HSCI 445 EXAM 1

Exchange

The idea that people are willing to give up something of value or to experience costs in order to receive something they value

four main components of social marketing approach

- Focus on target audience - Audience segmentation - Integrated marketing mix --Exchange and competition concepts

Main goal of health education is stop promote health behaviors and prevent diseases through changing

- Knowledge - Attitudes - Behaviors

Methods/Learning opportunities

- Lecture - discussions - Worksheets - Games - debates - case studies - Displays/bulletin boards - Experiments - Demonstrations - Guest speakers - Field trips - Guided imagery - Models - Music - Mass media

Benefits of Behavior Change?

- Short term individual benefits? - Short term benefits to others? - Long term individual benefits? - Long term benefits for others?

Costs of Behavior Change

- economic - physical - time and logistics - psychological - social

consumer orientation

- focus on target audience (Wants or needs)

Types of curriculum adaption

- quantity - input - participation - time -difficulty - level of support

Health education strategies

1. Health communication 2. Health education 3. Health policy/ enforcement 4. Environmental change 5. Health-related community service 6. Community mobilization 7. Other

Benefits of social marketing

1. reaches target audience 2. helps customize your message to those targeted audiences 3. helps create greater and longer-lasting behavior change

Environmental objectives

A change in the environment

competition

Any alternative to an offer

Goals

Broad statements that describe the expected outcomes of the program

Learning Objectives

Change in awareness, knowledge, attitudes, or sills

outcome objectives

Change in quality of life , health status, or risk, and social benefits

Qualitative

Data in the form of words

Sequence

Defines the order in which the material is presented

interval

Height, Weight, BMI

Nominal

qualitative

ordinal

qualitative

Objectives

Precise statements of intended outcomes

Four P's

Product, Price, Place, Promotion

interval

Quanitative

ratio

Quanitative

Scope

Refers to breadth and depth of material covered

SMART goals

Specific, Measurable, Attainable, Realistic, Timely

4 steps of using an existing measurement instrument

Step 1: Identifying measurement instruments Step 2: Getting your hands on the instrument Step 3: Is it the right instrument Step 4: Final steps before proceeding

product

Tangible or service

Social marketing

Tries to change people's behavior for the benefit of the individual, or of society as whole

Commercial marketing

Tries to change people's behavior for the benefit of the marketer

nominal

What grade are you in?

price

What it cost the consumer to obtain the product and its associated benefits

internal consistency

a measure based on the correlations between different items on the same test

cultural audit

an evaluation of the assumptions, values, normative philosophies, and cultural characteristics of an organization in order to determine whether they support or hinder that organization's central mission

process objectives

are the daily tasks, activities, and work plans that lead to the accomplishment of all other levels of objectives

Biased data

are those data that do not accurately reflect the true level of a measure because of errors in the measurement process including how data were collected

Sensitivity

as the ability of the test to identify correctly those who actually have the disease

rater

associated with the consistent measurement (or rating) of an observed event by the same or different individuals

behavioral objectives

change in behavior

difficulty

change the skill level or difficulty of informationAge appropriate informationLevel of reading and comprehension

participation

changing the extent to which target audience is involved in the sessions/curriculum

quantity

changing the number of sessions or extent of information

time

changing the time allocated for each activity or session

input

changing the way sessions are delivered

Reliability

consistency of measurement

Equivalence

focuses on whether different forms of the same instrument, or a shorter version of an instrument, when measuring the same participants will produce similar results.

ratio

how many fruits a day do you eat?

Ordinal

how much pain are you in ?

criterion validity

if the score is an indicator of specific trait or behavior presently (concurrent), in the future (predictive).

face validity

if, on the face, the measure appears to measure what it is supposed to measure

level of support

increase amount of health educators or classroom support

social marketing approach

program planning approach that uses marketing principles to influence behavior change

audience segmentation

is a way to divide the priority population into smaller, more homogeneous or similar groups

Specificity

is defined as "the ability of the test to identify only non-diseased individuals who actually do not have the disease"

Impact Objectives

learning, behavioral, environmental

Multiplicity

number of components or activities

Dose

number of program units delivered; how many times offered

Quanitative

numbers

Creating a Measurement Instrument

o Wording Questions o Response Options o Presentation

construct validity

scores on the instrument are measuring the underlying construct. There can be convergent and discriminant construct validity evidence.

content validity

the assessment of the correspondence between the items composing the instrument and the content domain from which the items were selected

promotion

the communication strategy, including the message and associated visuals or graphics as well as the channels, used to let the priority population know about the product, how to obtain or purchase it, and the benefits they will receive

Measurement

the process of applying numerical or narrative data from an instrument

stability

used to generate evidence of consistency over time

Curriculum

what those in the priority population will be taught

Validity

whether an instrument correctly measures what it is intended to measure.

placement

§ Where the consumer has access to the product

4 main purposes of promotion

· Inform · Persuade · Reinforce · Differentiate