Using Metaphorical Techniques in Focus Groups to Uncover Feelings of Mothers Toward Family Meals

Using Metaphorical Techniques in Focus Groups to Uncover Feelings of Mothers Toward Family Meals
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85
By:
"Families"
Published on 2007 by ProQuest

However, as mentioned in the introduction, social marketing campaigns have \u003cbr\u003e\nbeen successful in using \u003cb\u003eadvertising techniques\u003c/b\u003e borrowed from industry, \u003cbr\u003e\nspecifically the use of emotion to persuade, in message design. In a 2000 study \u003cbr\u003e\nby Biener ...

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Five focus group interviews were conducted with 51 low-income African American (n=28) and white (n=23) mothers using a variety of metaphorical techniques to address their feelings toward family, various aspects of family meals, and qualities of effective messages for promoting family meals. The discussions were video-taped, transcribed, and manually analyzed using a content-driven, immersion/crystallization approach to qualitative data analysis.

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