| Preface | xv |
| Chapter 1 | Health Education, Health Promotion, Health Educators, and Program Planning | 1 |
| Health Education and Health Promotion | 3 |
| Health Educators | 5 |
| Assumptions of Health Promotion | 9 |
| Program Planning | 10 |
| Summary | 10 |
| Review Questions | 10 |
| Activities | 11 |
| Weblinks | 11 |
| Part 1 | Planning a Health Promotion Program | |
| Chapter 2 | Models for Program Planning in Health Promotion | 15 |
| Precede-Proceed | 17 |
| The Nine Phases of PRECEDE-PROCEED | 18 |
| Applying PRECEDE-PROCEED | 20 |
| Match | 22 |
| The Phases and Steps of MATCH | 22 |
| Applying MATCH | 25 |
| Consumer-Based Planning | 27 |
| Health Communication | 28 |
| Social Marketing | 29 |
| CDCynergy | 30 |
| SMART | 36 |
| Other Planning Models | 41 |
| A Systematic Approach to Health Promotion (Healthy People 2010) | 41 |
| Mobilizing for Action through Planning and Partnerships (MAPP) | 42 |
| Assessment Protocol for Excellence in Public Health (APEX-PH) | 43 |
| SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis | 44 |
| Healthy Communities | 45 |
| The Health Communication Model (National Cancer Institute) | 46 |
| Healthy Plan-IT (Center for Disease Control and Prevention) | 47 |
| Still Other Planning Models | 50 |
| Summary | 50 |
| Review Questions | 51 |
| Activities | 51 |
| Weblinks | 52 |
| Chapter 3 | Starting the Planning Process | 53 |
| Gaining Support of Decision Makers | 54 |
| Creating a Rationale | 60 |
| Identifying a Planning Committee | 63 |
| Parameters for Planning | 65 |
| Summary | 65 |
| Review Questions | 66 |
| Activities | 66 |
| Weblinks | 71 |
| Chapter 4 | Assessing Needs | 72 |
| What Is a Needs Assessment? | 73 |
| Acquiring Needs Assessment Data | 74 |
| Sources of Primary Data | 74 |
| Sources of Secondary Data | 79 |
| Steps for Conducting a Literature Search | 83 |
| Conducting a Needs Assessment | 88 |
| Step 1 | Determining the Purpose and Scope of the Needs Assessment | 88 |
| Step 2 | Gathering Data | 89 |
| Step 3 | Analyzing the Data | 91 |
| Step 4 | Identifying the Factors Linked to the Health Problem | 94 |
| Step 5 | Identifying the Program Focus | 94 |
| Step 6 | Validating the Prioritized Needs | 95 |
| Summary | 95 |
| Review Questions | 96 |
| Activities | 96 |
| Weblinks | 97 |
| Chapter 5 | Measurement, Measures, Data Collection, and Sampling | 98 |
| Measurement | 99 |
| Levels of Measurement | 100 |
| Types of Measures | 101 |
| Desirable Characteristics of Data | 101 |
| Reliability | 102 |
| Validity | 103 |
| Unbiased | 105 |
| Culturally Appropriate | 105 |
| Methods of Data Collection | 106 |
| Self-Report | 106 |
| Observation | 114 |
| Existing Records | 115 |
| Meetings | 116 |
| Sampling | 116 |
| Probability Sample | 118 |
| Nonprobability Sample | 121 |
| Sample Size | 122 |
| Pilot Test | 123 |
| Ethical Issues Associated with Data Collection | 124 |
| Summary | 124 |
| Review Questions | 125 |
| Activities | 125 |
| Weblinks | 126 |
| Chapter 6 | Mission Statement, Goals, and Objectives | 127 |
| Mission Statement | 128 |
| Program Goals | 129 |
| Objectives | 130 |
| Different Levels of Objectives | 130 |
| Developing Objectives | 132 |
| Criteria for Developing Objectives | 132 |
| Elements of an Objective | 133 |
| Goals and Objectives for the Nation | 135 |
| Summary | 141 |
| Review Questions | 141 |
| Activities | 141 |
| Weblinks | 142 |
| Chapter 7 | Theories and Models Commonly Used for Health Promotion Interventions | 143 |
| Types of Theories and Models | 147 |
| Behavior Change Theories | 147 |
| Stimulus Response (SR) Theory | 147 |
| Social Cognitive Theory (SCT) | 149 |
| Theory of Reasoned Action (TRA) | 152 |
| Theory of Planned Behavior (TPB) | 154 |
| Theory of Freeing (TF) | 155 |
| Health Belief Model (HBM) | 156 |
| The Elaboration Likelihood Model of Persuasion (ELM) | 158 |
| Stage Theories | 161 |
| Cognitive-Behavioral Model of the Relapse Process | 167 |
| Applying Theory to Practice | 169 |
| Barriers to Applying Theory | 169 |
| Suggestions for Applying Theory to Practice | 171 |
| Summary | 176 |
| Review Questions | 176 |
| Activities | 176 |
| Weblinks | 177 |
| Chapter 8 | Interventions | 178 |
| Types of Intervention Strategies | 179 |
| Health Communication Strategies | 180 |
| Health Education Strategies | 183 |
| Health Policy/Enforcement Strategies | 183 |
| Health Engineering Strategies | 189 |
| Health-Related Community Service Strategies | 190 |
| Community Mobilization Strategies | 190 |
| Other Strategies | 193 |
| Creating Health Promotion Interventions | 200 |
| Criteria and Guidelines for Developing Health Promotion Interventions | 200 |
| Designing Appropriate Interventions | 201 |
| Summary | 205 |
| Review Questions | 206 |
| Activities | 206 |
| Weblinks | 206 |
| Part 2 | Implementing a Health Promotion Program | |
| Chapter 9 | Community Organizing and Community Building | 211 |
| Community Organizing and Its Assumptions | 212 |
| The Processes of Community Organizing and Community Building | 213 |
| Recognizing the Issue | 217 |
| Gaining Entry into the Community | 217 |
| Organizing the People | 218 |
| Assessing the Community | 221 |
| Determining Priorities and Setting Goals | 223 |
| Arriving at a Solution and Selecting Intervention Strategies | 226 |
| Final Steps in the Community Organizing and Building Processes | 227 |
| Planned Approach to Community Health (PATCH) | 227 |
| Summary | 228 |
| Review Questions | 228 |
| Activities | 229 |
| Weblinks | 229 |
| Chapter 10 | Identification and Allocation of Resources | 231 |
| Personnel | 232 |
| Internal Resources | 232 |
| External Resources | 233 |
| Combined Resources | 233 |
| Curricula and Other Instructional Resources | 237 |
| Space | 241 |
| Equipment and Supplies | 241 |
| Financial Resources | 241 |
| Participant Fee | 242 |
| Third-Party Support | 242 |
| Cost Sharing | 243 |
| Organizational Sponsorship | 243 |
| Grants and Gifts | 243 |
| A Combination of Sources | 247 |
| Preparing a Budget | 247 |
| Summary | 247 |
| Review Questions | 247 |
| Activities | 248 |
| Weblinks | 248 |
| Chapter 11 | Marketing: Making Sure Programs Respond to Wants and Needs of Consumers | 251 |
| Market and Marketing | 252 |
| Marketing and the Diffusion Theory | 253 |
| The Marketing Process and Health Promotion Programs | 257 |
| Using Marketing Research to Determine Needs and Desires | 257 |
| Developing a Product That Satisfies the Needs and Desires of Clients | 258 |
| Developing Informative and Persuasive Communication Flows | 261 |
| Ensuring That the Product Is Provided in an Appropriate Manner | 262 |
| Keeping Clients Satisfied and Loyal | 267 |
| Final Comment on Marketing | 270 |
| Summary | 270 |
| Review Questions | 270 |
| Activities | 271 |
| Weblinks | 271 |
| Chapter 12 | Implementation: Strategies and Associated Concerns | 273 |
| Defining Implementation | 274 |
| Phases of Program Implementation | 274 |
| Phase 1 | Adoption of the Program | 274 |
| Phase 2 | Identifying and Prioritizing the Tasks to be Completed | 274 |
| Phase 3 | Establishing a System of Management | 277 |
| Phase 4 | Putting Plans into Action | 277 |
| First Day of Implementation | 279 |
| Phase 5 | Ending or Sustaining a Program | 281 |
| Concerns Associated with Implementation | 281 |
| Legal Concerns | 281 |
| Medical Concerns | 283 |
| Program Safety | 283 |
| Program Registration and Fee Collection | 283 |
| Procedures for Recordkeeping | 283 |
| Moral and Ethical Concerns | 284 |
| Procedural Manual and/or Participants' Manual | 286 |
| Training for Facilitators | 286 |
| Dealing with Problems | 286 |
| Reporting and Documenting | 286 |
| Summary | 287 |
| Review Questions | 287 |
| Activities | 287 |
| Weblinks | 288 |
| Part 3 | Evaluating a Health Promotion Program | |
| Chapter 13 | Evaluation: An Overview | 291 |
| Basic Terminology | 294 |
| Purpose for Evaluation | 295 |
| The Process for Evaluation | 296 |
| Practical Problems or Barriers in Evaluation | 297 |
| Evaluation in the Program-Planning Stages | 298 |
| Who Will Conduct the Evaluation? | 299 |
| Evaluation Results | 301 |
| Summary | 301 |
| Review Questions | 301 |
| Activities | 302 |
| Weblinks | 302 |
| Chapter 14 | Evaluation Approaches, Framework, and Designs | 304 |
| Evaluation Approaches | 305 |
| Systems Analysis Approaches | 305 |
| Objective-Oriented Approaches | 306 |
| Goal-Free Approach | 308 |
| Management-Oriented Approaches | 308 |
| Consumer-Oriented Approaches | 309 |
| Expertise-Oriented Approaches | 310 |
| Participant-Oriented Approaches | 311 |
| Framework for Program Evaluation | 313 |
| Selecting an Evaluation Design | 315 |
| Experimental, Control, and Comparison Groups | 319 |
| Evaluation Designs | 320 |
| Internal Validity | 322 |
| External Validity | 324 |
| Summary | 325 |
| Review Questions | 325 |
| Activities | 326 |
| Weblinks | 326 |
| Chapter 15 | Data Analysis and Reporting | 328 |
| Data Management | 329 |
| Data Analysis | 330 |
| Univariate Data Analyses | 331 |
| Bivariate Data Analyses | 333 |
| Multivariate Data Analyses | 334 |
| Applications of Data Analyses | 334 |
| Interpreting the Data | 336 |
| Evaluation Reporting | 337 |
| Designing the Written Report | 338 |
| Presenting the Data | 340 |
| How and When to Present the Report | 340 |
| Increasing Utilization of the Results | 340 |
| Summary | 342 |
| Review Questions | 342 |
| Activities | 342 |
| Weblinks | 343 |
| Appendixes | 345 |
| Appendix A | Examples of a News Release and Copy for a Newspaper Column | 347 |
| Appendix B | Examples of PSAs for Radio and Television | 349 |
| Appendix C | Examples of Smoking Policies | 351 |
| Appendix D | Health Behavior Contract | 354 |
| Appendix E | Example of an Informed Consent Form for a Cholesterol Screening Program | 356 |
| Appendix F | Sample Medical Clearance Form | 357 |
| Appendix G | Code of Ethics for the Health Education Profession | 358 |
| Appendix H | Cost-Benefit and Cost-Effectiveness as a Part of the Evaluation of Health Promotion Programs | 362 |
| References | 372 |
| Name Index | 393 |
| Subject Index | 402 |
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