This talk will focus on the development of a computer-based tool for assessing preferences for colorectal cancer screening test characteristics using conjoint analysis (a marketing technique). First, Dr. Hawley will provide some background regarding use of conjoint analysis to assess preferences for colorectal cancer screening from her current and prior work. Dr. Hawley will then describe the tool being developed, and elicit feedback from the audience on tool delivery and study design issues.

<a href="http://chcr.umich.edu/who_we_are/people/person.2006-01-03.8900612081/person_view?searchterm=hawley">Sarah Hawley </a>is a research assistant professor in the Division of General Medicine at the University of Michigan and an investigator at the AA VA Center of Excellence in HSR&D. Dr. Hawley's training is in health services and behavioral research. Her background is in colorectal cancer screening research, with a focus on trying to increase screening rates in underserved populations. Dr. Hawley also has interest and experience in development of tools for improving decision making for cancer screening and treatment services, and in incorporating patients' preferences into health care decisions.<br><br>See <a href="http://chcr.umich.edu/what_we_do/projects/project.2006-01-03.9758275259/projects_page">ColoCancer Screening Preference</a> for more information.<br><br>