Focus Groups and Experiments for Health Message Development : Creating a Text Message Program for College Women About Alcohol and Hook-Ups /

Formative research is an important part of health communication efforts, as messages should be developed based on input from the target audience and receive target audience feedback before being used in the field. In this project, we document the use of focus groups for message pretesting among coll...

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Bibliographic Details
Main Author:	Willoughby, Jessica Fitts
Other Authors:	Brickman, Jared, Niu, Zhaomeng, Liu, Shuang
Format:	eBook
Language:	English
Published:	[Place of publication not identified] Sage Publications Ltd, 2017.
Subjects:	Focus groups > Research. Women college students > Research. Advertising, Public service > Research. Étudiantes > Recherche. Publicité d'intérêt public > Recherche.
Online Access:	Connect to the full text of this electronic book

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Summary:	Formative research is an important part of health communication efforts, as messages should be developed based on input from the target audience and receive target audience feedback before being used in the field. In this project, we document the use of focus groups for message pretesting among college women with two sets of messages about alcohol and the hook-up culture. Messages were then pilot-tested in a lab experiment. Taken together, this research helps to highlight how the use of both qualitative formative research and quantitative pilot testing can be useful for health communication intervention development.
Item Description:	Title from content provider.
Physical Description:	1 online resource
ISBN:	9781526403162 1526403161