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Chapter Two Methodology

Overview of approach

2.1 This study has:

(a) Obtained a sample of 124 in-depth and partially structured interviews with motorcyclists covering a range of risk propensity with the aim of obtaining measures of risk acceptance and attitudes to risk.

(b) Conducted a self-completion questionnaire survey of motorcyclists (returned sample of 364 from 2,000 questionnaires distributed) from a range of backgrounds and likely risk taking. Through the questionnaire, we have obtained measures of behaviour, attitudes and self-reported rider style together with demographic information.

(c) Analysed the data from the in-depth interviews and the self-completion questionnaires in order to investigate the levels of risk accepted by motorcyclists, their attitudes to risk and their perceptions of personal risk.

(d) Considered the findings and made recommendations in relation to Road Safety Scotland activity on potential remedial measures directed at high risk riders.

2.2 The findings from the two surveys have been interpreted and provide a better understanding of the following issues:

• What do riders think is the objective risk in motorcycling
• What do riders think is their own risk
• Do the above differ, and if so then why
• How do these risks and perception vary with type of rider
• How do own risks compare with other riders
• How do these risks compare with other activities
• How do riders rank different risk situations and how does this compare with the 'actual' risk
• How do riders react to different risk messages about the 'true' risk
• How do riders attitudes to risk influence their perception and acceptance of risk

Understanding of risk

2.3 In designing the questionnaire, a number of aspects of risk needed to be taken into account. First, the level of risk (probability of a defined type of accident) may be expressed in absolute terms - e.g. the number of riders out of 100 who would have an accident in a year - or relative to the risk of other activities. Secondly, it is necessary to distinguish between estimates of objective risk derived from accident statistics, and respondents' own estimates and perceptions of risk. This survey was able to make use of results from previous research (Sexton et al, 2004b) to estimate the objective risk of riders of a given age, experience and annual mileage. Thirdly, risk estimates may be needed for different populations - e.g. motorcyclists in general, or riders who are like the respondent in some way ( e.g. with respect to age, experience and annual mileage). Fourthly, risk estimates for different types or severities of accident may be needed. All these approaches were used in the questionnaires. For example, riders were asked to imagine 100 typical riders, and say how many they thought would have accidents of various severities in the next 12 months. They were then asked the same question but for riders of the same age, sex and experience as themselves, and doing a similar amount and type of riding. A further question sought an approximation to the rider's estimate of his own risk by asking him to imagine 100 riders exactly like himself in every way. Other questions presented the respondent with information on risk ( e.g. the statistical risk of riders of his own age, sex and experience, or the published estimate that, per mile travelled, motorcycle riders are 25 times more likely than car drivers to be killed in a crash). Comparisons of motorcycling risk with the risks of other transport modes, and with the risks of sports such as hang-gliding and rock climbing were also sought.

2.4 One motivating factor for riding motorcycles is thought to be to be sensation seeking. Risk may be a consequence of obtaining the sensation, but it has been suggested by Zuckerman (2000), that it is sensation rather than risk itself that is sought. The questionnaire measured sensation-seeking using the Arnett Sensation Seeking scale (Arnett, 1994).

2.5 In addition to the questions on risk and sensation-seeking, the questionnaire included items on behaviour, attitude and riding style as previously used in Sexton et al (2004b). The self-completion questionnaire also included a question developed by Broughton (2005) in which respondents were shown five photographs of road scenes and asked to rate them on enjoyment, speed, concentration and risk. Together, all these questions enabled a comprehensive picture of riders to be obtained which could then be used to explore the inter-relationships between sensation-seeking, perception of risk, acceptance of risk and self-reported measures of behaviour, attitude and style.

Sample representativeness

2.6 There was a poor response rate to the questionnaire survey with just 364 (18%) of the 2,000 questionnaires distributed being returned. In-part this was due to there not being any control on the sample and no way in which reminders could be sent. Riders were either handed a questionnaire or collected one from a club or motorcycle shop. We cannot, therefore, be sure how many of the 2,000 distributed questionnaires found their way into the hands of potential respondents. The survey conducted by Sexton et al (2004b) achieved nearly 40% response rate, but this was only after a reminder and was a survey where a questionnaire was posted to the rider.

2.7 However, although the present survey achieved slightly less than half of the response rate achieved by the Sexton et al (2004b) survey, the distribution of respondents by sex and years of riding experience are very similar. Table A shows the percentage of male and of female respondents by riding experience for the two surveys. A visual inspection of the percentage values shows that the current questionnaire survey is similarly distributed to the much larger sample achieved by Sexton et al (2004b). It is concluded that, although the response rate was poor, the achieved sample is as representative of the motorcycling population as the earlier and much larger survey - at least in terms of age and sex distribution.

Table A - Percentage of respondents by age and riding experience

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