Evaluation of Female Driver Responses
to Impaired Driving Messages
Final Report -- December 2000

APPENDIX B.
Moderator's Guide

Distribute the Participant Information form for completion before the session.

"Please fill out both sides."

INTRODUCTION

• Moderator welcomes participants and introduces self and colleague.

• Explain what the Pacific Institute is and who is paying for their participation

• Explanation of project; purpose of group discussion; screen for personal DD experience.

• Preview what will happen during the next two hours, when they will be paid, etc.

• We are interested in opinions about media messages dealing with drinking and driving. There are no right or wrong answers.

• Views will be kept confidential; no names will be used; we expect participants to keep what they hear during the focus group confidential as well.

• We value the information you will share with us today and want to make sure we capture all of it. So we will be taping the session and taking notes. Is everyone okay with that? TURN ON RECORDER

• GROUND RULES: informal; 2 hours; no formal breaks, but feel free at any time to get up; would like only one person to talk at a time, but hope everyone will speak up; appreciate input

• Any questions?

• ICEBREAKER: Ask each participant to introduce herself with her first name and tell the group two favorite leisure-time activities.

I'd like to spend a few minutes on some general topics. Then we'll move to the specific presentations.

• Discuss driving behaviors in general. When you drive what are the usual circumstances?

PROBES:

What is the social setting?
If you are with an adult male (husband or boyfriend) who usually drives?
How do men differ from women as drivers?
Do men or women take more risks?

• Discuss general drinking behaviors. When do you drink alcohol?

PROBES:

What are the circumstances?
How is men's drinking different from women's?

• Discuss the media in general. What are your favorite kinds of print, radio, video ads? Why?

PROBES:

Are you more likely to remember print, radio or video ads? Why?

• Discuss how advertisements and the media influence us.

Would they change your behavior?
Differences between men and women?

• Most effective source for print media. Where do you get printed material about driving or drinking that you pay attention to?

PROBE:

Are you more likely to be swayed by information aimed at a general population, or are you more likely to be influenced if it came from your doctor, employer, police, insurers, schools?
Are women more likely than men to be influenced by printed material coming from a doctor, employer, police, insurers, schools?

Now we're going to show you specific media presentations.

Distribute and explain rating and ranking forms. We will pause briefly after each media presentation so you can mark your rating forms. After you have seen a group of presentations, we'll ask you to complete a form ranking the presentations. (This should be done without discussion among the participants.) After you've completed the forms, we'll discuss them, but not before.

Show VIDEO #1--STOP--fill out rating form--no discussion
Show VIDEO #2--STOP--rating form
#3--STOP--form
#4--STOP--form
#5--STOP--form

DO RANKINGS OF FIRST GROUP (VIDEO) (make sure correct form)
COLLECT FORMS
DISCUSSION--VIDEOS

• Discussion. Which are most memorable? Why?

PROBES:

Would they induce you to change your behaviors?
Would women be affected by each of these ads differently than men?
Would any of these video spots work as printed material? Radio? Why?

(Define RADD)
Show RADIO #1--STOP--Rating form--no discussion
Show RADIO #2--STOP--Rating form
#3-Stop-form
#4-Stop-form

DO RANKINGS OF 2ND GROUP (AUDIO)--make sure correct form
COLLECT FORMS
DISCUSSION—RADIO (Ask about celebrities.)

• Discussion. Which are most memorable? Why?

PROBES:

Would they induce you to change your behaviors?
Would women be affected by each of these ads differently than men?
Would any of these video spots work as printed material? Radio? Why?

IF TIME:

PRINT--pull 1 of favorite video approach or show all 4
Do Rating form; Rankings; Collect forms; Discuss

Summary and Closing

• Summary

• Are there any final comments?

• Thank you for participating.

• Distribute cash envelopes; have them sign receipts

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