Reference no: EM132272683

Some time ago the swine flu bug swept across the U.S. Suppose now that a new flu bug (the “feline” flu) is threatening the health of U.S. residents. Assume that you work for the Harvard School of Public Health, and that you need to quickly determine how the American public is responding to the current feline flu issue. The objective is to find out how people’s behavior might have recently changed because of their concerns about contracting the flu. For example, it is well established that such simple behaviors as covering one’s coughing (with a forearm), keeping a “social distance” of 3 to 6 feet from others, and washing one’s hands frequently (either with soap and hot water or with hand sanitizers) can dramatically reduce the transmittance of the disease. Your subordinates have come up with two possible research plans to address your goal:

(A) The first is a short pencil-and-paper questionnaire to be administered in a parking lot intercept survey (e.g., outside of supermarkets and ATM machines).

(B) The second is a series of quick focus groups conducted using office workers, college students and younger pupils at locations nearby workplaces and schools.

Your co-workers have been unable to decide which of the two approaches to use (only one can be undertaken). They have turned to you make a decision. Which of the two approaches do you recommend? Explain why (1) you recommed the approach you do and (2) why it is superior to the other approach. Assume the cost of using either approach is not relevant to your decision. Begin your answer with either A or B.