Skin cancer campaign evaluation research: technical report (PDF ...

Details of GMI panelGMI uses a diverse recruiting process that draws from a wide range of sources, including:Web advertising.Permission-based databases.Public relations.Telephone recruiting.Alliances with major portals.Approximately 70% of the current active panel was recruited online. The survey-takingaverage of the GMI panel at large is 1.7 completed surveys per month. GMI has 71,000panellists who have participated in at least one study in the last 6 months.Open-ended questions in online surveysAs mentioned above, there are numerous advantages associated with an online survey, and forthe current project, these outweighed any disadvantages. However, it is worth noting onedisadvantage of an online survey relative to a telephone survey. Specifically, one tends to getless detailed answers to open-ended questions when using an online survey. When questionedby an interviewer during a telephone survey, participants feel a greater obligation to provide amore detailed answer and there are more opportunities to prompt for further details orclarification. This can assist in eliciting an answer that is more easily able to be classified.Hence, the online methodology may have meant that unprompted recall was lower than mighthave been found using a telephone methodology. 1Invitation textBelow is the invitation text used for this survey for each panel.YourVoiceIf this email displays incorrectly, cut and paste this link into your browser.http://mail.yourvoice.net/aspxInterface/pview.aspx?id=g4nYZFQbrTcMkU8krpcX5w%3d%3dPlease note that this is a system generated email, therefore please do not reply tothis email. If you have questions, please click the following link or paste it into a1 Based on presentations given by members of the Campaign Reference Group, some state-based researchconducted over the telephone has suggested that prompted recall of the TVC for the National Skin CancerAwareness Campaign is around 30-40%, whereas the online evaluation measured prompted awareness tobe around 11-12%.Department of Health and AgeingEvaluation of Skin Cancer Campaign | 2010 | PAGE 4