Department of Economics, University of North Carolina at Chapel Hill, Gardner Hall, CB 3305, Chapel Hill, NC 27599-3305, USA.
Stud Fam Plann. 2011 Jun;42(2):93-106. doi: 10.1111/j.1728-4465.2011.00269.x.
In this study, we examine the effectiveness of the Smiling Sun multimedia health communication campaign in encouraging women to use family health services in rural Bangladesh. We control for endogenous program placement and address the potential endogeneity of self-reported campaign exposure in health-behavior equations by estimating a set of exposure, contraceptive-use, and antenatal-care equations by full information maximum likelihood (FIML). We find that evaluation methods that do not take into account these nonrandom characteristics of communication and program exposure may produce underestimates of program benefits. Relative to the exposure effect of 3.7 percentage points in the simple model of contraceptive use, the exposure effect in the FIML model is a larger 5.5 percentage points, corresponding to as many as 40,000 additional contraceptive users. We conclude that evaluations of health communication campaigns would benefit from methods such as estimation by FIML that address nonrandom exposure and program targeting.
在这项研究中，我们考察了“笑脸”多媒体健康传播运动在鼓励孟加拉国农村地区的妇女使用家庭保健服务方面的效果。我们控制了内在的项目安排，并通过全信息极大似然估计（FIML）估计了一组暴露、避孕使用和产前护理方程，解决了健康行为方程中自我报告的运动暴露的潜在内生性问题。我们发现，如果不考虑传播和项目暴露的这些非随机特征，评估方法可能会低估项目的收益。与简单的避孕使用模型中 3.7 个百分点的暴露效应相比，FIML 模型中的暴露效应更大，为 5.5 个百分点，相当于增加了多达 4 万名避孕药具使用者。我们的结论是，健康传播运动的评估将受益于 FIML 等方法，这些方法可以解决非随机暴露和项目针对性问题。
