Winner of the Distinguished Book Award by the Applied Communication Division of the National Communication Association, 2001 Effective Health Risk Messages provides step-by-step instructions for developing theoretically based campaigns that work. Students and readers will learn about message development theories, formative and summative evaluation, and even basic research designs for evaluating your campaign. Worksheets are provided at the end of each chapter to provide readers with hands-on, practical experiences in developing effective health risk messages. This book is suitable for practitioners, researchers, and students alike, and can act as a stand-alone text or supplementary text for persuasion, public health, advertising, and marketing classes.
Chapter 5: Starting Out the Right Way: Formative Research
Now you have the theoretical knowledge needed to go out and develop effective risk messages. So, how do you translate theory into practice for the field? The next few chapters offer step-by-step guidelines on doing just this. In this chapter we explain how to conduct formative research, sometimes called formative evaluation. This research is conducted prior to your intervention or study. It's called formative research because the information discovered in this phase helps to form the final product.
Some people skip formative research and directly develop risk messages and interventions. But in our opinion, this up-front work saves work at the tail end (repeat that 50 times!). Honestly, we have found that the ...