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 9: Data Analysis
After reading Chapter 8 and completing the worksheets on data collection, you should feel reasonably confident in your ability to collect useful data for your evaluation. But what comes next? Now that you have worked hard to collect information, what do you do with it? If you are thinking data analysis, you are correct, and in this chapter we present some basic techniques of data analysis that enable you to make sense of the data and answer questions asked in the evaluation.
Although we discuss qualitative analysis in this chapter, the emphasis is on techniques of quantitative data analysis, and especially those methods you are most likely to use as a health educator/communicator. We focus on quantitative data analysis because, although most agencies ...