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Evaluation, Statistical Challenges in

  • By: Kami J. Silk & Evan K. Perrault
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

Evaluating real-world health communication campaigns (the term health communication campaigns is used broadly to also include health-focused interventions and education programs) is inherently a challenge, as effective campaign evaluation is constrained by resources, including a lack of funding and limited time. Additionally, with the excitement of beginning a new campaign, where hopes are high that the information and activities will influence positive health outcomes, there is usually a lack of control in implementation such that messages may get diluted or activities changed in some unanticipated way. Typically conducted as field research, campaigns often do not include a formal control group (a group that is not exposed to campaign content) with which to compare the treatment group (the target audience exposed to the campaign content). Understanding ...

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