Assessing the Potential to Combine Attitude Tracking and Campaign Evaluation Surveys
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Issue addressed: Online surveys are becoming increasingly popular in health research because of the low cost and fast completion time. A large proportion of online survey costs are allocated to setup and administration expenses, which suggests that conducting fewer, longer surveys would be a cost-effective approach. The current study assessed whether the incorporation of a health campaign evaluation survey within a longitudinal attitudes and behaviours tracking survey produced different outcomes compared with the separate administration of the evaluation survey. Methods: Data were collected via an online panel, with 688 respondents completing the combined survey and 657 respondents completing the evaluation-only survey. Regression analyses were conducted to examine whether survey type was related to the campaign evaluation results. Results: Those who completed the combined survey perceived the campaign advertisement to be more personally relevant than those completing the evaluation-only survey. There were no differences in results relating to campaign awareness and reported behavioural change as a result of campaign exposure. Conclusions: There were minimal differences between results obtained from combining an attitude/behaviour tracking survey with a campaign evaluation survey. Any priming or order effects were limited to respondents’ cognitive responses to the advertisement. So what?: The results suggest that health practitioners with limited resources available for tracking and evaluation research may be able to maximise outcomes by administering fewer, longer surveys.
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Hollier, L.; Pettigrew, Simone; Minto, C.; Slevin, T.; Strickland, M. (2016)Issue addressed Online surveys are becoming increasingly popular in health research because of the low cost and fast completion time. A large proportion of online survey costs are allocated to setup and administration ...
Using a mass media campaign to raise women's awareness of the link between alcohol and cancer: Cross-sectional pre-intervention and post-intervention evaluation surveysDixon, H.; Pratt, Steve; Scully, M.; Miller, J.; Patterson, C.; Hood, R.; Slevin, Terry (2015)Objectives To evaluate the effectiveness of a population-based, statewide public health intervention designed to improve women's awareness and knowledge of the link between alcohol and cancer. Design: Cross-sectional ...
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