应用传播促进健康：研究工具：调查（英）2026

The C4H approach is based on six principlesrepresented by the word“IMPACT”:Informed by data and theory; Measurable;Planned; Audience- and people-centred;Collaborative; and Targeted. It uses insights Communication for Health In the World Health Organization (WHO)Western Pacific Region, WHO has developedtheCommunication for Health (C4H)approach: a set of principles and practices For more information, please visitC4Hpage. Surveysis part of a series of research tools tosupport the C4H application. The series aims toequip public health communicationsprofessionals with the foundational knowledge audience’s level of awareness, perceptions,satisfaction or behaviours regarding a certain When should surveys be used? You can use surveys before, during or after the C4Hintervention. Surveys are valuable for collectingbaseline data, which can be used to inform anddesign a C4H intervention, and then follow up on What are surveys? Surveys are a quantitative research methodused to collect mainly numeric data from asample of people to gain insights into their Who should be surveyed? Surveys involve large groups of people, whoare ideally representative of the largerpopulation target group. Examples ofparticipants for a C4H survey could be parents Why use surveys? Surveys will help you collect informationdescribing the characteristics of a certain target Applying Communication for HealthResearch tools: Surveys campaign, or members of a culturally andlinguistically diverse community targeted by atobacco cessation communications campaign. If responsibility is to ensure survey participantsunderstand the purpose of the survey, whatwill be done with their personal informationand how you are treating it in terms of Ethical considerations Depending on your organization’s ethicsprotocols, you might have to submit a proposal Surveys, just like other research methods, requireparticipants to give their informed consent. Your Benefits and limitations of surveys Benefits Limitations Some topics are too complex forsurveys to adequately unpack and,as a result, may leave morequestions unanswered than Surveys can be conducted bytelephone, online or face-to-face,depending on the context and the Surveys can allow for data collectionof large groups of people at relatively When probability sampling isapplied, survey estimates can be There is a risk of social desirabilitybias, which is when people respondin a way that they feel is more Quantitative survey analysis can bemore straightforward than Obtaining a probability sample ofyour population can be difficultwhen comprehensive datasets do The same survey can be conductedin waves over time to allow forcomparison and to measure change How do you conduct research using surveys? Plan your survey design Before developing any questions, you need a clear idea of the information needed toinform or evaluate your communication intervention. Refer to your C4H plan to ensure Define your target population Your survey sample should reflect the target audience of your C4H intervention. Once youhave decided what information you need and who your target population is, then you Sample a population It is rarely possible to survey every person who is part of your target audience. Instead,you will select a sample that is representative of your target audience. The data you There are a few questions that can help you decide on the sample size: What are you planning to do with the data?Is it important to disaggregateby gender, age, country, region or anotherdemographic characteristic?Are you using probability sampling or non-probability sampling? Probability The best surveys use probability sampling, the method that employs random selection of Probability sampling techniques Simple random sampling− this is the most straightforward type ofprobability sampling. Each person in a target population has an equalchance of being selected to participate in the survey. To conduct this type ofsampling, you assign a number to every individual of the target group. Applying Communication for HealthResearch tools: Surveys Systematic sampling– instead of randomly generating numbers, youchoose participants at regular intervals, every Nth of the list. Stratified sampling− use this sampling technique if you are seekingaudience insights on a smaller, more specific audience (for example, youthor university students in a defined location). In stratified sampling you willdivide the entire population into different, mutually exclusive, homogenous Cluster sampling− in this approach you select a sample from alreadynaturally existing heterogeneous groups, called clusters, such as schools,cities, villages, etc. And then from the identified clusters, randomly select Decide on the best survey tool for reaching your target population The choice of survey technique will depend upon the resources available to your teamand the characteristics of the people in the population who need to be surveyed, such as