Social and Behavioral Sciences Commons^™

A Mixed Methods Approach Of Communication Campaign Development And Assessment: Identifying The Needs Of An Audience And Determining The Value In Evaluation, Tara Johnson

Graduate Theses and Dissertations

The two articles presented in this thesis used both quantitative and qualitative research methods to examine two distinct stages of communication campaigns: research and evaluation. In the quantitative study, students (n = 440) at the University of Arkansas were surveyed to determine their perceptions of the Arkansas Water Resources Center (AWRC), water resources, and water issues. A questionnaire was developed from an existing instrument, reviewed by a panel of experts, pilot tested, and revised. The researchers found participants were most aware (M = 3.23, SD = 1.14), concerned (M = 4.07, SD = 0.86), and interested (M = 4.10, SD …