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Social Marketing Research for Global Public HealthMethods and Technologies$
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W. Douglas Evans

Print publication date: 2016

Print ISBN-13: 9780199757398

Published to Oxford Scholarship Online: August 2016

DOI: 10.1093/acprof:oso/9780199757398.001.0001

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Quasi-experiments and Heavy-up Experiments in Social Marketing

Quasi-experiments and Heavy-up Experiments in Social Marketing

Chapter:
(p.205) 8 Quasi-experiments and Heavy-up Experiments in Social Marketing
Source:
Social Marketing Research for Global Public Health
Author(s):

W. Douglas Evans

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199757398.003.0008

Use of natural experiments and other quasi-experimentation techniques such as heavy-up studies and propensity score matching are growing outcome evaluation approaches in social marketing. Natural experiments use naturally occurring variables outside the research study to create comparison groups. Heavy-up experiments manipulate the level of campaign exposure to create an experimental comparison. Other quasi-experimental methods, including statistical matching of participants and nonparticipants for comparison, may be useful in social marketing research. There are several considerations in choosing from the range of quasi-experimental designs explored in this chapter. The case study of the Saleema campaign for women and girls’ health in Sudan is an example of combined quasi-experimental and heavy-up methodologies conducted in a low-resource research setting.

Keywords:   quasi-experiment, natural experiment, heavy-up study, propensity score matching, Saleema campaign, women and girls’ health, female genital mutilation, low-resource settings

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