**Table I.6.1 "Tools" typically utilized for communications planning
research.**

+-------------+-------------+-------------+-------------+-------------+
| **Research  | **De        | **Pros**    | **Cons**    | **Common    |
| Method**    | scription** |             |             | Uses**      |
+=============+=============+=============+=============+=============+
| Surveys/Que | Que         |             |             |             |
| stionnaires | stionnaires |             |             |             |
|             | or survey   |             |             |             |
| (self-ad    | forms are   |             |             |             |
| ministered) | filled out  |             |             |             |
|             | by the      |             |             |             |
|             | respondents |             |             |             |
|             | themselves. |             |             |             |
|             | Clarity in  |             |             |             |
|             | question    |             |             |             |
|             | design and  |             |             |             |
|             | i           |             |             |             |
|             | nstructions |             |             |             |
|             | for         |             |             |             |
|             | completion  |             |             |             |
|             | are         |             |             |             |
|             | important.  |             |             |             |
+-------------+-------------+-------------+-------------+-------------+
| By mail     | Que         | Ge          | Not         | Obtain      |
|             | stionnaires | neralizable | appropriate | baseline    |
|             | or survey   | results (if | for         | data        |
|             | forms are   | s           | respondents |             |
|             | sent to     | ufficiently | who cannot  | Acquire     |
|             | potential   | large,      | read or     | se          |
|             | subjects    | probability | write       | lf-reported |
|             | for them to | sample with |             | information |
|             | complete on | high        | Low         | on          |
|             | their own   | response    | response    | behaviors,  |
|             | time and    | rate)       | rate        | behavioral  |
|             | mail back   |             | diminishes  | intentions, |
|             | to          | Can be      | value of    | attitudes   |
|             | researcher. | anonymous   | results.    |             |
|             |             | (especially | May require | Determine   |
|             |             | useful for  | follow-up   | message's   |
|             |             | highly      | by mail or  | reach,      |
|             |             | sensitive   | telephone   | attent      |
|             |             | topics)     | to increase | ion-getting |
|             |             |             | response    | ability     |
|             |             | Respondents | rate        |             |
|             |             | can answer  | (increases  | Test        |
|             |             | questions   | total       | knowledge,  |
|             |             | when most   | costs).     | co          |
|             |             | convenient  |             | mprehension |
|             |             | for them    | Respondents |             |
|             |             |             | may return  |             |
|             |             | Can collect | incomplete  |             |
|             |             | both        | que         |             |
|             |             | program     | stionnaires |             |
|             |             | data and    |             |             |
|             |             | personal    | Limited     |             |
|             |             | data (e.g., | ability to  |             |
|             |             | participant | probe       |             |
|             |             | chara       | answers     |             |
|             |             | cteristics) |             |             |
|             |             |             | Respondents |             |
|             |             | Does not    | may         |             |
|             |             | require     | self-select |             |
|             |             | staff time  | (potential  |             |
|             |             | to interact | bias)       |             |
|             |             | with target |             |             |
|             |             | population  | May take    |             |
|             |             |             | long time   |             |
|             |             | Can be used | to receive  |             |
|             |             | to access   | sufficient  |             |
|             |             | difficu     | numbers of  |             |
|             |             | lt-to-reach | responses   |             |
|             |             | populations |             |             |
|             |             | (e.g., the  | Does not    |             |
|             |             | homebound,  | yield       |             |
|             |             | rural       | reliable    |             |
|             |             | p           | assessments |             |
|             |             | opulations) | of          |             |
|             |             |             | attent      |             |
|             |             | Can         | ion-getting |             |
|             |             | incorporate | ability or  |             |
|             |             | visual      | recall of   |             |
|             |             | material    | message     |             |
|             |             | (e.g., can  |             |             |
|             |             | pre-test    | Postage may |             |
|             |             | prototype   | be very     |             |
|             |             | materials)  | expensive   |             |
|             |             |             | if sample   |             |
|             |             |             | is large    |             |
+-------------+-------------+-------------+-------------+-------------+
| By handout  | Respondents | Can more    | Not         | Obtain      |
|             | are asked   | readily     | appropriate | baseline    |
|             | to complete | improve     | for         | data        |
|             | survey at a | response    | respondents |             |
|             | location    | rate        | who cannot  | Acquire     |
|             | frequented  | because     | read or     | se          |
|             | by the      | there is an | write       | lf-reported |
|             | target      | opportunity |             | information |
|             | population  | to use      | Must be     | on          |
|             | (e.g.,      | face-to-    | able to     | behaviors,  |
|             | during a    | face        | reach       | behavioral  |
|             | conference, | persuasion  | respondents | intentions, |
|             | in a        | tactics     | in person   | attitudes   |
|             | classroom,  |             | at a        |             |
|             | after       | Can collect | central     | Test        |
|             | viewing an  | both        | location or | knowledge,  |
|             | exhibit at  | program     | a gathering | co          |
|             | a health    | data and    |             | mprehension |
|             | fair).      | personal    |             |             |
|             |             | data (e.g., |             |             |
|             |             | participant |             |             |
|             |             | chara       |             |             |
|             |             | cteristics) |             |             |
+-------------+-------------+-------------+-------------+-------------+
| By          | A           | Useful for  | Not         | Test        |
| C           | qu          | complex     | appropriate | knowledge,  |
| omputerized | estionnaire | que         | for         | co          |
| Self-a      | is          | stionnaires | audiences   | mprehension |
| dministered | programmed  | because     | who cannot  |             |
| Que         | and         | complex     | read or     | Acquire     |
| stionnaires | displayed   | "skip       | those       | se          |
| (CSAQ)      | on a        | patterns"   | unfamiliar  | lf-reported |
|             | computer    | can be      | or          | information |
|             | screen with | pr          | un          | on          |
|             | respondents | eprogrammed | comfortable | behaviors,  |
|             | keying in   |             | with        | behavioral  |
|             | their       | Can control | computers   | intentions, |
|             | answers.    | sequencing  |             | attitudes   |
|             | Requires    | of          | Requires    |             |
|             | that        | questions   | expensive   | Pre-test    |
|             | respondents |             | technical   | visual      |
|             | have access | Can provide | equipment   | material    |
|             | to          | quick       | that may    |             |
|             | programmed  | summary     | not be      | Determine   |
|             | computers   | and/or      | readily     | if audience |
|             | and that    | analysis of | available   | attends to, |
|             | they be     | results by  | or may be   | c           |
|             | somewhat    | eliminating | cumbersome  | omprehends, |
|             | familiar    | the step of | in many     | and         |
|             | and         | data entry  | settings    | remembers   |
|             | comfortable | from paper  |             | contents of |
|             | with using  | que         |             | message.    |
|             | computers.  | stionnaires |             |             |
|             |             | or          |             |             |
|             |             | interviews  |             |             |
+-------------+-------------+-------------+-------------+-------------+
| Surveys/Que | A trained   |             |             |             |
| stionnaires | interviewer |             |             |             |
|             | asks survey |             |             |             |
| (a          | questions   |             |             |             |
| dministered | of          |             |             |             |
| by          | r           |             |             |             |
| i           | espondents. |             |             |             |
| nterviewer) | Allows      |             |             |             |
|             | respondent  |             |             |             |
|             | to ask for  |             |             |             |
|             | cl          |             |             |             |
|             | arification |             |             |             |
|             | and allows  |             |             |             |
|             | interviewer |             |             |             |
|             | to control  |             |             |             |
|             | question    |             |             |             |
|             | sequence.   |             |             |             |
+-------------+-------------+-------------+-------------+-------------+
| By          | Respondents | Ge          | Requires    | Obtain      |
| telephone   | are         | neralizable | interviewer | baseline    |
|             | contacted   | results (if | training    | data        |
|             | via         | s           |             |             |
|             | telephone   | ufficiently | Low         | Determine   |
|             | by trained  | large,      | response    | message's   |
|             | i           | probability | rate        | reach,      |
|             | nterviewer. | sample with | diminishes  | attent      |
|             | Respondents | high        | value of    | ion-getting |
|             | may be      | response    | results     | ability     |
|             | selected in | rate)       |             |             |
|             | advance     |             | Potential   | Acquire     |
|             | from a list | Appropriate | respondents | se          |
|             | or          | for those   | who do not  | lf-reported |
|             | contacted   | of lower    | have a      | information |
|             | randomly    | literacy    | phone       | on          |
|             | (increases  |             | cannot      | behaviors,  |
|             | gener       | Interviewer | participate | behavioral  |
|             | alizability | available   |             | intentions, |
|             | of          | to clarify  | Respondents | attitudes   |
|             | results).   | questions   | often hang  |             |
|             |             | for         | up if they  | Test        |
|             |             | respondent  | believe the | knowledge,  |
|             |             | and probe   | survey is   | com         |
|             |             | answers     | part of a   | prehension. |
|             |             |             | s           |             |
|             |             | Decreased   | olicitation |             |
|             |             | likelihood  | call        |             |
|             |             | of          |             |             |
|             |             | incomplete  |             |             |
|             |             | que         |             |             |
|             |             | stionnaires |             |             |
+-------------+-------------+-------------+-------------+-------------+
| By          | Respondents | Ge          | C           | Obtain      |
| comput      | are         | neralizable | onsiderable | baseline    |
| er-assisted | contacted   | results (if | development | data        |
| telephone   | via         | s           | work and    |             |
| i           | telephone   | ufficiently | lead time   | Test        |
| nterviewing | by a        | large,      | are needed  | knowledge   |
| (CATI)      | trained     | probability | before      | and         |
| technology  | interviewer | sample with | survey      | co          |
|             | who has the | high        | imp         | mprehension |
|             | qu          | response    | lementation |             |
|             | estionnaire | rate)       |             | Obtain      |
|             | displayed   |             | Requires    | se          |
|             | on a        | Can program | much        | lf-reported |
|             | computer    | allowable   | interviewer | information |
|             | terminal.   | codes for   | training    | regarding   |
|             | The         | responses   |             | attitudes   |
|             | interviewer | which       | Not useful  | and         |
|             | enters data | interviewer | for small   | behaviors.  |
|             | directly    | can use to  | samples     |             |
|             | into the    | correct     | because the |             |
|             | computer.   | mistakes    | workload    |             |
|             |             | during      | costs of    |             |
|             |             | interview   | CATI exceed |             |
|             |             |             | the         |             |
|             |             | Can program | benefits    |             |
|             |             | help menus  |             |             |
|             |             | to assist   |             |             |
|             |             | interviewer |             |             |
|             |             |             |             |             |
|             |             | Computer    |             |             |
|             |             | controls    |             |             |
|             |             | question    |             |             |
|             |             | sequence,   |             |             |
|             |             | allowing    |             |             |
|             |             | complex     |             |             |
|             |             | "skip       |             |             |
|             |             | patterns"   |             |             |
|             |             |             |             |             |
|             |             | Provides a  |             |             |
|             |             | more        |             |             |
|             |             | efficient   |             |             |
|             |             | means of    |             |             |
|             |             | generating  |             |             |
|             |             | a           |             |             |
|             |             | probability |             |             |
|             |             | sample      |             |             |
+-------------+-------------+-------------+-------------+-------------+
| F           | One-on-one, | Ge          | Can be more | Obtain      |
| ace-to-face | in-person   | neralizable | labor       | baseline    |
|             | interview   | results (if | intensive   | data        |
|             | is used to  | s           | than        |             |
|             | collect     | ufficiently | self-a      | Determine   |
|             | information | large,      | dministered | message's   |
|             | on          | probability | or          | reach,      |
|             | knowledge,  | sample with | telephone   | attent      |
|             | attitudes,  | high        | data        | ion-getting |
|             | and/or      | response    | collection  | ability     |
|             | behaviors.  | rate)       |             |             |
|             |             |             | Less        | Acquire     |
|             |             | Appropriate | appropriate | se          |
|             |             | for those   | for         | lf-reported |
|             |             | of lower    | sensitive   | information |
|             |             | literacy    | or          | on          |
|             |             |             | threatening | behaviors,  |
|             |             | Useful with | questions   | behavioral  |
|             |             | difficu     | (           | intentions, |
|             |             | lt-to-reach | respondents | attitudes   |
|             |             | populations | may not     |             |
|             |             | (e.g.,      | answer      | Test        |
|             |             | homeless,   | truthfully  | knowledge,  |
|             |             | lo          | in person)  | co          |
|             |             | w-literacy) |             | mprehension |
|             |             | or when     |             |             |
|             |             | target      |             |             |
|             |             | audience    |             |             |
|             |             | cannot be   |             |             |
|             |             | sampled     |             |             |
|             |             | using other |             |             |
|             |             | data        |             |             |
|             |             | collection  |             |             |
|             |             | methods     |             |             |
|             |             |             |             |             |
|             |             | Interviewer |             |             |
|             |             | available   |             |             |
|             |             | to clarify  |             |             |
|             |             | questions   |             |             |
|             |             | for         |             |             |
|             |             | respondent  |             |             |
|             |             | and probe   |             |             |
|             |             | answers     |             |             |
|             |             |             |             |             |
|             |             | Decreased   |             |             |
|             |             | likelihood  |             |             |
|             |             | of          |             |             |
|             |             | incomplete  |             |             |
|             |             | que         |             |             |
|             |             | stionnaires |             |             |
+-------------+-------------+-------------+-------------+-------------+
| Central     | Potential   | Can connect | Requires    | Test        |
| location    | respondents | with        | interviewer | program     |
| intercept   | are         | hard        | training    | messages,   |
| interviews  | approached  | er-to-reach |             | materials   |
|             | in a public | respondents | Quota       |             |
|             | area by a   | in          | sample, not |             |
|             | trained     | locations   | probability |             |
|             | interviewer | convenient  | sample      |             |
|             | and invited | and         |             |             |
|             | to          | comfortable | Not         |             |
|             | participate | for them    | appropriate |             |
|             | in the      |             | for         |             |
|             | survey.     | Can be      | sensitive   |             |
|             | Usually     | conducted   | issues or   |             |
|             | conducted   | quickly     | potentially |             |
|             | in a        |             | threatening |             |
|             | h           | Cos         | questions   |             |
|             | igh-traffic | t-effective |             |             |
|             | area (e.g., | means of    | Cannot      |             |
|             | mall,       | gathering   | easily      |             |
|             | student     | data in     | probe for   |             |
|             | union) or   | relatively  | additional  |             |
|             | other area  | short time  | information |             |
|             | frequented  |             | (too time   |             |
|             | by target   | Increased   | consuming)  |             |
|             | population. | number of   |             |             |
|             | Requires    | respondents |             |             |
|             | highly      | within      |             |             |
|             | structured, | intended    |             |             |
|             | pre         | population  |             |             |
|             | -determined | if          |             |             |
|             | questions   | appropriate |             |             |
|             | that        | location    |             |             |
|             | primarily   | chosen      |             |             |
|             | use         |             |             |             |
|             | mult        | Larger      |             |             |
|             | iple-choice | sample size |             |             |
|             | or          | than focus  |             |             |
|             | close-ended | groups      |             |             |
|             | questions.  |             |             |             |
|             |             | Eliminates  |             |             |
|             |             | group bias  |             |             |
|             |             | that is     |             |             |
|             |             | possible in |             |             |
|             |             | focus       |             |             |
|             |             | groups      |             |             |
+-------------+-------------+-------------+-------------+-------------+
| Written     | Information | Can allow   | Requires    | Track       |
| responses   | is          | respondents | c           | program     |
| to requests | requested   | more        | onsiderable | imp         |
| for         | in a        | flexibility | effort on   | lementation |
| information | specific    | in their    | r           |             |
| (e.g.,      | format from | replies     | espondents' | Learn what  |
| diaries,    | individuals |             | parts       | questions   |
| activity    | i           | Can enable  |             | program     |
| logs,       | mplementing | researchers | Incoming    | p           |
| anecdotal   | a program   | to receive  | data may be | articipants |
| accounts)   | or from     | reports on  | voluminous  | had         |
|             | p           | behavior    | and         |             |
|             | articipants | over time,  | challenging | Learn what  |
|             | themselves. | rather than | to code and | technical   |
|             | Information | a           | compare     | assistance  |
|             | may relate  | "snapshot"  |             | was needed  |
|             | to such     |             | Not         | by program  |
|             | issues as   |             | appropriate | staff       |
|             | quality of  |             | for         |             |
|             | program     |             | respondents |             |
|             | components  |             | who have    |             |
|             | or how      |             | poor        |             |
|             | components  |             | writing     |             |
|             | are used by |             |             |             |
|             | target      |             |             |             |
|             | population. |             |             |             |
+-------------+-------------+-------------+-------------+-------------+
| Review of   | A           | Use of      | Diminished  | Conduct     |
| existing    | structured  | existing    | ability to  | needs       |
| data (e.g., | evaluation  | data means  | control     | assessment  |
| program     | of          | less effort | data points |             |
| r           | information | in data     | and data    | Track the   |
| egistration | previously  | collection  | collection  | number of   |
| rolls,      | collected   |             | methods     | people      |
| grocery     | by local,   | May be      |             | engaging in |
| store       | state, or   | inexpensive |             | a behavior  |
| receipt     | national    | if owner of |             | in a given  |
| tapes,      | agencies is | data        |             | locale      |
| hospital    | undertaken. | provides    |             | (e.g.,      |
| discharge   | Existing    | them at     |             | accessing   |
| records)    | sources of  | little or   |             | free        |
|             | health data | no cost     |             | mammography |
|             | (           |             |             | screening   |
|             | statistics, | Possible    |             | services,   |
|             | tracking    | sources of  |             | purchasing  |
|             | records,    | data are    |             | sunscreen). |
|             | treatment   | plentiful   |             |             |
|             | patterns)   |             |             |             |
|             | may be      |             |             |             |
|             | available   |             |             |             |
|             | on the      |             |             |             |
|             | World Wide  |             |             |             |
|             | Web or      |             |             |             |
|             | through     |             |             |             |
|             | government  |             |             |             |
|             | agencies,   |             |             |             |
|             | local or    |             |             |             |
|             | university  |             |             |             |
|             | libraries,  |             |             |             |
|             | health      |             |             |             |
|             | d           |             |             |             |
|             | epartments, |             |             |             |
|             | clinics or  |             |             |             |
|             | hospitals,  |             |             |             |
|             | police      |             |             |             |
|             | d           |             |             |             |
|             | epartments, |             |             |             |
|             | schools,    |             |             |             |
|             | research or |             |             |             |
|             | nonprofit   |             |             |             |
|             | org         |             |             |             |
|             | anizations. |             |             |             |
|             | Or          |             |             |             |
|             | ganizations |             |             |             |
|             | may collect |             |             |             |
|             | data not    |             |             |             |
|             | originally  |             |             |             |
|             | intended as |             |             |             |
|             | health      |             |             |             |
|             | data, but   |             |             |             |
|             | useful      |             |             |             |
|             | n           |             |             |             |
|             | onetheless. |             |             |             |
|             | Examples    |             |             |             |
|             | include     |             |             |             |
|             | grocery     |             |             |             |
|             | store       |             |             |             |
|             | receipts    |             |             |             |
|             | and event   |             |             |             |
|             | attendance  |             |             |             |
|             | records.    |             |             |             |
|             | Analysis of |             |             |             |
|             | existing    |             |             |             |
|             | data is     |             |             |             |
|             | useful for  |             |             |             |
|             | all forms   |             |             |             |
|             | of          |             |             |             |
|             | evaluation  |             |             |             |
+-------------+-------------+-------------+-------------+-------------+
| In-depth    | Qualitative | Can explore | Time        | Develop     |
| personal    | data        | long or     | consuming   | concepts or |
| interviews  | collection  | complex     |             | messages    |
|             | method      | draft       | Requires    |             |
|             | involves    | materials   | level of    | Test long   |
|             | less rigid  |             | trust       | or complex  |
|             | question    | Can be      | between     | draft       |
|             | structure   | effective   | interviewer | materials   |
|             | and         | with those  | and         |             |
|             | i           | of lower    | respondent, | Conduct a   |
|             | nterviewing | literacy    | especially  | needs       |
|             | style than  |             | when        | assessment. |
|             | q           | Allows      | dealing     |             |
|             | uantitative | c           | with        |             |
|             | methods.    | onsiderable | sensitive   |             |
|             |             | opportunity | or          |             |
|             |             | to probe    | threatening |             |
|             |             | answers     | material    |             |
|             |             |             |             |             |
|             |             | Allows for  | Interviewer |             |
|             |             | intensive   | must be     |             |
|             |             | in          | highly      |             |
|             |             | vestigation | skilled in  |             |
|             |             | of          | active      |             |
|             |             | individual  | listening,  |             |
|             |             | thought,    | probing,    |             |
|             |             | opinions,   | and other   |             |
|             |             | and         | i           |             |
|             |             | attitudes   | nterviewing |             |
|             |             |             | skills      |             |
|             |             |             |             |             |
|             |             |             | Interviewer |             |
|             |             |             | must be     |             |
|             |             |             | kn          |             |
|             |             |             | owledgeable |             |
|             |             |             | about and   |             |
|             |             |             | sensitive   |             |
|             |             |             | to a        |             |
|             |             |             | r           |             |
|             |             |             | espondent's |             |
|             |             |             | culture or  |             |
|             |             |             | frame of    |             |
|             |             |             | reference   |             |
+-------------+-------------+-------------+-------------+-------------+
| Focus       | This tool   |             |             |             |
| groups      | is a        |             |             |             |
|             | qualitative |             |             |             |
|             | method of   |             |             |             |
|             | data        |             |             |             |
|             | collection  |             |             |             |
|             | wherein a   |             |             |             |
|             | skilled     |             |             |             |
|             | moderator   |             |             |             |
|             | facilitates |             |             |             |
|             | discussion  |             |             |             |
|             | on a        |             |             |             |
|             | selected    |             |             |             |
|             | topic among |             |             |             |
|             | 6 to 10     |             |             |             |
|             | r           |             |             |             |
|             | espondents, |             |             |             |
|             | allowing    |             |             |             |
|             | them to     |             |             |             |
|             | respond     |             |             |             |
|             | sp          |             |             |             |
|             | ontaneously |             |             |             |
|             | to the      |             |             |             |
|             | issues      |             |             |             |
|             | raised.     |             |             |             |
|             | Lasts for   |             |             |             |
|             | 60 to 90    |             |             |             |
|             | minutes per |             |             |             |
|             | session.    |             |             |             |
|             | For focus   |             |             |             |
|             | group       |             |             |             |
|             | research to |             |             |             |
|             | be most     |             |             |             |
|             | valuable,   |             |             |             |
|             | the         |             |             |             |
|             | moderator   |             |             |             |
|             | must cover  |             |             |             |
|             | the         |             |             |             |
|             | research    |             |             |             |
|             | topics,     |             |             |             |
|             | establish   |             |             |             |
|             | an          |             |             |             |
|             | environment |             |             |             |
|             | in which    |             |             |             |
|             | all points  |             |             |             |
|             | of view are |             |             |             |
|             | welcome,    |             |             |             |
|             | and follow  |             |             |             |
|             | up on       |             |             |             |
|             | unexpected  |             |             |             |
|             | but         |             |             |             |
|             | potentially |             |             |             |
|             | valuable    |             |             |             |
|             | topics that |             |             |             |
|             | are raised. |             |             |             |
+-------------+-------------+-------------+-------------+-------------+
| F           | When focus  | Interaction | Findings    | Explore     |
| ace-to-face | groups are  | in the      | not         | complex     |
|             | conducted   | group can   | ge          | topics with |
|             | in person,  | help elicit | neralizable | target      |
|             | p           | in-depth    |             | audience    |
|             | articipants | thought and | Respondents | prior to    |
|             | and the     | discussion  | may be      | program     |
|             | moderator   |             | concerned   | (e.g., what |
|             | gather,     | C           | about lack  | he          |
|             | usually     | onsiderable | of          | lps/hinders |
|             | around a    | opportunity | anonymity   | healthy     |
|             | table.      | to probe    |             | eating)     |
|             | Observers   | answers     | Can be      |             |
|             | (members of |             | labor       | Learn about |
|             | the         | Can yield   | intensive   | feelings,   |
|             | research    | richer data | and         | motivators, |
|             | team) sit   | than        | expensive,  | past        |
|             | behind a    | surveys     | especially  | experiences |
|             | one-way     | about the   | if groups   | related to  |
|             | mirror or   | c           | are         | a health    |
|             | un          | omplexities | conducted   | topic       |
|             | obtrusively | of          | in multiple |             |
|             | back from   | audience's  | locations   | Test        |
|             | the table   | thinking    |             | concepts,   |
|             | and take    | and         |             | message,    |
|             | notes.      | behavior    |             | materials,  |
|             | Groups may  |             |             | and artwork |
|             | also be     | In-person   |             |             |
|             | recorded by | groups give |             | Can         |
|             | audio- or   | moderator   |             | generate    |
|             | videotape.  | more        |             | and test    |
|             |             | opportunity |             | hypotheses. |
|             |             | to read     |             |             |
|             |             | nonverbal   |             |             |
|             |             | cues and    |             |             |
|             |             | use         |             |             |
|             |             | nonverbal   |             |             |
|             |             | cues to     |             |             |
|             |             | control the |             |             |
|             |             | flow of     |             |             |
|             |             | discussion  |             |             |
|             |             | than in     |             |             |
|             |             | telephone   |             |             |
|             |             | focus       |             |             |
|             |             | groups      |             |             |
|             |             |             |             |             |
|             |             | Rapport can |             |             |
|             |             | be fostered |             |             |
|             |             | more easily |             |             |
|             |             | among       |             |             |
|             |             | in-person   |             |             |
|             |             | groups than |             |             |
|             |             | telephone   |             |             |
|             |             | groups      |             |             |
+-------------+-------------+-------------+-------------+-------------+
| By          | When focus  | Interaction | Findings    | Explore     |
| telephone   | groups are  | in group    | not         | complex     |
|             | conducted   | can help    | ge          | topics with |
|             | by          | elicit      | neralizable | target      |
|             | telephone,  | in-depth    |             | audience    |
|             | the         | thought and | Respondents | prior to    |
|             | moderator   | discussion  | may be      | program     |
|             | and         |             | concerned   | (e.g., what |
|             | p           | C           | about lack  | he          |
|             | articipants | onsiderable | of          | lps/hinders |
|             | speak by    | opportunity | anonymity   | healthy     |
|             | conference  | to probe    |             | eating)     |
|             | call with   | answers     | Telephone   |             |
|             | observers   |             | groups tend | Learn about |
|             | listening   | Can yield   | to work     | feelings,   |
|             | and taking  | richer data | best when   | motivators, |
|             | notes.      | than        | p           | past        |
|             | Telephone   | surveys     | articipants | experiences |
|             | groups may  | about the   | have        | related to  |
|             | be recorded | c           | tangible    | a health    |
|             | by          | omplexities | materials   | topic       |
|             | audiotape.  | of          | to which    |             |
|             | Typically,  | audience's  | they can    | Test        |
|             | 6 to 8      | thinking    | respond     | concepts,   |
|             | people      | and         | (e.g.,      | message,    |
|             | p           | behavior    | pre-testing | materials,  |
|             | articipate. |             | materials). | and artwork |
|             |             | Telephone   |             |             |
|             |             | focus       | Long        | Generate    |
|             |             | groups can  | distance    | and test    |
|             |             | be more     | phone bills | hypotheses. |
|             |             | easily      | for groups  |             |
|             |             | convened    | can be      |             |
|             |             | than        | expensive,  |             |
|             |             | in-person   | especially  |             |
|             |             | groups when | if many     |             |
|             |             | pa          | people      |             |
|             |             | rticipants' | listen in   |             |
|             |             | occupations |             |             |
|             |             | /lifestyles | Productive  |             |
|             |             | afford      | sessions by |             |
|             |             | little free | phone       |             |
|             |             | time (e.g., | cannot      |             |
|             |             | doctors,    | usually be  |             |
|             |             | mayors);    | sustained   |             |
|             |             | reduce      | more than 1 |             |
|             |             | travel      | to 1½ hours |             |
|             |             | burden on   |             |             |
|             |             | research    |             |             |
|             |             | staff; and  |             |             |
|             |             | can allow   |             |             |
|             |             | for broad   |             |             |
|             |             | geographic  |             |             |
|             |             | rep         |             |             |
|             |             | resentation |             |             |
|             |             |             |             |             |
|             |             | Allow for   |             |             |
|             |             | project     |             |             |
|             |             | staff and   |             |             |
|             |             | partners to |             |             |
|             |             | listen from |             |             |
|             |             | their homes |             |             |
|             |             | or offices  |             |             |
+-------------+-------------+-------------+-------------+-------------+
| Theater     | Q           | Can gather  | Significant | Test        |
| testing     | uantitative | q           | production  | audiovisual |
|             | data is     | uantitative | costs       | materials   |
|             | collected   | data from   | associated  | with many   |
|             | from a      | large group | with making | respondents |
|             | large group | at once     | draft       | at once     |
|             | of          |             | materials   |             |
|             | respondents | Data        | available   |             |
|             | (generally  | available   | to test     |             |
|             | 60- 100     | immediately |             |             |
|             | people per  |             | Limited     |             |
|             | session)    | Showing     | ability to  |             |
|             | who respond | "actual"    | ask         |             |
|             | to          | audiovisual | open-ended  |             |
|             | a           | materials   | questions   |             |
|             | udio-visual | allows more |             |             |
|             | materials   | realism     | Rely on     |             |
|             | (e.g.,      | than        | te          |             |
|             | c           | storyboards | chnological |             |
|             | ommercials, |             | equipment   |             |
|             | PSAs). Some | Using       | that may    |             |
|             | messages    | control     | not be      |             |
|             | shown are   | messages    | readily     |             |
|             | controls    | allows more | accessible  |             |
|             | and others  | realism     |             |             |
|             | are being   |             |             |             |
|             | tested,     |             |             |             |
|             | allowing    |             |             |             |
|             | for a more  |             |             |             |
|             | "real life" |             |             |             |
|             | assessment  |             |             |             |
|             | of message  |             |             |             |
|             | concepts.   |             |             |             |
|             | Respondents |             |             |             |
|             | answer      |             |             |             |
|             | que         |             |             |             |
|             | stionnaires |             |             |             |
|             | or respond  |             |             |             |
|             | ele         |             |             |             |
|             | ctronically |             |             |             |
|             | means.      |             |             |             |
+-------------+-------------+-------------+-------------+-------------+
| Ob          | Individuals | Can observe | Can be      | Counting    |
| servational | are         | behaviors   | labor       | people      |
| studies     | observed in | or program  | intensive;  | accessing a |
|             | a natural   | imp         | requires    | service     |
|             | setting     | lementation | site visits |             |
|             | with        | directly    |             | Assessing   |
|             | minimal     |             | Many        | the         |
|             | observer    |             | behaviors   | consistency |
|             | interaction |             | and program | with which  |
|             | (e.g.,      |             | activities  | a service   |
|             | observing   |             | not easily  | is          |
|             | shoppers in |             | observed    | delivered   |
|             | a grocery   |             |             | (e.g.,      |
|             | store to    |             | Presence of | whether     |
|             | see if they |             | observer    | r           |
|             | are reading |             | can alter   | egistration |
|             | posted      |             | behavior of | desk clerks |
|             | nutritional |             | those being | mention a   |
|             | charts)     |             | observed    | program to  |
|             |             |             |             | all         |
|             |             |             | Ethics of   | potential   |
|             |             |             | observing   | pa          |
|             |             |             | people      | rticipants) |
|             |             |             | without     |             |
|             |             |             | their       | Observing   |
|             |             |             | knowledge   | whether     |
|             |             |             | may be      | skills      |
|             |             |             | questioned  | (e.g.,      |
|             |             |             |             | testing     |
|             |             |             |             | blood       |
|             |             |             |             | sugar) have |
|             |             |             |             | been        |
|             |             |             |             | learned     |
|             |             |             |             | correctly   |
|             |             |             |             |             |
|             |             |             |             | Useful for  |
|             |             |             |             | observing   |
|             |             |             |             | behavior at |
|             |             |             |             | baseline,   |
|             |             |             |             | during a    |
|             |             |             |             | program,    |
|             |             |             |             | and after   |
|             |             |             |             | it ends.    |
+-------------+-------------+-------------+-------------+-------------+
| Readability | Estimates   | Inexpensive | "Rule of    | Increase    |
| testing     | the         |             | thumb"      | likelihood  |
|             | educational | Test can be | only, not   | that        |
|             | level       | performed   | predictive  | materials   |
|             | required    | very        | of readers' | will be     |
|             | for target  | quickly     | ability to  | com         |
|             | population  |             | understand  | prehensible |
|             | to          |             | content     | for those   |
|             | adequately  |             |             | with lower  |
|             | comprehend  |             | Must be     | literacy    |
|             | written     |             | interpreted | levels      |
|             | materials   |             | with        |             |
|             | (i.e., if a |             | caution     |             |
|             | pamphlet's  |             | because     |             |
|             | readability |             | many        |             |
|             | level is    |             | additional  |             |
|             | sixth       |             | factors can |             |
|             | grade,      |             | enhance or  |             |
|             | readers     |             | diminish    |             |
|             | need to     |             | co          |             |
|             | read at     |             | mprehension |             |
|             | about the   |             | of written  |             |
|             | sixth grade |             | material    |             |
|             | level in    |             | (e.g., the  |             |
|             | order to    |             | conceptual  |             |
|             | comprehend  |             | context of  |             |
|             | the         |             | the         |             |
|             | pamphlet..  |             | material,   |             |
|             | Readability |             | reader's    |             |
|             | tests are   |             | motivation  |             |
|             | available   |             | or interest |             |
|             | on many     |             | in the      |             |
|             | standard    |             | material,   |             |
|             | word        |             | layout of   |             |
|             | processing  |             | concepts in |             |
|             | packages or |             | a passage,  |             |
|             | a test can  |             | use of      |             |
|             | easily be   |             | graphics    |             |
|             | computed by |             | and         |             |
|             | hand.       |             | symbols)    |             |
+-------------+-------------+-------------+-------------+-------------+
| Expert      | An analysis | Inexpensive | Risk of     | Obtain      |
| review      | of program  |             | experts     | input prior |
|             | material or | Can help    | seeking to  | to program  |
|             | approaches  | obtain      | take over   | design from |
|             | is          | support or  | or          | experts in  |
|             | performed   | "buy in"    | radically   | a health    |
|             | by          | for your    | change      | field or    |
|             | individuals | program     | program     | who have    |
|             | who are     |             | plans       | experience  |
|             | p           |             |             | working     |
|             | articularly |             | Can be      | with your   |
|             | kn          |             | challenging | target      |
|             | owledgeable |             | to          | audience    |
|             | in a        |             | reconcile   |             |
|             | content     |             | differing   | Ensure that |
|             | area.       |             | viewpoints  | your        |
|             | Reviewers   |             |             | messages    |
|             | may check   |             |             | are         |
|             | such issues |             |             | sci         |
|             | as          |             |             | entifically |
|             | scientific  |             |             | accurate    |
|             | and         |             |             |             |
|             | technical   |             |             | Test        |
|             | accuracy or |             |             | program     |
|             | cultural    |             |             | materials   |
|             | appro       |             |             | (e.g.,      |
|             | priateness. |             |             | ensure      |
|             | Reviewers   |             |             | materials   |
|             | may be      |             |             | are         |
|             | individuals |             |             | culturally  |
|             | such as     |             |             | ap          |
|             | medical     |             |             | propriate). |
|             | research    |             |             |             |
|             | scientists, |             |             |             |
|             | social      |             |             |             |
|             | workers,    |             |             |             |
|             | law         |             |             |             |
|             | enforcement |             |             |             |
|             | officials,  |             |             |             |
|             | teachers,   |             |             |             |
|             | or          |             |             |             |
|             | community   |             |             |             |
|             | leaders.    |             |             |             |
+-------------+-------------+-------------+-------------+-------------+
| Gatekeeper  | The         | Inexpensive | Can cause   | Ensure that |
| Review      | appr        |             | setbacks if | messages    |
|             | opriateness | Can help    | major       | will be     |
|             | of draft    | obtain      | revisions   | d           |
|             | program     | support or  | are needed  | isseminated |
|             | material    | "buy in"    | (project    | and program |
|             | for a       | for your    | staff can   | plans       |
|             | target      | program     | plan ahead  | carried out |
|             | audience is |             | and use     | by          |
|             | assessed by | Can ensure  | formative   | obtaining   |
|             | individuals | and smooth  | research to | gatekeeper  |
|             | who can     | access to   | avoid this) | approval    |
|             | facilitate, | target      |             | prior to    |
|             | complicate, | populations | Obtaining   | program     |
|             | or deny     |             | cooperation | di          |
|             | access to   |             | and getting | ssemination |
|             | target      |             | priority    |             |
|             | population  |             | attention   | Obtain "buy |
|             | (e.g.,      |             | can be      | in" from    |
|             | those who   |             | challenging | influential |
|             | control     |             | if          | people who  |
|             | d           |             | gatekeepers | control     |
|             | istribution |             | are not     | d           |
|             | channels).  |             | especially  | istribution |
|             | Gatekeeper  |             | invested in | channels    |
|             | commitment  |             | the         |             |
|             | may be      |             | population  | Ensure that |
|             | necessary   |             |             | products    |
|             | to ensure   |             |             | conform to  |
|             | that a      |             |             | gatekeeper  |
|             | program     |             |             | agency      |
|             | will be     |             |             | policies    |
|             | implemented |             |             | and goals   |
|             | as planned. |             |             | (e.g.,      |
|             |             |             |             | television  |
|             |             |             |             | station     |
|             |             |             |             | regulations |
|             |             |             |             | for PSAs)   |
+-------------+-------------+-------------+-------------+-------------+
| Media       | Content     | Allows      | Review of   | Conduct     |
| tracking    | c           | tracking of | data is     | needs       |
|             | ommunicated | media that  | time        | assessment  |
| (print,     | by mass     | can be      | consuming   |             |
| audio, or   | media       | influential |             | Track       |
| audiovisual | outlets     | for the     | May require | changes in  |
| media)      | (e.g.,      | target      | training of | media       |
|             | television, | audience    | readers or  | treatment   |
|             | radio,      |             | video       | of a topic  |
|             | billboard   | Allows      | viewers if  | in response |
|             | adve        | health      | automated   | to an event |
|             | rtisements) | co          | tracking is | or program  |
|             | is tracked  | mmunicators | not used    |             |
|             | and         | to better   |             | Identify    |
|             | analyzed    | understand  | Print and   | issues      |
|             | syst        | patterns of | video       | addressed   |
|             | ematically. | media       | clipping    | by media    |
|             | A           | attention   | services    | channels    |
|             | p           | given their | are         | that focus  |
|             | rofessional | topic       | expensive   | on          |
|             | service     |             |             | program's   |
|             | typically   |             |             | target      |
|             | is hired to |             |             | audience    |
|             | do the      |             |             |             |
|             | tracking if |             |             | Discern     |
|             | the range   |             |             | whether     |
|             | of media    |             |             | media       |
|             | sources     |             |             | outlets are |
|             | extends     |             |             | di          |
|             | much beyond |             |             | sseminating |
|             | the local   |             |             | program     |
|             | level.      |             |             | messages as |
|             |             |             |             | hoped or    |
|             |             |             |             | planned     |
+-------------+-------------+-------------+-------------+-------------+
| Source:     |             |             |             |             |
| CDCynergy:  |             |             |             |             |
| Your health |             |             |             |             |
| co          |             |             |             |             |
| mmunication |             |             |             |             |
| planning    |             |             |             |             |
| and         |             |             |             |             |
| evaluation  |             |             |             |             |
| tool.       |             |             |             |             |
| Version     |             |             |             |             |
| 1.0.        |             |             |             |             |
| Centers for |             |             |             |             |
| Disease     |             |             |             |             |
| Control and |             |             |             |             |
| Prevention; |             |             |             |             |
| Office of   |             |             |             |             |
| Com         |             |             |             |             |
| munication. |             |             |             |             |
| July 1998.  |             |             |             |             |
+-------------+-------------+-------------+-------------+-------------+

###