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Evaluation Review
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Monitoring Antitobacco Sentiment among Community Leaders

Gordon G. Bechtel

University of Florida, bechtel{at}nersp.nerdc.ufl.edu

Elaine M. Lyons-Lepke

Perceptive Market Research

Two public health objectives, one methodological and the other substantive, are realized in the present study. First, average survey ratings are replaced by negated mean cumulative logits (MCLs), which have the advantage of interitem commensuration. Second, these negated MCLs improve the analysis of two Florida tobacco control surveys of community leaders. Because of their common logit metric, negated MCLs for different item types are compared on their expressed antitobacco sentiment. They are also averaged to construct a precise indicator of overall sentiment. These results show that in 1998 and 1999, community leaders were most averse to selling to minors, kids buying cigarettes, and restaurant and workplace smoking. The latter aversion anticipated voters' overwhelming support of the 2002 Florida constitutional amendment prohibiting smoking in restaurants and workplaces. The authors hope that this analysis for antitobacco programs will improve other substance-abuse monitoring with surveys whose items are yet unwritten.

Key Words: substance abuse • tobacco control surveys • logit scale • mean cumulative logit (MCL) • multi-item commensuration

Evaluation Review, Vol. 27, No. 4, 460-475 (2003)
DOI: 10.1177/0193841X03254344
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