Delphi Evaluation of Alcohol Advertising Codes

酒精广告代码的德尔福评估

• 批准号: 7325801
• 负责人: THOMAS F BABOR
• 金额: $ 32.33万
• 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/7325801
• 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; Numbers; Participant; Persons; Procedures; Process; Property; Psychiatry; Psychological Tests; Psychometrics; Public Health; Questionnaires; Randomized; Rate; Reporting; Research; Research Personnel; Research Project Grants; Sampling; Series; Standards of Weights and Measures; Television; Time; United States Federal Trade Commission; Validation; Vulnerable Populations; Wine; abstracting; alcohol content; alcohol monitoring; alertness; authority; base; design; distilled alcoholic beverage; drinking; interest; programs; sound; tool; volunteer; young adult

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探索和发展研究项目，我们一直是 开发公共卫生专业人员和政府官员可以使用的程序来监视 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 进行两项相互关联的研究，以验证一种新的评级程序，以检测违反代码的行为 负责任广告的行业指南。研究1将研究Delphi技术的有效性 增强了评估违规广告代码的方法。 Delphi技术包括一系列 顺序问卷或“圆形”，散布在受控反馈中，试图获得最多 一群专家或重要选区群体的可靠意见共识。研究将 使用两组重复测量的跨界设计，以比较“漏洞的指南评级” 在时间1（初始评级）和时间2（反馈辅助评级）时，组”和“专家组”。 脆弱性小组将由150名研究志愿者组成以表示漏洞 特征（例如，育龄妇女，未成年饮酒者，少数民族群体地位） 行业代码旨在保护。专家小组将由150名研究志愿者组成 根据他们在五个领域（例如，公共卫生，精神病学）的专业知识，被认为与 从公共卫生的角度评估行业广告准则。完成后 第一轮评分，参与者将被随机接收自己的小组的反馈或 来自另一组。研究2将基于研究1的发现，以进行第一个系统 评估全国代表性的一系列酒精广告。该研究将应用Delphi 在可能在国家市场中播出的最多45个电视广告的评级技术 被大量的年轻人和其他脆弱人群观察。这个长期目标 研究是开发方法学工具和经验发现，以保护易受伤害 人口并增强监管机构监视酒精饮料广告的能力。