| During
the period August 20-27, 2002, the National
Immunization Program (NIP) at the Centers
for Disease Control and Prevention (CDC)
commissioned a series of consumer focus
groups and physician interviews to collect
qualitative data
about beliefs, behaviors, and barriers
that cause low influenza and pneumococcal
immunization rates among older African-American
and Hispanic populations. Historically,
immunization rates for these relatively
high-risk groups have been low. Focus
groups and interviews were conducted
in Chicago, IL; Jackson, MS; Milwaukee,
WI; Rochester, NY; and San Antonio, TX.
The
research was intended to
- Identify
beliefs and behaviors in these populations
directly related to immunization against
influenza and pneumonia
- Increase
understanding of physicians' attitudes
and behaviors related to these immunizations
- Assess
impact and appeal of messages intended
to increase immunization in these target
populations
Beliefs
about Flu and Flu Shots
Respondents indicated that they were
aware of the dangers from flu and pneumonia
especially, but they tended to perceive
flu and pneumonia as part of a disease
continuum that begins with colds. While
respondents associated flu with winter
and cold weather, they associated flu
prevention or protection
with strategies typically used to avoid
colds, such as hand washing and taking
vitamins, or "stay healthy"
behaviors such as avoiding stresses of
cold, damp, chills, poor diet, and fatigue
or inadequate sleep. Immunization was
rarely mentioned as means of prevention.
Motivations
for Immunization
Those
who had previously received flu shots
or expressed interest in them were motivated
by past experience with the flu, by the
influence of doctors, friends, or family
members who convinced them to be immunized,
and by a desire to protect family members,
particularly grandchildren. They were
least influenced by celebrity recommendations
or endorsements.
Impact
of Misconceptions
Misconceptions
seemed to increase resistance to flu
shots. Those who did not want to be immunized
believed that the vaccine gives recipients
the flu or that they could prevent infection
by taking the anti-cold and "stay
healthy" precautions already described.
Finally, some of those who refused or
opposed immunization expressed a strong
"distrust of the government, physicians,
and drug companies" and demonstrated
a firm locus of internal control (i.e.,
belief in their personal ability to control
health status and outcomes).
Findings
from Focus Groups
Results
of the focus groups suggest that:
- Members
of the target groups respond well to
the concept of protecting others with
their flu shots
- Those
who "adamantly decline" flu
shots will likely resist any influenza
immunization campaign messages
- Messages
should incorporate both emotional appeals
(protecting loved ones) and compelling
information about flu and pneumonia
- Messages
should be brief and should employ large
font sizes
- References
to or association with CDC can positively
influence target populations
- Potential
vaccinees are concerned about purity
of vaccines and possible side effects
of vaccines
Findings
from Physician Interviews
Results
from physician interviews suggest that:
- Physicians
support flu and pneumococcal immunization
- Physicians
tend to rely on informal systems to
remind themselves when patients should
be offered a vaccination
- Physicians
did not consider flu shots a "revenue
generator"
- Short,
focused material with a scientific
message works best for physicians
- Hospitals
and medical journals are prime communications
channels for physicians
- Immunization
promotion efforts should include clinic
and practice managers
|
Qualitative
research is intended to develop
insight and depth of understanding rather
than quantitative estimates. Qualitative
research elicits detailed, thoughtful
responses about what people know, think,
and feel. Participants represent carefully
defined target populations; their unfiltered
comments are collected and analyzed.
While typically small (n<100), qualitative
research samples must be large enough
to ensure that most or all key perceptions
can be observed, documented, and interpreted.
Qualitative research helps sponsors of
the research to understand and respond
to behaviors and attitudes.
Quantitative
research produces data that
are important because the volume of data
generated is such that, when analyzed,
it indicates trends and patterns that
can be used to predict or describe actions
and behaviors of the entire population
from which the research sample is drawn.
Quantitative research frequently involves
large numbers of respondents or participants
(n>1000). Ideally, quantitative research
can be duplicated, is compared to corresponding
research conducted with control groups,
and is used to identify trends and patterns
rather than interpret them.
|
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