Planning, Implementing, And Evaluating Health Promotion Programs - 5th edition

Jim McKenzie was the first to come out with a book that combines program planning, implementing, and evaluating all in one place. A Professor at Penn State Hershey and a Professor Emeritus at Ball State University, he is Master Certified Health Education Specialist (MCHES). He also serves as the Coordinator of the Division Board of Certified Health Education Specialists of the National Commission for Health Education Credentialing.

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.

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