Hollier L P, Pettigrew S, Slevin T, Strickland M, Minto C
Faculty of Health Sciences, Curtin University, Kent Street, Bentley, Perth, WA 6102, Australia.
School of Psychology and Speech Pathology, Curtin University, Kent Street, Bentley, Perth, WA 6102, Australia.
J Public Health (Oxf). 2017 Mar 1;39(1):193-201. doi: 10.1093/pubmed/fdw018.
A large proportion of health promotion campaign evaluation research has historically been conducted via telephone surveys. However, there are concerns about the continued viability of this form of surveying in providing relevant and representative data. Online surveys are an increasingly popular alternative, and as such there is a need to assess the comparability between data collected using the two different methods to determine the implications for longitudinal comparisons. The present study compared these survey modes in the context of health promotion evaluation research.
Data were collected via computer-assisted telephone interviewing and an online panel. In total, 688 and 606 respondents aged between 14 and 45 years completed the online and telephone surveys, respectively.
Online respondents demonstrated higher awareness of the advertisement, rated the advertisement as more personally relevant and had better behavioural outcomes compared with the telephone respondents.
The results indicate significant differences between the telephone and online surveys on most measures used to assess the effectiveness of a health promotion advertising campaign. Health promotion practitioners could consider the combination of both methods to overcome the deterioration in telephone survey response rates and the likely differences in respondent outcomes.
历史上，很大一部分健康促进活动评估研究是通过电话调查进行的。然而，人们担心这种调查形式在提供相关且具有代表性的数据方面的持续可行性。在线调查是一种越来越受欢迎的替代方式，因此有必要评估使用这两种不同方法收集的数据之间的可比性，以确定对纵向比较的影响。本研究在健康促进评估研究的背景下比较了这两种调查方式。
通过计算机辅助电话访谈和在线小组收集数据。共有688名和606名年龄在14至45岁之间的受访者分别完成了在线和电话调查。
与电话受访者相比，在线受访者对广告的知晓度更高，认为广告与个人的相关性更强，并且行为结果更好。
结果表明，在用于评估健康促进广告活动效果的大多数指标上，电话调查和在线调查之间存在显著差异。健康促进从业者可以考虑结合使用这两种方法，以克服电话调查回复率下降以及受访者结果可能存在的差异。
