D R Black1, C L Blue, D C Coster. 1. Department of Health, Kinesiology, and Leisure Studies, Purdue University, West Lafayette, IN 47907-1362, USA. blackran@gte.net
Abstract
OBJECTIVE: To advance and promote procedures to evaluate tailored health messages based on the 4 Ps of social marketing (SM). METHOD: Three studies are presented for heuristic purposes to show the evolution and application of a "research plan" to 3 phases of SM research that address the 4 Ps. RESULTS: Qualitative and quantitative methods provide useful information to develop messages and to evaluate message efficacy for public health campaigns, to recruit participants to interventions, and/or to influence program adherence and participant retention. CONCLUSIONS: Formal, systematic research methods offer a viable means to evaluate the potential of SM constructs.
OBJECTIVE: To advance and promote procedures to evaluate tailored health messages based on the 4 Ps of social marketing (SM). METHOD: Three studies are presented for heuristic purposes to show the evolution and application of a "research plan" to 3 phases of SM research that address the 4 Ps. RESULTS: Qualitative and quantitative methods provide useful information to develop messages and to evaluate message efficacy for public health campaigns, to recruit participants to interventions, and/or to influence program adherence and participant retention. CONCLUSIONS: Formal, systematic research methods offer a viable means to evaluate the potential of SM constructs.
Authors: Debora L Barnes-Josiah; Paula Eurek; Sue Huffman; Jan Heusinkvelt; Jennifer Severe-Oforah; Renee Schwalberg Journal: Matern Child Health J Date: 2007-01