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Öz

This article looks at the methodological aspects of a field research, seeking to identify the most preferred channels of communication for disseminating advocacy messages on health and other programmatic areas of UNICEF work in Azerbaijan. Although the research targets different groups, including general audience, girls, young mothers, persons with disabilities, internally displaced persons and adults from different settlements, the article focuses mainly on the methodologies applied and shares a few striking findings. In this research we utilized a multimethodological perspective, combining quantitative & qualitative methods. While quantitative methods enabled us to gather statistically reliable data on the most preferred channels of communication, qualitative techniques allowed us to peer behind the curtain and collect in-depth insights about efficiency of existing channels of communication for accessing information on health. The article demonstrates that such hybrid methodological approach enriches the research design and provides broader base for future communication strategies concerning public health.

Anahtar Kelimeler

• Azerbaijan, health communication, vulnerable & disadvantaged groups, channels of communication

Etkili Bir Sağlık İletişimi: Azerbaycan'da Bir Saha Araştırması

Öz

Bu makale, belirli toplum kesimlerinin sağlıkla ilgili bilgilere ulaşmak için en çok tercih ettikleri iletişim ve bilgi kanallarını saptamayı amaçlayan kapsamlı bir saha araştırmasına dayanmaktadır. Azerbaycan’da gerçekleştirilen ve Birleşmiş Milletler Çocuklara Acil Yardım Fonu (UNICEF) tarafından yürütülen araştırmaya kentlerden, kırsal kesimden ve uzak bölgelerden kız çocukları, genç anneler, engelli bireyler, ülke içinden yerinden edilenler gibi dezavantajlı ve hassas grupların yanı sıra, genel izleyiciler ve yetişkinler de dâhil edilmiştir. Bu makalede, söz konusu araştırmada güvenilir ve zengin veriler elde edebilmek için geliştirilen yöntemler ile elde edilen bazı çarpıcı bulgular paylaşılmaktadır.Araştırmada çoklu-yöntemsel bir perspektif uygulanmıştır. Niceliksel yöntemler, en çok tercih edilen iletişim kanalları ve bilgi kaynaklarına ilişkin istatistikî olarak güvenilir verilere ulaşılmasını sağlarken, niteliksel yöntemler, sağlık iletişimine dair derinlikli gözlemlere olanak tanımıştır. Bu makalede, benimsenen bu karma yöntemin kalkınma iletişimi çabalarına ve gelecekte uygulanması tasarlanan iletişim stratejilerine katkısı tartışılmaktadır..

Anahtar Kelimeler

• Azerbaycan, sağlık iletişimi, hassas ve dezavantajlı kesimler, iletişim kanalları

Kaynakça

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