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Specific Aims
Global increases in body mass index, raised blood pressure and cardiovascular disease have been
attributed in part to the reduction in physical activity resulting from changes in the organization of labor and
transportation, and to increases in sedentary behavior. The evidence on the magnitude of these changes and their
consequences for health is well recognized. The World Health Organization (WHO) ranks physical inactivity as
the fourth leading cause of global mortality, estimating that it results in 3.2 million deaths globally, mainly due
to cardiovascular disease, diabetes, hypertension, and some cancers. Analyses of the Global Burden of Disease
estimate that insufficient physical activity accounts for an estimated 13.4 million disability adjusted life years
(DALYs) related to ischemic heart disease, diabetes and stroke.
Despite the benefits accruing from physical activity in the literature, a number of people still do not
engage in physical activity. The need to know about physical activity preference of the people still remains a
research imperative. A variety of other attributes of health care, especially those which deal more with quality
of delivery, are susceptible to judgements on the part of customers or users, who in this respect have a good
claim to be the experts. This will be achieved by using conjoint analysis (discrete choice experiment) which has
been employed by market researchers for a number of years. Using conjoint analysis, respondents are asked to
make hypothetical judgements or to express preferences between hypothetical alternatives. From this it is
possible to look at the relative importance of different aspects of the service. Our team will include experts in
health behavior, marketing, and physical activity research. Those different background will be the perfect blend
for this project. We are proposing to investigate what are the people preferences on different attributes to be
more physically active.
Aim 1: To assess people’s preferences in relation to the salient features of physical activity. We will
employ customer preference technique which is designed to establish the relative importance and impact of
individual attributes, or characteristics, upon the overall utility of a good or service.
Aim 2: To identify the extent to which individual characteristics such as place of physical activity and
presence or absence of a walking trails may or may not influence individuals’ preferences for attributes of
physical activity. From individual’s responses, the probability of choosing an alternative as a function of the
attributes and other factors can then calculated allowing this method to go beyond the traditional qualitative
assessments and provide quantifiable data depicting the strength of respondents’ preferences for particular
attributes.
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