Delphi Evaluation of Alcohol Advertising Codes

摘要 作为NIAAA支持的R21探索性和发展研究项目的一部分，我们已经 制定可供公共卫生专业人员和政府官员使用的程序，以监测 电视和其他媒体上酒类广告的内容。在此R01应用程序中，我们建议 进行两项相互关联的研究，以验证新的评级程序，该程序旨在检测 负责任的广告行业指南。研究1将检验Delphi技术作为一种 增强了评估广告违规行为的方法。Delphi技术由一系列 在受控反馈的夹杂下的连续调查问卷或“轮回”，试图获得最多的 来自一组专家或重要选民群体的可靠的意见共识。这项研究将 使用两组重复测量的交叉设计，比较“漏洞”的指南评级 并在时间1(初始评级)和时间2(反馈辅助评级)处设置一个“专家组”。 脆弱性小组将由150名研究志愿者组成，代表该脆弱性 特征(例如，育龄妇女、未成年饮酒者、少数民族地位) 行业代码旨在保护。专家组将由150名选定的研究志愿者组成 根据他们在五个领域(如公共卫生、精神病学)的专门知识，认为与 从公众健康的角度对行业广告指南进行评估。在完成以下工作后 在第一轮评分中，参与者将被随机分配，以从他们自己的小组或 来自另一组。研究2将以研究1的结果为基础，以便进行第一个系统的 对具有全国代表性的系列酒类广告进行评价。本研究将运用德尔菲法 技术提高了在国家市场播放的多达45个电视广告的收视率，这些广告可能 受到大量年轻人和其他弱势群体的关注。这样做的长期目标是 研究的目的是开发方法学工具和经验研究结果，以保护弱势群体 并加强监管机构监测含酒精饮料广告的能力。

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.