COM 3010

2. Chapter 3
Research for Health Communication

3. Learning Objectives
• Distinguish between qualitative and quantitative
methodologies used in communication research.
• Understand when to use various research
methodologies and approaches to develop and
support a health communication effort.
• Define and distinguish between different types of
epidemiologic research studies.
• Define and distinguish between essential
epidemiologic terms, such as incidence and
prevalence.

4. Health Communications Programs
• Planning a health communication program is a
research-intensive process.
– Quantitative methodologies used in
communication research
– Codes of ethics
– Essential epidemiologic terms: prevalence,
incidence, mortality rate, proportionate, mortality,
outbreak, epidemic, pandemic
– Epidemiologic studies, including experimental,
cohort, case–control

5. Quantitative Research for
Communication
• Quantitative research categorizes variables,
counts them, and then uses statistical
procedures to explain them
• Quantitative research is typically conducted
among a representative sample of the
population the communicator
• Determining a sufficient sample size depends
on the size of the target population is trying to
reach

6. Quantitative Research for
Communication
• Larger sample sizes generally result in smaller
margins of error
– As a rule of thumb it should be under plus
or minus 5%
• Survey methodology can affect cost

7. Quantitative Research for
Communication
• When analyzing the results of surveys,
communicators should be aware of the statistical
procedures and terms frequently used in research for
health communication
– Frequency
– Correlation Analysis
– Cross-Tabulation
– Regression Analysis
– Cluster Analysis

8. Cross-Tabulation

9. Qualitative Research for
Communication
• Qualitative research aims to gather an in-depth
understanding of human behavior and the factors
contributing to the behavior
• The sampling strategy for qualitative research differs
from that of quantitative research
– Probability
– Purposive
• Sample sizes are smaller than in quantitative research
because the goal is to elicit in-depth insights rather
than to generalize to the broad population

10. Observation and Participant-
Observation
• The purpose of observation is to understand
behaviors in a natural setting
• Marketing professionals have long used this
methodology to get a firsthand understanding of the
factors influencing purchase decisions
• Greater insight can be gathered through participant-
observation
• Code of ethics
– American Anthropological Association and American
Sociological Association

11. In-Depth Interviews
• Typically conducted one on one in person or
by telephone
– Informal, unstructured interviews
– Semistructured interviews
– See Table 3-2

12. Focus Group Sessions
• Semistructured interviews conducted among small
groups of participants instead of individuals
• In-person focus groups are usually held in market
research facilities that feature two-way mirrors to
enable observers to watch participant reactions
without intruding on the session
• Focus groups can be conducted entirely online

13. Combining Qualitative and
Quantitative Research
• A combined approach incorporating qualitative and
quantitative methodologies can be an effective means
of formative research to guide the development of a
communications campaign

14. Essential Epidemiologic Terms
• To understand scientific studies as well as the
broader context of public health, health
communicators need to have a working
knowledge of frequently used epidemiologic
terms
• Morbidity, mortality, proportionate mortality,
outbreak, epidemic, pandemic, cluster,
exposure, attack rate, etc

15. Introduction to Epidemiologic Studies
• Health communication professionals are likely to encounter
discussion of various types of epidemiologic studies