Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #116599

Ella Watson-Stryker, BA¹, Molly Green, MPH¹, Donna Vallone, PhD², and Jane Allen, MA¹. (1) American Legacy Foundation, 2030 M Street, NW, 6th Floor, Washington, DC 20036, 2024545772, ewstryker@americanlegacy.org, (2) Director of Research & Evaluation, American Legacy Foundation, 2030 M Street NW, Washington, DC 20009

Telephone survey response rates have declined markedly in recent years, making this method of data collection increasingly expensive and the resultant data less representative of study populations. The Legacy Media Tracking Survey (LMTS) has experienced a nearly 60% decline in response rates among youth and young adults, from 53% in 1999 to 30% in 2004. The eleventh LMTS will be administered simultaneously by telephone and on the Internet in order to assess comparability of the data collected by these two methods. If the data do not differ substantively by survey mode, future LMTS data collections will transition to an online format. Conducting the LMTS online would be less costly and would allow for new approaches to media research, such as use of video clips. This study will describe the results of this comparison of survey administration modes. The LMTS is an American Legacy Foundation survey of youth and young adults ages 12-24. It is designed to monitor awareness of, and reactions to, Legacy's truth® campaign, exposure to other anti- and pro-tobacco advertising, and other factors associated with youth tobacco use.

Learning Objectives:

• Attendees will be able to recognize the impact of transitioning the administration of a national survey from telephone to the Internet on the survey data.

Keywords: Survey,

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.