An online mixed-methods approach to developing narrative health communication messages
Jessica Fitts Willoughby, Stacey J.T. Hust, Leticia Cuoto [and 4 others].
Bok Engelsk 2022
| Medvirkende | Barbosa-Leiker, Celestina, (author.)
Couto, Leticia, (author.) Hust, Stacey J. T., (author.) Kang, Soojung, (author.) Vis mer... |
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| Omfang | 1 online resource.
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| Opplysninger | We used an online survey to conduct a convergent mixed methods study for formative research efforts to inform the development of communication campaign messages. Through the online survey with a convenience sample of participants recruited from MTurk, we collected both quantitative and qualitative data from members of the target audience to assist in the creation of narrative, or story-based, health communication campaign messages about reducing the use of cannabis during pregnancy. Through the online survey, we gathered information about participants' experiences with using cannabis to help craft the narratives as well as quantitative and qualitative data on preliminary messages developed based on previously collected insights from the target audience. Feedback was used to adjust and refine messages, which were then tested in an online experiment. The objective of this case study is to highlight the benefits and challenges of mixed-methods online research to engage hard-to-reach populations. We do so by describing our thought process throughout the project, as well as discussing critical decisions we had to make as a team to ensure participant care and data quality.
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| ISBN | 9781529602197 : : No price
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