Catalogue

UK Data Service data catalogue record for:

Ahead of the Game Survey, 2009-2010

Title details

SN: 6641
Title: Ahead of the Game Survey, 2009-2010
Alternative title: National Awareness and Early Diagnosis Initiative: Cancer Awareness Measure; NAEDI-CAM
Persistent identifier: 10.5255/UKDA-SN-6641-1
Series: National Awareness and Early Diagnosis Initiative: Cancer Awareness Measures [National Awareness and Early Diagnosis Initiative: Cancer Awareness Measures]
Depositor: Ipsos MORI. Social Research Institute
Principal investigator(s): Ipsos MORI. Social Research Institute
Sponsor(s): Department of Health
Other acknowledgements: The project was commissioned by the Department of Health in partnership with the Football Foundation.

Citation

The citation for this study is:

Ipsos MORI. Social Research Institute. (2011). Ahead of the Game Survey, 2009-2010. [data collection]. UK Data Service. SN: 6641, http://doi.org/10.5255/UKDA-SN-6641-1

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Subject Categories

Health services and medical care - Health
Social attitudes and behaviour - Society and culture
Specific diseases and medical conditions - Health

Abstract

Abstract copyright UK Data Service and data collection copyright owner.

The Ahead of the Game campaign explored the use of targeted interventions at football grounds as a means of raising the awareness of the causes and symptoms of cancer. The target audience for these interventions was primarily male football supporters aged over 55. In order to investigate this, Ipsos MORI conducted two waves of survey research amongst men aged over 40 at the five football clubs where the interventions have taken place (Blackburn Rovers, Brighton and Hove Albion, Norwich City, Portsmouth, and Scunthorpe United), using the Cancer Awareness Measure (CAM). The reason that men over 40 were interviewed instead of just men aged over 55, was to assess the impact on those approaching the most at risk age group, to compare the impact of the interventions on the different age groups, and to inform decisions on future campaigns targeting the younger group.

Supporters were recruited face-to-face in and around the clubs on match days and contacted by telephone to complete the survey. The pre-intervention survey developed a 'baseline' that was compared with the post-intervention survey to measure any change in awareness. Some clubs had started to conduct their interventions when the pre-intervention wave of research was in field, so some respondents may have been influenced by the interventions before they were interviewed. During both waves 1,000 supporters were interviewed in total (200 per club) creating an overall total of 2,000 responses (400 per club).

Further information about the Ahead of the Game campaign can be found on the Football Foundation's web page.
Main Topics:
The CAM questionnaire addressed the following topics:
  • public awareness of cancer symptoms
  • public knowledge of cancer risk factors
  • reasons for patient delay before contacting doctor
  • public knowledge of common cancer types in men and women
  • public awareness of cancer screening programmes
  • demographic variables

Coverage, universe, methodology

Dates of fieldwork: October 2009 - May 2010 - Data was first collected in October 2009 for the pre-intervention wave and collection concluded in May 2010 at the end of the post-intervention wave.
Country: England
Spatial units: No spatial unit
Observation units: Individuals
Families/households
Kind of data: Numeric data
Individual (micro) level
Universe: National
Male football supporters, aged 40 and over who were watching a football match as a 'home' supporter of Blackburn Rovers, Brighton and Hove Albion, Norwich City, Portsmouth or Scunthorpe United Football Clubs, 2009-2010.
Time dimensions: Cross-sectional (one-time) study
Sampling procedures: Simple random sample
Respondents were recruited to participate in the survey within the football grounds of Blackburn Rovers, Brighton and Hove Albion, Norwich City, Portsmouth and Scunthorpe United Football Clubs before matches kicked-off. Male supporters were randomly approached and asked a series of 'screener' questions to see if they met the desired quotas. Once they had been recruited, respondents recruited from each football club were randomly called by telephone to complete the full survey.
Number of units: 2,000 males
Method of data collection: Telephone interview
Weighting: No weighting used

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Administrative and access information

Date of release:
First edition: 11 January 2011
Copyright: Copyright Ipsos MORI. Social Research Institute.
Access conditions: The depositor has specified that registration is required and standard conditions of use apply. The depositor may be informed about usage. See terms and conditions of access for further information.
Availability: UK Data Service
Contact: Get in touch

Documentation

Title File Name Size (KB)
Questionnaire 6641questionnaire.pdf 776
Study information and citation UKDA_Study_6641_Information.htm 6
READ File read6641.htm 10
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  National Awareness and Early Diagnosis Initiative: Cancer Awareness Measure, 2008 (SN 6297)
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  National Awareness and Early Diagnosis Initiative: Cancer Awareness Measure, Merseyside and Cheshire, 2010 (SN 6640)
  National Awareness and Early Diagnosis Initiative: Cancer Awareness Measure, Lambeth, 2009-2010 (SN 6643)
  National Awareness and Early Diagnosis Initiative: Cervical Cancer Awareness Measure Benchmarking Survey, 2009 (SN 6645)
  National Awareness and Early Diagnosis Initiative: Cancer Awareness Measure, Barnsley, Bassetlaw, Doncaster and Sheffield, 2008 (SN 6648)
  National Awareness And Early Diagnosis Initiative: Cancer Awareness Measure, Arden Cancer Network, 2009 (SN 6678)
  National Awareness and Early Diagnosis Initiative: Cancer Awareness Measure, Kent and Medway, 2010 (SN 6680)
  National Awareness And Early Diagnosis Initiative: Cancer Awareness Measure, Anglia Cancer Network, 2009-2010 (SN 6688)
  National Awareness and Early Diagnosis Initiative: Cancer Awareness Measure, NHS North of Tyne, 2010 (SN 6783)
  National Awareness and Early Diagnosis Initiative: Cancer Awareness Measure, NHS Tees, 2010 (SN 6784)
  National Awareness and Early Diagnosis Initiative: Cancer Awareness Measure, North London Cancer Network, 2010 (SN 6803)
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Related case studies:

Cancer awareness among frontline staff

Publications

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By principal investigator(s):

Resulting from secondary analysis:
Robb, K.A., et al. (2009) 'Public awareness of cancer in Britain: a population-based survey of adults' [Electronic version], British Journal of Cancer, 101(Suppl. 2): pp.S18-S23.

Stubbings, S., et al. (2009) 'Development of a measurement tool to assess public awareness of cancer' [Electronic version], British Journal of Cancer, 101(Suppl. 2), pp.S13-S17.

Waller, J., et al. (2009) 'Awareness of cancer symptoms and anticipated help-seeking among ethnic minority groups in England' [Electronic version], British Journal of Cancer, 101 (Suppl. 2), pp.S24-S30.

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