Applying cognitive response testing in message development and pre-testing
Applying cognitive response testing in message development and pre-testing
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DOI：
10.1093/her/cym089
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发表时间：
2008-06-01
影响因子：
2.4
通讯作者：
Jacobsen, H.
中科院分区：
文献类型：
--
作者：
Lapka, C.;Jupka, K.;Jacobsen, H.
与受众预先测试信息是创建有效健康信息的关键步骤。消息测试的定量方法效果有限，因为它们无法揭示语言和理解方面的复杂情况。认知反应测试（CRT）是定性研究的一种形式，它允许访谈者通过要求参与者解释项目、讨论想到的想法或情绪并提供改进建议来探究对理解和语言的更深入理解。本研究探讨了 CRT 在信息开发和测试中的有用性，补充了有关公共卫生定性方法的文献。 CRT 用于评估有关生物恐怖主义和流感疫苗接种这两个主题的健康信息。该技术有效地识别了受访者认为不熟悉或令人困惑的消息术语和概念，提供了消息修订所需的框架。修订后的消息中常见被误解的词语被替换，令人困惑的概念得到解释，使得预先测试的消息更有可能适合目标受众。这些发现与之前的研究一致，该研究确立了 CRT 在评估和开发健康相关信息和调查方面的有用性。
Pre-testing messages with audience members is a critical step in the creation of effective health information. Quantitative methods for message testing have limited effectiveness, as they cannot reveal complications with language and comprehension. Cognitive response testing (CRT), a form of qualitative research, allows the interviewer to probe for deeper understanding of comprehension and language by asking participants to paraphrase items, discuss thoughts or emotions that come to mind and offer suggestions for improvement. This study explores the usefulness of CRT in message development and testing, adding to the literature regarding qualitative methods in public health. CRT was employed to evaluate health messages on two topics-bioterrorism and influenza vaccination. This technique effectively identified message terminology and concepts that respondents found unfamiliar or confusing, providing the framework needed for message revision. Commonly misunderstood words were replaced and confusing concepts were explained in the revised messages, making pre-tested messages more likely to be appropriate for the intended audience. These findings are consistent with previous research that establishes the usefulness of CRT in the evaluation and development of health-related messages and surveys.