Formative research on smoking cessation program attributes preferred by smokers.

BACKGROUND: This article reports formative research procedures used to identify smoking cessation program attributes preferred by smokers. A theoretical rationale and a program development framework are presented.
METHODS: Findings from a series of qualitative and small sample quantitative studies were used to evaluate smoker response to specific program materials, and to identify a comprehensive set of preferred smoking cessation program attributes. These findings guided the development of a telephone survey administered to a random sample of 205 smokers interested in quitting.
RESULTS: The 205 smokers completing telephone interviews frequently indicated preferences for program features having little to do with specific cessation methods used. Low demand on time, endorsements by medical authorities, relaxation instructions, weight control techniques, and a substantial research base were often cited as being most preferred. Overall, chi-square analyses provided minimal support for significant relationships between preferences and sociodemographic or smoking history variables. DISCUSSION: The benefits of combining qualitative and quantitative research methods in cessation program development efforts are noted. Implications for further research are discussed, particularly those concerning multiattribute analysis of consumer preferences.