| This study describes research on health information-seeking behavior by rural consumers in the Big Bend region of the West Texas borderlands. The Big Bend region consists of three sparsely populated but large counties: Brewster, Presidio, and Jeff Davis. Residents in this region have been identified as medically at-risk because of geographic isolation, paucity of medical professionals and services, and demographic characteristics generally associated with poor health status. The study incorporates two components demographic/health characteristics of consumers (independent variables) and sources of health information (dependent variables). Questionnaires were distributed to respondents over 18 years of age who acknowledged having had a health information need in the previous year. The questionnaire was designed to identify primary sources used by Big Bend residents to satisfy health information needs. Data derived from the questionnaires were analyzed to determine if different patterns of information-seeking existed between population segments. Data collected was also used to determine perceived utility of primary health information sources (useful or not useful in satisfying health information needs); to identify social, familial, or medical networks utilized by Big Bend consumers regarding health concerns; and to ascertain if residents perceived a need for a Health Information Center in the Big Bend region.; Data analysis indicated that, contrary to expectations, the medical doctor is the most utilized health information source for Big Bend residents who participated in this study. Segmentation analysis revealed that different information seeking patterns exist between population segments. For example, even though the medical doctor was the most frequently cited health information source used, the degree of use varied widely by population group. Respondents in this study demonstrated that they were heavily engaged in information-seeking behavior as evidenced by the high average number of sources reportedly used in satisfying health information needs. As a whole, respondents indicated that they perceived a need for a Health Information Center in the Big Bend area. Segmentation analysis revealed a diversity and complexity of health information seeking behavior among the rural society Big Bend. |
