n Journal of Emerging Trends in Educational Research and Policy Studies - Development and validation of the Alcohol Advertisement Impact Questionnaire (AAIQ) on in-school adolescents in Makurdi, Nigeria

Volume 7, Issue 2
  • ISSN : 2141-6990
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Alcohol consumption poses a major challenge for adolescents. This is because its consumption can lead to abuse and dependence. Alcohol advertisement implies promotion or publicity of alcoholic beverages by producers through a variety of media. The role alcohol advertisement plays in consumption and addiction is contestable. Hence a development and validation of a 13-item Alcohol Advertisement Impact Questionnaire on adolescents of between 10-18 years using a descriptive study design. The internal consistency coefficient (Cronbach's α) for the instrument was 0.87. Split-half reliability was 0.82. Principal component analysis was done to extract the factors. Rotated factor structure of the 13 items yielded two (2) factors with Eigen value greater than 1. The developed and validated instrument will further strengthen research as it encourages the study of specific parameters in measuring impact of alcohol advertisements on in-school adolescents. The research-friendly questionnaire can be further standardized and tested on a general adolescence population. In view of its derived psychometric properties, the instrument is a ready tool in evaluating the impact of alcohol advertisement on alcohol consumption especially among in-school adolescents.

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