The 130th Annual Meeting of APHA

4008.0: Tuesday, November 12, 2002 - Board 8

Abstract #46513

Understanding mode effects in assessing youth anti-tobacco media campaign

James C. Hersey, PhD, Health and Social Policy Division, Research Triangle Institute, 1615 M St. NW, Suite 740, Washington, DC 20036-3209, 202-728-2486,, My-Charllins Vilsaint, BS, American Legacy Foundation, 1001 G Street NW, Washington, DC 20001, Kevin Davis, MA, Tobacco Use Research Program, Research Triangle Institute, 3040 Cornwallis Rd, Durham, NC 27709, P aul D. Mowery, MS, Atlanta Koger Center, Research Triangle Institute, Oxford Building, 2951 Flowers Road South, Suite 119, Atlanta, GA 30341, and Jane E. Appleyard, Evaluation, American Legacy Foundation, 1001 G Street, N.W. Suite 800, Washington, DC 20001.

Prior research has observed differences between school-based and telephone-based surveys in the self-reported prevalence of tobacco use. School-based surveys are often thought superior because they typically have higher response rates. Nonetheless, telephone surveys offer advantages of timing and flexibility, and the ability to reach out-of-school youth, that make them appealing for evaluating media messages. Proper correct interpretation of telephone survey results can benefit from understanding of the influence of mode effects.

Accordingly, the study investigated the influence of survey mode on the ability of school and telephone-based surveys to detect the effects of state-funded anti-tobacco media campaigns. The study analyzed the school-based National Youth Tobacco Surveys (NYTS) in 1999 and 2000, and the national telephone-based Legacy Media Tracking (LMTS) surveys in 1999 and in 2000. We compared responses in both types surveys on comparably worded-questions regarding beliefs, attitudes, intentions, cigarette use, and use of other tobacco products.

Logistic regression assessed possible factors that might influence differences associated with survey mode. These included: social desirability, perceived privacy, and the socio-demographic characteristics of respondents. The analysis allowed us to estimate the extent to which controlling for these factors increased the comparability of estimates of the effects of state-funded anti-tobacco media campaigns. Comparisons controlled for differences in age, race/ethnicity, gender, the cost of tobacco, and the level of tobacco use. The study indicates that, when appropriately interpreted, both school-based and telephone-based surveys can detect differences associated with media campaigns.

Learning Objectives:

Keywords: Tobacco, Research

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

Media Issues in Tobacco Control, Cessation and Prevention Poster Session

The 130th Annual Meeting of APHA