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Health Communication Research Measures

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Edited By Do Kyun Kim and James W. Dearing

This volume presents state-of-the-art reporting on how to measure many of the key variables in health communication. While the focus is on quantitative measures, the editors argue that these measures are centrally important to the study of health communication. The chapters emphasize constructs, scales, and up-to-date reports and evidence about key social science constructs and ways of measuring them, whether your interest is in patient-provider dyadic communication, uncertainty management, self-efficacy, disclosure, social norms, social support, risk perception, health care team performance, message design and effects, health and numerical literacy, communication satisfaction, social influence and persuasion, stigma, health campaigns, reactance, or other topics. Students, researchers, and policymakers will find this book an accessible resource for planning and reviewing research studies and proposals.
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4. Communication Campaign Evaluation

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4. Communication Campaign Evaluation

CHRISTOPHER E. BEAUDOIN,Texas A&M University& MICHAEL T. STEPHENSON,Texas A&M University

Communication campaign evaluations are based in the tenets of social science, including being systematic, objective, and replicable. They can consider assorted consequences—intended and unintended, immediate and long-term—and can encompass different types of assessment, whether formative, process, or outcome (Valente, 2002). They can determine how to best improve a campaign, if staff are carrying out activities in a specified manner, and if a communication campaign is successful, as well as why it is or why it is not. Researchers have used different approaches to evaluating communication campaigns in different contexts (see Hornik [2002] for an excellent overview). In terms of outcome assessment, an evaluation can determine whether a communication campaign causes a significant change in an intended outcome, including behaviors such as healthy diet, physical activity, condom use, or cigarette smoking. For example, an evaluation can empirically assess whether the Truth campaign is effective in causing a decrease in teen cigarette smoking (Sly, Heald, & Ray, 2001). This national campaign, with funding from the American Legacy Foundation, targeted youth with an industry manipulation strategy that portrayed tobacco industry executives as being predatory, manipulative, and greedy. Its evaluations were varied, including a quasi-experimental design with four cross-sectional surveys and two intermediate tracking surveys. The current chapter, with a focus primarily on outcome evaluation, aims to articulate how researchers can...

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