Collecting Data on Alcohol Use and Alcohol-Related

Victimization: A Comparison of Telephone and Web-Based Survey Methods*

KATHLEEN A. PARKS,
pH.D.,t ANN

M. PARDI,

M.A., AND

CLARA M. BRADIZZA, PH.D.

State University ofNew York at Buffalo, ResearchInstitute onAddictions, 1021 Main Street, Buffalo, New York 14203
ABSTRACT. Objective: Traditionally, personal contact with an experienced interviewer has been thought to facilitate collection of data on alcohol use and victimization experiences. Recent studies indicate that Web-based surveys may be an efficient alternative for gathering these sensitive data. To date, telephone interviewing and Web-based collection of data on alcohol-related negative consequences, particularly victimization, have not been compared. This study was designed to compare data from an interviewer-administered and Web-based survey on alcohol use and alcohol-related negative consequences in a sample of college women. Method: Seven hundred women from a second semester freshmen college class were randomly selected to participate in either the telephone interview or Web-based modes of survey administration.
Results: Fifty-three percent of invited women (N=370) completed the survey. Completion rates were higher, and estimated dollar costs were significantly lower, for the Web-based survey. There were no differences in reported rates of alcohol or drug use by survey method; however, there were differences in several specific alcohol-related negative consequences. Conclusions: These findings suggest that, for college women, Web-based surveys versus telephone interviews can be an effective and more cost-efficient means for collecting data on alcohol use and related negative consequences, particularly victimization. In addition, we found some evidence that women may be more forthcoming when responding to a Web-based survey as compared with an interviewer-administered telephone survey. (J. Stud.Alcohol 67: 318-323, 2006)

individual OF DATA COLLECTION a number of HE MODEresearch study is dictated by chosen for an factors and constraints, including sensitivity of the topic, cost, time, available resources, and target population. Webbased surveys have increased in popularity over the past decade as a cost-effective method of data collection. A growing body of literature has compared sampling bias, response rates, cost, and veracity of data collected through Webbased surveys to more traditional (mail, self-administered paper and pencil, computer-assisted telephone interviewing) methods of survey data collection (Cronk and West, 2002; Joinson, 1999; McCabe et al., 2002). General findings from these studies indicate some response differences. Web-based surveys can yield comparable or better response rates than these traditional survey methods and can be used to gain a fairly representative sample from the target population. Few substantive differences in data across mode of administration have been found. However, when differences are found, the range of responses tend to be less variable, and individuals seem more inclined to respond to personal or sensitive items in Web-based surveys.

Received: August 10, 2005. Revised: October 20, 2005. *This research was supported by grants R55-AA013986 and R01AA013986 from the National Institute on Alcohol Abuse and Alcoholism awarded to Kathleen A. Parks. tCorrespondence concerning this article may be sent to KathleenA. Parks at the above address or via email at: parks@ria.buffalo.edu.

These findings suggest that Web-based methods of survey administration may reduce socially desirable responding to items that are personally sensitive. Several researchers have suggested that this reduction in response bias results from the perception of greater anonymity when participating in a survey that does not require human interaction (e.g., Hodgson, 2004; Meho, in press). Indeed, Rogers et a]. (1998) found that individuals were more likely to report drug use when responding to a self-administered as compared with an interviewer-administered questionnaire. Several studies have found evidence for reduced social desirability responding on personally sensitive items using Web-based versus other modes of survey administration (Davis, 1999; Thornton and Gupta, 2004; Whittier et al., 2004). A small number of studies have specifically compared Web-based and telephone interview methods (Best et al., 2001; Roster et al., 2004; Schonlau et al., 2004). Best et al. (2001) used general population probability samples to compare responses with a survey on political attitudes administered via Computer Assisted Telephone Interviewing and the Web. Roster et a]. (2004) compared Web and telephone survey-response characteristics on a general population survey about the reputation of an international corporation. Schonlau et a]. (2004) compared responses with a health care survey administered twice, once through the Web and a second time through random digit dial telephone interviews. These studies found sample differences and some response differences (i.e., more negative and neutral 318

PARKS, PARDI, AND BRADIZZA responses via the Web, greater agreement for factual and limited response questions) between the modes of survey administration. A number of studies have compared reports of substance use provided through Web, mail, and automated telephone (Interactive Voice Response) surveys among college students. Comparing Web with mail surveys, McCabe (2004) and McCabe et al. (2002) found that the response rate was significantly higher for Web (63%) than for mail (40%); however, there were no differences in the quality (i.e., partial responses, missing data) or content of the alcohol or illicit drug use data. Knapp and Kirk (2002) as well as Tourangeau et al. (2003) compared responses to questions on substance use and other sensitive topics (e.g., academic honesty, substance use, violence, sexual behavior)'among Web, Interactive Voice Response, and mail survey methods. Neither study found differences in responses for any question by mode of survey administration. Miller et al. (2002) compared reliability and validity of alcohol-use measures using Web- and paper-based survey methods. They found no differences between the two methods. One study was found that compared differences for reporting of secondary alcohol consequences using Web and mail surveys. McCabe et al. (in press) found no overall differences in secondary alcohol-related negative consequences by survey mode, including physical and sexual assault. However, in bivariate analyses conducted separately by gender, more women reported sexual assault via the Web (36.4%) as compared with the mail survey (30.9%). In summary, previous studies have compared collection of data on alcohol and drug use, and one study has compared alcohol-related negative consequences across multiple survey methods. At the present time, no study has compared Web-based with interviewer-administered telephone surveys of alcohol use and related victimization experiences. Current study The current study was designed to assess differences in data collected about alcohol use and related victimization experiences using two modes of survey administration (Web vs interviewer-administered telephone). Our intention was to determine which mode was most feasible and cost-effective for obtaining these data from college women. Response rates, estimated cost, feasibility, and substantive content were compared across the two survey methods. Method Participants Seven-hundred. first-time freshmen women were randomly selected from the incoming class of 2003 at a large state university in western New York state. These women were invited to participate in a survey on alcohol use and

319

associated negative consequences. Half of the women (n = 350) were randomly assigned to receive the intervieweradministered telephone survey, and half were assigned to receive the same survey in Web-based format. A total of 370 women (52.9%) completed the survey. The average (SD) age of participants was 18.5 (0.7) years. The majority of the women were single (97.8% never married) and full-time students (99.5%). Most (73%) were of European descent, with 12.2% of Asian, 6.5% of African, and less than 2% each of Latin or Native American/Alaskan Native descent. These percentages are representative of the university population. The only difference found between the Web-based and telephone-survey groups was in
ethnicity (X2 = 12.42, 5 df, p < .05). Slightly more women

of African and Asian descent completed the Web-based survey, whereas more women of Native American/Alaskan Native descent completed the telephone survey. Procedure Women randomly assigned to either group (Web or telephone) were informed initially about the survey through an invitation sent to their university postal and electronic mail (email) addresses on February 25, 2004. This initial invitation provided the women with the following description of the study: "The Research Institute is conducting a study of women's transition into college and their general well-being throughout college. The survey is confidential, and includes questions about your academic and social life. You will be asked about your perception of your work load for the semester, stress, psychological and physical health, substance use, relationships and experiences with aggression." These invitations included the link/address to access the Web site for completing the survey (Web group) or a Web site to provide a contact telephone number as well as a project telephone number to call to decline participation (telephone group). Women were able to access the project Web site or were telephoned to complete the survey over the subsequent 7week period. Women in both groups were reminded to complete the survey on a weekly basis. Women in the Web group received one reminder each week through an email message that contained their unique link. Women in the telephone group were called a minimum of once each week, usually multiple times at different times of the day and day of the week. To be consistent with the Web group, only one voice message was left each week via telephone, reminding women that we were calling for the study and asking them to return our call. Care was taken to leave a
discreet message (e.g., "Hi, this is lege Women 2004; please call me at
_

calling from ColAll women

_").

provided informed consent at the beginning of the Web survey or telephone interview. Women who completed the survey and provided a valid mailing address were sent a

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JOURNAL OF STUDIES ON ALCOHOL / MARCH 2006

$10 incentive check and entered into a lottery drawing for a $500 cash prize. Each woman assigned to the Web survey was provided with a unique link to access the project Web site in the message sent to her email account. A woman could only access the secure project Web site (certificate validated by VeriSign) by using this unique link and providing a personal identification code to verify her identity and access the survey. The Web server was protected by a firewall, all data were encrypted, and each woman was assigned a randomly generated alpha-numeric identification code in the data file. This alpha-numeric code was linked to identifying information in a separate, password-protected output file stored on another secure server at the research facility. This information was only accessible by project staff and necessary computer personnel. Participants were asked to provide identifying information (i.e., name and mailing address) after completing the survey. This identifying information was collected and stored in a separate, encrypted output file and was used only for mailing the incentive check ($10). Upon first entering the project Web site, the women were provided with a detailed description of the study and were asked to accept or decline participation. This included all of the components of standard written consent and thus was considered to be the Web equivalent of informed consent. If a woman declined participation she was not contacted again. If she indicated interest in participating she was given the option to begin the survey or return at a more convenient time. Women assigned to the telephone survey were provided with a telephone number to call to decline participation and a link to a secure Web site to provide the best telephone number and times to call if interested in the study. If a woman assigned to the telephone survey provided a telephone number via the Web site, she was contacted immediately. If a woman did not provide a telephone number or she did not call to decline participation, she was called at the telephone number on record at the university 2 weeks after the initial invitation was sent through email. At the beginning of the telephone call the women were provided with a detailed description of the study and asked to accept or decline participation. This included all of the components of standard written consent and thus was considered to be the telephone equivalent of informed consent. If a woman declined participation she was not contacted again. If she indicated interest in participating she was given the option to begin the survey or to be called back at a more convenient time. Measures Alcohol and other drug use. Alcohol and drug use since entering the university as well as frequency of use in the past month were assessed using the Daily Drinking Ques-

tionnaire (DDQ; Collins et al., 1985). The DDQ assesses daily, weekly, and recent (i.e., past month) drinking patterns. We added an item to assess frequency of heavy episodic drinking (consumption of four or more drinks per occasion) oi,er a typical 1-month period since entering the university. A single item was used to determine which illicit drugs women had used ("Which of the following drugs have you used in the past year?": marijuana, cocaine, opiates, designer drugs [e.g., Ecstasy, GFIB], stimulants, hallucinogens, other drugs). For each drug that a woman reported using, she was asked to indicate frequency of use on a 6-point scale ranging from "never" to "every day." The DDQ was developed and has been used extensively with college populations (e.g., Corbin et al., 1996). It has good convergent validity with the longer Drinking Practices Questionnaire (DPQ; Cahalan et al., 1969; Collins et al., 1985). Alcohol-related negative consequences. The 23-item Rutgers Alcohol Problem Index (RAPI; White and Labouvie, 1989) was used to collect data on a broad spectrum of alcohol-related negative consequences (e.g., "Not able to do homework or study for a test," "Passed out or fainted suddenly"). This measure has been used successfully with college students (Borsari et al., 2001) to assess alcohol-related problems. Studies with this population indicate that it is highly reliable (Cronbach's a = .88; Collins et al., 2001). To increase the brevity of the RAPI for use on the Web and over the telephone, we modified the response set from a 5-point frequency of occurrence scale (i.e., "never" to "more than 10 times") to a binary occurrence scale (i.e., yes/no) since entering the university. Given that our primary interest was to assess alcoholrelated negative consequences that put women at risk for victimization and actual experiences with alcohol-related sexual and physical victimization, we added five items to the RAPI. These included two items to assess risky sexual behavior ("Engaged in consensual sexual activity that you later regretted," "Had unprotected sexual activity") and three items to assess personal victimization ("Were the victim of a theft or robbery,.... Were the victim of a physical assault,.... Were the victim of a sexual assault"). Internal consistency for the original 23 items was .84 (Cronbach's a) and .85 for the 28-item modified RAPI. Results Of the 700 women who were sent invitations to participate in the study, 370 (52.9%) completed the survey. Rates of completion were significantly higher for women assigned to the Web (60.0%) versus telephone (45.7%) survey (W2 = 16.58, 1 df, p < .001). Median time to complete the survey was not significantly different for Web (19.5 minutes) and telephone (18.8 minutes) participants. Cost of administering the telephone survey was much higher than the cost of

PARKS, PARDI, AND BRADIZZA administering the Web survey. Given that set-up costs (i.e., equipment and computer programming) and participant compensation were equivalent for both survey modes, we compared only personnel costs. An average of 2.7 calls and 74 minutes of interviewer time (i.e., call backs, interview) w-e-re required to complete one telephone parficipant. Personnel time required to complete one Web participant (i.e., tracking, sending reminder emails) was 12 minutes. Thus, estimated dollar cost per completed participant was more than six times higher for the interviewer-administered telephone ($26.19) as compared with the Web ($4.23) survey. Differences in alcohol and drug use based on mode of survey administration were assessed using analysis of variance and chi-square tests (see Table 1). The majority of women reported using alcohol, and this did not differ based on mode of survey administration. There were no significant differences for any of the alcohol-use variables (i.e., usual number of drinks per occasion, usual intoxication, frequency of consuming four or more drinks, and weekly drinks) by mode of survey administration. There also were no differences in the percentage of women who smoked cigarettes or reported the use of illicit drugs. Among women who reported using illicit drugs, the mean number of difTABLE 2.
TABLE

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1. Reported substance use by mode of survey administration Survey mode Telephone (n= 160) 82.5 3.56 (1.90) 1.31 (0.87) 3.86 (3.38) 7.33 (6.19) 22.5 31.3 1.65 (1.05) Web (n=210) 79.2 3.44 (1.90) 1.29(0.95) 3.45 (3.72) 8.45 (7.83) 27.1 37.1 1.53 (1.00)
2 ForX

Variable Alcohol % who drink No. drinks per occasion, mean (SD) ,Intoxication per occasion, mean (SD)a No. times 4 drinks/month, mean (SD) No. drinks/week, mean (SD) Other drugs "%who smoke cigarettes "%who use illicit drugs No. different drugs used, Smean (SD)

0.62 0.27 0.05 1.02 1.79 1.04 1.39 0A3

Notes: There were no significant differences between survey method for any of the alcohol or drug use variables. alntoxication was coded on a 4point scale from 0 (not at all) to 3 (very intoxicated).

ferent drugs used did not differ based on mode of survey administration. Number of alcohol-related negative consequences since entering university did not differ based on mode of survey

Percentage of women endorsing each RAPI item by mode of survey administration Total Web Telephone % % % Type of consequence School/work Missed day of work or school Neglected responsibilities Not able to do homework Felt had problem with work/school Went to work/school high or drunk Alcohol abuse/dependence Had withdrawal symptoms Felt needed more to get same effect Felt dependent on alcohol Noticed change in own personality Controlled drinking by drinking at certain times Tried to cut down on drinking Kept drinking when promised self not to Told by friend to cut down Missed out on things because of money for alcohol Social Had a bad time Had fight or argument with family Had fight or argument with friend Got into fights, acted badly Caused shame to someone Relatives avoided you Safety/health Felt'I was going crazy In place couldn't remember getting to Passed out/fainted Five added items Had unprotected sexual activity Had consensual sex I later regretted Was a victim of theft Was a victim of physical assault Was a victim of sexual assault Note: RAPI Rutgers Alcohol Problem Index. p< .10; *p <.05; tp <.01. 37.7 34.9 31.3 9.9 10.9 2.3 31.3 0.8 16.8 32.1 28.2 20.6 12.2 17.6 35.1 5.4 36.2 22.1 12.2 0.8 3.1 18.3 18.3 13.7 18.3 5.3 3.1 3.8 35.2 31.4 23.7 10.5 11.7 2.4 33.1 2.3 36.0 19.4 17.2 13.5 14.5 11.2 35.8 5.2 25.9 25.5 15.3 1.7 8.6 21.2 20.5 16.7 23.4 4.6 5.2 8.9 36.3 32.9 27.2 10.2 11.3 2.4 32.3 1.6 27.7t 25.Ot 22.1* 16.60 13.5 14.0 35.5 5.3 30.3* 24.0 14.0 1.3 6.2* 19.9 19.5 15.4 21.2 4.9 4.3 6.7

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administration. Women in the Web group reported an average (SD) of 4.65 (4.79) negative consequences, while women in the telephone group reported an average of 4.77 (4.42) negative consequences. Table 2 provides the rates of endorsement for each of the 23 RAPI items as well as the five added risk and victimization items, by mode of survey administration. Women who completed the Web survey were significantly more likely to indicate that they noticed a change in their personality and that they felt they were going crazy after drinking as compared with women who completed the telephone survey. Women who completed the telephone survey were significantly more likely to indicate they had tried to control or cut down on their drinking as compared with women who completed the Web survey. The telephone group also was significantly more likely to report fighting with a friend after drinking than the Web group. Women in the telephone group were more likely to report being unable to do homework, continuing to drink when they had promised themselves not to, and missing out on things because of money spent on alcohol as compared with women in the Web group. These differences were marginally significant. There were no differences in the rates of risky sexual behavior by group. Rates of alcohol-related personal victimization were low overall; however, women in the Web group were more likely to indicate they had been the victim of a physical or sexual assault than women in the telephone group. This difference was marginally significant for sexual assault and was not significant for physical assault. Discussion Our findings support the use of Web-based surveys as an effective and efficient means for collecting data from college women about their alcohol and other drug use as well as their experiences with alcohol-related victimization. Web surveys provide increased flexibility for participants by allowing them continuous access to the survey (i.e., all day, every day) and the ability to start and stop the survey repeatedly until completed. This makes the survey particularly convenient for college populations, as they have easy access to the Internet through their university and often have less traditional schedules. Our findings add to the existing research by comparing Web-based and interviewer-administered telephone survey methods. Completion rates were higher for the Web-based survey compared with the interviewer-administered telephone survey. Furthermore, Web-based data collection was more cost effective based on personnel costs required to achieve a completed survey. It should be noted that a substantial amount of time is required to train interviewers to administer a survey, whereas minimal personnel training is required to monitor completion rates and reminders for a Web-based survey. We found the time required for partici-

pants to complete the survey to be equivalent for the Web and interviewer-administered telephone surveys. Although we found no differences in the alcohol and other drug use data based on mode of survey administration, we did find some differences in reported rates of specific alcohol-related negative consequences. Our findings suggest that women may have been somewhat more forthcoming (i.e., less likely to respond with a social desirability bias) in their endorsement of alcohol-related negative consequences when responding to the Web versus the interviewer-administered telephone survey. Women who responded to the Web survey endorsed consequences that might draw criticism or concern about their character from others (e.g., "Noticed a change in my personality," "Felt I was going crazy") at higher rates than women who responded to the telephone survey. In contrast, women who responded to the telephone survey endorsed consequences that might be viewed as taking steps to reduce or control a potential problem with alcohol (e.g., "Tried to control my drinking by drinking at certain times," "Cut down on my drinking") or to a certain degree items that might be viewed as common among same-age peers (e.g., "Not able to do homework," "Missed out on things because of money spent on alcohol"). Rates of alcohol-related victimization and risky sexual behavior were slightly higher for women who responded to the Web survey; however, sexual assault was the only item that approached a statistically significant difference between the two survey modes. This finding is similar to McCabe et al. (in press) in which higher rates of sexual assault were reported by women responding to a Web versus mail survey. Overall, the rates of victimization were low for the current study. Given that our primary aim in this study was to determine any differences in negative consequences due to the method of survey administration, we were most concerned with eliminating Type II error. Thus, ct was held at .05, regardless of number of tests conducted, and we have reported marginally significant results (p < .10) to avoid missing any possible effects of survey method on response rates. We recognize that this increases the possibility of Type I error and therefore urge caution in interpretation of the marginally significant findings. There are several limitations to the current study. This was a preliminary methodological study that only compared two modes of survey administration on one university campus in western New York state. Therefore, our sample may not be representative of all college women. In addition, we were assessing a primary outcome (alcohol-related victimization) that has a low base rate of occurrence (approximately 10%-15% of women over one to two semesters at university). Future studies should assess this outcome over a longer period of college attendance with a larger sample to assess differences in reported rates of alcohol-related

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victimization by survey method. In addition, future studies would benefit from the addition of a measure of social desirability in an effort to assess the differential effect of survey mode on response bias, particularly with regard to questions that may be more personally sensitive. In summary, our findings add to current knowledge about effective methods for survey administration with college students. Our comparison of a Web-based versus interviewer-administered telephone survey that included personally sensitive topics (i.e., alcohol use and victimization) has not been conducted previously. Our findings clearly suggest that a Web platform can be used as an efficient and cost-effective method for collecting these data from college women. Using this survey method we were able to collect data from a larger number of women at a substantially lower cost over a relatively short period of time, while maintaining the integrity of the data, as compared with an interviewer-administered telephone survey. The ease and efficiency of this form of data collection has the potential to improve our ability to conduct large-scale survey research at a substantially lower cost than other survey methods on a variety of alcohol-related topics, including victimization. References
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