Spoth R, Redmond C
Social and Behavioral Research Center for Rural Health, Iowa State University, Ames 50010.
Am J Health Promot. 1993 Nov-Dec;8(2):124-33. doi: 10.4278/0890-1171-8.2.124.
The purpose of this article is to illustrate the application of conjoint analysis, a consumer research technique, using data from a survey of parents' preferences for prevention programs.
This study utilized a one-time, cross-sectional telephone survey.
Data were collected from subjects living in economically disadvantaged rural midwestern counties.
Subjects were 202 randomly selected parents with preadolescents who indicated interest in family-focused prevention programs.
Conjoint analysis software was employed in computer-assisted telephone interviews to evaluate relative preferences for 39 individual features of family-focused prevention programs falling under 11 categories (e.g., program meeting time, facilitator background). The software also guided computer simulations of parent choices among four types of programs.
Findings indicated that meeting time was the most important category of program features. Strongly preferred individual features included meetings scheduled on weekday evenings, instruction by child development specialists, and programs based on extensive research. Two multiple-session programs evaluated via computer simulations incorporated several preferred features and received higher ratings than did single-session programs. Estimated variance z-tests indicated limited differences in perceived importance of program feature categories across sociodemographic subgroups.
Findings highlight a) differences in the relative value parents place on various features of prevention programs in the surveyed population and b) the importance of practical aspects of program delivery.
本文旨在通过一项关于家长对预防项目偏好的调查数据，阐述联合分析（一种消费者研究技术）的应用。
本研究采用一次性横断面电话调查。
数据收集自生活在中西部经济贫困农村县的受试者。
对象为202名随机选取的有青春期前子女且表示对以家庭为中心的预防项目感兴趣的家长。
在计算机辅助电话访谈中使用联合分析软件，以评估家长对属于11个类别的以家庭为中心的预防项目的39个个体特征的相对偏好（例如，项目会议时间、主持人背景）。该软件还指导了对四种类型项目中家长选择的计算机模拟。
研究结果表明，会议时间是项目特征中最重要的类别。强烈偏好的个体特征包括在工作日晚上安排会议、由儿童发展专家授课以及基于广泛研究的项目。通过计算机模拟评估的两个多阶段项目纳入了几个偏好特征，并且比单阶段项目获得了更高的评分。估计方差z检验表明，不同社会人口亚组对项目特征类别的重要性认知差异有限。
研究结果突出了以下两点：a）在被调查人群中，家长对预防项目各种特征的相对重视程度存在差异；b）项目实施实际方面的重要性。
