Using Focus Groups in the Consumer Research Phase of a Social Marketing Program to Promote Moderate-Intensity Physical Activity and Walking Trail Use in Sumter County, South Carolina

• Main Authors: Ericka L. Burroughs, MA, MPH (Author), Lara E. Peck, MPH, CHES (Author), Patricia A. Sharpe, PhD, MPH (Author), Michelle L. Granner, PhD (Author), Carol A. Bryant, PhD (Author), Regina Fields, MS, CHES (Author)
• Format: Book
• Published: Centers for Disease Control and Prevention, 2005-12-01T00:00:00Z.
• Subjects: article
• Online Access: Connect to this object online.

IntroductionThe use of social marketing approaches in public health practice is increasing. Using marketing concepts such as the "four Ps" (product, price, place, and promotion), social marketing borrows from the principles of commercial marketing but promotes beneficial health behaviors....