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SCOTTISH EXECUTIVE EVALUATION OF THE 2003/2004 FESTIVE DRINK DRIVE CAMPAIGN

CHAPTER TWO: METHODOLOGY & SAMPLE

METHOD: QUANTITIATIVE RESEARCH

2.1 The quantitative research was undertaken via in-home interviews and a total of 1,000 interviews were conducted with car drivers. Quota controls were applied on gender, age and region. This allowed a representative number of interviews with car drivers amongst both men and women, different age groups and throughout the three main geographic regions in Scotland. A minimum target of 200 interviews with young male drivers aged 17 - 29 was set (as these were the target audience for the campaign).

Table 2.1:

2.2 The questionnaire was structured to capture attitudes and behaviour in relation to drinking and driving early in the interview before examining recall and attitudes to the campaign. This was to ensure answers on attitudes and behaviour were not influenced by discussion and exposure to elements of the drink driving campaign. In addition, for the more sensitive question areas, a non verbal disclosure technique was used in order to encourage a frank and honest response.

2.3 Other information collected in relation to driving per se was:

• Car access
• Frequency of driving
• Reasons for driving
• Length of driving experience

2.4 The majority (78%) of respondents owned their own car (see Figure 2.1). Levels of ownership increased with age (at least 80% of respondents aged 30+ owned their own car in comparison with 71% of under 30 year olds). In addition there were marginally more car owners at the AB end of the socio economic spectrum and amongst men. Regionally there were more car owners in the North than in other areas.

2.5 As shown in Figure 2.2 a majority of respondents (74%) were driving daily, with a further one in five (20%) driving at least three times per week. As with car access, a slightly higher proportion of men were driving every day compared to women; 75% versus 72%. There was also a higher incidence of daily drivers in the 30-59 age group (79% versus 71% of 17-29 year olds and 65% of 60+ year olds).

2.6 The overwhelming majority (90%) of respondents claimed to drive for personal or social reasons. Around half also claimed to drive to and from work and a fifth drove during the course of work (18%) (see Figure 2.3). Men were more likely to drive for work related reasons than women.

2.7 Driving experience varied, but two thirds of respondents (66%) had been driving for more than ten years. Around one in four (24%) had been driving for between 2-10 years and only a minority had been driving for less than two years (Figure 2.4). As would have been expected, driving experience increased with age, and those respondents who had been driving for less than two years tended to be younger.

2.8 Only a small minority (4%) of respondents claimed to have received any speeding fines in the last three years. There was a slightly higher incidence of this amongst men, 5% compared to 2% of women.

2.9 Similarly the majority of respondents claimed not to have been involved in any car accidents when driving in the last year.

2.10 In summary, the majority of respondents participating in the research owned their own car and drove as a part of everyday life. Overall, men tended to be driving more frequently and were more likely to have had a speeding fine or been involved in an accident in the last year.

METHOD: QUALITATIVE RESEARCH

2.11 Qualitative research was undertaken via a series of focus groups and face to face in depth interviews. The construction of these took the following factors into account:

• Age
• Gender
• Binge drinkers / non binge drinkers
• Regular social drinkers
• Those who have ever had an alcoholic drink and then driven
• Those who have driven when they considered themselves to be over the limit

2.12 It was anticipated that driving experience would naturally be related to age. In addition, manual / non manual occupation definitions were used as a criteria for eligibility in order to ensure there was homogeneity within the groups.

2.13 The group discussions were undertaken, where individuals holding particular attitudes and / or demonstrating particular behaviours in relation to drink driving were brought together. Thus respondents who described themselves as regular or occasional social drinkers were grouped together. Similarly, respondents who claimed to have driven after a drink were grouped together. The criteria for participation did not include eliciting the quantity of alcohol consumed.

2.14 In depth interviews were deemed more appropriate for individuals who claimed to have driven after consuming alcohol and been over the limit. This was to allow these individuals to discuss behaviour which is potentially emotive, and also may have been difficult to discuss frankly and honestly in front of their peers.

2.15 The final group and depth construction is shown in Tables 2.2 and 2.3.

Table 2.2: Group Construction

Table 2.3: Depth Construction

2.16 A topic guide was submitted by mruk for input and approval prior to the research commencing. All discussions (focus groups and in depth interviews) were conducted by a Project Executive and tape recorded for further analysis. All groups and depths took place during March and April 2004.

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