Delphi Evaluation of Alcohol Advertising Codes

描述(申请人提供)：作为NIAAA支持的R21探索性和发展研究项目的一部分，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，以监控电视和其他媒体上的酒精广告内容。在这份R01申请中，我们建议进行两个相互关联的研究，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指南中的违规行为。研究1将检验德尔菲法作为评估广告违规行为的一种增强方法的有效性。德尔福技术由一系列连续的问卷或“轮次”组成，其间穿插着受控反馈，试图从一组专家或重要的选民群体中获得最可靠的共识意见。这项研究将使用两组重复测量交叉设计，比较在时间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。脆弱群体将由150名研究志愿者组成，代表行业代码旨在保护的脆弱特征(例如，育龄妇女、未成年饮酒者、少数族裔地位)。专家小组将由150名研究志愿者组成，他们是根据他们在五个领域(例如公共卫生、精神病学)的专门知识挑选出来的，这些领域被认为与从公共卫生角度评估行业广告指南具有高度相关性。在完成第一轮评分后，参与者将被随机分配，从他们自己的组或从另一组获得反馈。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价。这项研究将把德尔福技术应用于在全国市场播放的多达45个电视广告的收视率，这些广告可能会被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学工具和实证结果，以保护弱势群体，并加强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.