Researching high-risk groups

Article Abstract:

Health care researchers can make use of focus groups to understand the behavior of high-risk patient population groups. The innovation extends the focus group concept from its traditional use in marketing and advertising. A case study using focus groups to understand why female smokers continue to smoke while raising children provides illumination. However, the study had to be carefully designed to broach the sensitive topic; incentives, culturally sensitive facilitators, and technology ensuring confidentiality were all used to win participants' trust.

Research and Development in the Physical, Engineering, and Life Sciences, Research and Testing Services, HEALTH SERVICES, Medical Research, Health Problems Prevention, Social aspects, Methods, Usage, Health risk assessment, Preventive medicine, Focus groups

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Explaining blood donation: the trust factor

Article Abstract:

Research shows that the decision to donate blood is a function of trust in blood banks' competence, fear of the health risks associated, and of the procedures used, low self-esteem and high-risk behavior. Older males were the most inclined to donate. The study indicates that, to increase the donor pool, appeals to altruism must be supplemented with measures that lower the health risks of donating and that these measures must be aggressively advertised.

Blood and Organ Banks, Blood Banks & Collection Centers, Psychological aspects, Marketing, Blood donors, Blood donation, Blood banks

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Rude awakening: one marketer faces reality as daughters experience their first service encounter

Article Abstract:

A marketing professor describes the experiences of his pregnant wife during Aug 1995 in a southeastern North Carolina hospital. Her admission and care after the premature birth of their twin daughters was uneven but the children were well cared for in the neonatal intensive care unit. As the babies moved to other parts of the hospital before their release, their care was also uneven.

Maternal & Child Health Care, Personal narratives, Cover Story, Neonatal intensive care

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