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Sample Script for Hosting a Theater-Style Test Introduction Good evening. I’m ____________________________________, and I’d like to thank you all for coming today (tonight). I think we’re all going to have a good time. Just a few more words of introduction and we’ll get started. We’ve asked you here because we feel that it’s very important to get your ideas about new television program material. So consider this your chance to give the TV program producers your opinions . . . Keep in mind that what we’re interested in is your own personal views. We don’t want you to tell us what you think we want to hear or what your spouse thinks or anyone else—we need your own opinions. There are no right answers and no wrong answers. So, please don’t discuss the program or your answers with the people around you. Also, please make sure that you write your answers clearly in the space provided on the questionnaire we’ve given you, and be sure that you don’t move to a new section of the questionnaire until I ask you to. Do you have any questions about this procedure I’ll answer any other questions you have at the end of the test session. Okay Now enjoy the show. [Play the pretesting program videotape] Reactions to the Program All right. Now we’d like to find out about your reactions to the program—what parts you liked and what parts you didn’t like. I’d like you to turn to the first page of the questionnaire and answer the questions. Please don’t go on to the next page until I ask you to. Reactions to the Ads All right. Now we’d like to find out about your reactions to the advertisements you saw—what you liked and what you didn’t like. I’d like you to turn to the second section of the questionnaire and answer the questions. Please don’t go on to the next section until I ask you to. Reactions to Your Ad All right. Now we’d like to find out about your reactions to one specific ad. I will play it again and then ask you to complete a few more questions. [Play your ad again] Now I’d like you to turn to the next section of the questionnaire and answer the questions. 211 APPENDIX A
Tabulating Responses to Closed- and Open-Ended Questions Tabulating Responses to Closed-Ended Questions Closed-ended questions force participants to select a response from several alternatives. A quick method for tabulating or counting responses to each question is to use a blank questionnaire: 1. Take the first questionnaire and record the answers to each closed-ended question by making a check mark in the right-hand column next to the appropriate response. 2. Repeat this procedure for every questionnaire. 3. Tally the total number of check marks and then calculate the percentage of participants who gave each response. Tabulating Responses to Open-Ended Questions Tabulating or counting responses to open-ended questions is more time consuming. Openended questions allow participants to express themselves in their own words. For example: • What did the message say • What did the message show • What was the main idea the message was trying to get across The easiest way to analyze these questions is to write each question at the top of a separate blank page (the coding sheet). Because participants are answering in their own words, the first step is to group the responses into categories (e.g., correct, partially correct, and incorrect). When categorizing the audience recall and main idea responses, use the ad script and your own statement of the message’s main points to guide the analysis. For some open-ended questions (e.g., “What, if anything, did you like about the message” or “What, if anything, did you dislike”), you may wish to classify the responses as favorable or unfavorable. Use the following procedure to tally the responses: 1. Take the first questionnaire and record the answers to each open-ended question by making a check mark in the appropriate column (e.g., favorable or unfavorable). 2. Repeat this procedure for every questionnaire. 3. Tally the total number of check marks in each column and then calculate the percentage of participants who gave each type of response. Once you have tabulated the responses to each question, your interpretation should be guided by the objectives you set forth in the planning stage. 212
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uideAPlanner’sGuideAPlanner’sGu
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Acknowledgments Many health communi
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Table of Contents Why Should You Us
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The Role of Health Communication in
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• Organizations—Organizations a
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THEORIES GUIDE ACTION TO INCREASE M
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a systematic, continuous process th
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Use this book to produce and implem
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Why Planning Is Important The plann
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served to date, messages and materi
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occur and potential solutions for e
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• Creating a supportive environme
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GOALS AND OBJECTIVES: HEALTHY PEOPL
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the intended audiences (e.g., those
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train, at a community event, in the
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Organizational and Community Channe
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COMMUNICATION CHANNELS AND ACTIVITI
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• Create and display advertisemen
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• Expanded support for your organ
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STEPS FOR INVOLVING PARTNERS IN THE
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Develop a Communication Strategy St
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SAMPLE STRATEGY STATEMENT CONTINUED
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statement can also help all players
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against your program’s goal. For
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Myth: If we work with partner organ
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Glanz, K., Lewis, F. M., & Rimer, B
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Developing and Pretesting Concepts,
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• Are the materials likely to mee
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or on a contract basis. In either c
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• Acknowledge culture as a predom
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importance when planners and design
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which messages work best with inten
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HEALTH COMMUNICATION MATERIALS OPTI
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PRESENTATION OPTIONS FOR ADVERTISIN
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(do it for them); or ego-driven (su
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health care coverage, it is particu
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TAILORED COMMUNICATIONS: HEALTHY BI
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“universal” symbols, such as a
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Google or Yahoo about the site as w
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• Never skip technical review by
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BENEFITS AND LIMITATIONS OF PRETEST
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name of the one currently speaking)
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new solutions will be effective wit
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Center for Substance Abuse Preventi
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Preparing to Implement Your Program
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patients, physicians, and family me
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1. Make a list of key media contact
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Working With the Media During a Cri
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• Ask callers what prompted their
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through calls, meetings, or letters
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Center for Substance Abuse Preventi
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Assessing Effectiveness and Making
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• How long will the program last
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2. Define the Data You Need to Coll
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OUTCOME EVALUATION DESIGNS APPROPRI
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EXAMPLES OF OUTCOME EVALUATION FOR
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ensure that you include the right m
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• You will be able to give eviden
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Refining Your Health Communication
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Myth: If our program is working, we
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Communication Research Methods In T
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In this section, you will learn whe
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TYPES OF RESEARCH AND EVALUATION CO
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WORKING WITH MARKET RESEARCH PROFES
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• Providing insights into the res
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PROS AND CONS OF DIFFERENT FORMATS
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internal resources, you may choose
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WORKING WITH COMMUNITY ORGANIZATION
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Avoid counting or quantifying types
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USING SOFTWARE TO ANALYZE QUALITATI
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145
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Participant Recruitment If you or s
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• The locations where the pretest
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COMPONENTS USED IN MOST QUESTIONNAI
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10. Thank participants for their co
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day, 1 hour per day). Share drafts
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Analyzing quantitative responses. T
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PROS AND CONS OF VARIOUS SURVEY FOR
Page 172 and 173: Follow these steps to conduct a sur
Page 174 and 175: Do this by finding the nearest perf
Page 176 and 177: EXAMPLE USING THE SMOG READABILITY
Page 178 and 179: causing discomfort to those whose r
Page 180 and 181: Communication Planning Forms and Sa
Page 182 and 183: Communication Program Plan Overview
Page 184 and 185: Sample Promotion Plan Promotion Pla
Page 186 and 187: Evaluation: OC will evaluate its pr
Page 188 and 189: Negotiated Partners/Roles of Each:
Page 190 and 191: Strategy Statement/Creative Brief T
Page 192 and 193: Sample Focus Group Screener Form NC
Page 194 and 195: Yes No a. Heart disease (CONTINUE)
Page 196 and 197: Sample Focus Group Moderator’s Gu
Page 198 and 199: 7. What are your thoughts about peo
Page 200 and 201: Sample Intercept Questionnaire Cent
Page 202 and 203: 9. How well does each of the follow
Page 204 and 205: 193 APPENDIX A
Page 206 and 207: Breast Cancer Materials User Survey
Page 208 and 209: Breast Cancer Risk Assessment Tool
Page 210 and 211: Producing Rough-Cut Video for Prete
Page 212 and 213: 3. Make sure your script and produc
Page 214 and 215: 1. a. b. c. 2. a. b. c. 3. a. b. c.
Page 216 and 217: Part IV [Following are sample quest
Page 218 and 219: Presentation of New Information 1.
Page 220 and 221: Part V [Listed below are sample que
Page 224 and 225: Average Ratings for Commercial Ads
Page 226 and 227: 215 APPENDIX A
Page 228 and 229: Selected Planning Frameworks, Socia
Page 230 and 231: Kotler, P., & Roberto, E. L. (1989)
Page 232 and 233: To communicate the message successf
Page 234 and 235: combine bits of information into
Page 236 and 237: For Further Reading Beyer, J. M., &
Page 238 and 239: 227 APPENDIX B
Page 240 and 241: Information Sources APPENDIX C
Page 242 and 243: National Center for Chronic Disease
Page 244 and 245: Journal of Health Communication Dep
Page 246 and 247: Selected Readings and Resources APP
Page 248 and 249: Campbell, M. K., DeVellis, B. M., S
Page 250 and 251: Glanz, K., Lewis, F. M., & Rimer, B
Page 252 and 253: National Cancer Institute. (1998).
Page 254 and 255: 243 APPENDIX D
Page 256 and 257: Glossary APPENDIX E
Page 258 and 259: Comprehension. A pretesting measure
Page 260 and 261: Message concepts. Brief statements,
Page 262: Social cognitive theory. A theory o
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