Using Web-based surveys to evaluate a television documentary and an Internet website: A feasibility study

Television and Internet media are increasingly being used for health education and promotion. However, media effects researchers have encountered difficulties in evaluating potential media effects of health-related messages in television programs and Internet websites. Using a multimethod research design, this feasibility study examined the sample representativeness and utility of conducting web-based surveys for the evaluation of a caregiving-related television documentary and its corresponding Internet website. This study exemplifies not only how these two media can be evaluated in a naturalistic, real-time setting, but how media effects can be measured on a topic (e.g., caregiving) that may not be new to the audience.;Sample representativeness was examined by comparing primary collected data sets with two selected national data sets. Using a cross-sectional research design, PBS station membership email lists were used to recruit survey participants, and web-based surveys measured knowledge and attitudes towards caregiving issues, both before and after the national airing of the 2-hour PBS caregiving documentary, "And Thou Shalt Honor" (ATSH). A separate web survey, located on the program's companion website, assessed a convenience sample of visitors who provided demographic information, where they heard about the site, as well as their motivations for using it. Demographic factors and caregiving-related experiences were tested as potential indicators for the utilization of the ATSH Website, as well as changes in caregiving knowledge and attitudes.;Current digital divide research shows a large age and gender disparity in Internet use with female seniors less likely to use computers and the Internet. This study shows that middle-aged and older females can be sampled using web-based surveys; however, they may not represent all older women. Results showed that the majority of visitors utilized the featured ATSH website for instrumental purposes, such as to learn more about caregiving and to access resources. Age, gender, and prior exposure to caregiving-related media (e.g., print materials or television) showed significance in predicting instrumental or expressive motivations for using the ATSH website. Results also showed that exposure to general caregiving-related media, exposure to the ATSH documentary, and caregiving experience contributed to changes in some knowledge and attitudes towards caregiving issues.