A. Background

1
2004 College Talk Study
2
Background and Methodology

• The College Talk program helps parents talk to
  their college-bound student about drinking. This
  program was developed by an advisory panel of
  authorities in the fields of education, family
  therapy, student health and wellness, alcohol
  treatment and social norms marketing, and through
  conversations with parents and students. It is
  distributed free by Anheuser-Busch and its team
  of wholesalers.
• Anheuser-Busch commissioned Data Development
  Corporation to evaluate the effectiveness of
  College Talk. Data Development Corporation
  conducted a telephone survey of adults who
  requested College Talk materials between 2001 and
  2003. A total of 187 interviews were completed
  December 18, 2003 - January 18, 2004.
• Margin of error due to sampling is /- 6.4
  percentage points at the 95 confidence level.
• Most of the respondents have had the College Talk
  materials for 2 years.

3
Attitudes Toward College Talk Program
4
Rating Of College Talk Materials
94 Rate Materials Good or Excellent
TOP2BOX 94
Q.2 How would you rate the College Talk
materials? B187
5
Overall Usefulness Of College Talk Materials
95 Rate Materials Useful
Q.4 And overall, would you say that the
materials have been very useful, somewhat useful,
not too useful or not useful at all to you in
addressing the reasons you originally
ordered? B187
6
Reasons For Requesting College Talk Materials
Q.3 Please tell me one or two major reasons why
you requested them? B187
7
Reasons For Requesting College Talk Materials
Cont.
Q.3 Please tell me one or two major reasons why
you requested them?
8
Reasons For Requesting College Talk Materials
Cont.
Q.3 Please tell me one or two major reasons why
you requested them?
9
Attitudes Toward College Talk Materials
Q.8 Im going to read you some things that other
people have told us about the College Talk
materials. For each one, please tell me whether
you strongly agree, agree, disagree or strongly
disagree with the statement. Lets start
with... B187
10
Attitudes Toward College Talk Materials
Q.8 Im going to read you some things that other
people have told us about the College Talk
materials. For each one, please tell me whether
you strongly agree, agree, disagree or strongly
disagree with the statement. Lets start
with... B187
11
Recommended College Talk Materials To Other
Parents
Q.9 Since receiving the materials, have you
recommended the College Talk materials to other
parents? B187
12
Attitudes Toward The Role Parents Play
13
Parents View
Total Agree
100
99
97
Q.13 Im going to read you some statements and I
would like to know how much you agree or disagree
with each statement. First do you, strongly
agree, mostly agree, mostly disagree, or strongly
disagree with this statement. B187
14
Level Of Importance For Parents To Discuss
Alcohol With Children Before College
Q.14 How important is it for parents to discuss
alcohol with children before heading to college?
Would you say it isvery important, important,
not too important, or not at all important? B187
15
Role Parents Play In Underage Persons Decision
To Drink Alcohol Or Not
98 Say Important or Critical
Q.11 What role would you say parents play in an
underage persons decision to drink or not drink
alcoholic beverages? Would you say the role of
parents is critical in their childrens decision,
important but not critical, not too important, or
not all important? B187
16
Role Parents Play In Legal-Age Childrens
Decisions Regarding Responsible Drinking
95 Say Important or Critical
Q.12 What role would you say parents play in
their legal-aged childrens decisions regarding
responsible drinking? Would you say the role of
parents is critical in their childrens decision,
important but not critical, not too important, or
not all important? B187
17
Support for Other Programs
18
Effectiveness Of Ways To Prevent Underage
Drinking And Reduce Irresponsible Drinking
Total Effective
98
95
95
95
94
94
Q.22 For each item, please tell me how effective
you think these actions would be in helping
prevent underage drinking and reducing
irresponsible drinking by those 21 and older. Do
you think that would be very effective, somewhat
effective, not too effective, or not at all
effective in preventing underage drinking and
reducing irresponsible drinking by those 21 and
older? B187
19
Effectiveness Of Ways To Prevent Underage
Drinking And Reduce Irresponsible Drinking
Cont.
Total Effective
91
91
90
87
86
78
Q.22 For each item, please tell me how effective
you think these actions would be in helping
prevent underage drinking and reducing
irresponsible drinking by those 21 and older. Do
you think that would be very effective, somewhat
effective, not too effective, or not at all
effective in preventing underage drinking and
reducing irresponsible drinking by those 21 and
older? B187
20
Opinion Of Social Norms Program
87 Say Social Norms Is a Good or Excellent
Way to Address Abusive College Drinking
Q.17 Do you think this program is an excellent,
good, only fair, or poor way to address the
issues of abusive college drinking? B187
21
Opinions Of Anheuser-Busch Efforts
22
Favorability Of Anheuser-Buschs Efforts To Fight
Underage Drinking And Promoting Responsible
Drinking
Among Those Aware Of Anheuser-Buschs Efforts
92 Have a Favorable Impression
Q.24 In general, do you have a very favorable,
mostly favorable, mostly unfavorable, or very
unfavorable impression of these efforts by
Anheuser-Busch to fight underage drinking and
promote responsible drinking among college
students of legal age? B74
23
Sample Characteristics
24
Demographic Profile
D1 D6
25
Have Children Attending College
S2. S-2. Do you currently have any children
attending a college or university, or have any
children about to enter a college or
university? B187
26
Age of Children in Household
S-3. Do you have any children in your household
(including those at college) that are (READ
AGES)? (less than 6 yrs. Old, 6 12 yrs old, 13
16 yrs old, 17-20 yrs old, 21-24 yrs old, 25
yrs and above B187
27
Usage Of College Talk Materials
Q.6 About how many times did you use the College
Talk information, if any, since you received
them? Q6a. And about how many times, if any,
would you say you used the information in the
past year? Q6b. And, how many times, if any, in
the past 2 years? Q. 7 And about how long have
you had the materials? B187
28
Source Of Awareness Of College Talk Program
Q.1 How did you originally find out about the
College Talk program? B187
29
Preferred Method For Receiving College Talk
Materials
Q.10 Im going to read you seven different ways
College Talk materials might be provided to
parents such as yourself. Please tell me which
one would you most prefer? And, which method
would you 2nd most prefer? B187
30
Types Of Electronics At Home
Q.25 Do you have a ___________ at home? B187
31
Internet Access
Q.26 Do you have access to the Internet or World
Wide Web from your home, your office, or
both? B187