Evaluation Techniques in Health Communication: Issues and Perspectives

2015 ◽  
Vol 8 (2) ◽  
Author(s):  
Dr. Atanu Mohapatra
Keyword(s):  
Health Communication ◽  
Human Behaviour ◽  
Theory And Practice ◽  
Global Public Health ◽  
Campaign Evaluation ◽  
Communication Campaign ◽  
Communication Processes ◽  
Research Designs ◽  
Campaign Messages ◽  
Evaluation Techniques

Health communication is gaining recognition across the world because of its emphasis on combining theory and practice in understanding communication processes and changing human behaviour. This approach is pertinent when many of the threats to global public health (through diseases and environmental calamities) are rooted in human behaviour. For a communication campaign to be successful, a number of components are considered essential. Message development is an integral component of the campaign, and there should be widespread exposure to campaign messages. Campaign appeals that are socially distant from audiences are generally ineffective, and messages promoting prevention are less likely to be successful than those with immediate positive consequences. Measurement of carefully defined outcomes is important, and research designs should include adequate resources and methods to achieve useful campaign evaluation. This paper is an attempt to identify and discuss the issues that are important conducting of formative, process, and summative evaluations of health communication campaigns.

A Method Proposal for Determining Health Communication Campaigns’ Messages

2016 ◽  
Vol 4 (2) ◽  
pp. 49
Author(s):  
Ali Atıf Bir ◽  
Önder Yönet
Keyword(s):  
Health Communication ◽  
Hpv Vaccine ◽  
Vaccine Acceptance ◽  
Communication Campaign ◽  
Behavioral Determinant ◽  
The People ◽  
Social Judgement ◽  
Campaign Messages ◽  
Health Communication Campaign ◽  
Linear Regressions

This research is focused on the question of deciding what to say in a (health) communication campaign. The goal is to search for ways of selecting/tailoring effective campaign messages which are persuasive for the targeted audiences. Accordingly, by considering Social Judgement Theory in the foundation of Integrated Behavior Model; two variables, belief strength and involvement are proposed with a method to predict the persuasiveness of campaign messages. When the people have strong beliefs and high involvements, a message that does not match with the most important behavioral determinant should be used in the campaign. However, when the people have weak beliefs, a message matching with the most important behavioral determinant should be used without considering the involvement level. These hypotheses are tested in the field of health communication on (cervical cancer) HPV vaccine acceptance and all accepted. CATI is used to collect data on surveys. The study sample, which is derived through a method close to probability sampling, is consisted of mothers who live in Istanbul/Turkey and have at least one 11-26-year-old daughter(N=145). Multiple linear regressions, decision trees (CHAID) and ANOVA are used for the analysis.

A Method Proposal for Determining Health Communication Campaigns’ Messages

2016 ◽  
Vol 2 (2) ◽  
pp. 49
Author(s):  
Ali Atıf Bir ◽  
Önder Yönet
Keyword(s):  
Health Communication ◽  
Hpv Vaccine ◽  
Vaccine Acceptance ◽  
Communication Campaign ◽  
Behavioral Determinant ◽  
The People ◽  
Social Judgement ◽  
Campaign Messages ◽  
Health Communication Campaign ◽  
Linear Regressions

This research is focused on the question of deciding what to say in a (health) communication campaign. The goal is to search for ways of selecting/tailoring effective campaign messages which are persuasive for the targeted audiences. Accordingly, by considering Social Judgement Theory in the foundation of Integrated Behavior Model; two variables, belief strength and involvement are proposed with a method to predict the persuasiveness of campaign messages. When the people have strong beliefs and high involvements, a message that does not match with the most important behavioral determinant should be used in the campaign. However, when the people have weak beliefs, a message matching with the most important behavioral determinant should be used without considering the involvement level. These hypotheses are tested in the field of health communication on (cervical cancer) HPV vaccine acceptance and all accepted. CATI is used to collect data on surveys. The study sample, which is derived through a method close to probability sampling, is consisted of mothers who live in Istanbul/Turkey and have at least one 11-26-year-old daughter(N=145). Multiple linear regressions, decision trees (CHAID) and ANOVA are used for the analysis.

Psycho-analysis, Human Nature and Human Conduct

1974 ◽  
Vol 8 ◽  
pp. 99-120
Author(s):  
Ian Gregory
Keyword(s):  
Human Nature ◽  
Human Behaviour ◽  
Analytic Theory ◽  
Theory And Practice ◽  
Philosophical Debate ◽  
Complex Problems ◽  
Human Conduct ◽  
The Future

There is, I gloomily suspect, little which is significantly new that remain to be said about psycho-analysis by philosophers. The almost profligate theorising that goes on within the psycho-analytic journals will, no doubt, continue unabated. It simply strikes me as unlikely that such theorising will generate further issues of the kind that excite the philosophical mind. Though in making such an observation, I recognise that I lay claim upon the future in a manner that many might believe to be unwise. The place of psycho-analysis upon the intellectual map, the implications that psycho-analytic theory and practice have for the various kinds of judgements that we make about human behaviour, have been exhaustively discussed in recent times. Rather more specifically, whether psycho-analysis should be accorded the dignity of being labelled a ‘science’, what the significance is of psycho-analysis for those complex problems bounded by the notions of Reason, Freedom, Motivation, have occasioned much fruitful philosophical debate. It is not any wish of mine to add to the literature on these problems in the forlorn hope that even slightly different answers might be forthcoming.

Campaign Evaluation in Health and Risk Messaging

2017 ◽  
Author(s):  
Evan K. Perrault
Keyword(s):  
Process Evaluation ◽  
Formative Evaluation ◽  
Outcome Evaluation ◽  
Campaign Evaluation ◽  
Communication Campaign ◽  
Formative Stage ◽  
Evaluation Stage ◽  
Last Stage ◽  
Primary Output ◽  
Health Communication Campaign

Due to their sheer scope in trying to reach large sections of a population, and the costs necessary to implement them, evaluation is vital at every stage of the health communication campaign process. No stage is more important than the formative evaluation stage. At the formative stage, campaign designers must determine if a campaign is even necessary, and if so, determine what the campaign’s focus needs to be. Clear, measurable, and realistically attainable objectives need to be a primary output of formative evaluation, as these objectives help to guide the creation of all future campaign efforts. The formative stage also includes pilot testing any messages and strategies with the target audience prior to full-scale implementation. Once the campaign is implemented, process evaluation should be performed to determine if the campaign is being implemented as planned (i.e., fidelity), and also to document the dose of campaign exposure. Identifying problem areas during process evaluation can ensure they get fixed prior to the completion of the campaign. Detailed process evaluation also allows for greater ease in replicating a successful campaign attempt in the future, but additionally can provide potential reasons for why a campaign was not successful. The last stage is outcome evaluation—determining if the objectives of the campaign were achieved. While it is the last stage of campaign evaluation, campaign designers need to ensure they have planned for it in the formative stages. If even just one of these stages of evaluation is minimized in campaign design, or relegated to an after-thought, developers need to realize that the ultimate effectiveness of their campaigns is likely to be minimized as well.

Sign in / Sign up

Export Citation Format

Share Document