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Using marketing research methods to evaluate a stage-specific intervention
Neila Poscente1, Marsha Rothstein, M Jane Irvine
1Health Promotion, Heart and Stroke Foundation of Ontario, Toronto, Canada. nposcente@hsf.on.ca
Objective:
To show how marketing methods can be used to distribute and evaluate a health promotion intervention.
Methods:
Mass media promotion was used to communicate a physical activity resource. Brief telephone interviews were used to screen callers and recruit participants into a controlled trial. Follow-up was conducted 3 months later.
Results:
Information was gained about the attitudes and motivation of callers. The majority of participants (study and control) made significant changes in their activity levels.
Conclusion:
The study demonstrated that even when mass media channels are used, market segmentation can be achieved and program evaluation conducted.