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Planning, Implementing, and Evaluating Health Promotion Programs: A Primer by James F. McKenzie, Brad L. Neiger, Rosemary Thackeray

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ISBN: 032149511X
Publisher: Benjamin Cummings
Pub. Date: March 2008
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Synopsis

Intended for health educators, the three sections of this textbook address the planning, implementation, and evaluation of successful health promotion programs, and introduce the necessary knowledge and skills to carry out each task. In addition to describing the four major planning models, the fourth edition provides an overview of seven newer models. Annotation ©2005 Book News, Inc., Portland, OR

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Biography

Jim McKenzie was the first to come out with a book that combines promotion, planning, and evaluating all in one place. A Professor at Ball State University, he is Certified Health Education Specialist (CHES) and is instrumental as part of CHES in writing the actual certification exam. Jim is well regarded in the field and has authored several books.

Brad Neiger is the chair of the Health Science Department at Brigham Young University. Brad has also served in the field within the Utah State Department of Health and the National Health Institute.

Rosemary Thackeray is an Associate Professor also at Brigham Young University. She was brought on this edition of the text primarily to work on the marketing chapter, which is her area of expertise.

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Table of Contents

	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

Planning, Implementing, and Evaluating Health Promotion Programs: A Primer by James F. McKenzie, Brad L. Neiger, Rosemary Thackeray

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