Online Recruitment of Targeted Populations: Lessons Learned From a Smoking Cessation Study Among Korean Americans
Online Recruitment of Targeted Populations: Lessons Learned From a Smoking Cessation Study Among Korean Americans
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DOI：
10.1080/15245004.2010.500441
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发表时间：
2010-09-01
影响因子：
3
通讯作者：
Moskowitz, Joel M.
中科院分区：
文献类型：
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作者：
Mcdonnell, Diana D.;Lee, Hyun-Ju;Moskowitz, Joel M.
韩裔美国人(KA)是美国吸烟率最高的人群之一。他们不太可能参加传统的循证戒烟计划，更愿意自己戒烟。由于KA有良好的互联网接入，该研究的社区咨询委员会建议评估在线戒烟计划的效果。与委员会一起，调整了一个基于互联网的自助计划，以确保它在文化和语言上是合适的，并通过随机试验进行评估。本文描述了招募1261名KA参与者的真实经历，主要是通过在线方式。付费在线广告对招聘工作至关重要。为期31个月的广告费用约为8.4万美元，或每位研究参与者66.50美元。根据自我报告，大多数参与者通过谷歌AdWords等文本链接(44%)和/或在线报纸广告等图形链接(35%)了解到这项研究。在使用的方法中，Google AdWords的按点击付费的内容网站广告是最具成本效益的。其他类型的推广活动，包括无偿互联网广告、有线电视、报纸、传单和口碑，覆盖面很低。地理上分散的、语言上独特的、面向隐私的社区可以被招募用于电子健康研究和干预。然而，付费广告活动可能是必要的。
Korean Americans (KAs) have among the highest smoking rates in the United States. They are unlikely to participate in conventional evidence-based smoking cessation programs, preferring to quit on their own. Since KAs have good Internet access, the study's community advisory board recommended evaluating the efficacy of an online cessation program. In conjunction with the board, an Internet-based, self-help program was adapted to ensure that it was culturally and linguistically appropriate and was evaluated with a randomized trial. This article describes the real-world experience recruiting 1,261 KA participants, primarily through online methods. Paid online advertising was essential to the recruitment effort. The 31 months of advertising cost approximately $84,000, or $66.50 per study enrollee. Based on self-reports, most participants learned about the study from either a text link such as Google AdWords (44%) and/or a graphic link such as an online newspaper ad (35%). Among the methods used, Google AdWords' cost-per-click content site ads were the most cost-effective. Other types of outreach, including unpaid Internet ads, cable television, newspapers, fliers, and word of mouth, had very low reach. Geographically dispersed, linguistically unique, and privacy-oriented communities can be recruited for eHealth studies and interventions. However, a paid advertising campaign may be necessary.