Using formative research to understand immigrant settlement in southern Alberta, Canada
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Date
2025
Authors
Basil, Debra
Boniol, Kathleen
Marietta, Janelle
Journal Title
Journal ISSN
Volume Title
Publisher
Sage
Abstract
Background
Worldwide migration is on the rise due to factors such as political turmoil and natural disasters, as well as personal desires for upward mobility and safety. New immigrants face many challenges throughout their settlement into a new community. As Canada welcomes record numbers of new immigrants, it is important that communities across Canada find ways to support new immigrants. The immigrant settlement experience can be improved by identifying key barriers during the settlement process and implementing social marketing approaches to overcome them.
Focus of the Article
This article focuses on identifying key barriers to immigrant settlement in Southern Alberta, Canada, using formative research, to provide a foundation for developing social marketing programs with strategic non-profit partners to facilitate immigrant settlement.
Research Question
What challenges do immigrants face when settling in Southern Alberta, and how can social marketing efforts facilitate immigrant settlement?
Program Design/Importance of the Social Marketing Field
Social marketing can help connect immigrants to resources during their settlement. In this study, we explore how new immigrants access information during their settlement and what barriers they face throughout their settlement experience. We identify ways that organizations can utilize social marketing to better assist newcomers in their settlement, and discuss the importance of taking a participatory research approach.
Methods
This research analyzes survey responses from 77 new immigrants in Southern Alberta, Canada. Surveys were conducted in English, Spanish, and Tagalog, primarily online through Qualtrics’ survey platform, augmented by eight hard copy responses. Participants were recruited through word of mouth, local non-profit organizations and government offices, and recruiting at community events. Additionally, interviews were conducted with representatives of an umbrella organization from the greater region that supports immigrant settlement and links settlement service providers. Finally, a community-based participatory research group provided additional insights.
Description
Open access article. Creative Commons Attribution-NonCommercial 4.0 International license (CC BY-NC 4.0) applies
Keywords
Social marketing , Immigration settlement , Community-based participatory research , Mid-sized cities , Formative research , Canada , Southern Alberta
Citation
Basil, D. Z., Boniol, K., & Marietta, J. (2025). Using formative research to understand immigrant settlement in southern Alberta, Canada. Social Marketing Quarterly, 31(3), 237-256. https://doi.org/10.1177/15245004251354831