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Incorporating Cellular Telephones into a Random-digit-dialed Survey to Evaluate a Media Campaign
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| Presenter(s):
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| Lance Potter,
Westat,
lancepotter@westat.com
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| Rebekah Rhoades,
University of Oklahoma,
rebekah-rhoades@ouhsc.edu
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| Andrea Piesse,
Westat,
andreapiesse@westat.com
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| Laura Beebe,
University of Oklahoma,
laura-beebe@ouhsc.edu
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| Jennifer Berktold,
Westat,
jenniferberktold@westat.com
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| Abstract:
The use of telephone surveys to evaluate media campaigns and other interventions faces new challenges due to the growing cell phone-only population, currently 15 percent of all Americans according to the NCHS. The prevalence of certain health behaviors such as smoking is thought to be underestimated by landline telephone surveys and relatively little is known about differences in attitudes toward tobacco by telephone status (cell phone only, landline only, or both). Tobacco Stops With Me is a multi-phase media campaign in Oklahoma highlighting how tobacco use affects individuals and influences relationships, while emphasizing that each Oklahoman has a role to play in reducing the burden of tobacco use. This presentation will describe the evaluation study, which involves a longitudinal component, several media tracking studies, and sampling of respondents through both landline and cell phone numbers. Differences in demographics and tobacco-related attitudes and behaviors by telephone status will be highlighted.
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The Growing Cell Phone-Only Population in Telephone Survey Research: Evaluators Beware
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| Presenter(s):
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| Joyce Wolfe,
Fort Hays State University,
jwolfe@fhsu.edu
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| Brett Zollinger,
Fort Hays State University,
bzolling@fhsu.edu
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| Abstract:
Telephone surveying is one of many common data collection methods evaluation researchers use to gather information from stakeholders. At one time, estimates of landline telephone coverage exceeded 90% in U.S. households making telephone surveying an effective means for contacting members of the general public. However, the cell phone-only, non-landline population is increasing at a fast pace. Many believe that the future viability of telephone survey research is in question as increased cell phone-only usage poses potential threats to data quality and validity. This presentation will provide evaluators with important information that may impact future evaluation design and implementation including: 1) the increasing prevalence of cell phone-only users in the general population 2) the differences between landline and cell phone-only users and the potential impact of these differences on data interpretation and report writing and 3) the proposed strategies to address the issue and practical implications of various strategy adoption.
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