2017-2018: Scott County, Iowa Health Department


BUSN 324: Marketing Research Methods

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Business | Marketing | Public Health | Public Health Education and Promotion

Description, Abstract, or Artist's Statement

The purpose of this project is to assist the Scott County Health department (SCHD) in gaining further insights into public opinion regarding child lead poisoning by investigating the public knowledge of lead poisoning and more specifically how knowledgeable members of Scott County are of the issue. To assist the SCHD to develop a marketing campaign regarding how to increase the perceived importance and knowledge of child lead poisoning for the average Scott County resident, we conducted research to explore why a large percentage of the population in Scott County doesn’t know about the dangers of lead poisoning. Some of our hypotheses were low awareness, lack of education on the subject, and differing opinions among age groups.

We conducted both primary and secondary research for this report. Our secondary data consisted of a big data analysis where we looked at both YouTube comments and Twitter hashtags. Through the YouTube comments we found that there was an oddly large focus on politics opposed to the issue of lead poisoning while there was little or no sentiment from the overall public. The examined Twitter comments suggested that there was very minimal coverage on the issue within Scott County, while most of the conversation about lead poisoning only revolved around that of the Flint Water Crisis. Our primary research consisted of a ZIP code analysis, an interview with a pediatrician, and a survey released to the public designed to gauge their overall awareness, attitudes, and intentions on the issue of child lead poisoning.