Potter Lance D, Judkins David R, Piesse Andrea, Nolin Mary Jo, Huhman Marian
Westat, Rockville, Maryland 20850, USA.
Am J Prev Med. 2008 Jun;34(6 Suppl):S230-40. doi: 10.1016/j.amepre.2008.03.007.
This article summarizes the methods used in the outcome evaluation of the VERB campaign. The outcome evaluation was designed to measure the awareness and understanding of VERB among the target audience of children aged 9-13 years (tweens) and to determine the effect of VERB awareness on psychosocial and behavioral outcomes. Cohorts of tweens and parents were interviewed annually via a telephone survey (Youth Media Campaign Longitudinal Survey). The first cohort (baseline) was surveyed in 2002 prior to VERB advertising and was repeated annually through 2006. A second cohort was surveyed in 2004-2006. A third, cross-sectional sample was surveyed in 2006. Each cohort consisted of a nationally representative sample of tweens to enable generalizability to the nation as a whole. Propensity scoring was used to control for confounding influences. The outcomes were analyzed for dose-response effects (i.e., whether higher levels of awareness led to stronger effects) and overall awareness effects (i.e., the difference between tweens unaware of VERB and all tweens in the U.S.). Secular trends in tweens' physical activity during the life of the campaign were also examined. This article also discusses weighting and imputation, alternative analyses used to assess the adequacy of the propensity methods, and the challenges involved in media campaign evaluations.
本文总结了“动起来”运动效果评估中所使用的方法。该效果评估旨在衡量9至13岁儿童（青少年）这一目标受众对“动起来”的知晓度和理解程度，并确定“动起来”知晓度对心理社会和行为结果的影响。每年通过电话调查（青年媒体运动纵向调查）对青少年及其父母群体进行访谈。第一组（基线）在2002年“动起来”广告投放之前接受调查，并在2006年之前每年重复进行。第二组在2004年至2006年接受调查。第三组横断面样本在2006年接受调查。每组均由具有全国代表性的青少年样本组成，以便能够推广至整个国家。倾向评分法用于控制混杂影响。对结果进行剂量反应效应（即更高水平的知晓度是否会导致更强的效应）和总体知晓度效应（即不了解“动起来”的青少年与美国所有青少年之间的差异）分析。还研究了运动期间青少年身体活动的长期趋势。本文还讨论了加权和插补、用于评估倾向方法充分性的替代分析以及媒体运动评估中涉及的挑战。
