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NAQC Newsroom: Research

Online Recruitment of Targeted Populations: Lessons Learned From a Smoking Cessation Study Among ...

Tuesday, November 9, 2010  
Posted by: Natalia Gromov
Online Recruitment of Targeted Populations: Lessons Learned From a Smoking Cessation Study Among Korean Americans.

McDonnell DD, Lee H-J, Kazinets G, Moskowitz JM. Social Marketing Quarterly, 2010 Sept.; 16(3):2-22.
This study described the real-world experience of recruiting over 1200 Korean American participants to a tobacco cessation program through primarily online methods. Amongh the methods used, Google AdWords’ cost-per-click content site ads were the most cost-effective. Methods producing very low reach included unpaid Internet ads, cable television, newspapers, fliers, and word of mouth. The authors conclude that geographically dispersed, linguistically unique, and privacy-oriented communities can be recruited for eHealth studies and interventions through online paid advertising campaigns.

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