Ethnic Differences in Health Information-Seeking Behavior: Methodological and Applied Issues

Abstract

Ethnicity is a key factor in determining who is at the greatest risk for health problems. This article explores how survey methodologies may affect researchers' recommendations about the best communication channels that practitioners should employ to reach these populations. A similar question regarding health communication connections was asked on both a community telephone survey using random digit dialing, conducted in the preferred language of the respondent; and a nationwide Internet survey; which was conducted in English. Findings for Hispanics and Anglos from two different surveys are compared. Implications of the findings are discussed.

Keywords:

• Communication Connections
• Ethnicity
• Health Communication
• Survey Methods

Notes

Note. ANHCS = Annenberg National Health Communication Survey.

^a Indicates geo-ethnic (geared toward geographic location or ethnic group) media, not mainstream, is most important.

Additional information

Notes on contributors

Sandra J. Ball-Rokeach

Sandra J. Ball-Rokeach (PhD, University of Washington, 1967) is a professor at the Annenberg School for Communication at the University of Southern California.

Holley A. Wilkin

Holley A. Wilkin (PhD, University of Southern California, 2005) is an assistant professor in the Department of at Georgia State University.