title: How to Conduct Store Observations of Tobacco Marketing and Products.
abstract: As tobacco companies continue to heavily market their products at the point of sale, tobacco control groups seek strategies to combat the negative effects of this marketing. Store observations, which have been widely used by researchers and practitioners alike, are an excellent surveillance tool. This article provides a guide for public health practitioners interested in working in the tobacco retail environment by detailing the steps involved in conducting store observations of tobacco marketing and products including 1) obtaining tobacco product retailer lists, 2) creating measures, 3) selecting a mode of data collection, 4) training data collectors, and 5) analyzing data. We also highlight issues that may arise while in the field and provide information on disseminating results of store observations, including the potential policy implications.
authors.affiliation: Gillings School of Global Public Health, University of North Carolina, Chapel Hill, North Carolina.
authors.forename: Ashley L
authors.initials: AL
authors.lastname: Feld
authors.affiliation: Stanford Prevention Research Center, Stanford University School of Medicine, Palo Alto, California.
authors.forename: Trent O
authors.initials: TO
authors.lastname: Johnson
authors.affiliation: Gillings School of Global Public Health, University of North Carolina, Chapel Hill, North Carolina.
authors.forename: Katherine W
authors.initials: KW
authors.lastname: Byerly
authors.affiliation: Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina, CB 7424, Chapel Hill, NC 27599. Email: kurt_ribisl@unc.edu.
authors.forename: Kurt M
authors.initials: KM
authors.lastname: Ribisl
mesh_terms: D003625:Data Collection / Q000379:methods*; D006801:Humans; D040541:Marketing / Q000941:ethics*; D011634:Public Health; D019460:Tobacco Industry / Q000941:ethics*; D062789:Tobacco Products; D014481:United States