Preface | p. xv |
Health Education, Health Promotion, Health Educators, and Program Planning | p. 1 |
Health Education and Health Promotion | p. 3 |
Health Educators | p. 5 |
Assumptions of Health Promotion | p. 9 |
Program Planning | p. 10 |
Summary | p. 10 |
Review Questions | p. 10 |
Activities | p. 11 |
Weblinks | p. 11 |
Planning a Health Promotion Program | |
Models for Program Planning in Health Promotion | p. 15 |
Precede-Proceed | p. 17 |
The Nine Phases of PRECEDE-PROCEED | p. 18 |
Applying PRECEDE-PROCEED | p. 20 |
Match | p. 22 |
The Phases and Steps of MATCH | p. 22 |
Applying MATCH | p. 25 |
Consumer-Based Planning | p. 27 |
Health Communication | p. 28 |
Social Marketing | p. 29 |
CDCynergy | p. 30 |
SMART | p. 36 |
Other Planning Models | p. 41 |
A Systematic Approach to Health Promotion (Healthy People 2010) | p. 41 |
Mobilizing for Action through Planning and Partnerships (MAPP) | p. 42 |
Assessment Protocol for Excellence in Public Health (APEX-PH) | p. 43 |
SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis | p. 44 |
Healthy Communities | p. 45 |
The Health Communication Model (National Cancer Institute) | p. 46 |
Healthy Plan-IT (Center for Disease Control and Prevention) | p. 47 |
Still Other Planning Models | p. 50 |
Summary | p. 50 |
Review Questions | p. 51 |
Activities | p. 51 |
Weblinks | p. 52 |
Starting the Planning Process | p. 53 |
Gaining Support of Decision Makers | p. 54 |
Creating a Rationale | p. 60 |
Identifying a Planning Committee | p. 63 |
Parameters for Planning | p. 65 |
Summary | p. 65 |
Review Questions | p. 66 |
Activities | p. 66 |
Weblinks | p. 71 |
Assessing Needs | p. 72 |
What Is a Needs Assessment? | p. 73 |
Acquiring Needs Assessment Data | p. 74 |
Sources of Primary Data | p. 74 |
Sources of Secondary Data | p. 79 |
Steps for Conducting a Literature Search | p. 83 |
Conducting a Needs Assessment | p. 88 |
Determining the Purpose and Scope of the Needs Assessment | p. 88 |
Gathering Data | p. 89 |
Analyzing the Data | p. 91 |
Identifying the Factors Linked to the Health Problem | p. 94 |
Identifying the Program Focus | p. 94 |
Validating the Prioritized Needs | p. 95 |
Summary | p. 95 |
Review Questions | p. 96 |
Activities | p. 96 |
Weblinks | p. 97 |
Measurement, Measures, Data Collection, and Sampling | p. 98 |
Measurement | p. 99 |
Levels of Measurement | p. 100 |
Types of Measures | p. 101 |
Desirable Characteristics of Data | p. 101 |
Reliability | p. 102 |
Validity | p. 103 |
Unbiased | p. 105 |
Culturally Appropriate | p. 105 |
Methods of Data Collection | p. 106 |
Self-Report | p. 106 |
Observation | p. 114 |
Existing Records | p. 115 |
Meetings | p. 116 |
Sampling | p. 116 |
Probability Sample | p. 118 |
Nonprobability Sample | p. 121 |
Sample Size | p. 122 |
Pilot Test | p. 123 |
Ethical Issues Associated with Data Collection | p. 124 |
Summary | p. 124 |
Review Questions | p. 125 |
Activities | p. 125 |
Weblinks | p. 126 |
Mission Statement, Goals, and Objectives | p. 127 |
Mission Statement | p. 128 |
Program Goals | p. 129 |
Objectives | p. 130 |
Different Levels of Objectives | p. 130 |
Developing Objectives | p. 132 |
Criteria for Developing Objectives | p. 132 |
Elements of an Objective | p. 133 |
Goals and Objectives for the Nation | p. 135 |
Summary | p. 141 |
Review Questions | p. 141 |
Activities | p. 141 |
Weblinks | p. 142 |
Theories and Models Commonly Used for Health Promotion Interventions | p. 143 |
Types of Theories and Models | p. 147 |
Behavior Change Theories | p. 147 |
Stimulus Response (SR) Theory | p. 147 |
Social Cognitive Theory (SCT) | p. 149 |
Theory of Reasoned Action (TRA) | p. 152 |
Theory of Planned Behavior (TPB) | p. 154 |
Theory of Freeing (TF) | p. 155 |
Health Belief Model (HBM) | p. 156 |
The Elaboration Likelihood Model of Persuasion (ELM) | p. 158 |
Stage Theories | p. 161 |
Cognitive-Behavioral Model of the Relapse Process | p. 167 |
Applying Theory to Practice | p. 169 |
Barriers to Applying Theory | p. 169 |
Suggestions for Applying Theory to Practice | p. 171 |
Summary | p. 176 |
Review Questions | p. 176 |
Activities | p. 176 |
Weblinks | p. 177 |
Interventions | p. 178 |
Types of Intervention Strategies | p. 179 |
Health Communication Strategies | p. 180 |
Health Education Strategies | p. 183 |
Health Policy/Enforcement Strategies | p. 183 |
Health Engineering Strategies | p. 189 |
Health-Related Community Service Strategies | p. 190 |
Community Mobilization Strategies | p. 190 |
Other Strategies | p. 193 |
Creating Health Promotion Interventions | p. 200 |
Criteria and Guidelines for Developing Health Promotion Interventions | p. 200 |
Designing Appropriate Interventions | p. 201 |
Summary | p. 205 |
Review Questions | p. 206 |
Activities | p. 206 |
Weblinks | p. 206 |
Implementing a Health Promotion Program | |
Community Organizing and Community Building | p. 211 |
Community Organizing and Its Assumptions | p. 212 |
The Processes of Community Organizing and Community Building | p. 213 |
Recognizing the Issue | p. 217 |
Gaining Entry into the Community | p. 217 |
Organizing the People | p. 218 |
Assessing the Community | p. 221 |
Determining Priorities and Setting Goals | p. 223 |
Arriving at a Solution and Selecting Intervention Strategies | p. 226 |
Final Steps in the Community Organizing and Building Processes | p. 227 |
Planned Approach to Community Health (PATCH) | p. 227 |
Summary | p. 228 |
Review Questions | p. 228 |
Activities | p. 229 |
Weblinks | p. 229 |
Identification and Allocation of Resources | p. 231 |
Personnel | p. 232 |
Internal Resources | p. 232 |
External Resources | p. 233 |
Combined Resources | p. 233 |
Curricula and Other Instructional Resources | p. 237 |
Space | p. 241 |
Equipment and Supplies | p. 241 |
Financial Resources | p. 241 |
Participant Fee | p. 242 |
Third-Party Support | p. 242 |
Cost Sharing | p. 243 |
Organizational Sponsorship | p. 243 |
Grants and Gifts | p. 243 |
A Combination of Sources | p. 247 |
Preparing a Budget | p. 247 |
Summary | p. 247 |
Review Questions | p. 247 |
Activities | p. 248 |
Weblinks | p. 248 |
Marketing: Making Sure Programs Respond to Wants and Needs of Consumers | p. 251 |
Market and Marketing | p. 252 |
Marketing and the Diffusion Theory | p. 253 |
The Marketing Process and Health Promotion Programs | p. 257 |
Using Marketing Research to Determine Needs and Desires | p. 257 |
Developing a Product That Satisfies the Needs and Desires of Clients | p. 258 |
Developing Informative and Persuasive Communication Flows | p. 261 |
Ensuring That the Product Is Provided in an Appropriate Manner | p. 262 |
Keeping Clients Satisfied and Loyal | p. 267 |
Final Comment on Marketing | p. 270 |
Summary | p. 270 |
Review Questions | p. 270 |
Activities | p. 271 |
Weblinks | p. 271 |
Implementation: Strategies and Associated Concerns | p. 273 |
Defining Implementation | p. 274 |
Phases of Program Implementation | p. 274 |
Adoption of the Program | p. 274 |
Identifying and Prioritizing the Tasks to be Completed | p. 274 |
Establishing a System of Management | p. 277 |
Putting Plans into Action | p. 277 |
First Day of Implementation | p. 279 |
Ending or Sustaining a Program | p. 281 |
Concerns Associated with Implementation | p. 281 |
Legal Concerns | p. 281 |
Medical Concerns | p. 283 |
Program Safety | p. 283 |
Program Registration and Fee Collection | p. 283 |
Procedures for Recordkeeping | p. 283 |
Moral and Ethical Concerns | p. 284 |
Procedural Manual and/or Participants' Manual | p. 286 |
Training for Facilitators | p. 286 |
Dealing with Problems | p. 286 |
Reporting and Documenting | p. 286 |
Summary | p. 287 |
Review Questions | p. 287 |
Activities | p. 287 |
Weblinks | p. 288 |
Evaluating a Health Promotion Program | |
Evaluation: An Overview | p. 291 |
Basic Terminology | p. 294 |
Purpose for Evaluation | p. 295 |
The Process for Evaluation | p. 296 |
Practical Problems or Barriers in Evaluation | p. 297 |
Evaluation in the Program-Planning Stages | p. 298 |
Who Will Conduct the Evaluation? | p. 299 |
Evaluation Results | p. 301 |
Summary | p. 301 |
Review Questions | p. 301 |
Activities | p. 302 |
Weblinks | p. 302 |
Evaluation Approaches, Framework, and Designs | p. 304 |
Evaluation Approaches | p. 305 |
Systems Analysis Approaches | p. 305 |
Objective-Oriented Approaches | p. 306 |
Goal-Free Approach | p. 308 |
Management-Oriented Approaches | p. 308 |
Consumer-Oriented Approaches | p. 309 |
Expertise-Oriented Approaches | p. 310 |
Participant-Oriented Approaches | p. 311 |
Framework for Program Evaluation | p. 313 |
Selecting an Evaluation Design | p. 315 |
Experimental, Control, and Comparison Groups | p. 319 |
Evaluation Designs | p. 320 |
Internal Validity | p. 322 |
External Validity | p. 324 |
Summary | p. 325 |
Review Questions | p. 325 |
Activities | p. 326 |
Weblinks | p. 326 |
Data Analysis and Reporting | p. 328 |
Data Management | p. 329 |
Data Analysis | p. 330 |
Univariate Data Analyses | p. 331 |
Bivariate Data Analyses | p. 333 |
Multivariate Data Analyses | p. 334 |
Applications of Data Analyses | p. 334 |
Interpreting the Data | p. 336 |
Evaluation Reporting | p. 337 |
Designing the Written Report | p. 338 |
Presenting the Data | p. 340 |
How and When to Present the Report | p. 340 |
Increasing Utilization of the Results | p. 340 |
Summary | p. 342 |
Review Questions | p. 342 |
Activities | p. 342 |
Weblinks | p. 343 |
Appendixes | p. 345 |
Examples of a News Release and Copy for a Newspaper Column | p. 347 |
Examples of PSAs for Radio and Television | p. 349 |
Examples of Smoking Policies | p. 351 |
Health Behavior Contract | p. 354 |
Example of an Informed Consent Form for a Cholesterol Screening Program | p. 356 |
Sample Medical Clearance Form | p. 357 |
Code of Ethics for the Health Education Profession | p. 358 |
Cost-Benefit and Cost-Effectiveness as a Part of the Evaluation of Health Promotion Programs | p. 362 |
References | p. 372 |
Name Index | p. 393 |
Subject Index | p. 402 |
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