Delphi Evaluation of Alcohol Advertising Codes

描述（由申请人提供）：作为NIAAA支持的R21探索性和发展性研究项目的一部分，我们一直在开发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的酒精广告内容。在这个R01申请中，我们建议进行两项相互关联的研究，以验证一个新的评级程序，该程序旨在检测负责任广告行业准则中的违规行为。研究1将检验德尔菲技术作为一种评估广告违规行为的增强方法的有效性。德尔菲技术由一系列连续的问卷调查或“回合”组成，通过控制反馈穿插，试图从一组专家或重要的选区群体中获得最可靠的意见共识。本研究将采用两组重复测量交叉设计，比较时间1（初始评级）和时间2（反馈辅助评级）时“脆弱组”和“专家组”的指导评级。脆弱性组将由150名研究志愿者组成，这些志愿者被选中代表行业守则所保护的脆弱性特征（例如，育龄妇女、未成年饮酒者、少数民族身份）。专家组将由150名研究志愿人员组成，这些志愿人员是根据他们在被认为与从公共卫生角度评价行业广告准则高度相关的五个领域（如公共卫生、精神病学）的专门知识挑选出来的。在完成第一轮评分后，参与者将被随机分配接受来自自己组或另一组的反馈。研究2将以研究1的结果为基础，对具有全国代表性的一系列酒类广告进行首次系统评估。这项研究将把德尔菲技术应用于多达45个电视广告的评级，这些广告已在全国市场播出，可能有大量年轻人和其他弱势群体观看。这项研究的长期目标是开发方法工具和实证结果，以保护弱势群体并提高监管机构监测酒精饮料广告的能力。

DESCRIPTION (provided by applicant): 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.