Delphi Evaluation of Alcohol Advertising Codes

酒精广告代码的德尔福评估

• 批准号: 7034024
• 负责人: THOMAS F BABOR
• 金额: $ 29.38万
• 依托单位: UNIVERSITY OF CONNECTICUT SCH OF MED/DNT
• 依托单位国家: 美国
• 财政年份: 2006
• 资助国家: 美国
• 起止时间: 2006-01-01 至 2009-11-30
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/7034024
• 关键词: advertising; alcoholic beverages; behavioral /social science research tag; clinical research; evaluation /testing; health related legal; human subject; information dissemination; suggestion; technology /technique development

DESCRIPTION (provided by applicant): As part an R21 exploratory and developmental research project supported by NIAAA, we have been developing procedures that can be used by public health professionals and government officials to monitor the content of alcohol advertising on television and in other media. In this R01 application, we propose to conduct two inter-related studies to validate a new rating procedure designed to detect code violations in industry guidelines for responsible advertising. Study 1 will examine the validity of Delphi technique as an enhanced method to evaluate advertising code violations. The Delphi technique consists of a series of sequential questionnaires or 'rounds', interspersed by controlled feedback, that attempts to obtain the most reliable consensus of opinion from a group of experts or important constituency groups. The research will use a two group repeated measures cross-over design that compares the guideline ratings of a "vulnerability group" and an "expert group" at Time 1 (initial rating) and Time 2 (feedback-assisted rating). The Vulnerability group will consist of 150 research volunteers selected to represent the vulnerability characteristics (e.g., women of childbearing age, underage drinkers, minority ethnic group status) the industry codes were designed to protect. The Expert group will consist of 150 research volunteers selected on the basis of their expertise in five areas (e.g., public health, psychiatry) considered to be highly relevant to the evaluation of industry advertising guidelines from a public health perspective. Following completion of the first round ratings, participants will be randomized to receive feedback either from their own group or from the other group. Study 2 will build on the findings of Study 1 in order to conduct the first systematic evaluation of a nationally representative series of alcohol advertisements. The research will apply the Delphi technique to the ratings of up to 45 TV advertisements that have been broadcast in national markets likely to be viewed by large numbers of young adults and other vulnerable populations. The long-term goals of this research are to develop both methodological tools and empirical findings that will protect vulnerable populations and enhance the ability of regulatory agencies to monitor alcoholic beverage advertising.

描述（由申请人提供）：作为NIAAA支持的R21探索性和发展研究项目，我们一直在开发程序，公共卫生专业人员和政府官员可以使用这些程序来监视电视和其他媒体上酒精广告的内容。在此R01应用程序中，我们建议进行两项相关研究，以验证一种新的评级程序，该程序旨在在负责任的广告中检测行业指南中的违规行为。研究1将研究Delphi技术的有效性，作为评估广告代码违规行为的增强方法。 Delphi技术由一系列的顺序问卷或“回合”组成，并由受控的反馈散布，该问卷试图从一组专家或重要的选区组中获得最可靠的意见共识。该研究将使用两组重复测量的交叉设计，以比较时间1（初始评级）和时间2（反馈辅助评级）的“漏洞组”和“专家组”的指南评级。脆弱性小组将由150名研究志愿者组成，以代表脆弱性特征（例如，育龄妇女，未成年人饮酒者，少数族裔群体地位）旨在保护行业代码。该专家小组将由150名研究志愿者根据其在五个领域（例如，公共卫生，精神病学）的专业知识而被选出，从公共卫生的角度来看，这与对行业广告指南的评估高度相关。在完成第一轮评分后，参与者将被随机分配给自己的小组或其他小组的反馈。研究2将基于研究1的发现，以对全国代表性的一系列酒精广告进行首次系统评估。这项研究将把Delphi技术应用于多达45个电视广告的评级，这些广告在国家市场中可能会被大量年轻人和其他脆弱人群所观察到。这项研究的长期目标是开发方法学工具和经验发现，这些发现将保护脆弱的人群并增强监管机构监控酒精饮料广告的能力。