Assessing Community—Wide Outcomes of Prevention Marketing Campaigns through Telephone Surveys

Abstract

Researchers at Battelle Centers for Public Health Research and Evaluation (CPHRE) were contracted by the Centers for Disease and Prevention (CDC) to conduct a random sample survey to serve as one component of the evaluation of the Prevention Marketing Initiative (PMI) Local Site Demonstration Project, a community-based HIV prevention program for adolescents. Data were collected from 1,402 adolescents over a 23-month period. A five wave, cross-sectional design was used. A dual sampling strategy combined Random Digit Dialing (RDD) with Listed Household (LHH) samples.

Particular care was devoted to ensuring the rights of teenaged participants. Data were collected anonymously and concerns about confidentiality and privacy informed design and operational decisions. Response rate goals were achieved. Factors that may have contributed to the adequacy of the response rate include the use of advance letters and a toll-free phone line as well as sensitivity to the needs and concerns of the target population, the perceived legitimacy of CDC research and the perseverance of the interviewers.

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