Doer/Non-Doer Analysis

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Description

Doer/non-doer analysis a general research analysis that can be applied to both quantitative and qualitative methods. By comparing members of an audience who do a behavior to those who do not, you can identify the factors that may be important for behavior change.

The doer/non-doer interview includes six open-ended questions about:

  • The perceived consequences of performing the desired behavior (What do you see as the advantages or good things of performing the behavior? What do you see as the disadvantages or bad things of performing the behavior?)
  • Self efficacy (What makes it easier to perform the behavior? What makes it difficult to perform the behavior?)
  • Norms (Who approves or supports you doing the behavior? Who disapproves or objects to you doing the behavior?)

Pros

  • Can be used in both quantitative and qualitative research methods
  • Limits your research focus to practical, relevant research questions
  • Focuses on one, clearly defined behavior
  • Easy to conduct and analyze
  • Does not require large sample sizes
  • Easy sampling if you have audience members available

Cons

  • Cannot be generalized to the entire audience population
  • Limited to the behavior you have selected; cannot be generalized to other risk-reducing behaviors

Common Uses

To explore the differences between target audiences or audience segments for such behaviors as:

  • Condom use
  • Eating fruits and vegetables
  • Exercise

Resources

Middlestadt, S.E., K. Bhattacharyya, J.E. Rosenbaum, M. Fishbein and M. Shepherd. 1996. “The Use of Theory-Based Semi-Structured Elicitation Questionnaires: Formative Research for CDC’s Prevention Marketing Initiative.” Public Health Reports 3(suppl. 1):18-27