Delphi Evaluation of Alcohol Advertising Codes

酒精广告代码的德尔福评估

基本信息

批准号：
7535034
负责人：
THOMAS F BABOR
金额：
$ 29.1万
依托单位：
UNIVERSITY OF CONNECTICUT SCH OF MED/DNT
依托单位国家：
美国
项目类别：
财政年份：
2006
资助国家：
美国
起止时间：
2006-01-01 至 2011-11-30
项目状态：
已结题

来源：
https://reporter.nih.gov/project-details/7535034
关键词：
Adoption Advertisements Advertising Agreement Alcohol consumption Alcoholic Beverages Alcohols Area Awareness Beer Beverages Characteristics Child Classification Code Conflict of Interest Consensus Crossover Design Delphi Technique Development Drunk driving Ethnic group Evaluation Face Feedback Female of child bearing age Future Goals Government Officials Guidelines Health Professional Heavy Drinking Industry Informal Social Control Institutes Intoxication Journals Judgment Malt Grain Marketing Measures Methods Minority Monitor National Institute on Alcohol Abuse and Alcoholism Participant Persons Procedures Process Property Psychiatry Psychological Tests Psychometrics Public Health Questionnaires Randomized Reporting Research Research Personnel Research Project Grants Sampling Series Television Time United States Federal Trade Commission Validation Vulnerable Populations Wine abstracting alcohol advertising alcohol content alertness authority base design distilled alcoholic beverage drinking interest sound tool underage drinker volunteer young adult

项目摘要

Abstract 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.

抽象的作为 NIAAA 支持的 R21 探索性和发展性研究项目的一部分，我们制定可供公共卫生专业人员和政府官员用来监测的程序电视和其他媒体上的酒类广告内容。在此 R01 应用中，我们建议进行两项相互关联的研究，以验证旨在检测代码违规行为的新评级程序负责任的广告行业指南。研究 1 将检验德尔菲技术作为一种方法的有效性评估广告代码违规行为的增强方法。 Delphi技术由一系列连续的问卷调查或“轮次”，其中穿插着受控反馈，试图获得最多的信息来自专家组或重要支持群体的可靠的意见共识。该研究将使用两组重复测量交叉设计来比较“漏洞”的指导评级时间 1（初始评分）和时间 2（反馈辅助评分）的“专家组”。漏洞小组将由 150 名代表漏洞的研究志愿者组成特征（例如育龄妇女、未成年饮酒者、少数民族群体身份）行业法规旨在保护。专家组将由150名选定的研究志愿者组成基于他们在被认为与高度相关的五个领域（例如公共卫生、精神病学）的专业知识从公共卫生角度评估行业广告指南。完成后在第一轮评级中，参与者将被随机接收来自自己小组或其他小组的反馈来自另一组。研究 2 将建立在研究 1 的研究结果的基础上，以便进行首次系统研究对具有全国代表性的一系列酒类广告的评估。本研究将应用德尔菲该技术可对已在全国市场播放的多达 45 个电视广告的收视率进行评估被大量年轻人和其他弱势群体观看。本次活动的长期目标研究的目的是开发方法工具和实证结果，以保护弱势群体人口并增强监管机构监控酒精饮料广告的能力。