Category I Continuing Education Contact Hours in health education by the National Commission for Health Education Credentialing, Inc. Contact hours and event number TBD.

Class runs from 9:00 am until 5:00 pm, with an hour lunch break and a brief afternoon break.

Thursday, June 11, 2009
Formative Research: The Bedrock of Social Marketing
Assignment (due day two)

Observe a public event or activity related to a topic of interest.  Try to develop a general research objective to guide your participant observation experience, e.g., to observe what people eat, how they shop, or use a Laundromat. Try to think of something to observe that allows you to some extent. Write about three pages of notes describing the event. Be sure to describe your role as participant observer (i.e., place your self in the setting and describe how the event makes you feel) as well as your observations of the event.  If you develop follow up questions or hypotheses, be sure to record them, too.

Friday, June 12, 2009
Mixed Methods and In-Depth Interviews

Assignment
Conduct an in-depth interview and submit summary of findings

Saturday, June 13, 2009
Group Interviews

Sunday, June 14, 2009
Qualitative Analysis and Pretesting

Assignment
Finish analyzing data set and submit a list of key findings (may put in bulleted or outline format)

Final Assignment
Conduct 5 more in-depth interviews or 1 focus group.  Analyze the data and prepare a final report summarizing the results.

Write a proposal for conducting a formative research study to develop a social marketing project on a topic of your choice.  (Get instructor approval for your topic)

Krueger, Richard A. & Casey, M.A. (2000). Focus Groups: A Practical Guide for Applied Research, 3rd edition. Thousand Oaks, CA: Sage.

Fowler, F. J. (2009). Survey Research Methods, 4th edition. Thousand Oaks, CA: Sage Publications.

Supplemental reading packet available at the College of Public Health Copy Center.

Carol Bryant, PhD
Distinguished USF Health Professor
Co-Director, Florida Prevention Research Center
College of Public Health
University of South Florida
Tampa, Florida
813-974-4867
cbryant@health.usf.edu

COURSES ARE LIMITED TO 25 PARTICIPANTS.

How to Register:

NOT-for-University Credit:
The cost per course is $1,000. The registration fee for the event covers the cost of food and beverage (breakfast and afternoon break). You may also purchase a $20 parking permit that is valid for all 5 days of the course. Since parking is extremely limited, it is recommended that you plan to arrive at the course early. In lieu of driving, you may also utilize the shuttles that are available at several of the hotels in the area. Contact information for these hotels is listed further down on this website.

You may pay by credit card (Visa, MasterCard, American Express) or check (payable to USF HPCC). All payments must be made in U.S. dollars. Purchase orders will only be accepted if prior permission is received. Please e-mail Stephanie Makar at smakar@health.usf.edu if you would like to pay with a purchase order.

FOR-University Credit:

All students registering FOR-university-credit are liable for the applicable USF tuition and fees.

Degree-Seeking Students

1. Students in a graduate degree-seeking program at USF must complete a Degree-Seeking Registration Worksheet, which is available at http://health.usf.edu/publichealth/academicaffairs/registration/degreeseeking.html.
2. College of Public Health degree-seeking students must have their advisor’s approval on the worksheet.
3. Worksheets can be faxed to 813-974-8121 or hand-delivered to COPH 1133.
4. Once you receive your electronic permit, you may register on OASIS.

Non-Degree-Seeking Students

1. Students who have never enrolled at USF or have not taken USF classes in the past 12 months must complete the FACTS Online Non-Degree Enrollment Application. This application is available at the Registrar's Website. A $30 non-refundable application fee will be assessed.
2. Once the application detailed above is completed, students must complete a College of Public Health Non-Degree-Seeking Registration Worksheet, which is available at http://health.usf.edu/publichealth/academicaffairs/registration/nondegreeseeking.html
3. Worksheets can be faxed to 813-974-8121 or hand-delivered to COPH 1133.
4. Once you receive your electronic permit, you may register on OASIS.
5. Non-degree-seeking student registration begins on May 4, 2009.

Cancellation Policy

NOT for University Credit: Cancellations must be requested in writing via fax or email, and received by May 14, 2009.  A $35 cancellation fee will be assessed to cover administrative costs. There are no refunds for no-shows; however, substitutions are welcome without penalty. 

FOR University Credit: Students who are taking courses FOR credit and wish to drop the class must follow deadlines and procedures established by the Registrar’s Office.

The University and reserves the right to revise program content and presentation, or to cancel the program if registration criteria are not met or when conditions beyond USF’s control prevail.  If the program is cancelled, the University’s liability is limited to refund of the registration fee paid by each registrant.  If a course does not have enough students it will be cancelled.  This determination will be made by May 14, 2009.  All registrants will be notified by e-mail as soon as the course has been confirmed or cancelled so that they can make travel arrangements.

USF COPH
The Lawton & Rhea Chiles Center for Healthy Mothers and Babies
LRC 108
3111 E. Fletcher Ave.
(between Bruce B. Downs Blvd. & 42nd Street)
Tampa, FL 33613
Phone: (813) 974-3623
Fax: (813) 974-4718

Students are on own for lunch each day. Please click the link below to download a map of restaurants in the area:
Food Map

Parking
Students coming from a distance may stay in any of the hotels listed below, many of which offer complimentary shuttle service to the USF campus..  If you drive a car on campus and are not already a student with a parking permit, you may purchase parking permits for the number of days that the course meets on campus by indicating as such on your registration form. Parking permits will be mailed to you.
PARKING MAP

Off-Campus Lodging / Hotel
Note: Hotels, except for the Embassy Suites, are not within easy walking distance of the campus. The order in which the hotels are listed does not imply an ordered recommendation.

• Embassy Suites Tampa – USF/Busch Gardens
  3705 Spectrum Boulevard
  Tampa, Florida 33612
  813-977-7066
  Embassy Suites USF Website
  Located at edge of USF campus
  Complimentary local shuttle service.
  
  
• Hampton Inn & Suites – Tampa North
  8210 Hidden River Parkway & Fletcher Ave.
  Tampa, FL 33637
  813-903-6000
  Hampton Inn Website
  
  
• Wingate by Wyndham Tampa
  3751 East Fowler Ave.
  Tampa, FL 33612
  813-979-2828
  Wingate Tampa Website
  Complimentary local shuttle service.
  
  
• AmeriSuites Tampa – Near Busch Gardens
  11408 North 30th Street
  Tampa, FL 33612
  813-979-1922
  AmeriSuites Website
  
  
• Residence Inn by Marriott – Tampa North
  13420 North Telecom Parkway
  Tampa, FL 33637
  813-972-4400
  Marriott Website
  
  
• TownePlace Suites by Marriott – Tampa North
  6800 Woodstork Road
  Tampa, FL 33637
  813-975-9777
  TownPlace Website

   

Please call the CPD Office at (813) 974-4296 or (800) 852-5362 by May 29, 2009. if a reasonable accommodation for a disability is needed.

Events, activities and facilities of the University of South Florida are available without regard to race, color, sex, national origin, disability, age, or Vietnam veteran status as provided by law and in accordance with the University’s respect for personal dignity.