Planning, Implementing and Evaluating Health Promotion Programs

by James F. McKenzie, Brad L Neiger, Rosemary Thackeray

Overview

Planning, Implementing, and Evaluating Health Promotion Programs, Eighth Edition provides students with a comprehensive overview of the practical and theoretical skills needed to plan, implement, and evaluate health promotion programs in a variety of settings. The Eighth Edition incorporates a straightforward, step—by—step format to make concepts clear and the full process of health promotion planning understandable. This edition features updated information throughout, including the most current Responsibilities, Competencies and Subcompetencies (NCHEC & SOPHE, 2020), the Code of Ethics for the Health Education Profession (CNHEO, 2020), a Report of the Joint Committee on Health Education and Promotion Terminology, and a new set of goals and objectives for the nation — Healthy People 2030. Responsibilities and Competencies Boxes — Readers will find useful boxes that contain the responsibilities and competencies for health education specialists that are applicable to the content of the chapter, and are based on the latest data in the field.Review Questions — The questions at the end of each chapter reinforce the objectives and key terms presented in each chapter and allow readers to test their mastery of chapter content.Activities — Each chapter includes several activities that allow students to use their new knowledge and skills. The activities are presented in several formats, and often build on activities found in earlier chapters.Includes Navigate — Every new print copy includes 365—day access to Navigate Advantage which provides an interactive eBook, flashcards, web links, slides in PowerPoint format, and more. Written for undergraduate courses in Health Education, Promotion, and Planning. A valuable resource to guide students as they prepare to take either the Certified Health Education Specialist (CHES) or Master Certified Health Education Specialist (MCHES) exam. © 2023 | 480 pages

Product Details

ISBN-13:	9781284228649
Publisher:	Jones & Bartlett Learning
Publication date:	08/01/2022
Edition description:	8th ed.
Pages:	480
Product dimensions:	7.00(w) x 8.90(h) x 0.70(d)

About the Author

Jim McKenzie is a Professor Emeritus at Ball State University. He earned his BS and MEd from Bowling Green State University, a PhD from The Ohio State University, and an MPH from the University of Michigan. During his professional career he also served on the faculties at Bowling Green State University, Mankato State University, and Penn State University–Hershey. He is a retired master certified health education specialist (RMCHES). While he was an active MCHES he served on NCHEC's Division Board for Certification of Health Education Specialists for 11 years. He is co—author of four textbooks: Planning, Implementing, and Evaluating Health Promotion Programs: A Primer (8th ed., in press), Introduction to Public & Community Health (10th ed., 2022), Principles and Foundations of Health Promotion and Education (8th ed., in press), and Research Methods in Health Promotion and Education (2nd ed., 2011). He is a Distinguished Fellow of Society of Public Health Education, and a Fellow of American Association for Health Education and Eta Sigma Gamma.

Rosemary Thackeray is a professor of public health and in 2019 was appointed as assistant to the president for assessment and planning at Brigham Young University (BYU) where she currently serves. She earned a B.S. in Community Health Education from Utah State University and M.P.H. and Ph.D. degrees from the University of Utah. During her academic careers'she has taught graduate courses in survey and research methods and undergraduate courses in evaluation methods, health communication, social marketing, and women’s health. Dr. Thackeray served as an associate department chair in the BYU Department of Public Health from 2015—2018. In this role, she led a faculty team through the department’s first systematic, in—depth analysis of the curricular structure and course offerings in over 28 years. She also served as an associate dean in the College of Life Sciences from 2018—2019 where she oversaw graduate studies, college communications, and student mentoring initiatives. Prior to joining the BYU faculty, Dr. Thackeray was employed for nine years at the Utah Department of Health, Bureau of Health Education. In these positions was responsible for program planning and evaluation of several public health programs. She also worked part—time as a health educator with Salt Lake Community Health Centers, FHP Health Care, and she facilitated weight management classes for the American Heart Association. In 2006, Dr. Thackeray spent a sabbatical year working for the Centers for Disease Control and Prevention, National Center for Health Marketing in Atlanta, GA.'

Table of Contents

Preface xiii

Acknowledgments xvii

Chapter 1 Introduction to Health Education, Health Promotion, and Program Planning 1

Health Education and Health Promotion 4

Assumptions of Health Promotion 6

Health Education as a Profession 8

Program Planning 10

Summary 12

Review Questions 12

Activities 12

Weblinks 13

Part I Planning a Health Promotion Program 15

Chapter 2 Starting the Planning Process 17

The Need for Creating a Program Rationale to Gain the Support of Decision Makers 19

Steps in Creating a Program Rationale 20

Step 1 Identify Appropriate Background information 20

Step 2 Title the Rationale 29

Step 3 Writing the Content of the Rationale 29

Step 4 Listing the References Used to Create the Rationale 31

Planning Committee 34

Parameters for Planning 36

Summary 37

Review Questions 38

Activities 38

Weblinks 39

Chapter 3 Program Planning Models in Health Promotion 41

The Generalized Model 42

Using the Generalized Model 43

Specialized Program Planning Models 44

Precede-Proceed Model 44

Models Primarily Used by Governmental Public Health Agencies 46

Models Primarily Used in Community Settings 49

Models Primarily Used in Healthcare Settings 53

Other Planning Models 55

An Application of the Generalized Model 56

Final Thoughts on Choosing a Planning Model 60

Summary 61

Review Questions 61

Activities 61

Weblinks 62

Chapter 4 Assessing Needs 65

Issues to Consider Before Conducting a Needs Assessment 67

Acquiring Needs Assessment Data 68

Sources of Primary Data 69

Sources of Secondary Data 80

Steps for Conducting a Literature Search 84

Geographic Information Systems 84

Conducting a Needs Assessment 85

Step 1: Determining the Purpose and Scope of the Needs Assessment 86

Step 2: Gathering Data 87

Step 3: Analyzing the Data 88

Step 4; Identifying the Risk Factors Linked to the Health Problem 90

Step 5: Identifying the Program Focus 90

Step 6: Validating the Prioritized Needs 91

Special Types of Health Assessments 92

Health Impact Assessment 92

Organizational Health Assessment 92

Summary 93

Review Questions 93

Activities 94

Weblinks 94

Chapter 5 Measurement and Sampling 97

Measurement 98

The Importance of Measurement in Program Planning and Evaluation 99

Levels of Measurement 100

Types of Measures 104

Desirable Characteristics of Data 105

Reliability 105

Validity 108

Sensitivity and Specificity 111

Bias Free 112

Measurement Instruments 113

Using an Existing Measurement Instrument 113

Creating a Measurement Instrument 114

Sampling 117

Probability Sample 119

Nonprobability Sample 121

Sample Size 123

Pilot Testing 124

Ethical Issues Associated with Measurement 125

Summary 125

Review Questions 126

Activities 126

Weblinks 127

Chapter 6 Mission Statement, Goals, and Objectives 129

Mission Statement 130

Program Goats 131

Objectives 132

Different Levels of Objectives 132

Consideration of the Time Needed to Reach the Outcome of an Objective 134

Developing Objectives 134

Questions to Be Answered When Developing Objectives 136

Elements of an Objective 137

Goals and Objectives for the Nation 142

Summary 146

Review Questions 146

Activities 147

Weblinks 147

Chapter 7 Theories and Models Commonly Used for Health Promotion Interventions 149

Types of Theories and Models 153

Behavior Change Theories 153

Intrapersonal Level Theories 157

Interpersonal Level Theories 173

Cognitive-Behavioral Model of the Relapse Process 186

Theory/Model Selection 187

Limitations of Theory 188

Summary 188

Review Questions 189

Activities 189

Weblinks 191

Chapter 8 Interventions 193

Interventions in the Era of Public Health 3.0 195

Logic Models 195

Creating Health Promotion Interventions 197

Intervention Planning 198

Design Thinking and Intervention Planning 198

Adopting a Health Promotion Intervention 198

Adapting a Health Promotion Intervention 199

Designing a New Health promotion Intervention 200

Systems Approach in the Intervention Planning Process 207

Types of Intervention Strategies 207

Health Communication Strategies 208

Health Education Strategies 212

Health Policy/Enforcement Strategies 214

Environmental Change Strategies 216

Health-Related Community Service Strategies 218

Health Advocacy and Community Mobilization Strategies 218

Selecting the Right Strategies for the Intervention 220

Limitations of interventions 221

Summary 223

Review Questions 224

Activities 224

Weblinks 225

Chapter 9 Marketing: Developing Programs That Respond to the Wants and Needs of the Priority Population 227

Marketing and Social Marketing 228

The Marketing Process and Health Promotion Programs 230

Exchange 230

Consumer Orientation 230

Competition 231

Segmentation 233

Marketing Mix 238

Pretesting 246

Continuous Monitoring 249

Summary 250

Review Questions 250

Activities 251

Weblinks 252

Paart II Implementing a Health Promotion Program 253

Chapter 10 Community Organizing and Community Building 255

Community Organizing Background and Assumptions 258

The Processes of Community Organizing and Community Building 260

Recognizing the Issue 262

Gaming Entry into the Community 263

Organizing the People 264

Assessing the Community 267

Determining Priorities and Setting Goals 270

Arriving at a Solution and Selecting Intervention Strategies 272

Final Steps in the Community Organizing and Building Processes 273

Summary 274

Review Questions 274

Activities 274

Weblinks 275

Chapter 11 Preparing for Implementation 277

Overview of Implementation 278

Developing an Implementation Action Plan 280

Activities and Major Tasks 281

Responsible Persons and Partnerships 283

Location and Space 284

Timeline 284

Financial Resources 288

Preparing and Monitoring a Budget 288

Human Resources 296

Personnel 296

Equipment and Supplies 301

Curricula and Other Instructional Resources 302

Communication Channels 304

Summary 304

Review Questions 305

Activities 305

Weblinks 306

Chapter 12 Carrying out Implementation and Management 309

Implementation and Management 310

Human Resources Management (HRM) 311

Personnel Planning, Acquisition, Development and Sanction 311

Volunteer Management 314

Enhancing Employee and Volunteer Effectiveness 315

Financial Management 318

Putting the Intervention Plan into Action 320

Pilot Testing 321

Phasing in 321

Total Implementation 321

First Day of Implementation 321

Monitoring Implementation 322

Types of Records 323

Ending or Sustaining a Program 325

Safety, Ethical, and Legal Concerns Associated with Implementation 327

Safety and Medical Concerns 327

Ethical Issues 328

Legal Concerns 330

Summary 331

Review Questions 331

Activities 331

Weblinks 332

Part III Evaluating a Health Promotion Program 333

Chapter 13 Evaluation: An Overview 335

Basic Terminology 336

Purpose of Evaluation 338

Framework for Program Evaluation 339

Practical Issues or Barriers in Conducting an Evaluation 342

Evaluation in the Program Planning Stages 343

Ethical Considerations 344

Who Will Conduct the Evaluation? 344

Evaluation Results 345

Summary 345

Review Questions 345

Activities 346

Weblinks 346

Chapter 14 Evaluation Approaches and Designs 349

Evaluation Focus 350

Formative Evaluation 350

Formative Evaluation at Program Inception 352

Formative Evaluation in Program and Content Development 353

Formative Evaluation in Program Implementation 354

Process Evaluation 355

Methods for Data Collection 356

Pretesting 358

Pilot Testing 359

Summative Evaluation 359

Selecting an Evaluation Study Design 361

Experimental, Control, and Comparison Groups 362

Experimental, Quasi-Experimental, and Non-Experimental Designs 363

Evaluation Study Designs 364

Internal Validity 366

External Validity 369

Summary 370

Review Questions 370

Activities 370

Weblinks 371

Chapter 15 Data Analysis and Reporting 373

Data Management 374

Data Analysis 376

Univariate Data Analyses 377

Bivariate Data Analyses 378

Multivariate Data Analyses 381

Applications of Data Analyses 381

Interpreting the Data 383

Evaluation Reporting 383

Designing the Written Report 384

Presenting Data 385

How and When to Present the Report 386

Increasing Utilization of the Results 387

Summary 388

Review Questions 388

Activities 388

Weblinks 388

References 391

Glossary 417

Index 439