Literaturnachweis - Detailanzeige
| Autor/inn/en | McKee, Michael B.; Picciano, Joseph F.; Roffman, Roger A.; Swanson, Fred; Kalichman, Seth C. |
|---|---|
| Titel | Marketing the "Sex Check": Evaluating Recruitment Strategies for a Telephone-Based HIV Prevention Project for Gay and Bisexual Men |
| Quelle | In: AIDS Education and Prevention, 18 (2006) 2, S.116-131 (16 Seiten)
PDF als Volltext |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 0899-9546 |
| DOI | 10.1521/aeap.2006.18.2.116 |
| Schlagwörter | Cultural Relevance; Prevention; Homosexuality; Recruitment; Resource Allocation; Acquired Immunodeficiency Syndrome (AIDS); Referral; Advertising; Health Education; Costs; Family (Sociological Unit); Friendship; Health Services; Marketing; Research; Males |
| Abstract | Designing effective marketing and recruitment strategies for HIV prevention research requires attention to cultural relevance, logistical barriers, and perceived psychosocial barriers to accessing services. McGuire's communication/persuasion matrix (1985) guided our evaluation, with particular attention to success of each marketing "channel" (i.e., strategy) vis-a-vis the number of all callers, eligible callers, and enrolled callers, as well as reaching so-called "hard-to-serve" individuals. Nearly all channels offered success in reaching specific subgroups. Latinos responded favorably to posters, bisexuals responded favorably to paid media in an alternative (non-gay) publication, and precontemplators responded to referrals by family and friends. Although multiple recruitment strategies were used, three were crucial to the success of the project: (a) recruiters' presence in gay venues, (b) referrals by family and friends (snowball technique), and (c) paid advertisements in alternative (non-gay) local newspapers. Resource allocation and costs are also presented for each channel. (Contains 4 tables.) (As Provided). |
| Anmerkungen | Guilford Press. 72 Spring Street, New York, NY 10012. Tel: 800-365-7006; Tel: 212-431-9800; Fax: 212-966-6708; e-mail: info@guilford.com; Web site: http://www.guilford.com |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2017/4/10 |
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