Exploring Students Perception of Healthy Eating and Food Consumption - Essay Example

?Marketing Research "Exploring Of Leicester Perception of Healthy Eating and Food Consumption” Table of Contents Evaluation of Research Design 3 1. Research Paradigm 3 2. Data Collection Methods 4 3. Sampling 5 4. Research Procedure 6 5. Ethical Concerns 7 6. Data Analysis 7 Research Findings and Discussion 9 1. Knowledge, Beliefs and Self-Perceptions Relating To Diet 9 1.1. Appraisal of Own Diet 9 1.2. Attitudes to Healthy Eating 10 2. Barriers to Healthy Eating 10 2.1. Perceived Benefits 10 2.3. Social Factors 11 3. Consumption Pattern 12 3.1. Involve In Purchasing 12 3.2. Intake of Vegetables and Fruits 12 3.3. Fat Intake 13 3.4. Intake of Fish and Meat 13 3.5 Consumption of Organic Food 13 References 15 Bibliography 19 Appendix 20 Evaluation of Research Design 1. Research Paradigm The research paradigm selected for this study has been interpretive. The interpretive research is chosen owing to different reasons. One of the primary reasons behind its selection is that this approach, unlike positivist approach deems that reality and the individual who observes it cannot be distinguished. On the other hand, the positivist approach believes that the reality is separate from the individual who observes it. The positivist approach is often blamed for its dualistic nature. Interpretative approach is also ascertained to provide an in-depth understanding of the complex world of human experience from their beliefs and perspectives. This approach is further consistent with the construction of the social world characterised by the interaction between the researcher and the participants (Andrade, 2009). Hence, the rationale behind selecting interpretive approach is that the study has aimed at attaining opinions regarding the healthy eating and food consumption habit. In this context, the opinions and beliefs cannot be quantified or measured, thus exploratory research has been chosen for this study. The exploratory research facilitates in drawing valuable insights regarding concept, people or any particular situation (Maxwell, 2008). Correspondingly, this study has intended at ascertaining deep insights regarding the participants’ perception on healthy eating and food consumption. While on the other hand, conclusive research particularly involves obtaining and analysing specific data to address particular specific questions (Dr. Nancy D. Albers-Miller, n.d.). Furthermore, inductive research has been adopted in this research study. Unlike deductive research, inductive research involves generalising the observations such as the factors that motivate participants to purchase and consume certain specific food items, which is not feasible with the use of deductive method (University of Pretoria, n.d.). Secondary research had been initially conducted in order to comprehend that further research is required. Moreover, secondary research had been undertaken as it was convenient to identify the known factor with the use of secondary sources. The qualitative research was conducted as the tool for primary research (Church, 2001). The qualitative research was selected in order to gain reliable understanding regarding the behaviour of the participants for uncovering the motivations behind purchasing and consuming certain categories of food items (Roller, 2011). At the same time, ad-hoc research approach was adopted in this study as this study involved identifying certain specific problem that was hard to generalise. While longitudinal approach was omitted as this approach requires longer time as well as it is more complicated and expensive in nature (Yee & Niemeier, 1996). 2. Data Collection Methods Data collection is an important procedure for any research in order to ensure the validity and reliability of the research study. It is thus crucial to select the most appropriate method of data collection. Correspondingly, focus group has been used in this study. The focus group is adopted so that more in-depth understanding regarding the perceptions, attitudes, beliefs and experiences could be ascertained. Data that had been collected were derived from students’ perceptions regarding how well they practice healthy eating and how this practice influences their food consumption pattern (Centers for Disease Control and Prevention, 2008). The focus group was adopted so that participants can interact with each other frankly and elaborate on ideas. Moreover, the interaction would facilitate in stimulating feelings and past memories. The focus group also facilitates in immediate clarification of any response along with doubts arising thereon. Moreover, the focus group discussion is considered as an ideal choice for behavioural and social research (University of Wisconsin-Madison, 1999; Khan & et al, 1991). The focus group discussion of 60 minutes was conducted in order to gain valuable insights regarding the healthy eating and food consumption behaviour of the participants. 3. Sampling The participants from the focus group were university students who enrolled in the 2013-2014 academic year at the University of Leicester. The participants were selected via snowball sampling method (Handcock & Gile, 2011). At first, two students were asked for participating in the focus group discussion, who later referred more participants for the study through the snowball method. Finally, 14 potential students were recruited for the focus group. The non-probability sampling technique has been selected for this study primarily because this sampling technique is considered to be ideal for qualitative research where in-depth insights are to be acquired regarding any particular human behaviour and social phenomenon. The advantage of non-probability sampling technique is that this technique is relatively less expensive as compared to probability sampling technique (Emmanuel, n.d.).At the same time, the sample size could be small due to the qualitative nature of the study, it is essential to judge the participants in order to rule out the wastage of resources as well as to ensure and obtain information that would facilitate in realising the research objectives. In order to attain representative findings and ensure that participant’s age and gender are varied, the participants in this study were conveniently sampled. 4. Research Procedure Focus Group In order to organise focus group of fourteen participants, all the participants were provided screening questions before participation so that their attitude whether negative or positive concerning the research topic is duly ascertained. The primary purpose of screening question was also to divide participants into two groups. Moreover, the participants were segregated into two groups with the purpose of eliminating any possible conflicts between disagreeing students. From the response obtained from ten students, seven participants were ascertained to have more positive feelings and were selected for the focus group. The focus group guide was semi-structured that was primarily focused upon the research topic (Michael Quinn Patton and Michael Cochran, 2002). However, there was no strict hard and fast rule regarding the order of their discussion. Such organisation facilitated in obtaining an in-depth and quality information ideal for addressing the needs of research objectives. Moreover, considerable control was established to naturally dominant speakers so that views of other participants could also be obtained in an effective manner. Thus, individually directed questions were also asked to participants where it was necessary. At the same time, projective techniques were applied in order to acquire more in-depth insights regarding the participations’ perceptions and also to get them talking with each other. The focus group discussion was undertaken in the university where a room was reserved. The university was selected as the venue so that the target population could be easily reached. 5. Ethical Concerns In this research study, ethical consideration was duly upheld in order to eliminate any possible psychological, emotional or physical harm. The informed consent from the participants was obtained before their actual participation. The participants were duly informed about the research objectives in order ensure the effectiveness of the research study. Anonymity and confidentiality of data obtained from the focus group discussion were also strictly maintained (Orb & et. al., 2001). The information regarding the duration of the focus group discussion was also rendered prior to actual data collection. The participants were entitled to withdraw their name anytime from the research. In addition, the participants’ privacy was duly protected by storing information obtained in electronic format with protecting the password (Fouka & Mantzorou, 2011). The participants were also served with light refreshment and were also provided ?50.00 gift certificate for the inconvenience that may have resulted from participating in the study (Ray, 2009). The consent from the concerned authority of the university was also duly sought. 6. Data Analysis The data obtained were analysed through phenomenology technique. The information obtained through focus group discussion was transcribed before it was interpreted to acquire valuable insights. Phenomenology technique of data analysis was used as it firmly focuses on importance of experience (Lester, 1999). In order to ensure that information recorded, are treated with equal importance, the scripts were horizontalized. The different sets of meaning were derived from the information recorded and were used to ascertain themes and meanings relevant for research findings and discussion. Correspondingly, exhaustive description was applied so that detailed analytical findings can be presented. Since, this study used interpretative approach, it analysed both the words spoken by the participants as well as the study interpreted the manner in which the participants spoke so that an in-depth and valuable insight about their perception is attained (Smith & Osborn, 2007). Research Findings and Discussion The analysis of qualitative research revealed three major themes which highlight the perceptions of participants related to healthy eating and food consumption. These themes included awareness, beliefs and self-perceptions relating to diet, barriers to healthy eating and consumption pattern. The above stated themes are divided into sub-themes which are discussed below. 1. Knowledge, Beliefs and Self-Perceptions Relating To Diet 1.1. Appraisal of Own Diet The participants were asked to assess their diet as very healthy, healthy and unhealthy. The participants felt that their diet is very healthy. Although the participants believed that their diet was healthy but they also believed that there are certain aspects that they wish to improve. The morbidly obese participants expressed that they would like to eat more healthy food than the participants with good health. In this regard, statement from participants was observed such as “I would like to consume more fruit and vegetables and eat healthier diet as a change in consumption pattern.” 1.2. Attitudes to Healthy Eating The participants also claimed that eating healthy food is very important for them. Certain statements were recorded from the participants such as, “If you take unhealthy food when you are young, you may become sick frequently as you become older.” However, significant differences were identified between the perceptions of male participants and female participants. Correspondingly, large proportion of female participants than male participants agreed that eating healthy food is enjoyable. Moreover, male participants were confused regarding which food is supposed to be healthy and which is not. At the same time, male participants believed that if one does regular exercise, an individual can intake whatever food he/she like to eat. This kind of perception of the participant highlights a significant knowledge and awareness imbibed by them. This would certainly facilitate them to attain and maintain good healthy throughout their life. 2. Barriers to Healthy Eating 2.1. Perceived Benefits The participants proclaimed that problems related with health are strong determinants that influence their consumption pattern. Their willingness to omit any possibilities of adverse health conditions is also ascertained to be a strong motivator impacting their eating habits. Participants significantly revealed their interest towards knowing the benefits received from the alteration of their consumption pattern. In this regard, statements were asserted by participants such as, “I heard that consumption of broccoli influences your cancer cells. I heard that carrots are good for eyesight, I would like to include carrot as a part of my daily meal routine.” 2.2. Cultural Norms The traditional food items were also identified to have significant impact on the consumption pattern of the participants. Participants reported that food is considered to be an important part of their culture. In this regard participants asserted that “We should respect our traditional food items as we are brought up in our food culture.” Participants also proclaimed that on Sundays a variety of foods is prepared. In this regard, participants also proclaimed that “On Sundays a lot of people visit their homes and everybody prepares big meals.” 2.3. Social Factors Family factors were ascertained to be another major determinant that has influenced the consumption pattern of the participants. The prevailing consumption pattern in among the family members were reported to influence their behaviour towards consuming certain specific categories of food. In this regard, statements were identified such as, “I have stopped consuming French Fries as my family members considers it to be the source of high cholesterol and causes health problems.” 3. Consumption Pattern 3.1. Involve In Purchasing The participants proclaimed that they have been widely engaged in the purchasing of food items. When the participants were asked about what factor they consider the most vital while making purchase of food items, male participants were ascertained to be quite confused while female participants eagerly stated nutritional value to be the vital factor. In this regard, participants reported, “Everybody should place greater importance on nutritional value over the taste factor”. 3.2. Intake of Vegetables and Fruits The participants reported that the intake of vegetables and fruits in appropriate proportion is essential for attaining healthy eating habits. In this context, statements were asserted by the participants such as, “I have heard that the intake of appropriate proportion of vegetable and food enables us to keep away many diseases.” The female participants showed their interest towards consuming vegetables and fruits more than male participants. 3.3. Fat Intake The participants also acknowledged that diet with higher amount of fats and lower fiber increases the risk of chronic diseases. In this regard, statements were asserted such as, “Consumption of food items containing higher proportion of fats causes over obesity and diseases such as diabetes.” Participants revealed their avoidance towards luxury food items such as butter and meat. Participants also claimed that fat reduction is generally based upon the individual’s knowledge and awareness. 3.4. Intake of Fish and Meat Although the participants claimed that consuming red meat increases the risk of colon cancer but they also reported that they usually consume fish and meat. The rationale behind such intake of fish and meat was proclaimed by the participants’ to be the fact that meat and fish are the primary sources of proteins. Protein intake on a daily basis to a proportionate level is vital in order to ensure that the body possesses required energy to deal with daily activities. 3.5 Consumption of Organic Food The participants reported that they often go for purchasing organic food and argued that organic foods are good for health as they are chemical free. However, high price for organic food was ascertained to act as a strong determinant for purchasing and consuming such offerings. Correspondingly, the statements such as “organic food is healthier, possess high nutritional value, environmental friendly and taste better” were made by the participants. This aspect depicts that the students possess quite complement knowledge and awareness regarding the health issues that may arise from unhealthy eating habit. Moreover, they also highlighted eating healthy can enable to keep away a number of harmful diseases in the long run. Therefore, from the study it can be acknowledged that healthy eating and food consumption can result in providing healthy mind and healthy body to each and every individual and this fact needs to be provided utmost concern by all. References Andrade, A. D., 2009. Interpretive Research Aiming at Theory Building: Adopting and Adapting the Case Study Design. The Qualitative Report, Vol. 14, No. 1, pp. 42-60. Centers for Disease Control and Prevention, 2008. Evaluation Briefs. Data Collection Methods for Program Evaluation: Focus Groups. [Online] Available at: http://www.cdc.gov/healthyyouth/evaluation/pdf/brief13.pdf [Accessed December 13, 2013]. Church, R. M., 2001. The Effective Use of Secondary Data. Learning and Motivation, Vol. 33, pp. 32-45. Dr. Nancy D. Albers-Miller, No Date. Types of Research: Exploratory versus Conclusive Research. The Right Tool for the Right Job. [Online] Available at: http://facultyweb.berry.edu/nmiller/classinfo/323/1.2/exploratory_vs_conclusive.htm [Accessed December 13, 2013]. Emmanuel, F., No Date. Non­Probability Sampling; Convenient, Quota, Snow­ball. Sampling Methods For Population At Increased Risk Of HIV. [Online] Available at: http://www.hivhub.ir/sites/default/files/documents/non%20probability.pdf [Accessed December 13, 2013]. Fouka, G. & Mantzorou, M., 2011. What are the Major Ethical Issues in Conducting Research? Is there a Conflict between the Research Ethics and the Nature of Nursing? Health Science Journal, Vol. 5, Iss.1, pp. 3-14. Handcock, M. S. & Gile, K. J., 2011. On the Concept of Snowball Sampling. Cornell University Library, pp. 1-5. Khan M. E. & et. al., 1991. The Use of Focus Groups in Social and Behavioral Research: Some Methodological Issues. W/D Hlth Scatist. Quart., Vol. 44, pp. 1-5. Lester, S., 1999. An Introduction to Phenomenological Research. Methods. [Online] Available at: http://www.sld.demon.co.uk/resmethy.pdf [Accessed December 13, 2013]. Michael Quinn Patton and Michael Cochran, 2002. A Guide to Using Qualitative Research Methodology. Semi-structured. [Online] Available at: http://fieldresearch.msf.org/msf/bitstream/10144/84230/1/Qualitative%20research%20methodology.pdf [Accessed December 13, 2013]. Maxwell, J. A., 2008. Designing a Qualitative Study. Pilot and Exploratory Studies. [Online] Available at: http://coursesite.uhcl.edu/HSH/PeresSc/Classes/PSYC6036www/presentations/Ch7_qualitativeResearch.pdf [Accessed December 13, 2013]. Orb, A. & et. al., 2001. Ethics in Qualitative Research. Journal of Nursing Scholarship, Vol. 33, No. 1, pp. 93-96. Ray, P., 2009. Research Participants Incentive Payment Policy. The University of Georgia. [Online] Available at: http://www.coe.uga.edu/research/files/2010/08/Participant_Incentive_10-21-2009-2.pdf [Accessed December 13, 2013]. Roller, M. R., Qualitative Research Design: Selected Articles from Research Design Review. Qualitative Best Practice: Maximizing Individual Response. [Online] Available at: http://www.rollerresearch.com/MRR%20WORKING%20PAPERS/Qualitative%20Research%20Design.pdf [Accessed December 13, 2013]. Smith, J. A. & Osborn, M., 2007. Interpretative Phenomenological Analysis. Analysis. [Online] Available at: http://research.familymed.ubc.ca/files/2012/03/IPA_Smith_Osborne21632.pdf [Accessed December 13, 2013]. University of Pretoria, No Date. Research Methodology. Inductive and Deductive Reasoning in Research. [Online] Available at: http://upetd.up.ac.za/thesis/available/etd-05312011-105547/unrestricted/03chapter4.pdf [Accessed December 13, 2013]. University of Wisconsin-Madison, 1999. Service for Planning & Improvement Office of Quality Improvement. Focus Groups. [Online] Available at: http://www.virginia.edu/processsimplification/resources/WiscFocusGroups.pdf [Accessed December 13, 2013]. Yee, J. L. & Niemeier, D., 1996. Advantages and Disadvantages: Longitudinal vs. Repeated Cross-Section Surveys. A Discussion Paper, pp. 1-7. Bibliography Deshpande, S. & et. al., 2009. Factors Influencing Healthy Eating Habits among College Students: An Application of the Health Belief Model. Health Marketing Quarterly, Vol. 26. No. 2, pp. 145-164. Louis, W. & et. al., 2007. Pizza and Pop and the Student Identity: The Role of Referent Group Norms in Healthy and Unhealthy Eating. The Journal of Social Psychology, Vol. 147, No. 1, pp. 57-74. Paquette, M., 2005. Perceptions of Healthy Eating. Canadian Journal of Public Health, Vol. 96, pp. 15-19. Stevenson, C. & et. al., 2007. Adolescents’ Views of Food and Eating: Identifying Barriers to Healthy Eating. Journal of Adolescence, Vol. 30, pp. 417-434. Appendix Focus Group Discussion Questions 1. Tell us your name and the food you like the most? 2. Can you elaborate on your eating habit? 3. Do you consider your diet to be healthy? Why? 4. Have you ever made any big change relating to your diet in your past? What kind of change was it? 5. What helps you to make changes and what factors act as determinants? 6. How much responsibility do you have for purchasing and preparing meals? 7. What factors do you consider more while purchasing/preparing food item? Can you describe? 8. Do you choose low fat products when available? Why do you choose? 9. What factors do you consider the most while purchasing food items? Can you describe? 10. Do you prefer organic food? Why do you prefer it? Read More