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Using Marketing Research Methods to Evaluate a Stage-Specific Intervention

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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.

Document Type: Research Article


Affiliations: 1: Health Promotion, Heart and Stroke Foundation of Ontario, Toronto, Ontario, Canada. 2: Private Practice, Extramural Faculty, University of Toronto, Toronto, Ontario 3: Department of Psychology, York University, Toronto, Ontario, Canada.

Publication date: July 1, 2002

More about this publication?
  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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