2.2 Data Collection Methods

Qualitative data were collected during baseline and intermediate site visits (i.e., 8 to 10 weeks into the Media Campaign) in each of the 12 target and 12 comparison sites. Site visits were conducted for approximately one week, with two researchers onsite for the entire period. The purpose of the baseline site visits was to complete a picture of what communities looked like before the ONDCP intervention (i.e., before the ads appeared), including youths' and parents' views on the local drug context and determine community attitudes and awareness. No mention of the Media Campaign was made during the baseline site visits in either the target or comparison sites in order to obtain unbiased, objective responses.

The intermediate site visits were intended to collect additional data from community informants interviewed at baseline to assess changes in the community since the first visit; to collect data from interviews with new community informants, specifically members of the media (e.g., television, radio, newspaper) to understand their involvement, if any, with the Media Campaign; and to collect data from focus groups to learn from parents and youth in target sites about their awareness of anti-drug messages and their early reactions to the Media Campaign ads. (For consistency in methodology across sites, intermediate site visits also were made to comparison sites, but comparison site questions focused on reactions to PSAs or local anti-drug messages.)