Learning Objectives: Identify the effectiveness of using a semi-longitudinal web-based methodology on a college residence hall population.
Abstract:
Problem/Objective:
To identify effective ways to evaluate college-based prevention education initiatives. This study looks at the effectiveness of using the internet to evaluate social marketing efforts on college students living in residence halls at Texas Tech University.
Methods:
A series of web-based surveys were used to follow student’s attitudes, perceptions and behaviors related to tobacco use in response to a social norms marketing campaign. All students living in residence halls at Texas Tech University were invited to participate by an e-mail invitation to link to the survey website. They were given a financial incentive to participate in all three surveys. Respondents to the initial survey were enrolled in the panel and sent subsequent surveys
Results:
The initial survey was sent to 5700 residence hall students, with 435 (7.6%) completed responses. Of those 435 panelists, 272 responded to the second survey. Survey results indicate that the message is getting through. We are now releasing the final survey and will have all of our data collected by the end of this semester.
Conclusions:
Results indicate that email/web surveys may not be an effective method for reaching college students. Initial e-mail message design may also determine whether they elect to participate. The panel design has given good data on the effectiveness of the campaign, even though repose rate is not as high as hoped. However, more investigation is needed into why response rates were so low and how to better use longitudinal analysis an a means of determining effectiveness of prevention efforts over time in the college community.
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