MKG222 Guide for Assessment Task 2
Social Cause Scoping Study
Building upon Task 1, the goal of Task 2 is for you to conduct a more thorough interrogation of your chosen social cause. You are
required to gather, analyse and evaluate credible information, integrate this information into a conceptual framework from which three
(3) interventions that bring about the necessary behaviour change emerge. One (1) of these interventions will be the focus of Task 3.
Assessment Task 2 has three parts
A critique of credible information from a minimum of 20 credible source documents beyond the textbook, which may include those used
in Task 1. A minimum of 12 of these source documents are to be articles from academic journals. The critique is to be presented as a
critical table/s with an accompanying discussion that synthesises the key themes and gaps (i.e. areas not covered in the credible source
documents that are the focus of your intervention). You are to make a clear statement of the target audience in this section. Below is an
example of a critical table. If you choose, you may have more than one critical table (e.g. table for Australian information vs international
information; table for information about your target audience).
Source Document Reference
(from oldest to newest)
Number of people
sampled in
research
(if any)
Summary of Methodology
(e.g. where research was undertaken,
target population of interest, which
method was used)
Summary of the key themes and any gaps identified in the source document
(e.g. antecedents that drive problem behaviour; what factors moderate or
mediate the problem behaviour; what theories did they use)
Bilouka & Utermohlen (1997) 296 Ukrainian adults
Self-administered questionnaire
Social Cognitive Theory was referred to
Reported sensory appeal as the third most important factor motivating food
choice
Men’s food choices are significantly more influenced by sensory appeal than
women
A large percentage of respondents (80%) perceived quality/ freshness to be
the main factor influencing their food choice
Glanz et al. (1998) 2967 American adults
Two self-administered crosssectional
surveys
Sensory appeal has been reported by several authors to be the strongest
determinant of food choice; only looked at adults.
Health Belief Model was referred to
Lennernäs et al. (1997) 14331 15 member states of the
European Union
Face-to-face interviewerassisted
questionnaire
Reported sensory appeal as the third most important factor motivating food
choice
Men’s food choices are significantly more influenced by sensory appeal than
women
A large percentage of respondents (74%) perceived quality/ freshness to be
the main factor influencing their food choice
Piggford (2006) critical table
2
From the critique and social marketing theories (see Lecture 4), a single page conceptual framework is to be developed.
A conceptual framework is a ‘user-friendly’ diagram that shows the key variables that drive the problem behaviour that you have found
in Part 1. You are to also include concepts that you have found in the related social marketing theories that you think are important to
your social cause (e.g. self-efficacy; environmental factors). Here is an example of a conceptual framework from MKG222 in 2015.
Developed by Lowes and Lazarus 2015
3
Three proposed remedies (interventions) that clearly emerge from the critique (Part 1) and the conceptual framework (Part 2) are to be justified (no
more than 200 words each) explaining how they will achieve the required change in behaviour.
By way of illustration,
Intervention Idea 1: The extant academic literature demonstrates that where university students’ live impacts upon their food choice.
University students who live at home engage in more healthful eating (see Wardle et al., 2008) while those university students who live
independently are more likely to engage in unhealthful food choices (see Smith, 2009). Thus, a potential intervention may be framed around
educating and increasing the sense of self-efficacy of students who live independently how to make healthful food choices. This may take the
form of workshops, information booklets and online resources.
Intervention Idea 2: The extant academic literature indicates that sensory appeal is very important to healthful food choices (Bilouka &
Utermohlen, 1997). As university students who live independently are more likely to engage in unhealthful food choices (Smith, 2009) and
intervention may be framed around developing attractive healthy fresh food packs, that look enticing, for students to purchase from the oncampus
food outlet and which they can consume at home.
As a starting point, here is a suggested report structure:
Executive Summary
Table of Contents
1.0 Introduction
2.0 Brief summary of social cause and suggested behaviour change (can use Task 1 information here)
3.0 Critical table/s and discussion of key themes, gaps and target audience of interest
(In the body of the report, discuss the key themes and gaps that emerged from the critical table. You are to make a statement of the
specific target audience of interest. The critical table/s may be placed either in the body of the report or in the appendix.)
4.0 Conceptual framework description
(In the body of the report provide a description of the conceptual framework; indicate concepts from the social marketing theories
that you have included. The conceptual framework itself may be placed either in the body of the report or in the appendix)
5.0 Proposed interventions to address the social cause
(Justify and explain your 3 proposed interventions (remedies) with clear links back to the critical table and conceptual framework)
6.0 Conclusion
Reference list
Appendices (if needed)
Note: words in tables, appendices and the reference list are not included in the word count; report format is required e.g. headings and heading
numbering, in-text references.
Still have some questions? Ask your lecturer or tutor.
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