Journal of Public Policy & Marketing · 1992 · 787 citations · 17 references
Public AffairsMarketingPublic PolicyFood PolicyFood SafetyPublic OpinionFood Policy AnalysisFood Safety PolicyFood Safety Consumer BehaviorFood Safety Policy EvaluationMatter Of Public ConcernPolicy Decision ManagementPolicy Decision-makingPublic Opinion ResponsivenessPublic Policy Decision-makingResearch Agenda Setting
Social issues are increasingly central to marketing research, and policymakers often receive public opinion data indicating high public concern, yet interpreting the practical significance of such concern is challenging and does not directly inform effective policy actions. The study aims to determine what actions citizens expect a government department to take when polling shows high concern about food safety. A low‑cost survey was conducted to elicit citizens’ preferred governmental responses to food‑safety concerns. The findings indicate that citizens desire proactive government measures to address food‑safety concerns.
With social issues again close to the top of the research agenda for marketers, policy makers are increasingly likely to be presented public opinion research findings that suggest the public is very concerned about issues within their jurisdiction. Such findings have some shortcomings as a basis for policy decision making however. It is often difficult to interpret the practical importance of consumers’ expressed levels of concern, and concern alone tells nothing about what actions will be seen as ameliorating the problem. Alternative methods, borrowed from more mainstream marketing research, can readily overcome these shortcomings. To illustrate, the authors report the findings of a low cost study designed to identify what citizens want a government department to do in response to polling suggesting high levels of concern about food safety.
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