Learning Objectives: Describe ways to organize, warehouse, and provide on-line access to population-based surveillance data, and identify indices to evaluate the effort's success. Describe the triangulation of tobacco-related findings across numerous surveillance systems to provide a tobacco behavior and beliefs baseline. Identify the potential for strengthened validity of individual study findings through triangulation. Adopt appropriate cautions in interpreting observed changes across time. Describe the use of “social-market” segmentation in analyzing population-based surveillance data to help tailor and target tobacco-control and prevention programs to the most needy and receptive populations.
Abstract: 1. Making Coordination Possible: Establishing a Data Warehouse. Florida Department of Health describes the successful process that established a data warehouse and made population-based data (e.g., FYTS, BRFSS, PRAMS, YRBS) available for surveillance, evaluation, and strategic analysis. On-going efforts include establishment of web-based access to data. Increased data use and other indices point to the success of the data warehousing. 2. Triangulation Across Data Bases: Increasing Validity. New Jersey’s CTCP evaluator reports on their approach, including the triangulation of surveillance data across standard and state-specific surveys, e.g., YTS, ATS, School Tobacco Survey. Changes over time in such evaluation indicators as prevalence must be interpreted with caution and not unequivocally attributed to state initiatives. Differences in timing, survey questions, sampling, and participation rates can affect survey estimates. However, triangulation of population and policy-based data may strengthen the validity of individual study findings. 3. Youth ²Social Market² Segmentation: Mining Data to Guide Program Planning. The Idaho Tobacco Control Program reports an innovative market segmentation analysis of YTS and YRBS data. Findings identified triggers to tobacco use, documented relations among risky and protective behaviors, and pointed to tobacco use as a ²gateway² behavior. Findings profiled distinct youth ²markets² and will direct strategic targeting and tailoring of interventions by the Idaho Tobacco Prevention Program.
Benefits. Audience will learn methods to increase validity and reduce costs of tobacco surveillance and evaluation by coordinating and using standard data systems. Discussion will identify opportunities, barriers, and solutions to similar efforts in audience states.
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