4.1 Methods of formative research in health campaigns

Formative research is crucial for developing effective health campaigns. It involves using various methods to gather insights about target audiences, their behaviors, and the factors influencing their health decisions.

Qualitative and quantitative approaches offer different strengths in understanding health issues. Focus groups, interviews, and surveys are key tools, while observational research provides valuable context. These methods help campaign designers create targeted, impactful strategies.

Formative Research Methods in Health Campaigns

Key methods in formative research

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• Qualitative methods gather rich, descriptive data exploring attitudes, beliefs, and experiences through:
  • Focus groups guided discussions with small participant groups (6-10 people)
  • In-depth interviews one-on-one conversations exploring personal experiences, motivations, and barriers
  • Ethnographic research immersive study of communities or cultures to understand social and cultural contexts
• Quantitative methods measure specific variables, test hypotheses, and provide numerical data through:
  • Surveys structured questionnaires administered to large samples (100+ participants)
  • Questionnaires standardized sets of questions to gather data on knowledge, attitudes, and behaviors
  • Polls brief surveys to quickly gauge public opinion on health topics (vaccine hesitancy)
• Observational research gathers data by observing health behaviors and practices in real-world settings:
  • Participant observation researcher actively participates in the community or setting being studied (health clinic)
  • Non-participant observation researcher observes without actively participating (public park)
  • Naturalistic observation observing health behaviors in natural settings (homes, workplaces)

Qualitative vs quantitative research methods

• Qualitative methods explore subjective experiences and provide rich, descriptive data:
  • Focus on understanding attitudes, beliefs, and motivations related to health behaviors
  • Involve small sample sizes (10-30 participants) to gather in-depth insights
  • Use flexible, open-ended approaches (semi-structured interviews) to allow for emerging themes
  • Analyze data through thematic analysis identifying common patterns and meanings
• Quantitative methods measure objective variables and provide numerical data for statistical analysis:
  • Focus on testing hypotheses and measuring specific variables (knowledge levels, behavior frequencies)
  • Involve large sample sizes (100+ participants) to ensure representativeness and generalizability
  • Use structured, standardized approaches (closed-ended survey questions) for consistent data collection
  • Analyze data through statistical tests (t-tests, regression analysis) to identify significant relationships

Focus groups, interviews, and surveys

• Focus groups provide insights into group dynamics and social norms related to health behaviors:
  • Involve guided discussions with small groups of participants (6-10 people) who share similar characteristics
  • Encourage interaction and discussion among participants to reveal shared experiences and perspectives
  • Require skilled moderators to facilitate productive discussions and manage group dynamics
• In-depth interviews provide detailed, personalized data on individual experiences and motivations:
  • Involve one-on-one conversations between a researcher and a participant (30-60 minutes)
  • Use open-ended questions to explore personal stories, challenges, and successes related to health behaviors
  • Allow for probing and follow-up questions to gather rich, nuanced data on individual experiences
• Surveys provide quantitative data on specific variables related to health knowledge, attitudes, and behaviors:
  • Involve structured questionnaires with closed-ended questions (multiple choice, Likert scales)
  • Can be administered through various modes (online, phone, mail) to reach large, diverse samples
  • Require careful design and piloting to ensure clarity, relevance, and validity of questions

Role of observational research

• Participant observation provides insights into social and cultural contexts of health behaviors:
  • Involves researchers actively participating in the community or setting being studied (health clinics, support groups)
  • Allows for building rapport and trust with participants to gather authentic, contextualized data
  • Requires reflexivity and ethical considerations to navigate researcher-participant relationships
• Non-participant observation provides objective, unobtrusive data on health behaviors and practices:
  • Involves researchers observing communities or settings without actively participating (public parks, grocery stores)
  • Allows for gathering data on naturally occurring behaviors and interactions related to health
  • Requires systematic recording and coding of observations to identify patterns and themes
• Naturalistic observation provides data on real-world contexts and influences on health behaviors:
  • Involves observing health behaviors in natural settings where they typically occur (homes, workplaces, schools)
  • Allows for understanding how social, environmental, and cultural factors shape health behaviors
  • Requires obtaining informed consent and protecting participant privacy in private settings