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Presentation
Understanding the behaviour of the target market: what do adolescents think about when asked questions about their behaviour in the sun?
Faculty of Social Sciences - Papers
  • Melinda Williams, University of Wollongong
  • Sandra C Jones, University of Wollongong
  • Peter Caputi, University of Wollongong
  • Donald C Iverson, University of Wollongong
RIS ID
75153
Publication Date
1-1-2011
Publication Details

Williams, M., Jones, S. C., Caputi, P. & Iverson, D. (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.

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.

Grant Number
ARC/LP0883330
Citation Information
Melinda Williams, Sandra C Jones, Peter Caputi and Donald C Iverson. "Understanding the behaviour of the target market: what do adolescents think about when asked questions about their behaviour in the sun?" (2011)
Available at: http://works.bepress.com/sjones/197/