Using a qualitative vignette to explore a complex public health issue

Jackson,M, Harrison,PJ, Swinburn,B and Lawrence,M 2015, Using a qualitative vignette to explore a complex public health issue, Qualitative health research, vol. 25, no. 10, pp. 1395-1409, doi: 10.1177/1049732315570119.

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Title Using a qualitative vignette to explore a complex public health issue
Author(s) Jackson,M
Harrison,PJORCID iD for Harrison,PJ
Lawrence,MORCID iD for Lawrence,M
Journal name Qualitative health research
Volume number 25
Issue number 10
Start page 1395
End page 1409
Total pages 15
Publisher Sage
Place of publication London, Eng.
Publication date 2015-10
ISSN 1049-7323
Keyword(s) adolescents/youth
knowledge transfer
obesity / overweight
research, interdisciplinary
research, qualitative
social issues
Summary This article discusses how qualitative vignettes were combined with interviews to explore a complex public health issue; that is, promoting unhealthy foods and beverages to children and adolescents. It outlines how the technique was applied in practice and the combination of vignette-based interviews with a broader approach involving Gadamerian hermeneutics. Twenty-one participants from the public health community and the marketing and food and beverage industries took part in vignette-based interviews between March and September 2012. Overall, the qualitative vignette method afforded an efficient, generally well-received technique that effectively explored the issue of promoting unhealthy foods and beverages to children and adolescents. The vignette provided structure to interviews but allowed certain responses to be investigated in greater depth. Through this research, we argue that qualitative vignettes allow researchers to explore complex public health issues. This article also provides a valuable resource for researchers seeking to explore this technique.
Language eng
DOI 10.1177/1049732315570119
Field of Research 160508 Health Policy
150506 Marketing Theory
Socio Economic Objective 920499 Public Health (excl. Specific Population Health) not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Sage
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Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Business School
Faculty of Health
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