Ch.6 Setting Behavior Objectives And + Verified Test Bank

CHAPTER 6 Setting Behavior Objectives and Target Goals

Type: E

1. What is a Behavior Objective?

a. Something you want your target audience to DO.

Type: E

2. Give an example of a Behavior Objective for an effort with a purpose decrease senior falls with a focus on strength and balance exercises.

a. Engage in strength and balance exercises twice a week. Answer should be a specific, single behavior.

Type: E

3. What is a Knowledge Objective?

a. Something your target audience needs to know in order to (be more likely to) adopt the desired behavior. Facts, information, statistics, resources most typical.

Type: E

4. Give an example of a Knowledge objective for the physical activity effort targeting seniors.

a. Statistics regarding senior falls. Where can find exercise and strength and balance classes.

Type: E

5. What is a Belief Objective?

a. Something your target audience needs to believe in order to be more likely to adopt the behavior. Mostly related to feelings and attitudes and perceptions. Not always something you can prove, or back up with facts.

Type: E

6. Give an example of a Belief Objective targeting seniors?

a. Strength and balance exercise can help prevent falls.

Describe each of the criteria for choosing a behavior objective:

Type: E

7. Impact

a. If your audience adopts the behavior, will it make a difference relative to the purpose of your campaign and relative to other behaviors being considered? Will it have an impact on the social issue your plan is addressing? How does this compare with other behaviors being considered?

Type: E

8. Willingness

a. Relative to other behaviors being considered, how ready, willing and able is your target audience to do this behavior? Influenced by levels of awareness, perceived barriers, perceived benefits, resources, norms.

Type: E

9. Measurability

a. Can the behavior be measured, either through observation, record keeping or self-reporting? Your target audience should be able to determine/report whether they have done the behavior.

10. Market Opportunity

a. How many/what portion in the target audience (actual or relative to other behaviors) are not already doing this behavior? The larger the number/percent the greater the opportunity.

11. Market Supply

a. Does the behavior need more support? The higher scores would be given to behaviors that (not many) others are currently supporting.

Answer Q12-14 and then complete the grid that follows using hypothetical behaviors and scores.

Type: E

12. First, what is your campaign purpose for this set of questions?

a. Something in areas of improving health, injury prevention, protecting the environment, contributing to communities, financial well being

Type: E

13. What is your hypothetical campaign focus?

a. Might be a population, a strategic solution, a product, a practice

Type: E

14. Who is your target audience?

a. Described using some variable such as demographics, geographics, values, lifestyle, lifestage, stage of change

Type: E

15. Using a scale of 1-5, where 1 is lowest and 5 is highest, score each of the following: Potential Behaviors, Hypothetical Impact, Hypothetical Willingness, Hypothetical Measurability, Hypothetical Market Opportunity, and Hypothetical Supply. Lastly, calculate an Average Score.

a. Should be specific. Something that can be observed, reported. Something the target audience would know if they did it. A number 1-5. Add 5 numbers in column 2-6 and divide by 5.

Type: E

16. Given your hypothetical scores, which behavior would be a priority?

a. Should be the highest score in Column 7.

Type: E

17. Given your hypothetical scores, which behavior would be a priority?

a. Should be the highest score in Column 7.

Type: E

18. What does the acronym SMART, describing the nature of a goal statement, stand for?

a. Specific, Measurable, Attainable, Relevant, Timebound/Time Sensitive.