The Measurement and Utility of the Opinion Leadership Concept for Family Planning Programs

Abstract

The objectives of family planning educational programs often include information diffusion as well as attitude and behavior change within a target population This paper suggests that working with opinion leaders might be one possible means of fulfilling these objectives. But in order to work with opinion leaders, it is necessary first to identify them For family planning studies, the operational indicators used in past studies do not appear to be adequate. These indicators do not accurately identify persons who will take an opinion leadership behavior in the future, do not measure knowledge by the opinion leader, do not distinguish positive from negative opinion leaders, and do not take account of the bi-directional flow of information and advice both to and from the opinion leader. Drawing upon data from a family planning study in Baltimore, various examples for inadequate opinion leadership indicators are given. The paper suggests the need to revise these indicators and then outlines a simple and inexpensive program that might be used to channel the energies and activities of family planning opinion leaders towards the fulfillment of program objectives.

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