Journal of Community Health

, Volume 22, Issue 1, pp 45–56 | Cite as

Using Focus Group Methodology to Develop Breast Cancer Screening Programs that Recruit African American Women

  • G. Anthony Williams
  • R. Roderic Abbott
  • D. Kay Taylor


Public communication campaigns are designed to increase the number of women who receive mammograms, breast examinations, and cervical exams. However, these campaigns have failed to recruit sufficient numbers of African American women. Focus group techniques were used to provide data to develop a communication campaign that would increase the knowledge, assess the attitudes, and change behaviors of African American women, aged 40–65, about the aforementioned preventive health practices. The discussions revealed that participants distrusted “clinics” and preferred being examined by “their own” or a private physician. Results further revealed that the personal influence of opinion leaders, combined with interpersonal contacts that encourage preventive care, help influence women to participate in mammography and cervical cancer screening.


Focus Group Cervical Cancer African American Woman Cervical Cancer Screening Opinion Leader 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Human Sciences Press, Inc. 1997

Authors and Affiliations

  • G. Anthony Williams
    • 1
  • R. Roderic Abbott
    • 2
  • D. Kay Taylor
    • 3
  1. 1.Telecommunication DepartmentMichigan State UniversityUSA
  2. 2.Cancer Center atHurley Medical CenterUSA
  3. 3.Hurley Medical CenterUSA

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