Using marketing research methods to evaluate a stage-specific intervention.
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.


CONCLUSIONS
The study demonstrated that even when mass media channels are used, market segmentation can be achieved and program evaluation conducted.
Poscente
Neila
N
Health Promotion, Heart and Stroke Foundation of Ontario, Toronto, Canada. nposcente@hsf.on.ca
Rothstein
Marsha
M
Irvine
M Jane
MJ
D000328:Adult; D000368:Aged; D002318:Cardiovascular Diseases / Q000517:prevention & control*; D015444:Exercise; D005260:Female; D006293:Health Promotion; D006801:Humans; D007407:Interviews as Topic; D008297:Male; D008389:Marketing of Health Services; D008402:Mass Media; D008875:Middle Aged; D009864:Ontario; D009939:Organizations, Nonprofit; D010565:Persuasive Communication; D010809:Physical Fitness / Q000523:psychology*; D015397:Program Evaluation / Q000379:methods*; D020521:Stroke / Q000517:prevention & control*; D013689:Telephone