A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries (2018)

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E-1 Appendix E – Guidance on Best Practices for Data Collection Custom Traffic Safety Culture Survey Design Process The design of a customized survey to measure traffic safety culture should be based on an accepted theoretical model of how traffic safety culture impacts the targeted road user behavior (such as the model shown in Figure 6 in Chapter 1). The value of the survey will depend on how well the responses predict the specific behavior thus providing a deeper understanding of how traffic safety culture influences behavior. The survey will also reveal where there are opportunities for improvement. Table 9 presents a basic process to develop a custom survey (OECD, 2012). Table 9: Process to Develop a Custom Survey These practices are typical among those skilled in the design of high quality surveys. Transportation safety agencies seeking to engage external contracts for the measurement of traffic safety culture using survey methods would be advised to use this guidance in reviewing methods proposed by external contracts. Step 1. Define survey objectives and target group  Identify behaviors to be addressed.  Identify groups to be addressed.  Identify survey method and how sample will be created. Step 2. Draft survey questions  Conduct initial research with identified groups to better understand the behaviors, relevant beliefs, and appropriate language. This often includes interviews or focus groups.  Draft questions using guidance provided and insights from research. Step 3. Pilot test and refine questions  Pilot test draft questions with members of the group to be addressed.  Ask for open feedback on questions.  Develop initial predictive models to eliminate or refine questions.  Revise questions as needed. Step 4. Implement the survey  Use best practices to implement the survey and bolster high response rates

E-2 References for Best Practices The following are a recommended selection of references that provide best practice in the application of various data collection methods that are relevant to the measurement of traffic safety culture. Surveys  Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, Phone, Mail, and Mixed-Mode Surveys: The Tailored Design Method. John Wiley & Sons.  OECD. (2012). Good Practices in Survey Design Step-by-Step. In Measuring Regulatory Performance (pp. 31–43). Organisation for Economic Co-operation and Development. o http://www.oecd-ilibrary.org/content/chapter/9789264167179-6-en  Nardi, P. M. (2013). Doing Survey Research, 3rd Edition (3 edition). Boulder ; London: Paradigm Publishers. Purchased Internet Survey Panels  Yeager, D. S., Krosnick, J. A., Chang, L., Javitz, H. S., Levendusky, M. S., Simpser, A., & Wang, R. (2011). Comparing the Accuracy of RDD Telephone Surveys and Internet Surveys Conducted with Probability and Non-Probability Samples. Public Opinion Quarterly, nfr020. http://doi.org/10.1093/poq/nfr020 o https://labs.la.utexas.edu/adrg/files/2013/12/Public-Opin-Q-2011-Yeager- 709-47.pdf Focus Groups  Best Practices in Research & Evaluation: Focus Groups by ETR Services o http://www.etr.org/ebi/assets/File/etr_best_practices_focus_groups.pdf  Centers for Disease Control and Prevention’s Focus Groups in Small Communities o http://www.cdc.gov/pcd/issues/2010/may/09_0164.htm  SAGE Publication’s Focus Group Methodology: Introduction and History o http://www.sagepub.com/sites/default/files/upm- binaries/39360_978_1_84787_909_7.pdf

E-3 Key Informant Interviews  USAID Center for Development Information and Evaluation (1996), Conducting Key Informant Interviews, Performance Monitoring & Evaluation TIPS. Washington DC, USAID. Retrieved from http://pdf.usaid.gov/pdf_docs/PNABS541.pdf  Chapter 38. Some Methods for Evaluating Comprehensive Community Initiatives | Section 8. Conducting Interviews with Key Participants to Analyze Critical Events | Main Section | Community Tool Box, o http://ctb.ku.edu/en/table-of-contents/evaluate/evaluate-community- initiatives/interview-key-participants/main  UCLA Center for Health Policy Research o http://healthpolicy.ucla.edu/programs/health- data/trainings/Pages/community-assessment.aspx (Appendix A4)  National Alliance of Children’s Trust Funds o http://www.ctfalliance.org/research_savvypractitioner.htm