Spoth R
Social and Behavioral Research Center for Rural Health, Iowa State University of Science and Technology, Ames 50011.
Am J Health Promot. 1991 May-Jun;5(5):346-54. doi: 10.4278/0890-1171-5.5.346.
This article reports formative research procedures used to identify smoking cessation program attributes preferred by smokers. A theoretical rationale and a program development framework are presented.
Findings from a series of qualitative and small sample quantitative studies were used to evaluate smoker response to specific program materials, and to identify a comprehensive set of preferred smoking cessation program attributes. These findings guided the development of a telephone survey administered to a random sample of 205 smokers interested in quitting.
The 205 smokers completing telephone interviews frequently indicated preferences for program features having little to do with specific cessation methods used. Low demand on time, endorsements by medical authorities, relaxation instructions, weight control techniques, and a substantial research base were often cited as being most preferred. Overall, chi-square analyses provided minimal support for significant relationships between preferences and sociodemographic or smoking history variables.
The benefits of combining qualitative and quantitative research methods in cessation program development efforts are noted. Implications for further research are discussed, particularly those concerning multiattribute analysis of consumer preferences.
本文报告了用于确定吸烟者偏爱的戒烟项目属性的形成性研究程序。文中给出了理论依据和项目开发框架。
一系列定性研究和小样本定量研究的结果被用于评估吸烟者对特定项目材料的反应，并确定一套全面的、受偏爱的戒烟项目属性。这些结果为一项针对205名有戒烟意愿的吸烟者随机样本进行的电话调查的开展提供了指导。
完成电话访谈的205名吸烟者经常表示偏爱那些与所使用的特定戒烟方法几乎无关的项目特征。时间要求低、医学权威认可、放松指导、体重控制技巧以及大量的研究基础经常被提及是最受偏爱的。总体而言，卡方分析对偏好与社会人口统计学或吸烟史变量之间的显著关系提供的支持极少。
文中指出了在戒烟项目开发工作中结合定性和定量研究方法的益处。讨论了对进一步研究的启示，特别是那些与消费者偏好的多属性分析有关的启示。
