Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

METHODS and PROCEDURES 
Research Design 
This research is a descriptive qualitative study that aims to provide a better understanding of the promotion 
of food safety as a participatory communication process, as opposed to the top-down modernization model. In the 
latter, behavior change is expected to occur as a result of information diffusion/dissemination. In contrast, this study 
seeks to uncover the social and cultural environment in which communication about personal hygiene and safe food 
handling takes place through a qualitative approach to the problem. Qualitative research is increasing in use and “to 
understand human affairs it is insufficient to rely on quantitative survey and statistics, and necessary instead to delve 
deep into the subjective qualities that govern behavior” (Holliday, 2002, p. 7).

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