YOUTH ALCOHOL BRANDS

A major reason for the absence of studies on alcohol brand use among youth is the lack of an established methodology to collect such data. There are hundreds of major alcohol brands so researchers have assumed that it would take too long to collect such data, making brand research costly and unfeasible. In fact, our research team has developed, pilot-tested, and established the feasibility and validity of a new methodology to measure alcohol brand preferences among youth. By using a combination of carefully crafted skip patterns, piping questions, and internet forms that include lists of brands with check boxes, our survey instrument can assess alcohol brand preferences in a reasonable time frame. We conducted two pilot tests which demonstrated: (1) our ability to feasibly ascertain comprehensive data on brand-specific alcohol consumption among youth; (2) our ability to use a pre-existing internet panel to administer the survey to a nationally-representative sample of underage youth;..

Primary location: Boston United States