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American Public Health Association
133rd Annual Meeting & Exposition
December 10-14, 2005
Philadelphia, PA
APHA 2005
 
4291.0: Tuesday, December 13, 2005 - 5:00 PM

Abstract #116599

Transitioning a periodic telephone survey to the Internet: The impact of survey mode on Legacy Media Tracking Survey data

Ella Watson-Stryker, BA1, Molly Green, MPH1, Donna Vallone, PhD2, and Jane Allen, MA1. (1) American Legacy Foundation, 2030 M Street, NW, 6th Floor, Washington, DC 20036, 2024545772, ewstryker@americanlegacy.org, (2) Director of Research & Evaluation, American Legacy Foundation, 2030 M Street NW, Washington, DC 20009

Telephone survey response rates have declined markedly in recent years, making this method of data collection increasingly expensive and the resultant data less representative of study populations. The Legacy Media Tracking Survey (LMTS) has experienced a nearly 60% decline in response rates among youth and young adults, from 53% in 1999 to 30% in 2004. The eleventh LMTS will be administered simultaneously by telephone and on the Internet in order to assess comparability of the data collected by these two methods. If the data do not differ substantively by survey mode, future LMTS data collections will transition to an online format. Conducting the LMTS online would be less costly and would allow for new approaches to media research, such as use of video clips. This study will describe the results of this comparison of survey administration modes. The LMTS is an American Legacy Foundation survey of youth and young adults ages 12-24. It is designed to monitor awareness of, and reactions to, Legacy's truth® campaign, exposure to other anti- and pro-tobacco advertising, and other factors associated with youth tobacco use.

Learning Objectives:

Keywords: Survey,

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.

What's Going on Here? Measuring Components for Tobacco Control

The 133rd Annual Meeting & Exposition (December 10-14, 2005) of APHA