DETERMINING THE APPROPRIATE RESPONSE TO EVIDENCE OF PUBLIC CONCERN - THE CASE OF FOOD SAFETY
DETERMINING THE APPROPRIATE RESPONSE TO EVIDENCE OF PUBLIC CONCERN - THE CASE OF FOOD SAFETY
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DOI：
10.1177/074391569201100202
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发表时间：
1992-09-01
影响因子：
7.8
通讯作者：
LOUVIERE, JJ
中科院分区：
文献类型：
--
作者：
FINN, A;LOUVIERE, JJ
随着社会问题再次接近营销人员研究议程的首位，政策制定者越来越有可能收到民意研究结果，表明公众非常关心他们管辖范围内的问题。然而，这些调查结果作为政策决策的基础存在一些缺陷。通常很难解释消费者所表达的关注程度的实际重要性，而仅仅关注本身并不能说明什么行动将被视为改善问题。借鉴了比较主流的另类营销研究，可以很容易地克服这些缺点。为了说明这一点，作者报告了一项低成本研究的结果，该研究旨在确定公民希望政府部门在回应民意调查时做些什么，民意调查表明人们对食品安全的高度关注。
With social issues again close to the top of the research agenda for marketers, policy makers are increasingly likely to be presented public opinion research findings that suggest the public is very concerned about issues within their jurisdiction. Such findings have some shortcomings as a basis for policy decision making however. It is often difficult to interpret the practical importance of consumers' expressed levels of concern and concern alone tells nothing about what actions will be seen as ameliorating the problem. Alternative borrowed from more mainstream marketing research, can readily overcome these shortcomings. To illustrate, the authors report the findings of a low cost study designed to identify what citizens want a government department to do in response to polling suggesting high levels of concern about food safety.