The Quit Campaign in Australia and Singapore

According to Hair & Lukas (2014), objectives and scope of the market survey provide a significant basis for developing appropriate measurement and control systems to monitor progress towards achieving the overall goal of the market research. Whichever type of market research adopted must ensure the information extracted from the public captures the needs, values and behaviors of various demographics within the given geographical area. In the context of the quit campaign case study in Australia and Singapore, the research is likely to capture the needs, values, and behaviors of the target respondents effectively if the primary market research is adopted. Being a quantitative type of market research, primary market research aims at providing in-depth information about the behaviors, attitudes, and values of various demographics for appropriate decision-making (Hamersveld & Bont, 2007).

The most appropriate research method the researcher should apply is the exploratory research in order to obtain data that will help in gaining insights for further study about the increasing smoking prevalence rates among the adolescents. The primary market research can assess the extent to which the smoking behaviors and attitudes have changed among teenagers and whether or not the quit campaigns have been effective and suggest the appropriate improvements required to eliminate the trend in the future. There is still a big challenge in what to convey in the anti-smoke advertisements specifically for the adolescents. There is a need to use appropriate theories such as protection motivation model to identify the effective message themes that resonate well with the young adults (Pechmann et al.

The existing data on the effective message themes that can be incorporated in the Australian quit campaign is limited. Undertaking a new survey on the appropriate messages themes that are non-stigmatizing and with positive tones can significantly improve the current Quit Campaign that can easily lead to behavior change among the adolescents. Recent studies indicate that smoking prevalence has increased by 33% among the Singaporeans aged between 18 and 29 years within six years despite the intensification of youth-targeted anti-smoking programs (Shahwan et al. The appropriate market research in the context of Singapore will examine the factors that are likely to contribute to these changes including the youths’ perception of the past and present campaigns. The level of awareness to the anti-smoke campaigns in Singapore is higher compared to that in Australia which implies that the target groups are conversant with the health risks associated with smoking.

As a result, the research design will take a more qualitative form to delineate the effectiveness or non-effectiveness of the campaign components. The key focus of the market research in Singapore will be to establish if similar research has been conducted before executing any new study. The government policy regarding smoking is a key variable in Singapore given its role in the fight against illicit smoking. According to Amul & Pang (2018), tobacco control is one of Singapore’s public health priorities which encompass multisectoral and multipronged approaches based on WHO’s Framework Convention on Tobacco Control (FCTC). Thus, these policies will inform the market research in Singapore in many ways. All the demographic segments of the populations are of greater value and will be considered.