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Effective communication with the audience depends on the researchers' knowledge of the audience's background and culture. Communicating with the audience should be continuous throughout the planning, implementation, and evaluation phases of the audiovisual cancer education material development process. Four basic methods can be used to find out about the audience: literature reviews, participant observation, key informant interviews, and focus groups. These methods can provide information about African-American audiences that will help in designing audiovisual cancer education materials sensitive to African American culture.
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